sponsorship sales Archives - Power Sponsorship

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

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

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

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

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

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

Six Signs a Sponsor is Just Not That into You

Okay, so I’m sitting on the couch watching the fun chick-flick, “He’s Just Not That Into You”. I’m loving it. Too rare. As usual, I can’t stop thinking about sponsorship. So, I think to myself, there are a few signs that sponsorship seekers consistently miss that could tell them that a sponsor just isn’t that into them. So, brace yourself for the cold, hard truth about how to read the signs so you can let it go, and move on to something more fruitful. They tell you to “just send in a proposal” This is a sponsor saying “leave me alone”, without being rude. In actual fact, it’s unintentionally cruel, because it gets the sponsorship […] Read More