The modern commercial use of the term ‘sponsorship’ requires sponsorship givers as well as receivers to treat sponsorship as a business activity with measurable value in marketing or communication terms. But you need to be sure what is sponsorship and what is not. ‘Sponsorship’ is actually something else when there is no reciprocal marketing or communication benefit to the sponsor, or because the activities require more than mere association between sponsor and the sponsored organization. Read in this article how to clarify this important issue.
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Sponsors expect more from their sponsorship investment these days. The solution: take a more strategic approach. Don’t just do the standard stuff. This article gives you many ideas on how to spread your sponsorship net more widely to gain more corporate support. The article is available to you in a special Kindle collection of 10 top articles on winning corporate sponsorship for only $11.99 including tax. Click here to buy.
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A very positive sign is when a potential sponsor agrees to meet with you. In these meetings, you need to use the available time efficiently. This article explains the most important points you need to cover in these meetings.
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Negotiation with potential major sponsors is usually one-sided. The sponsor holds the upper hand because they know there are dozens of other sponsorship opportunities available. This article reveals 6 key secrets to help you overcome a weak sponsorship negotiating position.
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Deciding on the sponsorship fee for an activity is quite a balancing act. It is crucial to the success of the activity and can be difficult to calculate. Find out in this article how you can calculate an effective sponsorship fee. This important information is available to you in a special Kindle collection of 10 top articles on winning sponsorship for only $11.99 including tax. Click here to buy.
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Sponsors want creative ways to develop a stronger relationship with current and potential customers – to connect more strongly with them. If you are trying to work out what creative goodies you can offer potential sponsors, you can use the 64 great ideas in this article as thought starters. The article is available to you in a special Kindle collection of 10 top articles on winning corporate sponsorship for only $11.99 including tax. Click here to buy.
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Usually a sponsor will spend more to maximize (to “leverage”) the return on their investment. Therefore, you should keep some of the sponsorship fee to help the sponsor leverage the benefits they receive from the arrangement. Read in this article how you can use some of your funding for leverage to produce greater value to sponsors.
Read moreI usually write articles for sponsorship seekers (my ebook on "How to win corporate sponsorship" is my second biggest seller), but most communicators act on behalf of sponsorship givers rather than seekers. In my own experience as a corporate affairs manager with several organizations, sponsorship often has been the single biggest component of our annual communication budget and therefore it is important attract the right sponsorship approaches. Many large organizations receive hundreds of sponsorship ...
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Sponsorship proposals are like job applications – you will always get more knock-backs than acceptances. However, rejection can be a learning opportunity, and you could develop a future relationship with the company. Read in this article what to do when your sponsorship proposal is rejected. The article is available to you in a special Kindle collection of 10 top articles on winning corporate sponsorship for only $11.99 including tax. Click here to buy.
Read moreGood communication is vital in planning for a sponsored event or activity. Sponsorship receivers/rights holders/ property holders should add value by bringing all the sponsors of an event together. These meetings are often called ‘Sponsor Summits,’ which I think is a terrible name. It leads to perceptions of large, expensive, extravagant, formal sales events. I think other names could simply be based on sponsor or partner ‘conference,’ ‘meeting,’ ‘briefing’ preceded by the name of ...
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