In today’s competitive environment for corporate sponsorship dollars, organizations that are consistently successful at generating these dollars have one common characteristic – they are marketing-driven organizations. This approach is reflected in almost everything they do from the products, services or campaigns they deliver to the way they interact with their customers and stakeholders. A marketing-driven organization has the tools and processes in place that positions them for sponsorship success. This includes:
- A clear understanding of their brand and unique positioning in the marketplace;
- A clear understanding of their audience (s) and their relationship with the same;
- Evidence-based research that supports their business / operational decisions;
- Customer-driven programs and services;
- A high level of customer satisfaction for the products they offer;
- A diversified revenue model;
- An effective communications program;
- A clear understanding of the value of their assets; and,
- A culture of innovation and improvement.
Simply stated, to be the type of organization that gets noticed by corporations, you need to consistently demonstrate your value in the marketplace and that comes from positioning your organization relative to the “competition” and delivering a product that is known and respected by your customers.
If you want to take your sponsorship program to the next level, you need to have a good understanding of marketing because in the end, that’s what effective sponsorships are all about. And there is no better opportunity to learn about marketing in a public or not-for-profit environment than MARCOM 2011, May31-June 1 at the newly opened Capital Convention Centre in Ottawa. You’ll hear from experts from across Canada discussing how they have applied marketing tools and strategies to make their organizations more relevant and responsive in the marketplace. Later, BC