blogs for sponsorship seekers Archives - Power Sponsorship

Is First Right of Refusal the Sponsorship Equivalent of a Ball and Chain?

First right of refusal is a valuable defensive benefit for a sponsor, guaranteeing them the opportunity to review and take up a new sponsorship at the end of the contract, before it’s offered to a competitor. The parties involved often assume that means it needs to be a similar offer to the one currently contracted – no matter how under-priced or badly structured it may be, or inappropriate it has become – making first right of refusal the sponsorship equivalent of a ball and chain. Thankfully, that’s not actually true, and you don’t have to live forever with a portfolio full of sponsorship mistakes. There are instances where you do have to offer a continuation […] Read More

Four Other Reasons You Might Need a Sponsorship Consultant

The normal role of a sponsorship consultant is to offer expert strategic advice, generally based on a reasonably long history of doing good work for good clients. That’s certainly what I do most of the time. There are, however, other reasons you may want a sponsorship consultant – reasons that are a bit outside the norm, but every bit as strategic. I thought I might run through a few very useful – but somewhat different - ways to use a sponsorship consultant. Delivering bad news Come on, do you really want to be the one to tell the CEO that sponsorship of her pet project is a narcissistic crap-heap? I didn’t think so. Sometimes, everyone but […] 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

How Do You Get a Fire-Sale Sponsor to Renew at a Realistic Level?

You shouldn’t have. You know you shouldn’t have. But you did. You sold a sponsorship at way below market value because time was getting short and so was your budget. Most sponsors won’t take up a fire-sale sponsorship. They know that their results come not from the sponsorship itself, but from the leverage they do around it. That takes time, so they don’t invest when they don’t have enough time – no matter how cheap. The sponsors who do take up fire-sale sponsors tend not to be very sophisticated and they expect the property to deliver their results, and can be some of the worst sponzillas around. That’s not the worst outcome of a fire-sale […] 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

Sponsorship Sales Lie #61: Desire Equals Success

If you’ve been selling sponsorship for any length of time, you already know this is a myth. You know how much goes into a successful sponsorship sale, and please feel free to move along to some other blog. But judging by the hundreds of emails and messages and phone calls I get from sponsorship seekers looking for advice, I can attest that the vast majority really don’t get it. This is an example of an email I received last week (with identifying details removed) and is extremely typical of some of the approaches I get: “I have an idea for an event that is GROUND-BREAKING. NOTHING LIKE THIS HAS EVER BEEN DONE BEFORE!! I have […] Read More

The Must-Ask Sponsorship Research Questions

I recently had someone put a sponsorship research plan from Neilsen in front of me. This was a plan created to help sponsors and potential sponsors understand the target market and how to get value from them. It sucked. Sorry, Neilsen, but it really sucked. But I’m not just picking on Neilsen here. The plan looked just like dozens I’ve seen in the past few years and reflect what most sponsorship seekers think they and their sponsors need to know. Here’s the thing: You don’t need to ask 25 questions about someone’s demographics. They’re not that important… really. Demographics don’t get people’s arses on your seats, psychographics do – people’s motivations, priorities, lifestyle, and self-definitions. […] Read More

Should You Accept Sponsorship from a Controversial Brand?

Australia has a refugee problem. More to the point, we have a problem with refugees packed onto overcrowded, unseaworthy boats, leaving Indonesia and making for our northernmost island outposts. While nearly all of those people are eventually found to be genuine refugees with a right to settle in Australia, what happens between their dangerous sea journey and that decision is fraught with controversy. And in the past couple of months, it’s become a sponsorship controversy, as well. Our Federal Government has decided that the best course of action is “offshore processing”, so these asylum-seekers are transported to detention centres on the Pacific Island nation of Nauru and Manus Island in Papua New Guinea. Whether this […] Read More

What Should You Do When Your Board Sets Unrealistic Sponsorship Targets?

If you’re a sponsorship seeker, at least one of these will sound familiar: Your organisation is planning an expansion or other costly activity, so your board increases your sponsorship target, or Your government funding is cut, so your board increases your sponsorship target, or Your donations have dropped, so your board increases your sponsorship target, or Your attendance has dropped, so your board increases your sponsorship target, or One of your competitors scores a big sponsorship, so your board increases your sponsorship target We have all been in this position at one time or another, but the current economic situation has everyone under pressure, and when many boards don’t understand how sponsorship works, and that sponsors […] Read More

Sponzillas: How to Deal with a Sponsor Who Bullies

In most places around the world, the sponsorship industry has recovered from its slowdown. Sponsors have largely rationalised their portfolios and become more strategic in how they make new investments. Sponsorship seekers are, out of necessity, having to raise their games to have any chance at gaining new sponsors. Seekers who are doing a great job are, by and large, doing great. Sponsorship seekers who aren’t are still wondering when the market will recover and their job gets harder every day. What I have heard more about in this past few years is sponsors bullying sponsorship seekers. My always busy inbox has been overflowing with dismayed sponsees caught in no-win situations: “Our biggest sponsor wants […] Read More