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
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
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.
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
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.
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.
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.
Los patrocinios pequeños, locales o regionales pueden representar un elemento importante de toda su cartera general de patrocinios, sobre todo si su negocio tiene una fuerte presencia en la venta minorista, banca, restaurantes de comida rápida, alimentos, fármacos o telecomunicaciones.
Des commandites locales ou régionales peuvent avoir un grand impact sur votre portfolio, surtout si votre entreprise a une forte présence sur le marché du détail, comme les banques, la restauration rapide, la vente des automobiles, nourritures et médicaments, ou les fournisseurs de télécommunications.
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…
