best practice sponsorship Archives - Power Sponsorship

Is It Ever Okay to Invest in Sponsorship for Defensive Reasons?

When it comes to sponsorship selection, there are a few good reasons to do it, as well as a few bad reasons that are sometimes unavoidable, but often manageable. Good To change your target markets’ perceptions and behaviours around your brand To align with your customers and/or staff through their passions To reward your customers and/or staff To secure sales rights (provided the profit on projected sales is more than the sponsorship costs) Some combination of the above Bad, but generally manageable Senior executive choice  – for how to manage, see “How to Manage (or Get Rid of) a Senior Executive’s Pet Sponsorship“ Regional manager choice (for how to manage, see “Sponsorship Politics: How to […] Read More

Death to Beige Sponsorship!

Sponsors all over the world are embracing best practice sponsorship – adding value to the fan experience and favouring meaning and creativity over volume or visibility. This is fantastic, and as the gulf between great sponsors and old-school sponsors widens, more see the light and jump the chasm. Except the sponsors that don’t. They decide that their best approach is incremental improvement, and they count it as a “win” if their sponsorship isn’t as crap this year as it was last year. They’re no longer textbook terrible, but they are utterly lacking in distinction. All the sponsorships in the portfolio look virtually the same. They’re beige. As British politician Benjamin Disraeli once said, “The most dangerous strategy as […] Read More

The New Swear Words of Sponsorship

Years ago – like, seriously, twenty years ago – I did a presentation at a major conference where I called “exposure” and “awareness” the two swear words of sponsorship. After that, I used it in a few workshops and some writing, but somehow the concept stuck. Even now, I still have people quoting it back to me as a concept that changed their approach way back when. I’m very happy that, aside from some idiot logo-counting “measurement” agencies, our industry appears to have moved a long, long way past considering exposure and awareness as an important factor in sponsorship results. Yay! The downside? We now have a few new swear words of sponsorship. This particular raft […] Read More

How Do You Sell Sponsorship to an Old-School Sponsor?

There is no question in my mind that the Global Financial Crisis was great for our industry. Note, I said “great”, not “easy”. It was great because it dramatically increased the sophistication level of sponsors, as they had to deal with a new level of accountability. What we are seeing now is that, generally, sponsors are ahead of sponsorship seekers in sophistication. As a result, much of this blog and The Sponsorship Seeker’s Toolkit have been focused on helping those sponsorship seekers to effectively sell and service this new era of sponsors. There are also a lot of sponsorship seekers who “get it” – more every day – and when they come across a potential […] Read More

Introducing The Sponsorship Seeker’s Toolkit Fourth Edition!

If you follow this blog or my social media stuff at all, you know that a lot of the past year has been about writing and production of the Fourth Edition of the industry bestseller, The Sponsorship Seeker’s Toolkit. What started as an intended 20% rewrite quickly blew out to about 50%, with lots of new content on social media, new tools and techniques, and dozens upon dozens of amazing new case studies of sponsorship being done as well as it can be done. Whew! It’s now available through Amazon worldwide, as well as many other booksellers. You’ll notice a huge variation in price, so do shop around. In some regions, buying from Amazon and […] Read More

Olympic Sponsor Cowardice is Bad for Business

Sochi 2014 is a debacle. The past week or so has been all about the coverage of unfinished hotels, major infrastructure issues, the killing of Sochi’s stray dogs, and ridiculous inadequacies of some of the Olympic venues. But this was a debacle way before all of the “Where the hell did the $51 billion go?” questions were asked. It’s about human rights and Russia’s apocalyptic decision that only heterosexual people have them. This isn’t the forum to debate whether Russia’s LGBT laws constitute a human rights violation – and I honestly can’t see where there’s anything to debate – but there are sponsors involved, and that I’m happy to address. Sponsors didn’t ask for this […] Read More

My Top Five Priorities for Sponsorship Selection

There have been a few great questions on LinkedIn groups lately. I put my two cents in on the discussion boards, but thought other readers might find them useful. One question I found was about the five key factors sponsors take into account when selecting sponsorship. Great question! The problem is, the factors some sponsors do use for selection are a long way from the factors sponsors should use for selection. Being a best practice sponsorship zealot, I’ve gone the route of what sponsors should be taking into consideration, and these are my top five: Customisation Did the event/property do any homework before they contacted me? Was the proposal customised? Was it about my brand […] Read More

Six Signs a Sponsor is Just Not That into You

Okay, so I’m sitting on the couch watching the fun chick-flick, “He’s Just Not That Into You”. I’m loving it. Too rare. As usual, I can’t stop thinking about sponsorship. So, I think to myself, there are a few signs that sponsorship seekers consistently miss that could tell them that a sponsor just isn’t that into them. So, brace yourself for the cold, hard truth about how to read the signs so you can let it go, and move on to something more fruitful. They tell you to “just send in a proposal” This is a sponsor saying “leave me alone”, without being rude. In actual fact, it’s unintentionally cruel, because it gets the sponsorship […] Read More

Power Sponsorship 2014: New Directions, New Client Options, More Fun

Four days ago, I hit “send” and the manuscript was on its way. The Sponsorship Seeker’s Toolkit 4th Edition is now finished and in production. We’re looking at availability in early April. The original plan was that it was going to be about a 20% revision, with changes focused on social media and updating case studies. But noooo, I just couldn’t help myself and the revision is more like 40-50%. The end result is a book that I believe is worthy of this great industry, but holy dooley, what a lot of work. I’ve now written four books, plus three additional editions of one of them. Common sense would say that it would get easier, but […] Read More

Why Be a Sponsor?

That’s a good question, and one I get more than you would think. Over the past few years, sponsors all over the world have looked at the limited returns they were getting from old-school sponsorship and realising that things had to change. Many saw the light and have made big changes to best practice sponsorship, and are now reaping the benefits. Some have realised that change is inevitable, but have put it in the too-hard basket, relegating their results to ho-hum (at best) until they pull their fingers out and do something about it. And some don’t see the benefits of best practice at all. Instead, they have consigned all sponsorship to the category of […] Read More