With the huge, new focus on developing giant data sets – for analytics, for micro-targeting – some sponsors have lost their way on sponsorship, shifting the focus from people and passion to data acquisition.
Here’s my take on how the two focal points for sponsorship use data, the pros, cons, and how they impact on brand results.
You may be interested in my latest white paper, “Disruptive Sponsorship: Like Disruptive Marketing, Only Better“.
If you need additional assistance with your sponsorship portfolio, I offer sponsorship consulting and strategy sessions, sponsorship training, and sponsorship coaching. I also offer a comprehensive sponsorship capacity-building service for large and/or diverse organisations.
Please feel free to drop me a line to discuss.