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Sponsorship Blog

Posts Tagged “Selling”
 

Shelley Fasulko Nov 5

7-Eleven Makes Moves – What Could It Mean For YOU?

I remember when I first started working for IEG I began learning all these “obvious” tips from my colleagues. I emphasize “obvious” because they were common sense things that it had NEVER occurred to me to do when I was on the other side, selling sponsorship for a property.  One of those things was monitoring the local and national news outlets and trade/industry publications for sponsorship targets and trends. I was green, what can I say? To that end, I always pass this tip along to my clients. Most of them are smarter than I was, and already doing this. But it’s not just a matter of monitoring these sources – it’s also knowing what to look for. So who have I had my eye on this week? Thank heaven, it’s 7-Eleven! Just this week 7-Eleven has made two announcements:  more

selling activation

 
 
Rob Campbell Nov 4

An Interesting Approach to Jersey Sponsorship

The Darlington Quakers, a British soccer club in the Coca-Cola Football League 2, is taking a different tack in selling sponsorship rights to the team’s jersey. The club announced last week that it will raffle off the right to affix a corporate logo to its jersey in a £5,000-per-entry lottery. Although the low entrance fee promises to be a boon for the winner, those who do not come out the shirt sponsor do not leave empty-handed. According to the Northern Echo, all bidders will receive stadium signage and one match sponsorship, among other recognition.  more

packaging pro sports selling trends assets

 
 
Shelley Fasulko Nov 3

Power to the People: Democratic Sponsorship

If you read my posts often enough, you know I’m constantly waxing poetic about how important integrating the consumer into the sponsorship experience is. So it should be no surprise that upon hearing about Stephen Colbert’s, “Colbert Nation” top sponsorship of the U.S. Speed Skating team (if you haven’t already, check out my colleague Rob Campbell’s blog post here) and FanCar’s unique sponsorship opportunities around Sprint NASCAR cars; that I am ready to hand out two big, fat gold stars for fan integration.   more

digital media entertainment new media selling sports activation

 
 
Rob Campbell Nov 3

Stephen Colbert Sponsors for America

Stephen Colbert, anchor of Comedy Central’s The Colbert Report, is sponsoring the U.S. Speedskating team. Colbert stepped in to sponsor the U.S. team after current sponsor Dutch bank DSB declared bankruptcy. The sponsorship is in the name of the show’s fans, dubbed the “Colbert Nation.” Colbert signed a sponsorship deal with Bob Crowley, Executive Director of U.S. Speedskating on camera during an interview with Olympic speedskating great Dan Jansen on November 2.  more

media sponsorship non-traditional categories olympics selling entertainment

 
 
Shelley Fasulko Oct 29

Are You Exploiting Your TVP (Total Value Proposition)?

Over the past few months the counsel and speaking engagements I’ve been working on seem to keep coming back to a concept I’ve taken to calling Total Value Proposition. I know, I know, the last thing the marketing world needs is yet another buzzword, right? And if this lingo has been coined already (which I’m sure it has), my apologies. What this whole Total Value Proposition idea (as I’ve been discussing it) gets back to is pretty simple; how can a property who’s out there selling sponsorship work what they’ve got to maximum benefit? Assuming a property has gone through the process of mapping out what sponsorable assets it has to offer, packaging those assets in a salable fashion and pricing them at fair market value, I believe maximizing one’s TVP comes back to two key things:  more

selling

 
 
Diane Knoepke Oct 29

What Could You Do if Your Organization Was in Alignment?

I read things every day that I wish I’d written. Usually I keep that information to myself, but today I feel compelled to share such an article with you. We know that one of the keys to success in any organization’s sponsorship program—whether selling or buying—is to get all parties aligned and working toward the same goals. Lead by gaining commitment, not by command or consensus. Making these ideas tangible is not an easy thing, and this article does a better job than others I’ve seen. While it’s not overtly about sponsorship, it doesn’t matter—the ideas and tools ring very true. Instead of “supply chain,” think of “sales pipeline” or “evaluation process” and so on. Is Your Team Aligned?
By Gaurav Gupta, Lead Consultant, Stroud Consulting
From IndustryWeek, Oct. 23, 2009  more

how to get sponsorship selling servicing what is sponsorship evaluation

 
 
Dan Kowitz Oct 28

How to Become the Google of Sponsorship

I recently read an article on Fortune.com about the success of Google. The article focuses on 10 key areas that have made Google wildly successful. As I was reading the article, it became clear to me that if every sponsorship seller followed the same 10 lessons, they too would become wildly successful. So, I have taken the liberty of listing out the 10 key areas, but with an idea of how they apply to the business of selling sponsorship. Here are the 10 lessons that may help you:  more

negotiating selling how to get sponsorship

 
 
Jim Andrews Oct 27

H1N1’s Silver Lining: Hand Sanitizer Sponsorships

Sometimes the identification of emerging sponsorship categories comes straight out of the headlines. For example, we are seeing more activity from the makers of hand sanitizers in the wake of growing concerns over the spread of the H1N1 virus. Last month’s Tour of Missouri bike race was sponsored by Germ-X, which also has been the official hand sanitizer of the MLB St. Louis Cardinals, the Cincinnati-area’s Newport Aquarium and Branson, Mo.’s Silver Dollar City. Vancouver-based ALDA Pharmaceuticals Corp. is the official antiseptic hand sanitizer, disinfectant and disinfectant cleaning products supplier to the 2010 Olympic Winter Games, the Canadian Olympic Committee and the Games’ speed skating venue—the Richmond Olympic Oval.  more

museums/zoos/aquariums non-traditional categories olympics prospecting selling sports theme parks venues associations

 
 
William Chipps Oct 22

Vonage Calls Up New Sponsorship Campaign

Properties that draw Indo-Americans, Hispanics and other multicultural and general market audiences that make frequent international phone calls should put Vonage Holdings Corp. on their prospect list. The Internet phone service provider last year hired former Cingular Wireless CMO Marc Lefar as its new CEO. At Cingular, Lefar oversaw the telco’s massive sponsorship portfolio that included everything from pro sports teams to festivals, fairs and performing arts organizations.  more

nonprofit pro sports selling sports how to get sponsorship

 
 
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