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™
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
Evaluating Sponsorship
Sponsorship can be an important way for brands to create emotional connections with consumers and to demonstrate a brand’s values. Sound strategy lies at the heart of a brand’s ability to achieve this successfully. Implementing that strategy though effectively and efficiently requires the ability to measure and understand the value a particular sponsorship (assets, entitlements, associative benefits) can deliver to a sponsoring brand.
Optimizing a Long-Standing Sports Sponsorship at Renewal
CASE STUDY: Castrol | Sponsorship Renewal | MLSE | Canada Assignment Advise Castrol on the renewal of a long-standing sponsorship with the potential for expansion of the package from a single team, single venue deal to a multi-team and multi-venue
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.
Lumency’s Six Key Asset Production Considerations
Physical asset production is often a large percentage of experiential marketing budgets but the spend is not always optimized. The right asset can help to create a memorable consumer engagement and drive program success. However, when done wrong can lead to inefficient spend and hinder the ability to deliver on marketing and business objectives.
FIELD FORCE STAFFING SOLUTION
Having the right people on board to represent your brand is key, whether it’s at an activation, in a retail environment, or another brand experience touchpoint.
LOCAL SPONSORSHIP EVALUATION TOOL
Small, local, or regional sponsorships can be an important part of your overall sponsorship portfolio. However local decision-makers don’t always have the expertise to negotiate and secure the best value proposition, and your business risk isn’t always adequately managed…
LIFE SAFETY SCORECARD
Live events have an inherent element of variability and can face a diverse set of potential threats to safety. Situations range from inclement weather and crowd control to the potential of active shooters and terrorist threats—any of which can require significant and prudent responses by a property including cancellations or an immediate evacuation.
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…