Auld Lang Syne

And then there was one (week) left standing! Hard to believe that we're already to the tail-end of 2009, but as we start to put the "wraps" on this year --- here's wishing you and yours a very wonderful New Year!

This is a time of year when a lot of folks sit down to set goals for themselves in the coming year. So while you're at it … why not add a sponsorship sales goal to that list?

There's no time like the present to set your course for your desired destination. And nothing says you have to make that journey alone. So definitely -- why not make plans to bring a sponsor (…or two … or three…) with you as you teach to, write to, speak to … and market to … your readers, customers and audiences?

Godspeed to you in 2010 --- and farewell to a wonderful 2009. Happy New Year!

LinkedIn Groups

In my blog a couple weeks ago, I wrote about the benefits to be gained by joining one (…or more…) of the many sponsorship groups that LinkedIn offers up on the web. (I hope you took me up on that advice? You won't regret it.)

However, in my follow-up here to my recommendation, I also wanted to point out that while there are a lot of GOOD things to be "S&D'd" (stolen-and-duplicated) from the postings you'll see, there are also some classic philosophical mistakes being made there as well.

For example --- I was just reading one of the Group Member postings on LinkedIn's "Sponsorship Sales Professionals" membership site. It was one of those "Hey … does anyone know anyone that would be interested in sponsoring ‘xyz’?" – types of postings.

I'm not a big fan on those generic kinds of postings anyways – but today I saw a particular one that I thought was even a bit more "out" there. The writer of this blanket solicitation was asking his/her fellow members if they knew of any companies that would be interested in "Saving High School Music Programs"?

I dun'no, call me a cynic … but I've got to think that there aren't too many CEO's out there opening their Board Meetings with: "You know what we need to do? We need to save High School Music Programs!"

Not that corporates are bad guys … but frankly, the only things they want to save are their jobs! They want to stimulate their bottom lines. They want to keep their stockholders from coming after them with pitchforks! The vast majority of them lack the "fiscal latitude" that would enable them to take their eye off of their ball (their problems…) so that they can focus it on yours!

The better question to ask is, "Does anyone know anyone out there that wants to gain center-stage presence and access to 70,000 heavily-involved High School music students from coast-to-coast with a combined disposable income of $17-million dollars and a passion for buying _______?"

Now you're cooking! Almost every corporation out there is wholly fixated on what THEY need. They could care less about what YOU need! So – knowing that, put your "feelers" (…and definitely the focus of your proposals…) on how your organization, program, event, etc. can HELP THEM to accomplish THEIR objectives. (Do that well enough and it won't be long before they're helping you to accomplish YOUR objectives!)

Happy Holidays

With these past hectic days leading up to and following Christmas, I just wanted to take this opportunity to stop… take a breath … and wish all of our readers a very happy and healthy Holiday season! We really appreciate your "checking us out" a couple times a week and being a part of our "Brought to you By…" sponsorship family.

Here's hoping you got everything you put on your list this year (…including a couple sponsors for your program, event, newsletter, speaking tour or seminar!)

All the best!!

Think Again...

Hey everyone! Ron's assistant Kerri here... while Ron's recuperating from Vegas and getting back on track with the forum, I decided to post an article from IEG that I found really interesting...

A lot of people tend to have the misconception that sponsorship is just for sports teams, events, or people who put on meetings... Well, this just simply isn't true!

In this article "snippet", IEG features a European retailer, Axfood, using sponsorship designed to build goodwill and drive people into their stores. Take a look!

Axfood Enters Corporate Sponsorship Agreement With Save The Children Sweden

December 9, 2009:

STOCKHOLM – The partnership involves activities at a large number of Axfood's stores. Among other things, recycling machines will be fitted with buttons that give customers the option to donate their bottle and can deposits to Save the Children. In addition, Save the Children Christmas calendars will be sold at selected stores during the month of December.

"Working across the Group with this type of partnership is in line with Axfood's values, and our goal is to take greater social responsibility," says Camilla Weiner, Head of Corporate Communications at Axfood. "In partnership with Save the Children we can work to strengthen the rights of and improve the living conditions for children – and in such way achieve a decisive and sustainable change."

