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… Read More
When it comes to sponsorship selection, there are a number of great reasons to commit to a sponsorship. There are also a few bad reasons that are sometimes unavoidable, but often manageable. Good reasons to sponsor To change your target markets’ perceptions and behaviours around your brand To align with… Read More
That’s a good question, and one I get more than you would think. Over the past decade or so, sponsors all over the world have looked at the limited returns they were getting from old-school sponsorship and realisied that things had to change. Many saw the light and have made… Read More
When it comes to annual sponsorship plans, many sponsors simply pull out last year’s plans, update a few figures, and do the same thing again and again. If that sounds like you; if your sponsorship program hasn’t had any radical updates in the past few years, it’s probably time to… Read More
You’re a brand or 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, manage, and report on local sponsorships. For many of you, the… Read More
I get more questions about sponsorship pricing than any other aspect of sponsorship. I wish there were an easy answer – a magic wand I could wave that would make the right number appear out of thin air – but I’m afraid it’s just not that simple. That said, it’s… Read More
So, you target women 18-34, living in your geographic catchment area. That seems specific enough. So, how are you going to entice them to attend your event, or whatever you have on offer? How are you going to showcase the value and relevance of the market to potential sponsors? Based… Read More
I recently wrote a blog about the longstanding issue around whether to call what we do “sponsorship” or “partnership”. So you know, the correct answer is “sponsorship”. This issue got me onto thinking more broadly about terminology in our business, and how some of it isn’t doing us any favours.… Read More
Air New Zealand recently posted an amazing video, featuring their staff welcoming the All Blacks home from the Rugby World Cup with a haka. It was spine-tingling, and I shared it on LinkedIn myself, as an example of the passion and authenticity that Air NZ brings to all of their… Read More
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… Read More
You’re great. No, really… you, your organisation, your properties, are all wonderful. I wish I could meet you all, and I could happily go to events and sports and museums every day of my life. But, here’s the thing… When it comes to sponsorship, you really need to get over… Read More
Sponsorship consultants are a dime a dozen – I’m one – but we are far from a homogenous group. When it comes to hiring one to assist with your sponsorship program, do you know how to get what you’re looking for? I’ve written this blog to assist both sponsors and… Read More