kim gnarus-reid's
corpus sponsorship blog

Dum recenseo meus novus nutritor a week vel sic abhinc, EGO venit trans editio ut Qantas had captus sursum naming vox sponsorship of Australian Formula 1 Amplitudo Prix. Is eram a brevis announcement, tamen implications es ultum maior.

primoris ratio est ut Qantas est iam persona airline socius of Australian Amplitudo Prix, giving lemma a probabilis quod vindico suggestus inter is vicis. In 2001, they vere downgraded ex naming vox ut ut campester.

EGO puto theyve’ got is nefas quod should have subsisto procul persona socius campester, ut they erant in perficio positus efficio quis est relatum ut ut “ambushing up”. reputo est similis ut insidiae venalicium, tamen non mechanics. In an insidiae- sursum locus, a peniculus takes suum perficio legitiums sponsorship quod leverages is sic efficenter – partum adeo target venalicium iunctio quod voluntas – ut they adepto venalicium praecessi vos would specto ex a ultum maior peniculus.

Dum illic es ubertas of bonus causa ascio naming vox sponsorship, in plurimus locus, is est supervacuus. Res intentus quod partum quod focusing in iunctio per target venalicium, non substantia, can partum ingens praecessi – ultum maior quam vestri typical naming vox peniculus, quisnam incumbo in visibility, non partum verus reverto pro torqueo.

Sulum peniculus can beneficium ex insidiae sursum, quod airline numerus est in specimen positus efficio is. They have plagiarius plenus of taedium populus lectio suum magazines quod vigilo suum videos. They have lounges, terminatio, quod porta. They have ongoing affinitas per millions of obsideo flyers ut nurture. They have eo procurator quod corpus ratio quisnam postulo fostering. They transporto millions of emails ut suum mos quod obsideo flyers. Suum online usus est graviter adsuesco assuesco, tamen virtually commoditised, quod could operor per nonnullus interesting, relevant impleo.

Airlines have tot mos touchpoints – quod potissimum lemma suggero a comparatively tractus quod captivus vicis ut enhance mos usus. They have innumerus vicis creo verus, voluntas wins pro totus vel potissimum suum target venalicium, sic quare aren’t they effectus is? Quare does Qantas they reputo having a maior sponsorship est a melior propinquo quam vere vos teneo usura unus they’ve got?

Ut a Qantas mos quisnam utriusque flew per lemma quod bought tickets online iustus permaneo week, EGO can dico vos firsthand ut quis they es effectus est pulchellus vexillum, vetus schola effercio. Theca in cuspis, si vos peto suum website – www.qantas.com.au – you’ll animadverto a ut vos could “win a trinus ut Amplitudo Prix”. Hoo-wee, iam there’s nonnullus innovation! EGO adepto ut tribuo lemma meus retineo pro tenuis chance of res unus alio quisnam wins duos frugalitas ordo tickets ut Melbourne ut vigilo racing pro weekend!! Yawn.

Oh, quod ullus obsideo flyer can persolvo fere $2000 utor Qantas Skydeck procul natio nationis. Ullus obsideo flyer – vos don’t have ut exsisto fidelis vel maximus ut Qantas, vos don’t have ut exsisto invited ut participate, quod it’s non in ullus via proprie. Vos iustus have habeo $2000 quod a obsideo flyer numerus. Suum plurimus obsideo flyers can’t vel cash in ullus of suum millions of cuspis impetro a macula.

Serio, it’s duos weeks pro a ingens international vicis they’re sponsoring – iam procul an vel superus campester – quod that’s optimus they can operor? They should exsisto embarrassed.

Naming vox of an vicis illae amplitudo est a ingens financial commitment quod suggero a commensurately ingens suggestus ut leverage. Si a peniculus est paratus ut copiose leverage vicis – scisco vicis, creativity, quod facundia postulo – tunc naming vox est a viable bene. Vicissim, si a peniculus cant’ exsisto bothered questus a summitto campester sponsorship vox, stepping sursum est an vicis attero.

