sponsorship measurement Archives - Page 2 of 3 - Power Sponsorship

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

Sponsee Research that Really Benefits the Sponsors

“Can you name any of the sponsors of this event?” If that question is never asked again, our industry would be better for it. It’s nothing but a leading memory test that has nothing to do with the changes in perceptions and behaviours that a sponsor needs to see. And yet, many sponsorship seekers – and, let’s face it, sponsors – let this masquerade as sponsorship measurement. Before another sponsee constructs some lame-arse questionnaire that benefits no one, everyone involved needs to understand the kind of information that will really benefit a sponsor. What a sponsee can’t do Sponsees can’t measure sponsorship results for the sponsor. The objectives are the sponsor’s, the benchmarks are the […] Read More

5 Things Your Sponsorship Consultant Won’t Tell You

In the past few months, I’ve had a string of consulting jobs where I’ve been the second consultant hired in less than a year. Either the clients didn’t think they got the best advice or, upon implementation, they realised that the advice provided really wasn’t going to get them where they needed to go. In every case, when they give me a copy of the strategic advice the former consultant provided, I immediately saw the problem: The consultant had either told them what they wanted to hear, or they had tailored their advice for maximum follow-on implementation revenues. My job ended up being about telling the sponsor what they really should have been told in […] Read More

Olympic Ambush Analysis – Part 2: Olympic Sponsor Awareness Surveys

Every four years, the Summer Olympics roll around, and with it, meaningless sponsor awareness surveys. Media love to sensationalise this frivolity, calling sponsor who appear on the list “winners”, while sponsors that don’t are “underachievers”. Then, of course, there are the non-sponsors who show up on the list, who are roundly referred to as “ambushers” (cue disparaging looks and finger-wagging). In reality, those lists mean absolutely nothing. First off, there are myriad reasons why a company might end up on one of these “can you name the sponsors of the Olympics” (or similar) lists – or not – and many of those reasons have nothing to do with actual performance. Why a brand might end […] Read More

What is the Role of a Corporate Sponsorship Manager?

I’ve written blog after blog after article after book about the collaborative nature of sponsorship; how it requires both broad buy-in and a commitment to leverage from a range of stakeholders; and that brand managers are generally the ones who approve sponsorship spend. So, if sponsorship decisions and leverage are being spread across various decision-makers, do we still need sponsorship managers? To that, I answer an emphatic “yes”. They fill a number of critical roles to doing sponsorship truly well. Gatekeeper Let’s face it. Being a gatekeeper is a big part of most sponsorship managers’ jobs – somebody has to sift through the hundreds or thousands of proposals your company receives every month. The thing […] Read More

The Boogie Nights Guide to Sponsorship – Part 1

I’ve written well over 200 blogs and way too many columns and articles to count, and it never ceases to amaze me some of the odd places I find inspiration. So, last night I was watching Boogie Nights, a wickedly good movie about the porn industry in the 70s, and was once again inspired. So here you go… lessons corporate sponsors can learn from the movies, starting with Boogie Nights. For lessons for sponsorship seekers, check out Part 2. From Boogie Nights: Big is good, but only if you have the wherewithal to make the most of it A big sponsorship provides a huge platform for your brand, but it’s not going to deliver on […] Read More

7 Sponsorship Practices that should be Hit by a Meteor – Part 2

Following on from 7 Sponsorship Practices that should be Hit by a Meteor – Part 1, here are the rest of the sponsorship practices that I wish would face a quick extinction. Measurement by logo counting (and anything else that includes a “media equivalency” figure) I know, I’ve already taken issue with measurement, but this particular practice really deserves to be singled out for extinction by flaming fireball. Here is my take: Anyone who claims they can give you a report showing the value of your sponsorship in media exposure is selling snake oil. Visibility doesn’t tell a sponsor whether they changed perceptions or behaviours, which is what marketing is all about. Logo exposure was […] Read More

7 Sponsorship Practices that should be Hit by a Meteor – Part 1

I was recently reading about the two different schools of thought on what killed off the dinosaurs. The “gradualists” believe that there was a gradual dying off, due to climate change, competition from mammals, or any number of other factors. The “catastrophists” believe there was one major event – with a meteor crashing into Earth often referenced – that was responsible. As usual, my thoughts turned to sponsorship, and I saw some parallels. Our industry has some prehistoric practices that have been dying a slow death for some time – too slow, as far as I’m concerned. I’m an idealist (obviously), and would give my eye teeth to get rid of them once and for […] Read More

Corporate Sponsorship SAQ (Should-Ask Questions)

A few months ago, I wrote a blog entitled “Asking the wrong questions: Sponsorship by the numbers”. 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 sponsorship seekers, covering the most important questions our industry tend to ignore. Questions sponsors should ask, but usually don’t… Why are we sponsoring this? Why are we sponsoring anything? This is THE big question, and while many sponsors do ask it, most don’t really dig for the answer. If you answer this question with anything having to do with the sponsorship itself, you’ve got it wrong. You aren’t […] Read More

The Dos and Don’ts of Sponsorship Research

To close out sponsorship measurement week, let’s talk research – the dos and the don’ts. Don’t ask questions about sponsorship “Can you name the sponsors of this event?” “Would you be more likely to buy from a company because they sponsor this event?” Please, please, please do yourself, your brand, and our industry a favour and stop asking questions about your sponsorships. They are leading, inaccurate, and tell you nothing about the actual performance of your sponsorship. In fact, a study was done a while back that looked at how people answer the “can you name all of the sponsors of this event?” question. They concluded that… People mentally list the categories of sponsors who […] Read More