MAC Group - Partnership and Co-Marketing

The care with which the MAC Group handles sponsor relations and positioning for the events it organizes transforms sponsorship into an effective marketing tool, which we develop with full and constant attention. Sponsorship management thus becomes an opportunity that goes beyond the mere corporate visibility of the sponsor of the event. What we do is actually to structure the sponsorship as a generator of relationships, approaching innovative clients with proposals for local stimulus programs, trade incentive programs, competitions, product demos and other initiatives able to generate an appropriate and enhanced return on their investment.

Leveraging this return, we also structure events as ceremonies and places that support the making and development of relationships, enabling their transformation into promotional opportunities, as testified to by the co-marketing initiatives conducted within the Mille Miglia format, for example.

The co-marketing and co-branding initiatives we propose form part both of the attentive relationship management we provide within events, and of our distinctive focus on providing fully-researched strategic support.

An example is the Genoa Boat Show presence of a shipyard that sponsors the Mille Miglia, clearly showing how the MAC Group's co-marketing proposals have made it possible to bridge two different contexts thanks to a shared target group. Likewise, the launch of the new BMW Z4 with a fleet of new cars taking part throughout the 2009 Mille Miglia was a true event within an event. An event that successfully generated thousands of contacts that were useful months before the event even took place, identifying hot leads that were profiled so that the most promising could be directed to the BMW dealer network.

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