How do Art and Business link up?

-Business as a sponsor : supports arts events, projects, artists
-Business as an arts initiator : organizes exhibits, commissions art, corporate collections
-Business linking up with art and the civil society (corporate social responsibility projects)

In an age where creativity has become a value central to businesses survival, and where leisure is set to rival services as a motor of the new economy, the arts are an increasingly relevant partner to business.

Build your brand

Sponsor imaginative and innovative projects and you will associate these qualities with your brand values:
Association with the arts also offers a scope for brand renovation and positioning. The sheer breadth and diversity of projects available for sponsorship means that there are opportunities to suit all kinds of marketing challenges - bringing known brands to new markets, giving unknown brands higher visibility, launching or repositioning products.

Raise your profile

Generate eye-catching stories for the media and good copy for advertising: Arts events do generally have high media profile as they offer interesting content. This in turn creates a positive halo effect on your brand. As soon as you are out of trade magazines and in the general media via a lifestyle interest story you will reach a much wider audience of consumers and key opinion leaders. Hospitality opportunities associated to arts events (openings, pre-shows, VIP seats etc.) are a prime means of rewarding and or incurring favor with your major stakeholders.

Encourage brand recognition and loyalty

The arts have unique emotional power:
Partnering with the arts can help you reach opinion leaders where their heart and interest is actively engaged and build lasting relationships. In other words, you are adding emotional energy to your brand, something quite difficult to achieve via traditional Marcom efforts. This is also a powerful way of differentiating yourself from your competitors.

Showcase commitment to corporate social responsibility

Companies’ ethical reputations have an increasing influence on consumer behavior:
Strong public support for the arts creates goodwill amongst consumers as your company is seen to make a positive social contribution.

Achieve value for your money

Sponsorship is an especially valuable addition to your marketing mix as it can be integrated across your marketing activities. A content rich event can be used across your marketing, PR, advertising and even retail activities. It can be a new attraction point on your web site. It can also be used in internal communications, involving staff and offering them access to the event. Finally, due to their prestige, art events are especially suitable for relationship marketing via hospitality events.
There is really no limit to the ways in which you can maximize your sponsorship, in fact at similar investment levels, some sponsors can almost double benefits vs. others via smart integration of their sponsorship and its theme across the marketing mix.

…Sponsor a unique event or artist that would not otherwise have existed without you!