sponsorship strategy Archives - Power Sponsorship

Should a Sponsor Exit if an Event is Cancelled?

“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 are empty, and aside from people fighting over toilet paper, a lot of stores are, too. Schools and churches have gone virtual. And in much of the world, we couldn’t travel if we wanted to. Australians, like me, are prohibited from leaving the country, our borders are closed to international visitors, and Aussies coming home face a mandatory, 14-day self-isolation. But some of the most […] Read More

Recession-Proofing Your Sponsorship Program: A Rightsholder’s Guide

We’ve all seen the news reports about the increase in recession warning signs. Economies are slowing down. Some countries and business sectors are already in, or on the brink of, recession. At best, global economic indicators are mixed. It’s also been ten years since the end of the Global Financial Crisis (AKA, the Great Recession). This, in and of itself, concerns some economists, as historically, this makes us “due” for a recession. And with ample coverage in both financial and main media about the potential for a recession in the near term, it’s clear that experts are on alert. Maybe all of this is wrong, and we’ll sail through another few years with a reasonably […] Read More

Tour Announcement: In-House Sponsorship Training and Strategy Sessions, Jan/Feb 2020

I get a lot of enquiries about doing in-house training and strategy sessions, and many of them are a long way from my base in Sydney. Sometimes I can’t do it, as I can only do so much long-haul work. Other times, I’m available, but the cost of travel makes the overall cost prohibitive for the client. To mitigate both of those factors, and make working with me more achievable for some organisations, I’m going to string several in-house sponsorship training and sponsorship strategy sessions together on one big tour, and split the travel costs between the clients. I’ve done this before, and it works really well. I’m offering the services outlined below. In-house sponsorship […] Read More

What Esports Fans Can Teach Brands about Sponsorship

Esports are exploding. That’s not news. Unsurprisingly, esports sponsorship is also exploding, and there is some great sponsorship happening in the sector. On the flip side, there’s also a lot of money flowing into the sport that’s a combination of trying to “reach a coveted demographic” and me-tooism. And those sponsors? They’re failing, and they’re failing because esports fans know crap, inauthentic sponsorship when they see it. Fan backlash has been vicious, dispatching them from the arena as fast as they flooded in. I love it. I seriously love it. I wish fans of all properties would hold sponsors accountable like that. Why? Because those esports fans are right. A sponsor’s starting point with any fanbase […] Read More

Four Other Reasons You Might Need a Sponsorship Consultant

The normal role of a sponsorship consultant is to offer expert strategic advice, generally based on a reasonably long history of doing good work for good clients. That’s certainly what I do most of the time. There are, however, other reasons you may want a sponsorship consultant – reasons that are a bit outside the norm, but every bit as strategic. I thought I might run through a few very useful – but somewhat different – ways to use a sponsorship consultant. Objectivity Companies can often be insular places, and sometimes, you just need an outside viewpoint. A good example of this is when doing a sponsorship audit. Without objectivity, your portfolio audit may concentrate […] 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)

My latest white paper is 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 value […] Read More

Sponsorship, Data, and Maximising Brand Returns (Infographic)

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.     Need more assistance? For all you need to know about best practice sponsorship selection, leverage, measurement, management, and more, you may want to get a copy of The Corporate Sponsorship Toolkit. If you need additional assistance with your sponsorship portfolio, I offer sponsorship consulting, sponsorship training, and strategy sessions. Please drop me a line to discuss. Kim Skildum-Reid admin@powersponsorship.com […] Read More