sponsorship measurement Archives - Power Sponsorship

9 Secrets of Amazing Sponsors (Infographic)

I’m asked all the time what separates truly amazing, best practice sponsors from the also-rans. And although the specific strategies and techniques could fill a book – specifically, The Corporate Sponsorship Toolkit – I’ve distilled the basic differences between great sponsors and also-rans down to nine. The nine things great sponsors get right are in the infographic below. Clearly, nobody is going to be able to fit everything you need to know to elevate your approach to best practice in one infographic, but it’s a starting place. If you read this and realise you’re missing some, or even all, of these components in your sponsorship approach, you need to make changes and you need to make […] Read More

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

What Should a Sponsee Include in a Year-End ROI Report?

Nothing. Measuring sponsorship is not your job. The only organisation that can measure the returns against a sponsor’s objectives is the sponsor. When a sponsor invests in sponsorship, they are investing in opportunity, not results. It is the sponsor’s leverage program that provides the results against their objectives. In effect, the sponsor isn’t measuring what they buy from you, but their leverage program. You are simply not best placed to measure the sponsor’s returns, against the sponsor’s objectives, from the sponsor’s benchmarks! As a property, the only two things you can realistically report to a sponsor are: Whether you delivered all of the benefits you promised. Sheer mechanisms, like exposure, website clicks, etc and whether […] 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

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

11 Sponsorship Mantras to Keep Your Team on Track

Doing sponsorship training is one of my favourite parts of this job. And even though my training is meant to change the way people do sponsorship, it still stuns me when – years after just a day or two of training – people tell me that what they learned “changed everything”. They often go on to recite some specific mantra they and their team have adopted that has guided their sponsorships ever since. This has happened three times in the past eight days and would happen several times a month, at least. I thought it might be useful compiling some of those mantras that people quote back to me over and over; the ones that […] Read More

4 Minor Changes That Could Create Major Improvements in Your Sponsorship Results

As we near the end of the year, many of us are deep into planning for 2013. Unfortunately, many sponsors simply pull out last year’s plans, update a few figures, and do the same thing again and again. If your sponsorship program hasn’t had any radical updates in the past few years, it’s probably time to shake things up. For some companies, however, “radical” changes aren’t part of the corporate culture. In that case, implementing a few simple alterations in the planning process – changes that will seem relatively innocuous – could create much better results and set in motion the mindset for much bigger changes in future. Stop winner-takes-all contests If you’re doing promotions […] Read More

How to Shift a Sponsor’s Mindset on Measurement

I recently referenced a major Australian sporting organisation in an opinion piece in The Australian newspaper. My comments were about how they were promoting their recent hire of a company that “measures sponsorship 24/7” – basically using software to register logo exposure and put a value on it. My opinion is very firmly in the category of “Wow, that is old school”. Their response was more or less that they had contracted to provide that information to their sponsors and that it formed an important part of the sponsorship assessment. My response to their response is, “Wow, that is old school.” The problem is that the situation of sponsors expecting that kind of report is […] Read More

Sponsee Research that Really Benefits the Sponsors

“Can you name any of the sponsors of this event?” If that question is never asked again, our industry would be better for it. It’s nothing but a leading memory test that has nothing to do with the changes in perceptions and behaviours that a sponsor needs to see. And yet, many sponsorship seekers – and, let’s face it, sponsors – let this masquerade as sponsorship measurement. Before another sponsee constructs some lame-arse questionnaire that benefits no one, everyone involved needs to understand the kind of information that will really benefit a sponsor. What a sponsee can’t do Sponsees can’t measure sponsorship results for the sponsor. The objectives are the sponsor’s, the benchmarks are the […] Read More

5 Things Your Sponsorship Consultant Won’t Tell You

In the past few months, I’ve had a string of consulting jobs where I’ve been the second consultant hired in less than a year. Either the clients didn’t think they got the best advice or, upon implementation, they realised that the advice provided really wasn’t going to get them where they needed to go. In every case, when they give me a copy of the strategic advice the former consultant provided, I immediately saw the problem: The consultant had either told them what they wanted to hear, or they had tailored their advice for maximum follow-on implementation revenues. My job ended up being about telling the sponsor what they really should have been told in […] Read More