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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Critical Elements of a Smart Sponsorship
I recently had the pleasure of leading a panel of industry colleagues at PCMA’s Convening Leaders Annual Conference. The group consisted of representatives from PCMA, FedEx Services, the National School Boards Assn. and Gaylord Entertainment/Gaylord Hotels—all of whom have developed deep and meaningful sponsorships that brought in more value and revenue for the associations and their meetings, and provided the sponsors with access and benefits they were seeking.
Filed under: how to get sponsorship, negotiating, selling, sponsorship ROI, associations
Values-Centered Leadership and Value-Based Exchange: Healthcare Collaboration in Corporate Sponsorship and Beyond
Along with a couple hundred healthcare association executives, I had the pleasure of attending the ASAE Healthcare Association Conference on November 18-19, 2010, here in Chicago.
Filed under: cause marketing, contracts, hospitals and healthcare, medical societies, nonprofit, associations
Adopt And Adapt: Sponsorship Pros Still Need To Learn From Each Other
For someone who has spent 20-plus years showcasing the commonalities in sponsorship programs across sports, arts, causes, entertainment, events, etc.—as a way to promote best practices and inspire creative thinking—the not-so-sudden realization that the sponsorship marketplace is vastly different than it once was could be a depressing thought.
Filed under: servicing, trends, associations
Steal These Rules and Tools: TED Provides Guidelines for Affiliate Sponsorships
In its characteristically simple and get-to-the-point way, TED has created a springy little jumping-off point for any property that has a need or want to provide sponsorship guidelines to affiliate events or properties. Every single week I talk to organizations trying to reconcile the sponsorship priorities of a “big” or “core” property with the activities of satellite or component properties.
Filed under: cause marketing, events, guidelines, local, sports, associations
Selling Sponsorship is Different from Fundraising! (And Why That is Total Bunk.)
I had always thought of fundraising and selling sponsorship as dramatically different disciplines. Even when my title included the word “Development” at one point in my career, and even when I ran a small annual giving campaign for an association, I never considered myself a fundraiser. Instead, I “sold sponsorship and marketing relationships,” and I “marketed a [pin] campaign.” I never “asked;” I “sold.” It wasn’t a judgment on either profession; I just put myself in one bucket and stayed there. And I had a lot of company in seeing the nonprofit world as a bucketed, black-and-white place when it comes to corporate relationships.
Filed under: associations, cause marketing, hospitals and healthcare, how to get sponsorship, museums/zoos/aquariums, nonprofit, selling, servicing, strategic philanthropy, arts
Why Motorsports Teams Should “Trade Paint” With Art Museums
Hallelujah and thank you, Bill Taylor. I read his great Harvard Business Review blog post yesterday on idea-swapping outside the immediate field (or sector or industry) we work in. If there’s any Kool-Aid you are open to drinking today, let this be it.
While I suggest you read the full post—he has good anecdotes about companies employing the strategy—his last paragraph sums up his point.
Filed under: associations, cause marketing, entertainment, how to get sponsorship, motorsports, non-traditional categories, sports, arts
A Company’s Sponsorship Budget Should be “a” Factor Not “the” Factor When Choosing a Property
Among the numerous considerations a sponsor must wade through to determine which properties to sponsor, cost is usually at the top of the list. Unfortunately, focusing too much on cost can sometimes lead a sponsor down the wrong path or create unnecessary boundaries, ruling out properties that might otherwise be appropriate.
Filed under: arts, associations, cause marketing, events, local, sports, activation
Building an Entrepreneurial Culture
In our work with properties, my colleagues and I make a point of looking to maximize every appropriate asset—not just to deliver standard benefits like signage or print recognition, but also to offer truly unique access to influencers or thought leaders that couldn’t be bought otherwise.
Filed under: associations, nonprofit, assets
Behind The Numbers: Sponsorship’s Spending Decline
We recently released IEG’s 25th annual sponsorship spending review and forecast, delivering the historic, if unwelcome, news that sponsorship spending by North American companies declined in ’09. If you haven’t had a chance to read the report and see the specific numbers, click here.
The fact that less was spent on sponsorship last year does not come as a huge shock to properties who have had to work much harder to close deals at fair market value, nor to sponsors who have been directed to make budget cuts. As we reported on new deals and success stories in IEG Sponsorship Report last year—success defined mostly by the oft-repeated phrase “flat is the new up”—we also heard many tales that could not be published about discounting and sponsors who were going back and revisiting existing agreements intent on decreasing their commitments.
Filed under: associations, cause marketing, entertainment, events, festivals, IEG, spending, sports, trends, arts
Eight More Things from Dallas and PCMA 2010
We had a great four days at the Professional Convention Management Association (PCMA) Annual Meeting this week. The event’s host city, Dallas, repeated its catchy “One More Thing” theme throughout the event. With my thanks to Dallas for a great job as host, here are eight more observations from PCMA—I promise at least seven of them have real-life applications, and I’ll let you decide about #8.
Filed under: associations, events, how to get sponsorship, medical societies, new media, sponsorship measurement, activation