Sponsorship and more

Articles, ressources and ideas for marketing professionals.
We also make easy-to-use sponsorship evaluation tools at Elevent.ca.

Why are there so many festivals in Quebec and how can brands make the most of them?

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Special Report — Daniel Juillet, vice-president, CROP

Let’s say you wanted to spend every weekend attending a festival in Quebec. Well, guess what: you’d need five years or more to take them all in. In fact, Quebec has over 250 festivals (and even more according to certain sources). Why so many? Why do Quebecers flock to them? And what opportunities does this create for brands?

Yes, the Quebec joie de vivre is often served up as an explanation for the festival frenzy. We’re pleasure seekers. We like to party. We like to laugh, sing and dance. But that’s not the whole story. As part of CROP’s Panorama/3SC research program, we looked into the personal values of participants at some of Quebec’s biggest festivals and discovered that Quebecers’ legendary hedonism isn’t the only thing drawing them to festivals. Continue reading

10 clever partnerships you need to remember

Some marketing stunts become overnight successes. Some are easily forgotten, while others stick. Here are some of our team’s favourite partnership activations and celebrity endorsements.

 10. Kmart and Joe Boxer: A match made in heaven

Beyond the obvious intent to entertain, this cobranded ad is great. Why? First, the similarity of the target audience shared by the two companies is bang on. Second, it is a straightforward association between a manufacturer and a retailer, which can better drive sales for both companies.

9. LG and South African Rugby: Clean and dirty

How do you tell a story about an appliance brand and a sports team? Thinking outside the box when using sponsorship assets in a meaningful way went a long way for this partnership. The clever use of LG’s branding at the stadium led to many more impressions online as the content went viral.

Continue reading

11. Ideas (Bonus material)

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The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is a bonus section.

Examples of Categories:

Food and beverage

Proposal ideas:

-       Visibility on the event site

-       Kiosks providing visitors with product samples Continue reading

10. Corporate Social Responsibility (CSR) and Cause Related Marketing (CRM)

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The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the last of ten articles.

Establishing a partnership with a charity or cause may help to increase the sponsorship’s benefits as it represents a much sought-after opportunity for companies and brands. Several different approaches can be taken: Continue reading

9. Sponsorship Management

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The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the ninth of ten articles.

As a sponsored organization, you must take decisions on a daily basis. A sponsorship program entails as much management as putting together the event and selling tickets.

Image

Managing the image of your organization is essential to maintain and enhance its brand equity. Sponsors associate their brands with your image, making it even more important that you build and preserve it. Continue reading

8. Sponsorship activation

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The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the eighth of ten articles.

A sponsor’s logo is nothing without activation.
Communication strategies that focus on the association between the sponsor and sponsored property is called the activation of the sponsorship. Sponsorship activation is crucial in optimizing the efficiency of a sponsorship and ensuring a level of visibility for your organization. It is important to recommend activation initiatives that are aligned with your property. For example, some sponsors may have entirely different objectives regarding the audience they are trying to target. Continue reading

7. Sponsorship Agreements

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The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the seventh of ten articles.

Success comes from long-term partnerships. Although signing a long-term agreement over several years may appear risky for both parties, it also offers undeniable advantages. From the sponsor’s perspective, a long-term agreement can enable it to build a solid brand image, eliminate potential competitors, and optimize its sponsorship activation—all at the very best price. Continue reading

6. Negotiating

BaseballThe Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the sixth of ten articles.

Never improvise when it comes to negotiating with a potential sponsor. Before entering into negotiations, consider the following:

  • Carefully plan for different scenarios. What makes the potential sponsor tick? What are the most interesting benefits for the potential sponsor? What are the company’s financial concerns? Does the sponsor want a specific status or benefits? Put together a comprehensive list of possible scenarios.

Continue reading

5. Soliciting Sponsors

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The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the fifth of ten articles.

Soliciting sponsors is one of the biggest challenges when trying to raise funds. It takes more than good sales techniques; you must begin by putting together a good strategy and better understanding the inner workings of sponsorships. Continue reading

4. Fee structure and Sponsorship Valuation

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The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the forth of ten articles.

Qualitative vs quantitative results

The traditional structure of a sponsorship proposal is divided into three levels:

  • Title and presenting sponsor(s)
  • Partners
  • Suppliers

This is just an example. You need not have each level for a successful sponsorship proposal. To establish the value offered for each level, here are some suggestions: Continue reading