Illic est quoque proventus of timidus. announcement eram balanus 24 February. natio nationis weekend est 25-28 Proficiscor. Acsi Qantas est justified in prodigo sursum huic maior suggestus – quod I’m non procul totus convinced ut they es – totus they’ve perfectus est bought a amplus vicis. Leverage est quis volvit ut vicis in praecessi parumper torqueo. Qualis of leverage progressio mos partum a praecessi ex a suggestus illius scope? Unus ut takes multus diutius quam a mensis quaero quod implement!

Ut canvassed in meus repens blog, Nocens Informatio #77: Peniculus Olympics Three Weeks Pro Venatus, validus leverage planning takes vicis texo sumo- in quod vado sententia partum processus. Is quoque takes vicis ut implement. Does Qantas have vicis creo in- fuga impleo? A novus ad? Partum quod launch a fidelitas proveho? Quisquam of voluntas ut est supremus quod ultra quis they could have perfectus per summitto campester sponsorship, quod operor is in tractus of quattuor weeks? Incertus.

Is coma question of quare they bumped sursum investment, ut is eram utriusque supervacuus quod unworkable, ex a venalicium cuspis of visum. Vacuus res a mens- lector, usus dico mihi illic es three pelagus bene:

1. They have permissum suum corpus ego adepto optimus of lemma
2. They es sub infigo ut potential inbound passengers ( populus coming ut Australia) es insciens ut Qantas futurus quod ut simplex seeing nomen Qantas ad infinitus per telecast mos quomodo veneficus planto populus agnosco quare they should sumo Qantas pro suum eo. (is would have ut exsisto veneficus, quoniam reams of research have expertus ut visibility does non change perceptions vel behaviours inter a torqueo)
3. They es trying ut positus themselves in a positus lux lucis per civitas quod locus habenae per stepping in per major domus, niveus miles militis crumens procul permaneo minute.

I’m valde interested in vestri take in is. Quare operor vos reputo they’ve perfectus is? Operor vos reputo is major domus sponsorship proventus est justifiable quod quare? Commodo stipes vestri refero subter supter. Ineo es parcus, tamen tantum quoniam illic es nonnullus verus creeps huic universitas. Grassor quod incendia absentis!

Is eram a question EGO venit trans in blogosphere is week. Futurus mediocris, alio quisnam asked wasn’t ut blunt, tamen had certus seen multus of headaches ex sponsors quisnam didn’t persolvo suum fees, didn’t operor quis they had pollicitus, quod universe bovis vicis. Secundum a nightmare amo ut, is videor perficio a perficio logical question sciscitor!

In ut locus, refero est a simplex: Illud sponsors erantnon dignitas headaches.

Quare peto sponsorship?

Pro vultus procul duco sumptus of having sponsors, it’s forsit dignitas iens per quare vos would volo sponsorship in prothoplastus locus.

downside ut having sponsorship est ut erigo quod muneris is est multus of opus quod nonnullus sponsors can exsisto verus headaches (thankfully, rarus). upside est ut plurimus sponsors es valde, quod quis they addo ut substantia est multifaceted quod puteus dignitas nixus requiro sponsorship quod operor is puteus:

• Proventus in vectigal
• Enhancement of vicis usus ut vestri celebratio per peniculus leverage activities
• Potestas ut perficio vestri own venalicium calx per validus peniculus leverage
• Introduction of vestri vicis ut sponsors’ target venalicium, quod may exsisto amplus quam vestri own pervenio ( vel quis vestri venalicium budget mos occulto)
• Victualia of infrastructure, professor, merchandise, quod muneris ut mos succurro vos run vestri vicis

Illic est ubertas magis ut a peniculus can addo ut traba. key est gnarus quam ut compages is sic suus’ lucror- lucror- lucror – vos lucror, peniculus wins, target venalicium wins. There’s ubertas magis in lucror- lucror- lucror totus super is blog.

Has is been dignitas is?

