Opinion: Events are generally undermarketed. Publicity is one of the least expensive and most effective sponsorship weapons in your arsenal.
Forecast: Targeting women and kids for participatory events is a fast-growing area. They're the real product decisionmakers. Hot sponsorship categories: travel and leisure, healthcare, computers, and telecommunications.
Tip: Ask your customers what matters to them most before selecting a cause. Your employees can be an army of publicists. Get the CEO directly involved in the sponsored event.
Secret weapon: Creativity and preparation. If you're prepared, you can seize chance opportunities for major publicity. Luck has little to do with great PR.
Edge: Growing up with 10 brothers and sisters in a professional tap-dancing troupe, and an ability to improvise.