sponsorship leverage Archives - Power Sponsorship

8 Ways to Ensure Your Sponsorship Portfolio Underperforms

I’ve blogged on and on about the big issues that affect our industry; about the critical factors that drive sponsorship results. But sometimes, it’s not the big mistakes that trip sponsors up. Sometimes it’s just getting one or two things wrong that undoes every other great thing you try to do. It’s the weak link that will cause the whole system to fail. Below, I’ve outlined eight mistakes. Do any one of these, and your sponsorship results will suffer. Do a few, and you’ll be lucky to get any results against your objectives at all. Put decision-making into one person’s hands I don’t care how much of a genius brand or sponsorship manager you may […] Read More

Favourite Sponsorship Leverage Hack: Don’t Sponsor the Property, Sponsor the Fans

I’ve published a few sponsorship hacks over the years. Most of them have to do with a process shortcut – something to streamline or speed up a time-intensive part of your job. But this one is different. This is about a mindset shortcut – a way of thinking about sponsorship so you take the most direct route to getting great sponsorship returns. In the early days of sponsorship, the thinking went something like this… “If we connect our brand strongly enough with this property we sponsor, all the people who love that museum/event/team/whatever will transfer some of that love to us.” Yeah, that doesn’t happen. There’s no research that supports it, but we don’t even […] Read More

How to Structure a Sponsorship Portfolio

Most of my blogs address issues and opportunities presented by individual sponsorships or overall approaches. It isn’t often that I address sponsorship at the portfolio level in this blog, and it’s probably about time to address portfolio structures that work, and a few that don’t. Fewer, bigger sponsorships As the importance of leveraging your sponsorships in a creative, meaningful way has gone mainstream, so has the realisation of how much time and effort goes into doing it well. Many a sponsor has looked at their vast, fragmented portfolio and thrown up their hands in exasperation, realising that they will never be able to do them all justice with the resources they have. Enter the “fewer, bigger” […] Read More

Which Generation Corporate Sponsor Are You?

I’ve been doing sponsorship a very long time, and I’ve seen the growth of best practice through four very distinct generations. When we finally got to this generation, Last Generation Sponsorship, it was like a thousand gigawatt light bulb went off over the head of our industry. It was a collective, “Of COURSE that’s what it’s about! What HAVE we been doing before this?!” It’s exciting. It’s amazing. It’s massively creative and fun. But not everyone saw that light. Every day, I meet sponsors who are stuck in one of the previous generations. Sometimes, it’s a lack of skill in frontline sponsorship staff. Other times, the sponsorship or brand manager gets it, but the organisational […] Read More

For Outstanding Sponsorship, Minimise Analysis and Focus on Process

For most sponsors, decisions to invest in or renew a sponsorship are based primarily on analysis against a set of criteria. This may seem sensible, and bean counters love this approach, but it doesn’t actually work very well with sponsorship. I’ll go so far as to say that using analysis to drive your decisions is consigning your results to mediocrity, and the only way to achieve truly outstanding sponsorship is if the decisions around it are primarily process-driven. Below, I’ve outlined the typical, analysis-driven approach to sponsorship decisions, the far more effective and powerful process-driven approach, and some steps so that you can apply it within your own organisation. Analysis-driven sponsorship For new sponsorship investments, […] Read More

The Evil Genius Guide to Ambushing Your Own Sponsorship

In an era of massive sponsorship clutter, many sponsors believe that if their investments are going to have a real impact – to “break through the clutter” – they need to sponsor at a high level. I’ve heard the phrase, “Go big or go home”, espoused at more sponsorship conferences than I can count. And while I understand the fired-up, chest-beating appeal of the phrase, the implication that only high-level sponsorships will deliver big returns is flatly wrong. Before I go on, let me say that I’ve got absolutely no issue with big, high-level sponsorships, if they’ll be leveraged in a manner that will make the most of that enormous platform. But you really don’t […] Read More

How to Get Internal Buy-In for a Diamond-in-the-Rough Sponsorship

We’ve all been there. You’ve got a proposal for a sponsorship with “potential”, but you know getting it over the line will be next to impossible. Maybe there’s a ton of relevance for your target market, but the property is new and untried. Maybe you can think of a million great angles for leverage, but the property isn’t super-sexy. Or maybe your company just has a fixed idea of what a “major sponsorship” looks like. Some sponsorship opportunities are amazing, with the value absolutely apparent to anyone who sees the proposal. But there are also many diamonds-in-the-rough that could do amazing things for your brand, if you can get the buy in. What you don’t […] Read More

Sponsorship and Social Media: Getting It Right

A question I get a lot is why I don’t address specific how-tos on using social media with sponsorship – some kind of step-by-step formula for social media success. The answer to that is pretty simple: There is no formula. It’s not about a formula. We all know how social media works; people follow you, you provide compelling content and interesting experiences, those followers engage. It’s a very powerful tool for leveraging sponsorship, and sponsorship is a very powerful tool to foster that engagement. HOW you engage with sponsorship, however, isn’t something that can be done using a formula, no matter who tells you otherwise. If you know how best practice sponsorship works, social media […] Read More

The Captain Kirk Guide to Breaking Sponsorship Rules

I can admit it: I’m a nerd. I love science fiction, hate JarJar Binks, and have stood in my back garden with my daughter, waving at the International Space Station as it’s flown overhead on dozens of occasions. So, when I thought of writing a blog about breaking sponsorship’s rules, for me, there could be no better parallel than Captain Kirk and the Kobayashi Maru. For the uninitiated, this is a test given to prospective Starfleet captains. It involves rescuing the neutronic fuel carrier, Kobayashi Maru, from the Klingon neutral zone. It’s made to be unwinnable, and yet Kirk beat the test. How? He broke the rules and changed the game. Winning in sponsorship isn’t […] Read More

Why Using Sponsorship for Data Acquisition is a Bad Idea

Sponsors around the world are becoming preoccupied with data acquisition – to the point where it is a primary goal of many sponsorship strategies.  This is a big mistake. I’m not saying data acquisition is a bad thing – far from it. Adding to and rounding out your databases is clearly raising the usefulness and value of a major marketing tool. But making it a focal point of a sponsorship program has some major flaws that could damage, not enhance, your results. It pushes the “cynic” button Best practice sponsorship is all about providing small, meaningful wins to lots of people – lots of “fans” of whatever you’re sponsoring. (For more on best practice, read […] Read More