NOT EVERY SPONSORSHIP PORTFOLIO IS HEALTHY. Over time, sponsorship portfolios can become a collection of disparate properties that may or may not support current business and brand objectives.
Sponsorship Portfolio Healthcheck™
CARTERA SPONSORSHIP PORTFOLIO HEALTH CHECK™
La cartera de patrocinios de una marca puede evolucionar con el tiempo hasta convertirse en un conjunto de propiedades inconexas que quizás no se alineen con los objetivos comerciales y de marca actuales. Una cartera puede incluir propiedades que encajan
Sponsorship Portfolio Healthcheck™
A brand’s sponsorship portfolio can evolve over time into a collection of disjointed properties that may or may not support current business and brand objectives. A portfolio may include properties that fit past objectives, were pet interests of past executives
Sponsorship Portfolio Healthcheck™
A brand’s sponsorship portfolio can evolve over time into a collection of disjointed properties that may or may not support current business and brand objectives. A portfolio may include properties that fit past objectives, were pet interests of past executives
Managing Sponsorship Initiatives Post-Pandemic
Our President and CEO, Ian Malcolm recently led a webinar for the Association of Canadian Advertisers (ACA) to discuss sponsorship post-Pandemic. In the webinar he provided guidance on what marketing and marketing procurement professionals should be focusing on and aware of as we move
The Rapid Shift in Consumer Sentiment
In North America, prior to the coronavirus pandemic, consumers were already beginning to show signs of change in how they engage with live events across sports, music, arts, culture and community. The pandemic, with cancelled events, shortened or reconstituted seasons has had a significant impact on the assets that a rights holder has been able to deliver to its sponsors.
ACTIVATION SCORECARD
Assessing and validating activation of rights on a key property by key property basis is important for ensuring your brand is leveraging the full value from these sponsorships. This practice also enables your brand to better optimize and refine future activations, including the extrapolation of learnings across properties or property types.
Don’t Waste A Crisis
If you are a brand side marketer or marketing procurement professional, maybe your organization’s management of its sponsorship investments hasn’t pressure-tested very well during the coronavirus pandemic…
Measuring Sponsorship Impact
There are two widely held yet opposing myths about sponsorship measurement. One is that sponsorship isn’t measurable. The second is that effective sponsorship measurement should provide a single data point output…
Measuring Sponsorship Impact
There are two widely held yet opposing myths about sponsorship measurement. One is that sponsorship isn’t measurable. The second is that effective sponsorship measurement should provide a single data point output; i.e., for every dollar I spend on a sponsorship
