Over the last few months, I’ve had discussions with many companies to determine if there’s a good fit between them and the sponsorship properties that our firm represents. This intense period of sponsor solicitation has strengthened my resolve that you need to have “real” conversations with “real” people to effectively market your sponsorship program. Here’s a few reasons why:
1. Almost every time I think I know what a company wants, I’m wrong. Beneath the high-level layer of visibility, branding and customer acquisition that all companies want, there is a deeper level of business challenges that represents the real “pain” that a company may be experiencing. This is a layer that [...]