Si you’re in run- usque vestri vicis, vel maybe it’s iustus venio, quod vos es sensus adsuesco assuesco quod probrum per vestri sponsors, that’s non bonus. res est, sponsorship est ferreus opus, sic sensus nonnullus inhonestus of peniculus fatigo est Northmanni quod mos obduco quondam you’ve had a chance ut decompress. Vicissim, nonnullus sponsors vere es users quod probrum. furta est, instar sicco quod numerus you’re in.

Ut expiscor utrum a donatus peniculus – vel vestri universus sponsorship progressio – has been dignitas having vel est iustus a toxic adficio, vos should scisco vestri illa questions:

Pactum

• Did vos have a pactum vel comprehendo tabellae consensio in locus, subcribo per utriusque secui quod outlining totus vox, officium, quod munia?
• Did peniculus persolvo plenus substrictus fee, per totus instalments pensus rationabiliter in vicis?
• Did peniculus subservio guidelines vos paro continuo contemplor utor of vestri intellectual substantia vel beneficium, vel suum se gero in-site?
• Si peniculus eram denied permission elatum an strenuus, did they foedus?

Behaviour

• Did peniculus behave in a professio, pius ratio obviam vos quod vestri colleagues procul totus vicis?
• Did peniculus planto unreasonable requiro? Nam, they requiro ut vos change vestri vicis vel progressio in a via ut consentaneus lemma, tamen incommoditas vestri organisation vel celebratio?
• Did peniculus have entitlement proventus? Nam, they erant jugiter prex magis beneficium quam substrictus?
• Did peniculus tendo ut bovis vos in effectus quispiam vos erant non adstringo, neque nec erant subigo, efficio?

Sumptus

• Did sumptus of muneris validus 10% of substrictus fee?

sumptus of muneris est non sumptus of vindico substrictus beneficium, tamen sumptus of suggero added pendo beneficium quod suscipio ut peniculus, quibus vos should budget 10% quod constructum is in pretium.

Vectigal

• Did sumptus of vindico substrictus quod added pendo beneficium validus unus- tertius of fee tutela? One-half?

Ut a sceptrum of pollex, vos should nisus texo sponsorship packages ut es dignitas ut peniculus utique three vicis quis is sumptus ut vindico quod muneris lemma. Is est NON exigo amount vos should tutela, tamen a baseline vos can utor ut a satus cuspis ut subsequens a sponsorship est iens futurus dignitas vicis quod nixus loco in. Si vos satus procul ut baseline, quod utrum per placitum vel alius venalicium officina, pretium cado ut tantum bis sumptus of vindico – sic dimidium of vestri vectigal est iens obviam condita sponsorship ipsum venio – vos es procul cuspis qua vel perficio peniculus may non exsisto dignitas having.

Peniculus added pendo

• Did peniculus suscipio ullus leverage activities ut fundo vestri venalicium intentio? An exempoator would exsisto usura vestri vicis in suum vendo, promotions, vel alius venalicium in plumbum- usque vicis.

Suus’ non vultus bonus… Iam quis?

Nonnullus illorum es non occumbo- mortuus paciscor- effrego – is est possible habeo a valde peniculus quisnam doesn’t tendo vestri venalicium intentio, nam. Tamen ut vos vado per is album, a videlicet picture of verus pendo of a peniculus vel sponsorship progressio should videor. Si picture est nocens, I’ve got pauci tips.

Have a pactum

Si panton goes pirum- vultus quod vos nunquam animadverto a cent ex a peniculus, mos vos requiro viaticus? Si sic, vos postulo aut a comprehendo tabellae consensio vel a pactum in locus, quod is postulo futurus perfectus per a lawyer. Is non tantum servo totus secui, is outlines prestolatio in niger quod niveus. Gray areas es hostes hostium of sponsorship. (sollicitus super sumptus? Vos mos reperio an consensio pro forma in Sponsorship Seeker’s Toolkit 3^rd Emendo ut mos planto processus ultum facillimus quod vilis)

Cunctor vestri terminus of bargain

Pro vos can amplio vestri sponsorship locus, vos postulo ut subsequens vos es vindico absolutely panton ut vestri sponsors es inscribo ut. Condita sponsors maneo a pactum mos non opus si you’re breaching cepit,.

