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Sponsorship

Wed, 05/01/2013 - 08:47
Dawn Turner

Leave A Lasting Impression…Just Be Sure It Isn’t Too Memorable

Getting the undivided attention of a prospective partner is something that all property contacts dream about. Whether it is the new guy trying to make a good impression on the boss or someone trying to climb the corporate ladder, their goal is the same. The question is…what is the best approach? As a brand contact that receives countless solicitations a week (and is very big on relationships), I like to think I have gotten pretty good at discerning between people that are truly skilled/knowledgeable and those who are just trying to get ahead.

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Mon, 04/01/2013 - 10:35
Dawn Turner

TO BE OR NOT TO BE – CLUTTER OR DIFFERENTIATION

When I was growing up, I remember being upset when my parents refused to let me do something that my friends were doing. I am sure we have all been there at some point in time, and I am also quite sure we have all heard a similar quote from our elders. I think it goes something like this, “If your friends jumped off a bridge, would you do it too?”

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Fri, 03/01/2013 - 11:37
Dawn Turner

A Logo That Goes With Everything

I have had what I consider a unique opportunity of being involved in a brand/visual identity change at two different companies, and as I reflect back on these experiences I have made a few observations that I thought I would point out this month.

Those who pay close attention to their surroundings year after year will notice that brands evolve their visual identities over time. When I say brands, I don’t just mean consumer companies, I mean all brands.

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Mon, 02/04/2013 - 21:46
Dawn Turner

The First 90 Days

The first 90 days of a new sponsorship is very similar to the first 90 days of a new job. It is all about getting to know each other, putting your best foot forward, establishing the parameters of the relationship and continually working to impress.

All partnerships have a variety of courtship periods. Some are long, some are short, some are sought out and others are forced. Regardless of the reason for inking the relationship, these first 90 days are the time where both parties should put the negotiation period behind them and put forth good effort to make sure things get started on the right foot.

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Sun, 01/06/2013 - 16:58
Dawn Turner

Creating Effective Sponsor Summits

Since a number of seasons are coming to a close in the next few months, I thought I would touch on the ever-popular topic of sponsor summits. Most, if not all, of the properties I have worked with over the years have scheduled sponsor summits with their partners at regular intervals. They may not happen on an annual basis, but most of them work to gather partners together at least every other year. I am big fan of sponsor summits and have found most of these events to be both useful and unique.

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Mon, 12/03/2012 - 01:37
Dawn Turner

How to Handle Hearing the Word "No"

The word “no” naturally enters our vocabulary at a very early age. Toddlers throw it around all the time but never like to hear their parents say it back to them. Somewhere between our childhood and becoming a working adult some of us lose the ability to say “no.” We may have a difficult time using the word, but one thing that never changes is the dissatisfaction that comes when we are on the receiving end of that despised two-letter word.

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Mon, 10/29/2012 - 17:20
Dawn Turner

How To Make A First Impression With A Sponsor

By Dawn Turner
American Airlines

Throughout your life, you have probably heard the phrase, “You never get a second chance to make a first impression.” The key is to remember that this holds true not only in your personal life, but also in the world of sponsorships.

I am a sponsorship rep for a big brand. I can tell you that the vast majority of the thousands of unsolicited requests for sponsorship we receive each year are declined. Regardless of whether or not you find this surprising, I thought it best to be honest and offer a sneak peek into how it really works.

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Wed, 08/15/2012 - 16:53
Bill Glenn

Back to School: Sponsorship Core Courses

The end of summer means back to school. And back to school means it’s time for students to clear those summer cobwebs and get back to the “core basics.”

It’s in this spirit clients and properties alike should also use this time of year to do a quick performance report card against the basic core courses of sponsorship.

So using a little creative license, here’s your sponsorship “core course” catalog for reference:

Philosophy:

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Thu, 07/05/2012 - 10:46
Drew Mitchell

How to shorten the time from “Send” to Yes (or No!)

Like most sales professionals, you probably find yourself constantly asking “How can I get these people to make a decision!” You just spent a month trying to get a prospect together for an initial meeting. You performed, by industry standards, what you consider a flawless needs analysis to determine what the company needs. You put together a proposal with all the pretty photos and illustrated how this package will help them accomplish those goals and objectives you identified.

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Fri, 06/01/2012 - 15:23
Dan Migala

What's the Buzz? Activation is still the Buzzword Among Marketers

Best of The Migala Report Archives

Learn How to Use Activation to Create Marketing Partnerships

The Sports Business Journal Activation Summit just concluded in Chicago and it got our editorial staff thinking about the evolution in how brands are activating their sponsorships. We piece published in 2004 provides a time capsule revealing where we were, as well as some timeless lessons for all marketers

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