by Alan M » Fri Apr 10, 2009 5:27 pm
[quote="Andrew G"]He needs to be kept under control Toks
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Re the sponsorship, clubs have it as they need the extra funds, we don't so why do we want to have the name of a shop stuck on the jersey? Simple as far as I'm concerned.
Andrew, probably sponsorship has as much to do with mutual branding as the bottom line on the balance sheet. Having on board a cycle shop brand as well known and respected a GB tends to imbue the club with a borrowed status and memorability that in turn improves market penetration and competitive advantage, or in lay terms attractiveness to new members and loyalty to existing members.
In addition, beneficial relationships are established between us and we get cross-marketing and promotion within the sector. This happens informally at the moment through the 10% cost reduction but could be developed into sponsored events, teams, bulk purchase and literature. An involvement governance/committee level could also be desirable. This is all pretty standard marketing stuff and although we aren't a company we are probably similar to a small business in activity levels and could usefully explore avenues relevant to the size and scope of the club.