Sole Sponsor...

Bud Light's new Golden Wheat beer was the sole sponsor of last week's Saturday Night Live. I know that because SNL made a special point of announcing that near the beginning of the program

Although there were local spots, Bud Light Golden Wheat was the only national advertiser.

Sole Sponsorship can be a benefit to both the advertiser and the media outlet.

The advertiser gains the unique position of being the only brand recognized across a publication, website or TV/Radio broadcast.

Not only does that mean you get more mentions, there are no other brand names to clutter the audience's mind. Look at me for example. I recalled the sponsor's product immediately.

That's not to say it makes more sense to buy a two-page ad in one issue of a magazine verses half page ads over four months.

It makes sense only if you are the sole sponsor.

The media benefits not only by only having to sell one advertiser, but being able to focus on that advertiser and give them customized service.

And sometimes it's easier to sell one big ad package than a bunch of small ads.

A few years back, I suggested sole sponsorship for a newsletter for a chamber of commerce I was on the board of.

Most people at the meeting didn't get it. They couldn't sell $50 business card ads, who would buy a $500 sponsorship.

Someone who wanted to get a lot of attention, that's who. And it worked. We had a sponsor signed up for the first issue within a few days and another one right behind them.

Takeaway: Standing out often requires a bold move. Being a sole sponsor can get your brand recognized and remembered in a way no other opportunity can.