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
Why Sponsorship Strategy? By Ken Ungar “Sponsorship doesn’t work” When I heard a marketing manager (for a BIG brand) throw that comment out there last year, I was nearly speechless. Could it be true that a multi-billion-dollar industry is built on a false premise? After composing myself, I knew the answer. Sponsorship doesn’t work . . . if there’s no strategy to guide it. While I knew the
By Chris Myers Many sponsorship sellers experience frustration over their inability to close sales. Sometimes, poor sales technique is to blame. It is often the case that properties are simply not “sponsorship ready.” In business, it can take years to bring a product to market. In addition to product development, skillful business strategists understand the need to
Sponsorship works best when the sponsor and property work together. The sponsorship helps the sponsor address a marketing challenge. The property benefits by receiving a fee and “free” promotion. Yet, how do sponsors and properties evaluate the impact of a sponsorship? The following represents common objectives and metrics seen in sponsorships across markets and industries:
Maximizing Sponsorship for Race Teams In the world of motorsports, sponsorship dynamics have evolved significantly in recent years. The era of season-long primary sponsors is waning, with most teams frequently changing sponsors from one race to the next. While some iconic brands, like Red Bull and FedEx, continue to maintain season-long partnerships, race teams need