Recycling machines at Willys stores will soon be refitted to allow customers to donate their bottle and can deposits to Save the Children's activities. In December, Axfood's Tempo stores will be selling Save the Children's Christmas calendars.

"We are thrilled about our partnership with Axfood," comments Marie Johansson, head of corporate activities at Save the Children Sweden. "The funds generated by the activities will spent on education projects in Ivory Coast. The money will help more children gain access to a good education in a safe and secure school."

As one of the leading independent child advocacy organisations, Save the Children works to ensure and protect children's rights to food, housing, healthcare, education and an existence free from violence, assault and exploitation.

Axfood AB conducts food retail and wholesale trade in Sweden. The Group’s retail operations are conducted through the wholly owned Willys, Hemköp and PrisXtra chains, comprising 226 stores in all. In addition, Axfood collaborates with a large number of proprietorrun stores that are tied to Axfood through agreements. These include stores within the Hemköp and Willys chains as well as stores run under the Handlar’n and Tempo profiles. In all, Axfood collaborates with some 650 proprietor-run stores. Wholesale business is conducted via Dagab and Axfood Närlivs. Axfood is listed on Nasdaq OMX Stockholm AB’s Large Cap list. Axel Johnson AB is the principal owner with approximately 46% of the shares. *

So I don't know about you... but a retail business definitely isn't the first thing that comes to mind when I think of who uses sponsorship...

But when you do think about it, why can't a retailer capitalize on the BILLIONS of dollars being spent every year on sponsorship... They have a herd, they know who's in their herd, and they know who wants to get in front of their herd! Seems like a match made in heaven to me :)

Well just goes to show... sponsorship truly is for everyone! So to all of you who thought sponsorship was just for sports teams, events, or meetings... think again!


Have a great Tuesday night everyone!



Source: IEG (http://www.sponsorship.com/news---information/news/2009/12-december/axfood-enters-corporate-sponsorship-agreement-with.aspx)

Off to "Viva Las Vegas"

This is going to be a VERY sponsorship analytical weekend coming up for me this weekend --- as I depart for Las Vegas and a meet-up with my friend and research partner-in-crime, Jim Kahler of Ohio University.

Every two years since we first began the National Sports Forum some 15 years ago, the NSF has presented (at the conference...) the findings culled from the information-packed interviews with fifty (50) of the top sponsors in America. We reach out to all KINDS of "household names" – from Bank of America ... to Anheuser-Busch ... to Pepsi-Cola ... Giant Eagle and Sharp Electronics... to name just a small handful.

Under the direction of Mr. Kahler, who is Ohio University's Executive Director of their Center for Sports Administration, we'll wall ourselves off from humanity for three days and dissect the findings of all fifty of these surveys.

When finished, we'll have one of the most current and up-to-date recaps of what sponsors like ... what they don't like ... what they really would like to see you putting in their sponsorship proposals ... and how the "new economy" is impacting their business moving into 2010 and beyond.

The findings of all this will be presented at the 2010 National Sports Forum coming up in Baltimore, MD in February. (www.sports-forum.com) However, in the coming weeks, I'll be sure to share with you some special findings (...give you all a "sneak peak" of what the sponsors are thinking (...and spending money on...) out there.

Stay tuned!

Linkedin Groups

As those who know me would attest -- I can't exactly say that I'm one of the MORE "technologically-savvy" guys out there. And I'm borderline stone-age when it comes to all things Social Media-involved. But of the various vehicles out there that are now at our disposal, I tend to gravitate to Linkedin. It's proven to be a great tool so far for me to use to "reach out" and meet selected individuals on-line.

One of the things that I find especially useful is (are) all the Linkedin Groups that are continuously popping up. What I've especially found interesting and often insightful are some of the Groups that pertain to Sponsorship. (Two that I belong to are "Sponsorship Insights" and "Sponsorship Sales Professionals") I'm sure there are others, but those are two that I've joined.

