Know the Difference between Sponsorship and Advertising In today’s economy, where media and technology play a pivotal role, people commonly hear terms like “advertising” and “sponsorship“. These terms often find their way into discussions about entertainment, sports, and even everyday products. Regardless of which comes first when considering the difference between advertising vs. sponsorship, they […]
Sponsorships Must Have Just the Right Fit Sponsorships can be a powerful tool for brands to expand their reach, enhance their credibility, and create meaningful connections with their target customers. However, the success of a sponsorship endeavor hinges mainly on a concept known as “sponsorship fit.” What is Sponsorship Fit? Sponsorship fit refers to the […]
Weeding Your Sponsorship Portfolio Is Your Sponsorship Portfolio an Overgrown Garden? While some think of flowers and a green lawn as a sign of Spring, I note the rise of dandelions, crabgrass, and clover as a signal that Winter is in the rearview mirror. Many sponsorship managers feel the same when looking at their current […]
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 […]
Harnessing Image Transfer: Sponsorship’s Superpower If you’re like me, you have a favorite marketing tool. Some love social media, others appreciate influencer marketing, while others think of advertising as their go-to tool. Mine? I love sponsorship. Why? Unlike other marketing tools, sponsorship possesses a unique superpower. That superpower is called “image transfer.” What is Image […]
