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When asked, the majority of one-term sponsors will tell you the reason they are not returning is that they simply didn't see any results from their sponsorship. However, if you were to look at their marketing program, it undoubtedly focused on providing information to their audience. While important in the long run, information does little to "encourage" sales. Providing value does.
Imagine if, as opposed to the fancy brochures and beer coozies, your audience was given free MP3 downloads and discounts. Would their impression remain the same?
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