SBB Becomes New Partner for Hansgrohe Superprestige Cyclocross
Investment in sports communication aimed at boosting brand awareness
SBB Accountants & Advisors (Belgium) will be one of the seven partners for Hansgrohe Superprestige Cyclocross during the 2013-2014 and 2014-2015 seasons. This investment decision is the result of a strategic exercise pursuant to which SBB's management set a number of major growth targets. By investing in staff, increasing turnover and securing a bigger market share in the target group of SMEs, liberal professions and entrepreneurs SBB wants to become the benchmark for accountancy in Flanders. In this context, increasing brand awareness is top priority.
Sport communication, an alternative to traditional advertising Big advertising campaigns or television-ads don't fit the budget of the SBB Marketing Department, but a well-considered investment in sports communication is seen as a very worthy alternative. Johan Schoofs, Marketing Manager: "The increasing public interest in sports and an excess supply of traditional forms of advertising has turned the sponsoring of a sports event into a very powerful promotional tool. Furthermore, it enhances brand experience, which has always been a challenge in the rather grey business of accountancy and tax consultants."
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