Here’s part 2 of my interview with Frank Pudarich, owner of bespoke automotive marketing company Octane Garage.
In part 1 of the interview we covered:
- Leveraging your sponsorship dollars
- Marketing 101 – What to include in a sponsorship proposal
- Delivering sponsorship value and managing expectations
Sponsorship objectives: business-to-business and business-to-consumer
Kym: There’s different types of businesses that use sponsorships for different types of reasons. For example if you were a manufacturer and distributor of batteries and battery-related products, what would your major objectives be, or what equates to a return on investment for you? Is it purely about more units being sold or are there other factors?
Frank: There’s other factors. It’s similar to when I was working in car care, most automotive industries are the same, they’re very similar in their customer base and their areas of distribution; so you’d have the automotive service and retail chains, and you’ve got the individual workshops, and you may have wholesalers.