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)

Why YOU Might Want to Consider Becoming a Sponsor...

You know ...before I completely "unplug" from my little mini-series here spinning off of my recent GKIC InfoSUMMIT "experience", I wanted to put together a few paragraphs about why YOU might want to consider sponsoring an event, conference, trade association, newsletter or other such suitable-match event, program or speaking tour...

For one thing --- keep forefront in mind that event/conference sponsoring is still very much virgin territory.

I say that after fully acknowledging that – according to IEG (www.sponsorship.com), (...the international clearinghouse of all things sponsorship-related), meeting and event sponsorship is one of the hottest new categories in the sponsorship-world. While I have no doubt that this is true ... meetings/events are still a relatively untapped component of the sponsorship world.

That said, it's not very likely that you'll be running into a NASCAR-type wall of competing sponsors when you consider sponsoring a meeting, event or newsletter. (In fact, it's FAR more likely that you'll be the only sponsor of the targeted meeting or group!)

Reason being that most folks putting on meetings, events, association gatherings, teleseminars, sales retreats ...you name it... haven't even considered looking for sponsors. They're oblivious to the wonderful world of sponsorship!

Fortunately for you, their lack of sponsorship sophistication can easily be put to your great advantage...

Advantage #1 – they won't have any idea what to charge you. If you walked up to your average meeting planner and told them that you'd have an interest in sponsoring their group's event – they'd probably look at you as if you were speaking some sort of a foreign language! They'd probably stammer around a bit and then ask you what you thought a sponsorship of their event would be worth. So beat them to the punch – come up with your own price and put it right up front in your offer. Aim low. To them, every dime you give them is "found money" ... so anything you offer them is a bonus!

Advantage #2 – they won't have any idea what to GIVE you. Going hand-in-glove with the first advantage, most meeting planners have no idea what's expected of them in return for your investment. So tell them what you want. And be specific. The less difficult you make it for them to understand the "transaction", the easier it will be for them to agree.

I could go on ... but hopefully you get the idea? We spend so much of our time here at the "Brought to you By…" System discussing how you can sell sponsorships ... I wanted to make sure that I didn't overlook how downright reasonable it's going to be for the next few years to BUY sponsorships to the right meetings, events & publications out there that ideally target your market.

Good luck!