Q: We have been thinking of getting involved in sponsorship as an
alternative to media advertising. Can you advise on the best way to
A: Talk to Capitalize, which will help you identify the right
The company specialises in sport and music, which is ideal for the youth
Multi-million pound deals such as Barclaycard's sponsorship of the
Premier League or Vodafone's deal with Manchester United grab the
headlines, but the sums do not have to be that big.
Capitalize recently helped outdoor shoe manufacturer Hi-Tec sponsor a
team led by explorer Sir Ranulph Fiennes at the Eco Challenge, an
endurance race held this year in Patagonia. This only cost £10,000, but generated more than £100,000 worth of media
It arranged for Britannic Asset Management to sign a £1.5m,
two-year agreement with the Lawn Tennis Association, sponsoring the
women's International Championships at Eastbourne. The event was
televised on BBC and led to at least an eight-fold return on
Call 020 7326 9100; www.capitalize.co.uk. Or try Karen Earl, 020 7243
Q:We are planning a poster promotion linked to bingo, and need to decide
the locations. Is there a way we can get hold of a list of bingo outlets
in the UK?
A: The Bingo Association has a web site that gives names and addresses
of clubs. The site is somewhat limited and there is no comprehensive
list: you have to enter the name of a specific area to see what clubs
However each entry includes full information and a thumbnail map. You
can get more detail on individual clubs by clicking through to the
owner's web site, such as Carlton, Mecca and Beacon.
Alternatively, you could approach the owners themselves for a complete
list of their properties. Links are provided on the site, which is at
Q: Can you tell me where I can source a quantity of Swiss Army
pen-knives, or something similar, for a DIY promotion?
A: Exposure can provide a pair of pliers that opens up to become a
Swiss-type penknife, including screwdriver and hacksaw, for £3 to
£3.50 on quantities under 1000.
It also has a multi-purpose toolkit in a case for £2 to £2.50, and a mini lamp-cum-toolkit for around £3 to £3.50.
Allow 30p to 70p for printing.
Call 020 8207 4227, www.exposuregifts.com; or try Novelties Galore, 020
8424 9966; The Sourcing Team, 020 8288 8277.
Q: Where can I find companies that will pay for traffic directed from my
A: According to Forrester Research, affiliates now deliver as much as
13% of online retail sales. Traders will pay commission, which makes it
a more reliable source of advertising income than banners.
For example, an affiliate site giving travel advice about Australia
could link customers to the relevant guide at Waterstone's Online. If
this results in a sale, the site earns a commission.
To be involved you can go to a company such as TradeDoubler, a
pan-European site that can offer links to more than 300 providers of
goods and services.
Besides Waterstone's, these include Carphone Warehouse, Homebase,
Buy.co.uk, Jarvis Hotels, Workthing and ebookers.
The level and type of commission varies. For instance Mondus, a
business-to-business marketplace, pays 10p for every click-through from
However some traders prefer to pay for actual sales.
BT Internet gives £5 for every registration originating with you,
while the Electric Shop, a supplier of household appliances, offers 2%
commission on all products sold. And gamebookers.com pays you £6.50 per account opened as soon as the new user has placed his first
There is no joining fee. More details at www.tradedoubler.com.
Alternatively try Loaded Affiliate, one of a series of linked sites that
offers facilities for affiliates and e-tailers, together with articles
and information about what's involved www.loadedaffiliate.com).
E-mail enquiries should be sent to firstname.lastname@example.org.