I attended the Association of Fundraising Professionals’ Midwest Conference on Philanthropy yesterday and although the content of the conference was not sponsorship focused, there were some insights that were very relevant to sponsorship.
The opening session was led by Adrian Sargeant, the Robert F. Hartsook Professor of Fundraising at Indiana University. Even though the content of the session was focused on driving donor loyalty, there were several topics covered that are pertinent, and three that I would like to highlight. The concepts of retention and defection, lifetime value, and value segments all have a place in sponsorship. Because of the limited information available on some of these topics within fundraising, during his research Sargeant turned to insights developed on the consumer side.
I have no problem admitting I love partaking in some Real Housewives of Orange County viewing (or Atlanta, New Jersey, New York City, hell, it could be The Real Housewives of Des Moines and I’d probably watch). However, it is definitely not the first thing I bring up as conversational fodder when attempting to convey my personality and what I stand for. So, when I read today that Sprint is signed on as a sponsor of Bravo’s fifth season of The Real Housewives of Orange County,I was a bit… well, stunned I guess.
For starters, here are the deets of the deal; Sprint will receive:
If you have ever been nervous about giving a speech or presentation, you’ve probably heard that you should picture the audience members in their underwear. If you’ve ever tried it, chances are you know how bad that advice is.
In that spirit, play this 12-second video for some bad advice on how to get past the gatekeeper in your next sales effort. more
There were some pretty big sponsorship news stories during the past week or two and since everyone else seems to have a top ten list, I wanted to do one too. Plus, doing a top ten list pretty much guarantees at least some people will be interested. Personally, I always turn to the top ten lists in magazines first and click on any news stories that say “Top Ten”. Maybe this will be the beginning of a series…hmm…enjoy! more
While cruising through the status updates of my peeps on Facebook I saw the Cleveland Cavaliers had posted this offer: “Talk about a slam dunk! We want to share one of our best perks with you! Our friends at Quicken Loans give us a great discount on home loans as part of their exclusive benefit program, The Mortgage Insiders. But you can get it too! Just ask about adding the Mortgage Insiders Benefit Program to your workplace benefits.... Be part of the winning team by participating with the Cavs, Cleveland Clinic, UPS, Microsoft, Dell and others and become a Mortgage Insider today!”
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
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
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
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.
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: