The FIVE BIGGEST CHANGES that the “New Economy” will be making on Sponsorship in 2010

Continuing on with our series of blogs illustrating what this year's "Nifty 50" had to say about sponsorships in the coming year --- today, I'm going to start on a "series-within-the-series" on what the sponsor's had to say about sponsorships in the coming year. I'm going to focus on the what fifty (50) of the country's biggest sponsors had to say are the FIVE BIGGEST CHANGES that will be occurring in/with their sponsorships in the coming year. That said, for today, let's start on the FIRST of the five biggest changes…

1. Corporations will be ASKING FOR MORE "Bang for the Buck" for the same amount of money. If you're one of our reader's who's a "seasoned pro" in the world of sponsorship selling and you're starting to feel a bit "beat up" out there in selling your sponsorships – you're not alone! Based on the comments we heard back on this year's Corporate Survey – there're no shortages of sponsors out there "…ready …willing … and able…" to take full advantage of a "down economy." They're asking for "added value" for the same amount of money – and they're getting it.

Here's an example of what some of our "Nifty 50" had to say about this…
o "We're taking advantage of a down market and getting more for less – we're squeezing every deal we can to secure more benefits."

o "We are asking our partners to provide more added value and letting them know that the ROI will be more important than ever as we get closer to renewal time."

o "The economy has allowed us to do things we might not have been able to do because prices are low now. Some media is cheaper this year – but sponsorship possibilities are also cheaper than last year."

Forewarned is forearmed – and this is the kind of information that you're going to need to keep in mind when you're out "on the street" marketing your sponsorships and partnerships. The operative word here is "flexibility". You HAVE to be flexible when you sit down at the table these days. We're definitely in a BUYER's market (… and BOY do they KNOW IT!!).

But that's okay --- keep in mind that you're in this for the long haul. Over time, things always even out. The key is to stay alive with your sponsors. You're going to run into sponsor's that are going to "grind you" right now – but that's okay … you're going to grin 'n bear it … and give them the best service you possibly can in return. That's how you ride out the tide and come out of it on top.