sponsorship servicing Archives - Power Sponsorship

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

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

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. 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 have and makes the sponsorship more valuable. But there are some sponsors who define exclusivity so broadly that they are […] 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

4 Warning Signs that a Sponsor is Planning to Exit

Have you ever been blindsided by a sponsor exiting? Thought a renewal was a sure thing, or at least a strong probability, only to get a “no”? There were probably signs along the way, but as much as sponsorship seekers read a myriad of motivations and probabilities into every stage of the initial sales and negotiation process, they don’t read between the lines when coming up to a renewal. Honestly, I don’t think most sponsors are trying to keep their partners in the dark, but no one likes to break bad news, and sponsors are no exception. Sometimes, they will drop hints, instead, hoping that gets them off the hook for addressing it directly until […] Read More

Can Sponsors Help Teams Sell Tickets?

That was the question I had to address at a conference last week. My opinion? Of course sponsors can help teams sell tickets! Great sponsors are not only adding value to the event experience, but they’re engendering advocacy for that experience – both critical factors for developing and growing an audience. That said, I think most teams who want to go down this track are setting themselves up for failure. There are three key reasons: Teams have a tradition of selling out their audience Let’s be honest here. More often than not, teams are happy to put a price tag on all manner of intrusive, disrespectful sponsorship “benefits”. You want to scream at our fans […] Read More

How Bad Apples are Hurting Cause Sponsorship

In recent months, several people have asked when I’m doing my next pro bono training program for charities. The answer is, I’m not… at least not anytime in the foreseeable future. Over the years, I’ve done a half-dozen or so really big sponsorship training programs for charitable organisations. Unfortunately, my experience with doing them has been less than satisfying. It’s also been enlightening, as the very thing that was causing me so much frustration is why those same organisations struggle to get (or keep) sponsorship: Entitlement. A few years ago, I did the 100 Charities Project. I offered two people from each of 100 charities in Australia and New Zealand the opportunity to attend a […] Read More