| Cause marketing or strategic philanthropy is not new, but this marketing/sponsorship discipline has recently become more organized, more focused and more successful. In this session, an outside-the-air-show-business expert will introduce the concepts of cause marketing and explain how it can be put to effective use in the air show industry. He will explain the mutual benefits to all concerned when Corporate North America supports philanthropies and, in turn, is recognized for that support. He will explain why it is particularly critical that the relationships between philanthropy, air show/air show performer and corporate benefactor be genuine. And he will provide some case history examples of how cause marketing has been put to effective use both within and outside the air show industry. |
