What’s in a Naming Rights Name?

I have been working on a number of Naming Rights strategies this year, from municipalities to sports fields and I can’t tell how effective a good name is from both  a “fit” and a memorability perspective. A good name makes good common sense to everyone, especially the user. A poor name can have you remembering for all the wrong reasons.

Here are a few names that made me laugh and I thought they would inject some humor into your day.

  • Automated Group Technology Stadium – West Midlands, England
  • Bojangles Coliseum – Charlotte, NC
  • Smoothie King Centre – New Orleans, Louisiana
  • Pirelli Stadium – Staffordshire, England
  • Curly Wurly Arena- Birmingham, England
  • Star Bar Stadium – Manchester, England
  • Kit Kat Crescent – North Yorkshire, England
  • Dick’s Sporting Goods Park – Commerce City, Colorado
  • Paul’s Pizza Stadium – New York, NY
  • Totally Wicked Stadium – St. Helene’s, Wash.
  • Neuroscience Group Field – Fox Cities, Wisconsin
  • KFC Yum Centre – Louisville, KY

You can see why the name is so important. One can also see why different companies are jumping on the bandwagon – naming rights are a great way to increase your profile in a marketplace, among other reasons for investing in naming rights in the first place.

The bottom line is that naming rights have evolved into a legitimate vehicle  for achieving multiple objectives.


Later, BC

Are You Responding to Corporate Marketing Priorities?

The way companies market is changing and so are their priorities. As sponsorship professionals seeking support from the corporate sector, it is imperative that we recognize this evolution in marketing and build more meaningful partnerships that address corporate objectives head-on.

From what I’ve read recently, the following marketing priorities will be occupying the minds of marketers in 2018:

1. Topping the list of priorities was Understanding the Customer and their Buying Journey. In a nutshell, companies are focused on data, to identify, track and convert prospects into customers. They are using this information to develop products and messages that resonate with a variety of customer profiles.

2. Movement towards One-On-One Marketing and Providing Unique Customer Experiences – in today’s complicated consumer environment, customers are looking for unique and engaging experiences. By creating social experiences and emotional connections, you can forge deeper relationships with your customers.

3. Brand Storytelling through visual imaging and content messaging. Companies are using a variety of mediums to build awareness and relationships with their customers about their products and values. Your brand story is more than what you tell people. It is what they believe about you based on all the signals your brand sends out.

4. Companies are using Content Marketing as a means of differentiating and supporting their brand as well as offering value back to their customers. Giving useful information without always including a promotion is the key to developing loyalty and trust.

5. Companies are relying more on Social Media for Customer Engagement with creative content, rather than simply sending ads or offers.

Although there were lesser priorities, these five stood out as essential in the marketing mix. As you can see, they are mainly focused on communicating brand attributes and building a unique customer experience that encourages repeat visits and long-term loyalty.

The bottom line is that if we are focused solely on logo exposures, we are missing the mark in supporting the unique priorities of companies. While visibility and exposure provide a good starting point, we need to move beyond logo placement to be relevant and valuable in the minds of sponsors considering where to place their marketing dollars.

What are you doing to update your sponsor benefits packages to better reflect today’s corporate marketing priorities?

“Nuggets” from AFP Toronto Congress

I recently spoke at the AFP Toronto Congress on two topics including the Evolving Nature of Sponsorship as well as Taking Control of Your Organization’s Brand. Of course, both are undoubtedly connected to raising more money for your organization. More than ever, companies are looking to associate  themselves with a brand that resonates well with their customers; so having a powerful brand is one of the first steps to increasing revenue from sponsorships as well as other fundraising initiatives.

After the conference,  I saw a great article from Paul McKay, CAE that summed up key Take-Aways from the AFP Toronto Congress and I wanted to share them.  You’ll note that I am listed in # 7 on his list of important trends that he picked up from the event.

I would like to take this opportunity to wish everyone a happy and safe holiday season and look forward to great things in 2018! Also, remember to be kind to one another!

Cheers, BC