Category Archives: Marketing (General)

One of the first things out of many clients or prospective client’s mouths when we first meet with them is “we’re not into marketing” or “marketing is for business, not us”. Simpy stated, this is hogwash.  If your organization is involved any way, in attracting, servicing and keeping customers or encouraging behaviour change of any kind, like it or not, you’re in the “marketing business”. This is especially true for any organization that relies on earned revenue to sustain their operations such as user / member fees, sponsorship, product sales, fundraising, etc.

The fact is that if you were to replace the word profit with revenue or impact, the key functions of marketing [...]

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The most common question I get in my sponsorship workshops and consulting practice is “how do we determine the value of our sponsorship assets?”. I wish there was an easy answer, but it’s not that black and white as there are many elements that need to be considered. For this post, I’d like to touch on some of the more subjective elements that need to be considered in the “value mix”.

Let’s start with the big picture. One definition describes value as “an amount, as of goods, services, or money, considered to be a fair and suitable equivalent for something else; a fair price or return”. From a marketing perspective, value [...]

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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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