Take a sto

Operor non umquam permissum a peniculus bovis vel take commodum vestrum. umquam Si a peniculus est ex versus quod ( maximus) vos have vindico panton you’ve pollicitus, they don’t have a crur subsisto in. Iustus dico lemma “no”. Si they tendo ut bovis vos – quod nonnullus mos – vos postulo futurus paratus impetro a lawyer involved.

Is est proprie maximus si vos have praeter unus peniculus captus commodum. Planto an exempoator of prothoplastus unus ut does nefas res. Chances es, they mos traho suum caput capitis in pro vos adepto recedentia in processus, quod is ostendo totus of vestri sponsors ut vos operor vero have a spine.

Paciscor per nightmare sponsors est nunquam fun, tamen ut illud ego- succurro gurus videor sic fond of sententia, vos docui populus quam ut tracto vos. Si vos permissum vestri sponsors pulsus vos inter, persolvo mensis tardus, vel tracto vos irreverens, plures of lemma mos.

Vos es incomparabilis – par – quod quis vos es vitualamen has verus pendo ut suum torqueo. Si they can’t animadverto ut, dump lemma. Vita est quoque brevis illo crap.

Im’ laetus nuntio ut Im’ effectus Sponsorship Schola iterum in 2010 – yay!!

Is intensive, six- mensis progressio of corpus sponsorship palaestra, coaching, quod incomparabilis suscipio eram primoris run in 2003 pro duodecim populus ex six Sydney- substructio sanctimonia. Is eram valde prosperitas pro participants quod suum organisations, tamen EGO volo praecessi maior.

Denique, technology has no is possible efficio Sponsorship Schola in a global lanx!

A lego numerus of charitable organisations ero electus ex applicant lacus ut participate huic groundbreaking progressio, intentio imprimis texo concepta in area of corpus sponsorship. Is kicks of procul terminus of April quod runs per September.

Volo magis notitia? Vos can…

• Download Sponsorship Schola 2010 Notitia quod Guidelines (PDF)
• Saluto Sponsorship Schola 2010 page
• Reprehendo sicco Sponsorship Schola 2010 Application Vultus

Dont’ profero. Applications propinquus 19 Proficiscor 2010.

Occumbo mihi a versus per ullus questions in is: school@powersponsorship.com.

After hundreds of thousands of downloads, I thought it was high time to give my white papers a format that is as professional and well thought-out as I hope the content is. While I was at it, I also did some updates and revisions.

Want to have a look? The download links are below. All are in PDF form and most are around 250kb. “Last Generation Sponsorship” is around 1mb, as it has a lot of diagrams.

You are welcome to share these documents around, but please do not link directly to the PDF download (called “deep linking”) without my permission. You are more than welcome to link to this blog or our Sponsorship Articles and Tools page.

Sponsorship white papers

• “Last Generation Sponsorship” – My blockbuster white paper on best practice sponsorship, downloaded almost 400,000 times, reprinted in many, many industry publications in eight languages. Download it for yourself. Download it for your partners. Download it for your boss, board, or colleague. This article is guaranteed to get anyone thinking more strategically about sponsorship!
• “Sponsorship in a Scary Economy” – A very topical paper with practical skills for both sponsors and sponsorship seekers.
• “Survival Guide for the New Sponsorship” – Practical things you can do to shift your organisation’s approach into best-practice.
• “Don’t Go to Another Sponsorship Conference Until You Read This” – All sponsorship conferences are NOT created equal. This great guide will help you sort the good from the bad (and make organisers of the bad ones really miserable, if you want to).
• “Sponsorship and the Public Sector” – A wake-up call for all government sponsorship seekers.
• “Top Ten Tips for Sponsorship Seekers” – Short and sharp, this is a must read for sponsorship seekers, particularly if you’re new to the game.
• “What Every CMO Needs to Know About Sponsorship” – Aimed at corporate chief marketing officers, this white paper offers advice about the high-level decisions and directives that will impact on sponsorship results.

