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Whoa there!” I hear you cry. “You mean that, having spent a pile of cash to raise awareness of my business, you expect me to spend the same amount again to make people aware that I’m doing something to raise awareness?”
Crazy though it may sound, the answer is yes, because getting your logo featured on a racer’s clothing or bike is only half of the promotional campaign. The other half is explaining the connection to people...

Read Marketing Matters here.