blogs for sponsors Archives - Power Sponsorship

Sponsors: What If You Could Start Over?

It’s still early in the year – the time when people wipe the slate, make resolutions, and dedicate themselves to doing better. It’s when people give themselves permission to start over. What if we applied that thinking to corporate sponsorship? What if sponsors took some time out from dealing with the administration of sponsorship and the improvement of sponsorship, and instead, dedicated themselves to the potential of sponsorship. What if they asked themselves this one question: If you had the same sponsorship budget, but no commitments, what would the perfect sponsorship portfolio for your brand(s) and target markets look like? I do this for my corporate clients all the time. In its formal iteration, it […] Read More

How Much Should You Budget for Sponsorship Leverage?

There has been a fair bit of chatter online about what the standard sponsorship leverage ratio should be. That is, how much incremental money should you budget for your leverage program, as a ratio to the sponsorship fee paid. People have offered up 1:1 (spend one dollar leveraging for every dollar spent on a sponsorship fee), 2:1, and 3:1 in the discussions. If you pay attention to IEG, you’ll know they recently reported an average leverage spend of 1.4:1 in 2009. And there are plenty of that media hail big leverage spenders as being at the vanguard of sponsorship. I disagree with all of that. Vehemently. Spending that much, incrementally, flies in the face of […] Read More

Sponsorship Seekers Who Bully

I’ve blogged about Sponzillas – sponsors who bully – and in the spirit of fairness, I need to say that there are also some bullies on the other side of the equation. There is an echelon of very desirable properties that can – and sometimes do – bully potential sponsors. They know that if that sponsor doesn’t pay the money for whatever is on offer, someone else will. They offer standard, uninspired packages and refuse to offer anything creative, even if specifically requested by a potential sponsor. In their boldest manoeuvre, they may charge additional fees for bolt-on “benefits” that really only benefit the property. An example would be if an elite sports property required sponsorship […] Read More

Goodbye, Facebook (and Some Much Better Ways to Follow Me)

When I posted the Power Sponsorship Facebook page a few years ago, a large proportion of the people who wanted my posts were getting them. Now, as I nudge 1000 “likers”, the average post is going out to 8% of the people who have signed up. Yes, if a few people like or comment, they leak it out to a few more, but the fact that the content I post is very niche and directed at different parts and issues of the industry – which may not appeal to everyone in this industry – mean that if only some random 70 people get the post, the likelihood of a large proportion liking, commenting, or sharing […] Read More

The Other Ambush: Standing Up for What’s Right when Sponsors Don’t

Normally, when the Olympics roll around, I’m having a field day picking apart sponsorship strategies and, in particular, analysing the ambush marketing activities. Truth be told, ambush marketing gets me a bit giddy, lying as it does at the intersection of strategy and troublemaking. But this time around, the ambushers haven’t come to the party like they have in the past. Hell, the sponsors haven’t even come to the party. I can just see all the usual ambush marketing suspects gloating – not because they’ve done something so clever to gain marketing benefit for their brands, but because they’re the lucky ones with no IOC contracts, so they can stay well away from this debacle. […] 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, particularly the Sponsorship Insights group. 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? […] Read More

The Enemy of Effective Sponsorship Measurement

I’ve written at length about sponsorship measurement. I’ve written books, blogs, and even did a video tutorial. But I’ve never really addressed why sponsorship measurement so often and persistently goes awry. It’s a little concept called “confirmation bias”. “Confirmation bias” is the tendency for people to seek out and interpret research in a way that confirms that either what they already believe is true, or what they hope is true. For more, check out “confirmation bias” on Wikipedia. There are a number of reasons why someone who knows better would rather have ineffective measures that show success, than effective measures that might not: “Measurement” of an investment that had no set objectives or benchmarks (because you […] Read More

Recommended Resources You should Really Check Out

I mainly work on my own. My clients love this, as they know the strategy or audit or training they get will come straight from me and not delegated to a junior consultant. The only way that’s possible is if I have a crack support team of admin, researchers, and other specialists helping me out with the non-sponsorship related parts of my job. This year, I have worked particularly closely with two of these specialists, and would like to single them out for thanks and provide my strongest recommendation. Sherbert Lemon UK (graphic design) If you like how my website, brochures, and social media platforms look, that’s all down to the genius of Gareth Martindale […] 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