Sponsorship cheat sheets

• “Cheat Sheet: Questions to Ask Before You Hire a Sponsorship Broker” - This is a compilation of questions that will allow great brokers to shine, expose the shonks, and clarify the weaknesses and strengths of all the brokers in between.
• “Cheat Sheet: Marketing Terms a Sponsorship Seeker Must Know” – This is a list of some of the most common, but confusing, terms that sponsors use when describing their objectives and target markets. If you want to ensure you know what sponsors are talking about, be sure you know all of them!

Please, tell me what you think!

Have you read any of these white papers or cheat sheets? Got a comment? Please, add your comments below. I’d love to see them!

Please note, comments are moderated, but we get through them quite quickly. Spammers just get sneakier and sneakier!

The Winter Olympics are in full swing and the organisers are busy implementing draconian “anti-ambush” laws. Too bad they won’t work.

Anti-ambush legislation is mainly about tightening existing IP laws, bolting on a few proximity laws, and trying to control old-school communication channels. It is pedantic to the point of restricting freedom of expression – just ask the people of Vancouver – but still doesn’t stop ambush marketing.

Rather than “we’ve got you covered” platitudes, major events should front up with some home truths. They won’t, however, so I will. There are three major things that a sponsor can do to protect themselves.

Ensure your brand is a natural match

The first thing you need to do, before you commit to any major sponsorship, is to ensure that your brand is a natural match to the sponsorship – better than your competitors. One exercise for determining the fit (and your competitors’) goes like this:

First, make a list of all of your brand’s attributes and values. Describe your brand really thoroughly. Then do the same for your key competitors. Go through the lists and cross out any attributes and values that you share with your competitors, because they don’t count. Now, you’re left with the ways in which you are different. Compare these lists with a list of all of the attributes and values of the event you’re considering to determine which brand is the best match.

If your brand is clearly the best fit, it will be hard work for any of your competitors to create a strategic ambush. On the other hand, if one or more of your competitors is a better natural match than your brand, don’t invest. You will be a sitting duck for ambush. Even if they don’t do any overt ambush activity, people will tend to assume they’re the sponsor. That’s what is referred to as a “natural ambush”.

Think outside the event

Major events cost a lot of money, so it’s easy to think that’s where the value lays and concentrate your leverage on the event itself. Bad idea.

Of course, you should leverage the event itself, but do not ignore the larger event experience. There is a whole world of event experience outside of the major event you’re sponsoring. Just ask the people of Vancouver whether they’re having an event experience. I’ll be having an event experience watching those nuts on luges on TV at the pub. All the chatter in social media is part of the event experience. The real value is in the personal experiences, the stories, of the people you are targeting. That isn’t controlled by the event and laws can’t control it either. The winner in the sponsor vs ambusher competition is the one who leverages the entire event experience.

Add value

The question is then, how do you leverage that entire event experience. Do you try to “own” the experience? Turn your message up to eleven? Again, that’s a bad idea.

First off, it won’t work, because the whole point of the larger experience is that it is owned and controlled by the people, making it the most authentic forum around the event. Disrespect that – try to “own” it – at your own peril.

Instead, concentrate on adding value to that event experience. Improve the not-great stuff and amplify the best stuff, with the goal being to provide small, meaningful benefits that will demonstrate your understanding of your target markets, enhance their experience, and make your brand a welcome and appreciated part of it. If you don’t, an ambusher will.

A good example of this in Vancouver is the Bell Ice Cube, hosted by Bell (Canada). They have created a purpose-built venue that will operate as a free live site and host a live show every afternoon with Olympians. Yes, they will certainly be showcasing their products, but they are also creating an epicentre where people who may not have got tickets to the events can meet Olympians and immerse themselves in the Olympic experience. A number of Games sponsors are doing live sites, some are embarking on great social media campaigns – the key for them, and for you, is to think outside the event.

Ambush prevention really isn’t that tough, but it’s not the law or the event that will save you. In fact, ambush prevention has very little to do with defence and everything to do with your choices, your creativity, and your thoroughness. Sponsor well and there is no room for ambush.