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Re-Thinking Your
Association
Sponsorship
Model
what we do
Strategic Marketing Planning
Sponsorship Valuations &
Strategies
Revenue Development
Social Marketing
Partnership Marketing
Centre of Excellence for Public Sector Marketing
Social Media / Digital Marketing
May 27-29, 2013
Ottawa Convention Centre
May 27-29, 2013
Ottawa Convention Centre
www.marcom.ca
Associations need to innovate or become relics
• Variety of models
• Overuse of “metal levels”
• Tendency to sell in silos
• Lack of understanding of “fair market” value
• Reliance on the same sponsors year-over-year
• Sponsor “clutter”
• Little effort on renewal strategies
What we see in
our work…
5
Activity / Event Based Sponsor Model
Pros
• Appealing to companies
with specific / short-term
objectives;
• Ability to offer lower-priced
sponsorships;
• Easy to explain.
Cons
• Resource intensive (selling and delivering benefits);
• Focus on tactical selling vs. strategic selling;
• Tends to “commoditize” sponsorship program;
• Can be frustrating for companies;
• In a constant state of renewal / difficult to grow revenue.
Hierarchal Based Sponsor Model
Pros
• Easy to package and present
to prospects;
• Easy to deliver benefits;
• Can appeal to corporate
egos.
Cons
• Overuse of “gold, silver,
bronze” metal levels;
• Generally characterized by,
“cookie-cutter” benefits;
• Minimizes customization
and creativity;
• Can work against corporate
egos.
Bundled Benefit Sponsor Model
Pros
• Takes a more strategic
(long-term) approach to
sponsorship development;
• Can draw from various
marketing budgets;
• Allows for customization of
benefits packages;
• More efficient use of sales
resources.
Cons
• Requires advance planning to ensure that all sponsor opps. are up-to-date;
• Typically, a longer selling period;
• Requires experienced sales staff and conversations;
• May not appeal to companies that are keeping their marketing budgets “under the radar”.
Integrated Benefit Sponsor Model
Pros
• Allows companies to choose from a “menu” of opps. and receive value-added benefits based on spend;
• Shifts from “commodity” to strategic partnerships;
• Can draw from various marketing budgets;
• If properly implemented, can generate better results.
Cons
• Requires advance planning
to ensure all pieces in place;
• Typically, a longer selling
period;
• Requires experienced sales
staff and conversations with
prospects.
Key Considerations
for Re-thinking
Your Sponsorship
Model
The First Step in Re-Thinking Your Model
Internal Analysis
• Audience
• Assets
• Sector (prospects)
• Competitive Position
• Your Brand
• Internal Culture
• Resources
old school…
13
one dimensional view of our customers
New School…
Understanding
our audience
at all levels
old school…
Uninspired “vanilla” marketing
New School…
a clearly defined competitive position
old school…
Sponsor clutter
+ “metal levels”
New School…
old school…
New School
About them
Top 5 Challenges of Businesses
Right Now
Maintaining Customer Loyalty 36%
Price or Service Demands of Customers 35%
Identifying New Markets / Expansion Opps. 32%
Cost Control 28%
Finding New Workers 26%
old school…
Sponsor Sponsee
disregard of the customer
New School…
Sponsor
Everyone Sees Value
old school…
“cheesy” messages to customers
New School…
Where the sponsor is part of the conversation
old school…
all the focus on logo placement
New School…
Integrated marketing
New School…
old school…
Anyone’s Name Here
New School…
Focusing on “Sponsor Fit”
We need to deliver
brand messages in
more innovative
ways
Questions?
See next slide…
where to reach me
Bernie Colterman: [email protected]
Blog: www.berniecolterman.ca
Tel: 613.731-9851 ext.15
Websites: CEPSM.ca
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