Category Archives: Experiential / Event Marketing

One of the biggest mistakes we make in recognizing sponsors is that we don’t thank companies in ways that the audience understands the value that the partnership has brought to the sponsored program or event. To illustrate this, how many times have you ever seen a web page full of sponsor logos or listened to the MC say “I want to thank the following sponsors blah, blah, blah”. What does this approach really do to create a stronger link between the audience and the sponsor?

Sponsors invest in your organization or event because they want to build relationships with your audiences. They know that if they can connect in authentic ways, [...]

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We often get asked a lot what goes into an effective sponsorship proposal. The short answer is that an effective proposal presents a vision that a prospect sees themselves a part of, and a logical conclusion as to how the sponsorship is going to eliminate some level of “pain”, whether it be marketing, community relations, building employee morale, etc.

In my view, the two most important elements of presenting an effective proposal are:

  • Understanding the “pain” or issue you want to address
  • Presenting your case in a manner that the reader finds logical and compelling

The reality is that if you don’t understand your prospect’s specific marketing challenge or pain, the odds of you [...]

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I just returned from the Strategic Sponsorship Marketing: The Canadian Summit where I presented a one-day Municipal Forum on Sponsorship to a forward-thinking group of municipal representatives as well as a session in the general conference program on Winning Over the Public on Naming Rights and Title Sponsorships. Much of the discussion from both sessions focused on leveraging naming rights and title sponsorships as well as how to increase public take-up and acceptance for these types of partnership arrangements.

The following are some key considerations for implementing a successful Naming Rights or Title Sponsorship Program.

Focus on “Fit” – A proper “fit” has to be considered one of the most essential elements for [...]

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