When it comes to sponsorship development, too many associations are still stuck in the signs and banners and "metal level" era. The sponsorship environment has changed and associations need to get on board or become irrelevant from a sponsorship perspective.

1. Re-Thinking Your
Association
Sponsorship
Model

2. what we do
Strategic Marketing Planning
Sponsorship Valuations &
Strategies
Social Media / Digital Marketing
Revenue Development
Social Marketing
Partnership Marketing
Centre of Excellence for Public Sector Marketing

3. May 27-29, 2013
Ottawa Convention Centre
www.marcom.ca

4. Associations need to innovate or become relics

5. What we see in
• Variety of models
our work…
• 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
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6. Activity / Event Based Sponsor Model
Pros Cons
• Appealing to companies • Resource intensive (selling
with specific / short-term and delivering benefits);
objectives; • Focus on tactical selling vs.
• Ability to offer lower-priced strategic selling;
sponsorships; • Tends to “commoditize”
sponsorship program;
• Easy to explain.
• Can be frustrating for
companies;
• In a constant state of
renewal / difficult to grow
revenue.

7. Hierarchal Based Sponsor Model
Pros Cons
• Easy to package and present • Overuse of “gold, silver,
to prospects; bronze” metal levels;
• Easy to deliver benefits; • Generally characterized by,
• Can appeal to corporate “cookie-cutter” benefits;
egos. • Minimizes customization
and creativity;
• Can work against corporate
egos.

8. Bundled Benefit Sponsor Model
Pros Cons
• Takes a more strategic • Requires advance planning
(long-term) approach to to ensure that all sponsor
sponsorship development; opps. are up-to-date;
• Can draw from various • Typically, a longer selling
period;
marketing budgets;
• Requires experienced sales
• Allows for customization of staff and conversations;
benefits packages; • May not appeal to
• More efficient use of sales companies that are keeping
resources. their marketing budgets
“under the radar”.

9. Integrated Benefit Sponsor Model
Pros Cons
• Allows companies to choose • Requires advance planning
from a “menu” of opps. and to ensure all pieces in place;
receive value-added
benefits based on spend; • Typically, a longer selling
period;
• Shifts from “commodity” to
strategic partnerships; • Requires experienced sales
• Can draw from various staff and conversations with
marketing budgets; prospects.
• If properly implemented,
can generate better results.

11. Key Considerations
for Re-thinking
Your Sponsorship
Model

12. The First Step in Re-Thinking Your Model
Internal Analysis
• Audience
• Assets
• Sector (prospects)
• Competitive Position
• Your Brand
• Internal Culture
• Resources

13. old school…
one dimensional view of our customers
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14. New School…
Understanding
our audience
at all levels

15. old school…
Uninspired “vanilla” marketing

16. New School…
a clearly defined competitive position

17. old school…
Sponsor
clutter
+
“metal levels”

18. New School…

19. old school…

20. New School
About them

21. 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%

22. old school…
Sponsor Sponsee
disregard of the customer

23. New School…
Sponsor
Everyone Sees Value

24. old school…
“cheesy” messages to customers

25. New School…
Where the sponsor is part of the conversation

26. old school…
all the focus on logo placement

27. New School…
Integrated marketing

28. New School…

29. old school…
Anyone’s Name Here

30. New School…
Focusing on “Sponsor Fit”

32. We need to deliver
brand messages in
more innovative
ways

33. Questions?
See next slide…

34. where to reach me
Bernie Colterman: berniecolterman@cepsm.ca
Blog: www.berniecolterman.ca
Tel: 613.731-9851 ext.15
Websites: CEPSM.ca
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