I get emails all the time from people who read my blogs or watch my tutorials. Most have specific questions or just want to thank me for the information. But all too often, I get emails from someone who has read a couple of blogs – with all of the… Read More
A while back, I wrote a blog entitled “If the Answer is a Sponsorship Formula, You’re Asking the Wrong Question”. Ever since, I have had a steady stream of people requesting the questions sponsorship professionals should ask. So, I’ve now done a sponsorship SAQ (should-ask questions) for both sponsors and… Read More
I had a very typical situation today that took an almost surreal turn. I was on television being interviewed about sponsorship one night. By the time I got home, I had an email from somebody who had seen me. He asked me to review his proposal and show it to… Read More
You’re a sponsor. You sponsor a team that has just got into the finals/playoffs. The team enacts the contract clause that states you either have to pay additional money to extend your sponsorship benefits through the finals, or they will withdraw benefits (cover your signage, withdraw ticket and hospitality privileges,… Read More
“Social distance.” As COVID-19 takes hold around the world, this is our lives now. To mitigate the virus’ spread, we’re being instructed to stay home, to stop mingling, and if we need to go out for something essential, to stay two metres away from each other. People are telecommuting, trains… Read More
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