In last month’s newsletter, I gave a little shout-out to two of my training clients – both sponsorship seekers – who have embraced best practice sponsorship. As a result, their sponsors are happy, committed, and they are weathering the global financial crisis far better than most sponsees. You asked for more details, and here they are.
Unlike some organisations, the content of my blog and newsletter does not revolve around my clients, and trying to big note myself by association. I’d rather revolve that content around you and your needs (and if that makes me look good, I’m okay with that!). I’m going to make an exception with this blog and let these two clients tell you, in their own words, how they have used best practice techniques to improve their sponsors’ results and solidify their relationships.
Royal Australian Institute of Architects
“The Australian Institute of Architects (the Institute) is a not-for-profit, member organisation that relies heavily on the financial support of Corporate Partners, to provide a variety of conferences, professional development programs and educational seminars to Australian architects.
In years gone by, the Institute would have been ‘guilty as charged’ for engaging in sponsorships based on ‘brand awareness’ and logo placement. This type of sponsorship approach would not have faired well in the current economic downturn, with businesses across all industries are cutting non-essential spend, particularly from marketing budgets! Fortunately, the Institute no longer operates this way; now practicing a sponsorship approach that offers such value to its Corporate Partners, that terminating the sponsorship is simply not an option, particularly in these challenging times.
The Institute follows a best practice model for its sponsorship program. It is not about the size of a logo, but about the invaluable engagement opportunities provided to the Corporate Partners.
Another element of best practice sponsorship that the Institute follows is the win-win-win approach. The Institute will not recommend that Corporate Partners invest in any activity if it does not meet this criteria… that is, each activity must present a positive outcome for all three parties involved (the Institute, the sponsor and the membership). The Institute has learnt that sponsorship is about more than obtaining a sponsor, taking their money and hoping to sign them up again next year, but about building a mutually beneficial relationship that lasts as long as the relationship fits each organisations goals and objectives.
Corporate Partners of the Institute do not simply sponsor an event, but are offered a suite of leveraging activities that create engagement opportunities with the membership prior to, during and after each event.
This is all part of ’servicing’ a sponsor. The Institute has maintained strong relationships with its Corporate Partners during this challenging economic downturn, in a large part due to the service that they receive. Corporate Partners not only receive a detailed program of work with suggested leveraging campaigns, they also receive relevant reporting based on their organisational needs and regular follow ups. To further align sponsorship expectations, the Institute offers best practice sponsorship training with Kim Skildum-Reid for all new Corporate Partners. This approach has created true, long lasting business partnerships.
Although establishing a best practice approach to sponsorship initially required an investment of time, energy and creativity, the Institute is now reaping the rewards, with a full suite of Corporate Partners working towards clearly defined sponsorship goals.”
Air New Zealand Fashion Week
“Best practice sponsorship has, in a sense, helped us set the rules of our sponsorship structure and reinforce to our partners that we are going in the right direction. Our strategy was never to offer large numbers of logos or anything in your face, but instead we chose to focus on other ways to leverage the connection between the sponsor and their target markets. We always working with partners that benefit our brand, and who can gain real benefit themselves. There is no point in having a sponsor that doesn’t make sense to the business, as it will never work unless everyone is winning.
For the past 3 years we have organized a partner leveraging seminar at the beginning of the year around five months prior to the event. It’s a great way to get them all together, to build excitement about what they are doing both themselves and their leverage with the event. Kim Skildum-Reid has lead the leveraging seminar twice, with this year focussing on how to make it all work in the recession.
It’s fair to say that all the partners left the room feeling really good and hyped up for this years Fashion Week – but most importantly they were armed with techniques to make the most of all the things they are already doing and how to use them – as opposed to spending a lot of extra money on untried leveraging ideas.
We believe everyone would gain from working with Best Practice Sponsorship techniques, because it sets guidelines and expectations of how things should be done. It means we and our partners are all working towards the same objectives. If you know what sponsors need from the start – you can then work towards your goals.”
Yes, these are both my clients, but that doesn’t mean you need me to do sponsorship extremely well, making yourself an invaluable part of a sponsor’s portfolio. There are plenty of ideas in this blog (free) and in my white papers (also free), or for not much money, you can buy a copy of The Sponsorship Seeker’s Toolkit 3rd Edition, which outlines many strategies for helping your sponsors find real value in what you offer.
In the meantime, I’d like to offer thanks to Myken and Pieter Stewart from Air New Zealand Fashion Week and Shahana McKenzie and Belinda McCubbin of the Royal Australian Institute of Architects. Well done, ladies!
