how-to Archives - Power Sponsorship

How to Create a “Balanced” Sponsorship Portfolio

The other day, I had someone ask me how to ensure a sponsor’s sponsorship portfolio was “balanced” across sponsorship categories. Her concern was how to ensure that there was an even spread of sponsorship across sports vs charities vs community, etc, particularly given that sports sponsorship tends to be more costly. Oh, the alarm bells all of that set off! Now, there are a lot of ways to balance a sponsorship portfolio, but balancing categories isn’t one of them. When building (or auditing) a sponsorship portfolio, it’s all about what sponsorships are most relevant to your target markets, and will be leverageable for the greatest benefit to the brand. Those can fall into any category, […] 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

Should Sponsorship Be an Extension of a Sponsor’s Marketing Plan?

A couple of years ago, it would have never occurred to me to write this blog. Things change, however, and I’ve now been involved in two situations just in the past few months that have caused a lot of strife, and heard about many more. The scenario… A large brand takes up naming rights sponsorship of a major event. Seemingly clueless to the basics of best practice sponsorship, they are under the impression that the sponsorship itself is going to deliver their results. (Even modestly-skilled sponsors know that it’s leverage – what a sponsor does with a sponsorship – that provides the results!) So, with nothing but the most cursory, old-school leverage planned – let’s […] Read More

How NOT to Sell a Major Sports Sponsorship

“Lower Back Jersey Partner” Those were the only four words on an ad featured in an industry newsletter. This is where we’re going to put your logo, with the added benefit of time travel back to 1996. Ugh. We’re talking about a professional sports team that people LOVE 365 days a year. We’re talking about a team that elicits joy and tears and PASSION from their fans; a team full of heroes and larrikins and huge personalities. This is a team with a TRIBE of true blue fans, and respect from all sports fans. All of that – some of the most powerful factors that can be put to work to get a brand closer […] Read More

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

Sponsorship Leverage Trick: The Aerosmith Technique

The year was 1986, and Aerosmith were over – has-beens, ten years past their prime. That was, until old-school (old-skool??) hip-hop group, Run-DMC sampled one of their hits and they teamed up to make one of the best videos of a generation. That crazy combination reinvented and rejuvenated Aerosmith back into the stratosphere – literally, in the case of “Armageddon”. It also catapulted hip-hop into the mainstream, where it’s been ever since. What does this have to do with sponsorship? Well, nothing… if all of your investments are working. On the other hand, if you’ve got some old, tired, ill-fitting sponsorships – sponsorships that have run their course, sponsorships you never should have had – […] Read More

Bad Idea #148: Outsourcing Sponsorship Sales to an Online Stranger

In amongst the pile of emails in my inbox the other morning was one of the stranger requests for advice I’ve ever received. The sender was looking for sponsorship sales work, but wasn’t sure how to pitch for a job listed on Elance, or whether it was even worth it. Now, for anyone not familiar with Elance or ODesk or other outsourcing websites, these are platforms that allow you to list a job – generally with very specific parameters and outcomes – and then freelancers from around the world bid for the job. Bids can be incredibly low, but so can expertise levels. You get to decide who to hire, and most hires have a […] 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 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