man and woman shaking hands at event (Photo: Shutterstock)

How are all those potential clients going to find out about you? Aligning yourself with a major local charity can build brand recognition. You have seen the relationship Viking River Cruises has developed with public television. I recently listened in on a presentation from another river cruise company. They lamented: “People tell their travel agent they want to book a Viking cruise, but what they mean is they want to book a river cruise.”  This logic supports the assertion that sponsoring a local charity event makes sense. Here is why:

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