Why Do Properties’ Cause Overlays Leave Sponsors On The Sidelines?
Posted: 7/14/2010 10:57:28 AM by
Jim Andrews | with 0 comments
A trend I have noticed lately involves rightsholders—primarily sports and entertainment properties—conducting cause-related promotions that bring attention to their events and organizations while benefiting a charitable group.
Many of these have taken the form of online auctions for a property-related VIP experience, with the proceeds donated to charity.
Such programs deliver wins to the property, cause and consumers, but what about the property’s sponsors? Wouldn’t the rightsholders be better served by offering this platform as an “ownable” proprietary program that is part of an added-value sponsorship package?
The property would 1) still reap the positive publicity from the cause tie, 2) receive additional marketing support for the program from the sponsor, and 3) add a valuable benefit that could be the difference in attracting or retaining sponsors.
Aren’t four wins better than three?
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Filed under: selling, servicing, trends, packaging