Far too often I am asked to spend money on advertising, sponsorships, contests and so on. What do I do when I’m asked so frequently? What’s my criteria? How do I decide? Easy! Does it make sense? Ask yourself, “Does it make sense?”

Is this going to position you better in the minds of those whose opinions you’re concerned about? Is it going to give you access to people you normally wouldn’t have access to? Is it apart of a larger initiative to penetrate a market? If you don’t sponsor will it damage your reputation?

Ask yourself these questions and others that are similar and you’ll be able to find an answer. The most imporant question to ask is, “Is this a ‘one-off’ opportunity?” If it is, don’t even bother getting involved. You’re wasting your time and money. One-offs never work unless there is a consistent effort on the heels of it.

*One-off opportunities are those that are done with no follow up, no plan, and no effort to build on it.