Sponsorship is a healthy communication medium, and many brands are starting to see the value in it. New sponsorship categories can bring additional revenue to rights holders. Not surprisingly, many new entrants to sponsorship are from disruptive business models that are coming to maturity.
“How [brands] used to measure and evaluate their sponsorships (think really big Excel files) and how some innovative software tools from Elevent–with some really cool names–have dramatically improved that process.” – Gavin Roth
The #MeToo movement has fuelled public discussions about unwanted sexual behaviour. There is mounting pressure for music events to improve safety and introduce a profound cultural change.
In a B2B environment, virtual events can vary from a highly interactive, multi-day event that tries to mimic the experience of a big conference in a web-based format to a variety of other web-based strategies that deliver shorter content, like training sessions, sales presentations and meetings.
Sponsorship budgets are under pressure and are often the first to go. Why? Upper management perceives sponsorship budgets as a long-term branding investment rather than a promotional spend that can render results in a shorter time frame. That perception is not totally incorrect, but it is incomplete and short-sighted.
Whether you are profiling your audience for the first time or updating it, this research tool will allow you to better understand the people you are reaching, their interests, demographics and consumption habits, so you can be well prepared to re-engage and target sponsors!
Wimbledon is one of the most famous events in the world—and not only for the displays of athleticism on the courts. The tennis tournament is also known for its chic style, respect for tradition and a conservative approach to politics that harken back to another era.
Sponsorship professionals spend a significant amount of time examining how we, as an industry, are succeeding or falling short in our constant efforts to improve. But we must also not lose sight of the external forces that can either propel or impede our efforts.
Drafting a new sponsorship strategy is hard work. It’s usually done in response to a crisis in an organization. Whatever the circumstances, drafting up a new sponsorship strategy often requires making meaning out of a mess.
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