sponsorship servicing Archives - Power Sponsorship

Four Perspectives, One (Ugly) Sponsorship Renewal

I work with some amazing, committed sponsorship professionals, spanning industries and on both sides of the equation. But as smart and experienced as these professionals are, I’m often surprised at how little they understand about the other side. When collaboration is key to best practice sponsorship, this tunnel vision isn’t helpful. So, I thought I’d shine a light on the challenges and politics around something that we do every day: Sponsorship renewals. Below, I’ve given points of view from the CMO and Brand Manager on the sponsor’s side, and the Executive Director and Marketing & Development Manager with the sponsee. It hasn’t been a great relationship, and it’s time for renewal. Although this example is gleaned […] Read More

Can’t Keep Up? 5 Ways to Simplify Sponsorship Servicing

Back when I started in this business, sponsor servicing was almost non-existent. Properties (usually) delivered the benefits, then the next time a sponsor would hear from them was when the renewal request came through. Then, there was a long period when sponsor servicing was primarily about kissing the arse of your key contact. All it required was some VIP invites, a meet-and-greet with someone famous, and a few long lunches and everyone was happy. Until you tried to renew and there was someone new in the role. Thankfully, a lot has changed, and sponsees have realised that after-sale servicing is a critical factor for… Ensuring the sponsor gets a great result from the sponsorship Ensuring the […] 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

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

The Must-Ask Sponsorship Research Questions

I recently had someone put a sponsorship research plan from Neilsen in front of me. This was a plan created to help sponsors and potential sponsors understand the target market and how to get value from them. It sucked. Sorry, Neilsen, but it really sucked. But I’m not just picking on Neilsen here. The plan looked just like dozens I’ve seen in the past few years and reflect what most sponsorship seekers think they and their sponsors need to know. Here’s the thing: You don’t need to ask 25 questions about someone’s demographics. They’re not that important… really. Demographics don’t get people’s arses on your seats, psychographics do – people’s motivations, priorities, lifestyle, and self-definitions. […] Read More

Sponzillas: How to Deal with a Sponsor Who Bullies

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: What is the deal here? Why have […] Read More

5 Reasons You’re Better Off without That Sponsor

Sponsors mean money, so it makes perfect sense to try to retain all of the sponsors you possibly can. Honestly, though, there are times when you will be better off without a sponsor – even if that means you need to do the hard work to replace them. In other words, two in the bush can be a far better situation than having one bird in the hand. Why? Let me count the ways… They demand too much exclusivity Category exclusivity – exclusive financial services provider, exclusive automotive partner, etc – is not only acceptable, for most sponsees, it is the norm. That exclusivity guarantees a marketing platform to your sponsor that their competitors won’t […] Read More

Sponsors: 4 Renewal Strategies for Getting the Most from Your Partners

You’ve been sponsoring a property for a while and renewal time is coming up. Sometimes, what you need to do is a no-brainer; the experience was either so great or so bad, you know whether to renew or walk away. Not this time, though. You value the opportunity, and may have even achieved great results, but the experience of being a sponsor hasn’t been great. Some of the typical scenarios include: They promised the world and failed to deliver. They played fast and loose with the contract or hit you with extra fees whenever they could. Their lack of flexibility or vision meant you couldn’t mount a leverage strategy that would have been good for […] 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

How to Save a Sponsorship in 5 Minutes

A few weeks ago, I wrote a blog showing sponsors how to “do a MacGyver” on their underperforming sponsorships, improving their investments fast. There is no real substitute for developing and implementing great leverage strategy, but let’s face it, that doesn’t always happen. Like those MacGyver sponsorships, sponsees on renewal often have to save a sponsorship quickly and in less than ideal circumstances. And again, the best option is for a sponsee to create and implement a great sponsor servicing plan, to avoid these surprise exits. Unfortunately, that doesn’t always happen. So, in the same spirit of last-ditch optimism, here are some tips on how to rescue a sponsorship in five minutes. Shine a light […] Read More