Sponsorship Strategist

Lessons from the Flower Show

In my last post, I promised to report back on what I discovered at the Philadelphia International Flower Show, the theme for which was Hawaii. Apparently the show made changes to the layout since 2011, a year I did not attend. I, for one, found the new layout a little frustrating and chaotic, but the changes I want to address here have to do with sponsorship. Subaru seems to have stepped up its role in the sponsorship hierarchy for the Flower Show and was one of only two companies to be really woven nicely into the main event. You couldn't... Read more →

One step to ensure the ROI of your sponsorship investment

Want to ensure that your sponsorship of an event or cause really delivers the ROI you intend? That requires one step. Be an active sponsor. Don't just send a check and a logo and sit back and wait for the results to tally. Instead make a deep organizational commitment and investment so that the check and logo you do send off are in service to the results you're trying to achieve. Let me show you what I mean. Today is the first day of one of the best sponsored events in Philadelphia –– the Philadelphia International Flower Show –– and... Read more →

Join me in Boston for a wicked good sponsorship seminar

I'll be presenting a seminar on Thursday, February 2, 2012, 7:30-10 a.m., for the Boston Business Journal, called Creating More Powerful Partnerships & Sponsorships, and I hope to see you there. Whether you buy or sell sponsorship, in a nonprofit or for profit setting, you'll leave with lots of ideas on how to improve your sponsorship results. The networking opportunities will be tremendous – how often do you have the opportunity to get together with other sponsorship specialists, on both sides of the table? – and definitely worth getting up early for. If that's not enough for you, check this... Read more →

Happy 2012!

Live from Philadelphia, where the tradition is to watch (mostly) men in dresses and "golden slippers" do the Mummers' Strut along Broad Street. Why? Who knows? HAPPY NEW YEAR! Here's to a great year, having as much fun as these guys! Read more →

3 ways Steve Jobs may inspire you

We now live in a world without Steve Jobs, and an enormous void exists. He leaves a legacy that will inspire millions of us for many reasons for generations. I offer three ways Mr. Jobs may inspire you: Experience of the brand. If you've never been in an Apple store, visit one soon. It's more like an attraction than a retail experience. The feel, the vibe, the overall experience of an Apple store should be your inspiration for your sponsorship program. For businesses that sponsor events, your onsite component should be so compelling that it becomes an attraction or an... Read more →

Register now for a workshop double header (events and sponsorship) with Gail Bower presented by PANO

Dear nonprofit executives and development and event leaders: Do your events exhaust you just thinking about them? Do you wonder why you even produce events and what they have to do with your mission? Could they at least use some fresh thinking? How about your corporate sponsorship efforts? Have you engaged great partners for your upcoming events? Or do you feel burned out, working so hard but getting very little in return? Join me for a double header of workshops, presented by the Pennsylvania Association of Nonprofit Organizations, on Friday, August 26, 2011. Why Events Work & How to Make... Read more →

Event & Sponsorship Teleseminar Thursday, July 14, 2011

Tomorrow I'll be the guest of Susan Daffron and the National Association of Pet Rescue Professionals for a teleseminar, entitled "Planning Pain-free, Profitable Events." Susan's planning some meaty questions about event strategy and execution, sponsorship, and how to strengthen nonprofit organization's abilities to produce great events that deliver meaningful outcomes. Hope you'll join us. When you sign up for NAPRP's newsletter, you'll learn more about accessing the organization's teleseminars. Read more →

Gail Bower's interview with ANA Magazine continued

Today's post continues with part two of a two-part Q&A with writer Michael J. McDermott for his article on improving the effectiveness of event sponsorship for ANA Magazine, a publication of the Association of National Advertisers. You'll find Part 1 here. Michael J. McDermott (MJMcD): How should marketers measure the success of a sponsorship campaign? What metrics should they be using and how accessible is the data they need? Gail S. Bower (GSB): Businesses market for only 2 reasons: to build awareness and to generate sales. So these are the fundamental metrics. What many marketers become confused about is how... Read more →

Gail Bower interviewed for Association of National Advertisers' ANA Magazine, Part 1

If you're responsible for sponsorship decision-making and execution for a corporation, check out this two-part Q&A with writer Michael J. McDermott for his article on improving the effectiveness of event sponsorship for ANA Magazine, a publication of the Association of National Advertisers. Be sure to visit on Wednesday for part 2. Michael J. McDermott (MJMcD): What are the most important areas marketers need to focus on when considering whether a sports or event sponsorship opportunity is right for them? Gail S. Bower (GSB): Is the sponsorship medium appropriate for our strategy? Will this opportunity advance our strategy, and is it... Read more →

7 ways you may be sabotaging your sponsorship success

If you're feeling frustrated by your organization or event's success rate with sponsorship development, ask whether you or your staff may be sabotaging your own efforts. Here are 7 signs to look for. Starting too late. Sponsorship development takes time –– 9 to 12 months for an existing event, 12 to 18 months for a new event. It takes time to develop your strategy; find and make contact with the right person; co-create an opportunity; and execute it in ways that are meaningful for sponsors. Mass emailing. You're not looking for lots of sponsors; you're looking for a handful of... Read more →