sponsorship selection Archives - Power Sponsorship

Is It Ever Okay to Invest in Sponsorship for Defensive Reasons?

When it comes to sponsorship selection, there are a few good reasons to do it, as well as a few bad reasons that are sometimes unavoidable, but often manageable. Good To change your target markets’ perceptions and behaviours around your brand To align with your customers and/or staff through their passions To reward your customers and/or staff To secure sales rights (provided the profit on projected sales is more than the sponsorship costs) Some combination of the above Bad, but generally manageable Senior executive choice  – for how to manage, see “How to Manage (or Get Rid of) a Senior Executive’s Pet Sponsorship“ Regional manager choice (for how to manage, see “Sponsorship Politics: How to […] Read More

Sponsors: What If You Could Start Over?

It’s still early in the year – the time when people wipe the slate, make resolutions, and dedicate themselves to doing better. It’s when people give themselves permission to start over. What if we applied that thinking to corporate sponsorship? What if sponsors took some time out from dealing with the administration of sponsorship and the improvement of sponsorship, and instead, dedicated themselves to the potential of sponsorship. What if they asked themselves this one question: If you had the same sponsorship budget, but no commitments, what would the perfect sponsorship portfolio for your brand(s) and target markets look like? I do this for my corporate clients all the time. In its formal iteration, it […] Read More

Sponsorship Seekers Who Bully

I’ve blogged about Sponzillas – sponsors who bully – and in the spirit of fairness, I need to say that there are also some bullies on the other side of the equation. There is an echelon of very desirable properties that can – and sometimes do – bully potential sponsors. They know that if that sponsor doesn’t pay the money for whatever is on offer, someone else will. They offer standard, uninspired packages and refuse to offer anything creative, even if specifically requested by a potential sponsor. In their boldest manoeuvre, they may charge additional fees for bolt-on “benefits” that really only benefit the property. An example would be if an elite sports property required sponsorship […] Read More

My Top Five Priorities for Sponsorship Selection

There have been a few great questions on LinkedIn groups lately. I put my two cents in on the discussion boards, but thought other readers might find them useful. One question I found was about the five key factors sponsors take into account when selecting sponsorship. Great question! The problem is, the factors some sponsors do use for selection are a long way from the factors sponsors should use for selection. Being a best practice sponsorship zealot, I’ve gone the route of what sponsors should be taking into consideration, and these are my top five: Customisation Did the event/property do any homework before they contacted me? Was the proposal customised? Was it about my brand […] Read More

Negotiating and Managing Multi-Brand Sponsorship

I tell sponsorship seekers all the time, “Don’t approach the company, approach the brand”. The underlying principle is that companies will generally have one brand that is clearly the best fit for a sponsorship opportunity. This is true for sponsors, as well, and most sponsors have embraced brand sponsorship as the default position for investment. There are, of course, a couple of exceptions. The first is when a sponsorship creates a platform that is large, relevant, and flexible enough that it can be leveraged across an entire portfolio of brands. An example would be if Kellogg’s sponsored the World Cup. They could make that work across their brand portfolio and most, if not all, regions. […] Read More

How to Manage (or Get Rid of) a Senior Executive’s Pet Sponsorship

In many ways, the Global Financial Crisis was one of the best things that ever happened to the sponsorship industry. As the level of sponsor accountability rose at an astronomic rate, the level of sophistication required rose right along with it. For many companies, it also saw the end of a practice that has been the bane of marketing departments for decades: The senior executive’s pet sponsorship. Note, I said “many”, because as antiquated as this practice is, it persists in some companies. The accountability issue is addressed by a directive (implied or explicit) to find some way – any way – to justify this wasteful expense. If you’re in one of those marketing departments, […] Read More

Sponsorship Politics: How to Manage Regional Management

You’re a brand manager or a sponsorship manager, working in your corporate headquarters. You’re handling the national and/or global sponsorship portfolio, but there are only so many hours in your team’s day, so you are relying on regional management to select and manage local sponsorships. For many of you, that very thought will give you a chill down your spine. I’ve lost track of the number of corporate clients that have no idea what’s being sponsored at the local level, how it was selected, whether it was leveraged and how, whether it produced any results against objectives, and how much it’s all costing. The regions may be doing great things, or they may be sponsoring […] Read More

Can’t Keep Up? 3 Ways to Better Manage Sponsorship Proposal Assessment

Some sponsors receive dozens of unsolicited proposals a month. Some receive hundreds. Others, thousands. It’s no wonder so many sponsors are overwhelmed by the process of sponsorship proposal assessment. Below, I’ve outlined three things you can do to streamline the process and get a more strategic result. Receive fewer proposals “Yeah, right”, I hear you say. “Whaddaya got? A wand?” Let me assure you, you don’t need a wand and it is possible to reduce the number of proposals you get. If you’re in the situation where there is a nonstop stream of mostly terrible proposals arriving in your inbox, chances are you’re spending way too much time on this first step of assessment. For […] Read More

Is Ultra-Short-Term Sponsorship Worth the Investment?

You can sponsor the tennis superstar for one tournament. You can sponsor the team for one game. You can sponsor the sprinter for one race. The big “sell” is all the exposure your brand can get for their brands, although astute sponsors are well aware that exposure doesn’t equate to changing perceptions or behaviours around the brand – what marketing is all about. There is an implication that buying one of these micro-sponsorships puts a brand in the big leagues, but the platform is so small that it is almost unleverageable. The whole premise resides somewhere between egomania and delusion, and the short answer to whether it is worthwhile is “no”. In reality, the most […] Read More

Favourite Sponsorship Leverage Trick: The Invisible Brand

I’m often asked about my favourite leverage trick for sponsors. Truth be told, I have a lot of favourite tricks… but the “invisible brand” trick is one of the easiest and most versatile. With the Olympics nearly upon us, let’s take a page from their sponsors. They get no visibility from the event. None. And yet, somehow, they manage to turn those huge investments into a marketing return. So, here it is…. my trick: When you develop your leverage plan, pretend you get no visibility from the event at all, and no ability to leverage within the venue or precinct. This is such a simple thing to do, but it will stop you from fixating […] Read More