cmo must reads Archives - Power Sponsorship

Does Sponsorship Affect Share Price?

A few years back, I read an article entitled, “The Impact of Sponsorship on Share Price Brand Value”. The main assertion is that companies that sponsor have better performing share prices than companies that don’t. While that was the first time I’d seen anyone make that contention in any serious way, I continue to hear it from conference speakers, and in articles and blogs, to this day. On one hand, I can believe that there is a correlation. On the other, I think implying causation could be a long bow to draw. Sponsorship, and in particular modern, strategic sponsorship, is a powerful marketing tool. Is the correlation in share price performance simply because better, more […] Read More

Sponsorship Measurement: How to Measure What’s Important

A while back, I read a blog by Seth Godin. In it, he asked a question that has stuck in my head ever since: Do you measure it because it’s important, or is it important because it’s measured? Our industry is guiltier than most of the latter, and that is one of the biggest factors that keep sponsors from performing at their peak. The fact is that once we have worked out what constitutes a “success” – what we are measuring that “success” against – we work to that measure. The result is that how we measure sponsorship is critical to the true results we accomplish. A frighteningly large proportion of sponsors still measure mechanisms, […] Read More

The Captain Kirk Guide to Breaking Sponsorship Rules

I can admit it: I’m a nerd. I love science fiction, hate JarJar Binks, and have stood in my back garden with my daughter, waving at the International Space Station as it’s flown overhead on dozens of occasions. So, when I thought of writing a blog about breaking sponsorship’s rules, for me, there could be no better parallel than Captain Kirk and the Kobayashi Maru. For the uninitiated, this is a test given to prospective Starfleet captains. It involves rescuing the neutronic fuel carrier, Kobayashi Maru, from the Klingon neutral zone. It’s made to be unwinnable, and yet Kirk beat the test. How? He broke the rules and changed the game. Winning in sponsorship isn’t […] Read More

Should Your Community Sponsorships Be Managed Separately from Other Sponsorships?

I’ve lost count of the number of sponsors I’ve worked with who managed their community sponsorship portfolio separately from their other sponsorships. In most cases, their “commercial” sponsorships were managed by the sponsorship or brand team, while their community sponsorships were managed by corporate relations (or similar). Different teams, different agendas, different KPIs. This is so common, it could almost be called the norm, but that doesn’t make it a good idea. In fact, by approaching sponsorship this way, you’re doing a disservice to your brand, the power of sponsorship, and your communities. Sponsorship is sponsorship This approach usually stems from the misguided idea that some sponsorships are for achieving “real” objectives – objectives that […] Read More

Sponsors: How to Increase Sponsorship Sophistication and Results Across a Large Organisation

You’re the Chief Marketing Officer of a large multinational, or a Group Marketing Manager. Whatever your title, you’re a senior executive looking at millions of dollars being invested in corporate sponsorship across your company, and you know there are problems. Some of the decisions appear to lack rigour. Some brands sponsor strategically, while others appear to be picking partners out of a hat. Some investments are barely leveraged, while others aren’t leveraged at all. You may have noticed that the degree of sophistication applied to sponsorship is dependent on the individual managing the brand, and can change dramatically when that person moves on. You may even be seeing some bright spots, and wondering how you […] Read More

Disruptive Sponsorship: Like Disruptive Marketing, Only Better (white paper)

I’ve got a brand new white paper! It’s all about how sponsorship broke the ground that Disruptive Marketing is now claiming, and how we’re going to stay at the forefront by bringing more meaning to the equation than any other marketing media possibly can. It’s full of big trends, bigger ideas, and keys to finding your own inspiration. As a bonus, you’ll have plenty of comeback, next time some wannabe marketer snarks on at you about how sponsorship is just about exposure or “the halo effect”. This white paper attacks the subject from primarily the sponsor’s point of view, but rightsholders will find a lot of benefit in being able to identify and talk about Disruptive Sponsorship, and the enormous […] Read More

8 Toxic Traits a Corporate Sponsorship Manager Shouldn’t Have

A while back, I wrote a blog entitled, “8 Traits of a Great Corporate Sponsorship Manager”. I think that gives a good rundown on the type of sponsorship or brand manager you should want running your sponsorship portfolio. But, there is another side to this: The traits you don’t want in a corporate sponsorship manager, or in a brand manager who is managing sponsorship. Some of these could be fixable, while others are more intrinsic. In either case, if a sponsorship or brand manager has them, your sponsorship portfolio is destined to underperform , and the more of these toxic traits your manager has, the worse your results will be. Empire-builder Sponsorship is a sexy […] Read More

Dos and Don’ts of Sponsorship Proposal Assessment [Infographic]

How complicated can evaluating sponsorship proposals be? I mean, you just look at the back page for the price, and if you don’t fall of your chair, maybe read the executive summary. If that blows you away, then maybe read the rest of it… right??? Wrong. Although a massive number of sponsorship proposals are evaluated exactly like that, sponsors are doing themselves a disservice if this is the approach. That doesn’t mean you need to read all of every single proposal, even if you know it’s not a fit. Evaluating in a strategic way is actually less work than going old school, but it does take a specific approach. Check out the infographic below for […] Read More

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

Sponsorship Multi-Tools: The Holy Grail for Sponsors

If I had to hazard a guess, I’d say almost all of us has at least one multi-tool. I’ve got a much-loved, 20-year old Gerber that lives in the house, and is pressed into duty anytime I can’t be arsed going outside and unlocking the tool shed… which is a lot. I’ve done and fixed all manner of things with that one tool, and am constantly figuring out new ways to use it. If I could only have one tool, my Gerber would be it. What I want you to think about is how you can apply that thinking to sponsorship, and start identifying properties that can provide the kind of flexibility and broad-ranging usefulness […] Read More