If you're heading to the Association of Nutrition Services Agencies (ANSA)/National Association of Nutrition and Aging Services Programs (NANASP) conference in Atlanta, don't miss my session tomorrow afternoon, entitled Partnering with Corporations: Five Strategies to Increase Sponsorship Income.
If you've been following the news in recent months or participated in my May teleseminar, Bailouts & Politics: The Effects on Sponsorship and What it Means for You, you know that TARP participant Northern Trust Bank's sponsorship of a PGA Golf Tournament in February (unfortunately timed in the middle of economic mayhem) set off a firestorm politically and in the media.
As an update, you may want to take a look at this article about the effects on golf sponsorship.
My forthcoming guidebook, How to Jump-start Your Sponsorship Strategy in Tough Times, provides an overview of the Northern Trust event and how nonprofit, event, conference, festival, and association leaders may counter the effects. Stay tuned!
In my forthcoming monograph, entitled How to Jump-start Your Sponsorship Strategy in Tough Times, available next month, I recommend cultivating small and medium-sized businesses – among other ideas – as sponsorship prospects. Smaller businesses have just as much to gain from marketing-driven corporate sponsorship as Fortune 500 companies, and smarter sponsorship strategists will understand the benefit of educating and cultivating these potential partners.
Summer Scoops Live with The Wall Street Journal. It works extremely well because:
The name of the series relates to both brands' strengths.
The visual identity of this series incorporates The Wall Street Journal's trademark use of line drawings, rather than photos, to illustrate the text.
Most importantly, the series enriches the audience members' experiences of either Lincoln Center's programming – several events preview upcoming events at Lincoln Center – or of The Wall Street Journal's writers and editors – through special opportunities to see and hear these individuals speak in a live forum. Presumably, this partnership makes possible these unique experiences for both entities' audiences.
Sticking a logo on marketing materials does not constitute integration. A stronger strategy is to weave your two brands together.
Is this a recommended business model or strategy for your event or festival? I can't say. But, I will say that now is the time for more creativity, not less. To be more resourceful. To let your imagination run free to see what it comes up with.
Gail Bower is president of Bower & Co. Consulting LLC, a firm that specializes in dramatically raising the visibility, revenue, and impact of non-profit organizations. She’s a professional consultant, writer, and speaker, with more than 20 years of experience managing some of the country’s most important events, festivals and sponsorships and implementing marketing programs for clients. Launched in 1987, today Bower & Co. improves the effectiveness and results of clients’ marketing, events, and corporate sponsorship programs.
Does the recent economic upheaval that sent seismic shifts through our culture have you wondering what to do next with your sponsorship development efforts? Marketing and sponsorship specialist Gail Bower wrote this short guidebook for you. Get the confidence, perspective, and techniques you need to jump-start your sponsorship strategy today.
“A professional GPS system to keep you on a successful track.”
- Steven Wood Schmader, CFEE,
President & CEO
International Festivals & Events Association (IFEA