Latest Thinking from IEG
IEG’s sponsorship experts provide unique perspective on the latest industry developments, news and trends. These posts will make you think, challenge conventional wisdom, give you new ideas, and spark discussion.
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Bad Faith: Big Brother Pulls the Rug Out from under Venue Sponsorship
Unsettling news came out of Vancouver last week, as the provincial government of British Columbia killed a deal for telecommunications company Telus to obtain naming rights to BC Place Stadium.
Filed under: Canada, contracts, government/municipal, in-kind, naming rights, negotiating, telecommunications, valuation, venues, backlash
Inside London 2012’s Sponsorship Program
Charles Wijeratna, director of commercial negotiations for London 2012, delivered a great presentation at last week’s European Sponsorship Assn. conference in Amsterdam. Here are the highlights and takeaways:
Filed under: international, London 2012, negotiating, olympics, selling, in-kind
Your In-kind Sponsorship Agenda: Questions to Ask Before Signing
In-kind is on the brain. Big time. I’ve talked with no less than a half-dozen clients in the last ten days about one or more in-kind and/or barter sponsorship arrangements they are negotiating. In some cases, companies are trying to leverage product or promotional inventory to eliminate part or all of their cash outlay; in others, properties are targeting companies based on the potential for access to their product. Yet the common thread throughout our conversations has been more about the questions they need to be asking than the type of inventory they are negotiating.
Filed under: in-kind, negotiating, valuation, activation
Heavy Stuff for a Friday: How to Cheat Yourself in Sponsorship (or, The Psychic Weight of Devaluation)
As I’ve been off and on the road the past month, I have had at least a half dozen conversations (with both sponsors and properties) that centered on the same theme: devaluation is a drag.
Filed under: how to get sponsorship, in-kind, sponsorship measurement, valuation, evaluation
Local Fairs and Festivals Lend Themselves to Partnerships
Recently I had the opportunity to speak at and attend the annual convention of the Michigan Festivals & Events Association. With an audience of local events—most operating on shoestring budgets and almost exclusively volunteer-run—I expected to find a predominance of cookie-cutter sponsorships, mass-mail proposals etc.
While I came across several sponsorship don’ts, I was overwhelmed by the interest and enthusiasm for building genuine partnerships with local businesses. For the most part, these events are designed to draw tourism business to small towns throughout the state; so their success has a direct impact on local businesses, whether they are sponsors or not. While cash is still king, these events are also looking for ways to build buzz and drive attendance—objectives that don’t always demand cash. Such events would certainly seem ideal opportunities for events and businesses to collaborate.
Filed under: events, in-kind, local, packaging, selling, assets
ReMIND Campaign is a Sign of Tweets to Come
In case you haven’t seen it, the Bob Woodruff Foundation (BWF) has launched ReMIND.org, an initiative to spur consumer action in support of U.S. troops. While the Foundation provides support to members of the military, veterans and military families, the ReMIND initiative turns to the public with an awareness and fundraising goal.
ReMIND has two big things going on right now:
Filed under: agency, cause marketing, digital media, in-kind, new media, non-traditional categories, activation
Hertz Preps New Brand Campaign, Inks Deal with PGA of America
Sponsorship may play a role in The Hertz Corp.’s ’10 brand revitalization campaign that will include a new corporate logo, remodeled rental car facilities and new employee uniforms.
As part of the makeover, the company next year will roll out a marketing campaign themed ‘Journey On.’ The goal of the campaign: to connect with consumers on an emotional level.
Filed under: entertainment, how to get sponsorship, in-kind, sports, branded entertainment
Ford S-MAX Teams With Spandau Ballet
Ford S-MAX has been named transport of choice for Spandau Ballet’s Reformation tour. The October tour in Ireland and the U.K. is the band’s first outing in more than 20 years.
Maybe this partnership with spark corporate interest in Blancmange, Classix Nouveaux and other “new romantic” acts from the ’80s.
Filed under: entertainment, in-kind, music, automotive
The Importance of a Good Media Partner – the Mix and Children’s Memorial Hospital
One of the first things that I learned when I joined IEG, was the importance of media (and retail) partners to a property. Media and retail partners can be beneficial for a few reasons. First, they can extend the awareness and reach of the property through recognition in media or in-store. Second, their relationships with various companies can provide access to new sponsors. Also, both media and retail partners have assets that can be very attractive to sponsors such as built-in advertising for the sponsor or possibly some sort of POP display or recognition in retail publications. What property doesn’t want to increase the tangible benefits that they have to offer? Lastly, some sponsors (especially new sponsors) are more familiar with media-related benefits, so having some media benefits as part of a package can help ease a company into sponsorship.
If a property can obtain a good media partner, this should help them to obtain other sponsors. Note the word “good”, there are some not so good partners or at least partners that are not a good fit with a particular property. I’ll just quickly mention that there are a couple ways to structure a media sponsorship, one is based on in-kind and the other is a fee deal. Additionally, a property can have several media partners, usually one for each medium.
Filed under: in-kind, media sponsorship, nonprofit, research, cause marketing
What Should Free Stuff Be Worth?
A marketer calls up the rep from a concert series he’s sponsoring and says he has a great opportunity for her. His company is launching a new product, and he’d like to distribute a FREE sample to all attendees for the next concert. However, this “generous” sponsor doesn’t have sampling rights built into his contract. What should the rep do?
A marketer calls up the rep from a nonprofit her company both sponsors and donates to and says she’d like to hold a one-day volunteer event for 200 employees. The nonprofit usually accepts only volunteers who make a six-month commitment to volunteering, due to the training involved. The nonprofit rep wants to provide a quality volunteer experience—including breakfast, lunch and a volunteer T-shirt—but isn’t sure she wants to deploy the dollars and additional staff if most of those volunteers won’t be returning. What should the rep do?
I have some thoughts, but would be interested to hear from you first.
Filed under: negotiating, selling, servicing, valuation, in-kind