blogs for sponsors Archives - Power Sponsorship

Should Your Community Sponsorships Be Managed Separately from Other Sponsorships?

I’ve lost count of the number of sponsors I’ve worked with who managed their community sponsorship portfolio separately from their other sponsorships. In most cases, their “commercial” sponsorships were managed by the sponsorship or brand team, while their community sponsorships were managed by corporate relations (or similar). Different teams, different agendas, different KPIs. This is so common, it could almost be called the norm, but that doesn’t make it a good idea. In fact, by approaching sponsorship this way, you’re doing a disservice to your brand, the power of sponsorship, and your communities. Sponsorship is sponsorship This approach usually stems from the misguided idea that some sponsorships are for achieving “real” objectives – objectives that […] Read More

What Should a Rightsholder Include in a Year-End Sponsorship ROI Report?

Nothing. Measuring sponsorship is not your job. You’re probably thinking to yourself, “If I can’t prove what the sponsorship delivered, then they won’t renew”. And to an extent, you’re right. If the sponsor doesn’t know what they accomplished, they’re not going to renew. But it’s not your responsibility to measure returns, and more to the point, it’s impossible. In this rewrite of a vintage blog, I’m going to show you why, and what you should do instead. Rightsholders can’t measure results The only organisation that can measure the returns against a sponsor’s objectives is the sponsor. When a sponsor invests in sponsorship, they are investing in opportunity, not results. It’s the sponsor’s leverage program that […] Read More

Sponsors: How to Increase Sponsorship Sophistication and Results Across a Large Organisation

You’re the Chief Marketing Officer of a large multinational, or a Group Marketing Manager. Whatever your title, you’re a senior executive looking at millions of dollars being invested in corporate sponsorship across your company, and you know there are problems. Some of the decisions appear to lack rigour. Some brands sponsor strategically, while others appear to be picking partners out of a hat. Some investments are barely leveraged, while others aren’t leveraged at all. You may have noticed that the degree of sophistication applied to sponsorship is dependent on the individual managing the brand, and can change dramatically when that person moves on. You may even be seeing some bright spots, and wondering how you […] Read More

Ambush Marketing has Never Been Easier… or More Pointless

I was recently discussing sponsorship with a brand manager, when she said that she didn’t understand why brands would bother with sponsorship anymore, when they can use microtargeting to get their messages to the same people without sponsorship. She contended that unless a brand was using the sponsorship to secure vending rights, or some other direct sales benefit, that they should just use social media to ambush. At that point, I was wondering if marketing was really her calling, as she was demonstrating an alarming lack of understanding of how marketing, sponsorship, or you know… people actually work. New tech, old thinking Twenty-odd years ago, the internet was exploding, and brands were shouting from the […] Read More

Valuing Contra vs Cash Sponsorship

This is another of my vintage blogs, reworked and updated to reflect changes in best practice, and new angles. How to value contra, otherwise known as in-kind, sponsorship is a question I get almost every day. What is most interesting is how differently sponsors and sponsorship seekers view contra, and they both overcomplicate what is really quite a simple equation. Sponsorship seekers take contra for granted. Well, okay… most sponsorship seekers take contra for granted. The attitude is, “those airline seats would be empty anyway, so why do we have to put a value on them?” Newsflash: If you didn’t get those seats through contra, you would have to pay someone for them, so they […] Read More

Disruptive Sponsorship: Like Disruptive Marketing, Only Better (white paper)

I’ve got a brand new white paper! It’s all about how sponsorship broke the ground that Disruptive Marketing is now claiming, and how we’re going to stay at the forefront by bringing more meaning to the equation than any other marketing media possibly can. It’s full of big trends, bigger ideas, and keys to finding your own inspiration. As a bonus, you’ll have plenty of comeback, next time some wannabe marketer snarks on at you about how sponsorship is just about exposure or “the halo effect”. This white paper attacks the subject from primarily the sponsor’s point of view, but rightsholders will find a lot of benefit in being able to identify and talk about Disruptive Sponsorship, and the enormous […] Read More

Sponsorship, Data, and Maximising Brand Returns (Infographic)

With the huge, new focus on developing giant data sets – for analytics, for micro-targeting – some sponsors have lost their way on sponsorship, shifting the focus from people and passion to data acquisition. Here’s my take on how the two focal points for sponsorship use data, the pros, cons, and how they impact on brand results.     Need more assistance? For all you need to know about best practice sponsorship selection, leverage, measurement, management, and more, you may want to get a copy of The Corporate Sponsorship Toolkit. If you need additional assistance with your sponsorship portfolio, I offer sponsorship consulting, sponsorship training, and strategy sessions. Please drop me a line to discuss. Kim Skildum-Reid admin@powersponsorship.com […] Read More

What Should a Sponsor Do If a Rightsholder Doesn’t Deliver Contracted Benefits?

I recently worked with a sponsor that had a major sponsorship with a professional sporting body, but when the rightsholder failed to deliver many of the biggest benefits – the benefits the sponsorship was bought and sold on – the whole thing fell in a heap. Most of us who have been in the industry for some time have had to deal with at least a few rightsholders that really don’t hold up their end of the bargain. These range from minor annoyances to catastrophic, if core elements of the contracted benefits aren’t delivered. In this blog, I’m going to offer some options for dealing with these situations, as well as some advice for avoiding […] Read More

8 Toxic Traits a Corporate Sponsorship Manager Shouldn’t Have

Last year, I wrote a blog entitled, “8 Traits of a Great Corporate Sponsorship Manager”. I think that gives a good rundown on the type of sponsorship or brand manager you should want running your sponsorship portfolio. But, there is another side to this: The traits you don’t want in a corporate sponsorship manager, or in a brand manager who is managing sponsorship. Some of these could be fixable, while others are more intrinsic. In either case, if a sponsorship or brand manager has them, your sponsorship portfolio is destined to underperform , and the more of these toxic traits your manager has, the worse your results will be. Empire-builder Sponsorship is a sexy portfolio […] Read More

Four Perspectives, One (Ugly) Sponsorship Renewal

I work with some amazing, committed sponsorship professionals, spanning industries and on both sides of the equation. But as smart and experienced as these professionals are, I’m often surprised at how little they understand about the other side. When collaboration is key to best practice sponsorship, this tunnel vision isn’t helpful. So, I thought I’d shine a light on the challenges and politics around something that we do every day: Sponsorship renewals. Below, I’ve given points of view from the CMO and Brand Manager on the sponsor’s side, and the Executive Director and Marketing & Development Manager with the sponsee. It hasn’t been a great relationship, and it’s time for renewal. Although this example is gleaned […] Read More