Treating sponsorships like advertising is like using an iPhone as a paperweight. Your iPhone will hold the paper down on a desk, but you’ve ignored the real power of this piece of mobile technology. If I’m an advertiser, I tell you my product is great. I rent someone else’s platform (like a television show or […]
Today, around 41% of Americans will start New Year’s resolutions to improve their lives or careers. There’s no doubt I have lots of room for improvement. However, rather than focus on my eternal battle with the bathroom scale, my resolutions involve helping people improve their outcomes through the incredible marketing platform of sponsorship. After reflecting […]
In a recent article, we noted the ever-increasing importance of a social media audience to sponsorship success. The massive growth of social media has created a windfall for influencer marketing. Like many sponsors, our clients integrate influencers into their sponsorship relationships to amplify key messages. For example, sports sponsorships often include athlete influencers that align […]
Since 2020, the relationship between sponsorship and social media has reached a crucial tipping point. A decade ago, marketers viewed social media merely as an opportunity to amplify a sponsorship message. However, during that decade, the explosion of social media popularity drove massive audience growth on corporate and personal feeds. Today, the size and engagement […]
When I worked for a sponsorship property, our sponsors inevitably called in early September with the panicked measurement question. “Our CEO wants to know how our sponsorship did this season, and I need as much data as you have to support us.” This request often sets off a mad scramble for data in the office. […]
They say that “there are two sides to every story and the truth lies somewhere in the middle.” When it comes to experiential marketing for a sponsorship, sponsors often face the choice of focusing on lead generation or branding. I used to lean heavily towards branding as my outcome of choice. However, I’ve learned that […]