Take a look-see for yourself. You're going to find that it's a great way to network in with and gain insights from people in situations similar to yours. People with ideas, experience, contacts and insights to share. I've enjoyed it --- and so will you.

A Word About Sponsor Referrals

Nothing "sells" your sponsorships better than a happy sponsor. And of course nothing makes a sponsor happier than having their expectations met.

So first order of business here is to make sure that you're taking great care of your existing sponsors. (Let me ask you – do you even know what their "expectations" are? Hmmm… good question, eh? Well ... there's not time like this moment to have a sit-down with your existing sponsors and ASK them!)

And speaking of "...ASK them..." --- that's my word today (...well, actually ... that's two words…), on getting Sponsor Referrals. You've got to ASK for them!

Of course the best time to ASK for them is when you're successfully delivering results for your existing sponsors. You've worked hard to build a strong rapport with your sponsor --- which means that you're there for their success, and they're there for your success. If you've done a good job, it's a good partnership. So why not mention to your sponsor that your event (...program, publication, speaking business, etc.) is really taking off thanks to sponsors like them. ("Thank you!") And your plan is to continue growing your sponsorship family with companies just like them.

That said, you'd sure appreciate it if they would feel free to recommend your event to any of their co-horts that are looking to grow their profile within your industry.

Sometimes that'll be enough to have them bringing up a couple potentials. But more times than not, they'll just smile, nod and say they'd be happy to. That's okay – you’re now "on record" with them that you're looking to add a couple additional sponsors and you've "deputized" them to help you in your search.

Now that you've got their verbal "buy-in" ... see if how, moving forward, you can't start helping them to help you.

What do I mean by that?

Easy – keep an eye out for any particular sponsorship "candidates" that you might have an interest in tapping into that are coming into contact with your current sponsor.

For example – let's say you notice that your current sponsor is also a sponsor of "XYZ" conference. (This conference attracts similar "types" of attendees as you do…) That said, are there any OTHER sponsors to this "XYZ" conference that you think might be a great fit for your event?

Great! Simply put the bug into your existing sponsor's ear that you'd welcome an introduction into one of the decision-maker's at this other sponsor's company. Ask your sponsor if they wouldn’t mind grabbing you a name, or better yet ... a business card into this potential sponsor's decision-maker.

In short – help your existing sponsor's keep their antenna up for you with other potential sponsors. (Now don’t forget ... the key here is to be sure that you're making your existing sponsors "deliriously happy"! Do that and no doubt they'll be more than happy to spread a little love your way!)

Good luck!

There're Sponsorship Opportunities in Everything (cont.)

One of my recurring themes in our biweekly blogs is harping on the fact that there are truly all kinds of opportunities going on out there with our events.

For instance, most conferences, seminars, trade shows, association gatherings and the like have someone on hand snapping pictures, yes? They're up there in front of the room getting candids of the keynote speaker in mid-sentence ... they're tucked away in corners snapping off cameos of members/attendees networking with one another. And there're bound to be lots and lots of small "staged" group photos – members and guests standing there smiling at the camera in groups of four-to-six. Great stuff for the upcoming newsletter and brochure!

But don't overlook a great opportunity here...

If you've got any kind of sizeable group ... say 50 or more ... have a photo area set aside in the general congregating area complete with a backdrop screen identifying the event (or association) you're all attending. (Backdrops with a "wallpaper pattern" of the group's logo or name are pretty common out there. You can get these done easily via most signage companies. The ones we use at the Sports Forum are BlueMedia – www.bluemedia.com, and trust me, they're awesome!)

But here's the kicker --- have your photo area "sponsored". Mix in the sponsor's logo into the backdrop "wallpaper pattern" of your event logo. (To see a great example of this – just tune into about ANY professional team's post-game news conference. NFL, Major League Baseball, NBA, NHL ... makes no difference ... they all have sponsored photo/TV interview backdrops now. They look great ... make your event look "big league", and are a great piece of sponsorable inventory!

Good luck!