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Watch Jon Stewart Take On Sponsored News Segments Blog_lock

 by #Staff  |  06 Nov 2013 at 09:58 AM  |  0 Comments

#activation

Last night, John Stewart took on the topic of CNN's sponsored Couch Walk. Check it out...

The Daily Show



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The First 3 Questions Potential Sponsors Ask Themselves About Your Proposal Blog_lock

 by Kym Oberauer  |  05 Nov 2013 at 08:52 AM  |  0 Comments

#selling

You've been pounding away for months now, cold calling potential sponsors only to get the brush off from a gatekeeper or sending out proposals that never get a response.

It's becoming depressing and you're starting to get upset, angry even, that no one can see your potential.

Don't stress, you're not alone. It's the dilemma of many sponsorship seekers.

If this is happening to you then it's time to stop, re-group and have a serious think about your approach to sponsorship.

The reasons why you're not getting anywhere can be summarised by three simple words: Who, what and why.

When you come into contact with a potential sponsor they're going to ask themselves these questions:

Who are you?
What's in it for me?
Why should I choose you?

As a sponsorship seeker, it's you...



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The 6 P's of the Perfect Sponsorship Proposal Blog_lock

 by Guest Post: Kym Oberauer  |  30 Oct 2013 at 09:53 AM  |  0 Comments

#selling

When you first start thinking about sponsorship it's often associated with an immediate financial need...

I need money to get my event off the ground or fund this movie idea. I want to provide additional services to my local community or I want someone to help pay the bills on my race car.

You know what I mean...

It's this "what's in it for me" attitude that could be holding you back from developing a successful relationship with a sponsor. I want you to turn this attitude around and think about what's in it for the sponsor, what can you provide that will improve their business?

So I want you to put yourself in the shoes of a sponsor's marketing manager. What would you want to see in a sponsorship proposal and what would your expectations be?

Looking at a sponsorship prop...



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Teams Look To Cash In On Courtside Blog_lock

 by Staff  |  28 Oct 2013 at 09:59 AM  |  0 Comments

#selling

Sponsorship may still not be "between the white lines," but it's creeping ever closer. Earlier this month, the Indiana Pacers became the first NBA team to sign an on-court sponsorship deal and today Wall Street Journal confirmed last week's tip that Samsung will be bringing tablets to NBA benches this season. To round out a hectic day around the league, the Raptors have become the second NBA team to put corporate logos on NBA sidelines, signing BMO Financial to a 5-year deal.

If you're a CEO or CMO, it seems likely you'll be seeing a lot more of this...

H/T: Mike Mahoney



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Preventing World Series Ambush Is A Lengthy 4 Month Process Blog_lock

 by Staff  |  24 Oct 2013 at 09:58 AM  |  0 Comments

#ambush

Dunkin Donuts is about as Boston as brands come, but as most of you know you won't see them at Fenway this week. In between the foul poles at least. It's all part of the extensive 4 month process that Major League Baseball takes to protect its corporate sponsors at the Fall Classic.

Jeremy Cohen, MLB's vice-president of corporate sales and marketing detailed the process for USA Today:

"We work very closely with the clubs. This starts with a preliminary e-mail in July to the clubs in contention. In August, the clubs all send us materials with images of their ballpark and (sign) rotations and that kind of thing. We get on the phone with them at the end of August and we start telling them what needs to be switched, what can stay."

To spot potential post-season issues before th...



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Coca-Cola Sponsorship Petition Has 300,000 Signatures & Counting Blog_lock

 by Staff  |  23 Oct 2013 at 07:59 AM  |  0 Comments

#PR

Public pressure is mounting on Olympic sponsors to take a stand on Russia’s new anti-gay laws in the run up to Sochi. Here's one example. The IOC's longest continuous sponsor, Coca-Cola, is the recipient of a petition that now includes nearly 325,000 names asking the beverage giant to condemn Russia’s anti-gay laws and call for their repeal.



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Ex-GM Marketing Boss: Man U Deal Was 'No Brainer' Blog_lock

 by Staff  |  17 Oct 2013 at 08:56 AM  |  0 Comments

#measurement

The $559 million deal that seems to have cost former General Motors global marketing chief Joel Ewanick his job was a "no brainer" Ewanick said at this week's J.D. Power Automotive Marketing Roundtable.

More on the Manchester United-GM deal via Automotive News:

In his first public remarks about his July 2012 ouster, Ewanick said Tuesday it was clear that the deal would bring Chevrolet increased brand exposure, purchase consideration and awareness around the world worth "over four times" the sponsorship's cost, which sources have pegged at $600 million over seven years... "The way this was going to work over time, I would say that for the amount of money we were talking about, it was the biggest no-brainer I've seen."



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Why Hospitals Sponsor The Home Team Blog_lock

 by Staff  |  16 Oct 2013 at 08:19 AM  |  0 Comments

#strategy

Most professional sports teams have a local hospital on their sponsorship roster. The Pittsburgh Tribune-Review is out with an excellent new piece that sums up the thinking behind local healthcare deals:

Health care companies, which tend to have weak brands in the minds of consumers, benefit substantially from a connection to a winning sports franchise, said Kirk Wakefield, a Baylor University professor and expert in sports marketing.

“What they want to have happen is the fan passion transfers from the team to the brand,” he said. “Among the team's fans, they are more likely to use the team's health system.”

Research shows that exclusive sponsorship deals with sports teams are much more effective than other types of advertising, Wakefield said. Many sports fans don't realize it...



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Sir Martin Sorrell: 'We Can't Afford IMG' Blog_lock

 by #Staff  |  11 Oct 2013 at 09:18 AM  |  4 Comments

#agencies

$25 billion advertising conglomerate WPP may be out of the bidding for sports and entertainment marketing giant, IMG. "We would love to own IMG," WPP CEO Martin Sorrell told the Leaders in Football sports industry conference yesterday, but when asked if WPP was bidding, he answered: "no, we can't afford it."

Sorell says the price tag could reach $2.5 billion with up to 10 companies bidding. The odds-on favorites, he says, are PE firm, Silver Lake, and William Morris Endeavor.



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New Research Suggests A Rise In Q4 Sponsorship Decision Making Blog_lock

 by Staff  |  09 Oct 2013 at 03:15 PM  |  0 Comments

#research

It may be go time for events looking to lock-in sponsors for summer 2014. New research from the Canadian Sponsorship Landscape Study suggests that more and more sponsorship decisions are being made during the fall. The fact that sponsorship decisions are being made in the final few months of the year as budgets are being solidified is no surprise, but the dramatic trend upwards in recent years is. The CSLS' findings show a full 25% jump over the past 5 years in the percentage of sponsorship decisions being made in the September to November time frame.

For more on the results of this study, read Autumn is THE Key Time for Sponsorship Decision Makers from experiential firm, Trojan One.



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