Sep 18, 2012 | Tuesday Morning Commentary, Weekly Commentary
They call it “the halo effect.” Many people tell me it’s a big issue and very negative when it comes to sponsorship naming rights of buildings, events, and programs. I don’t completely agree. It’s true that it takes time and money to overcome a halo effect naming...
Sep 4, 2012 | Tuesday Morning Commentary, Weekly Commentary
The sponsorship, sport marketing, and sponsorship marketing game is one of stamina and relationships. When you do good work and provide value for clients, you get referrals. When you do poor work, it comes back to haunt you. After having written three years of these...
Aug 7, 2012 | Tuesday Morning Commentary, Weekly Commentary
The 2012 Good Purpose survey was released recently. The global PR firm Edelman recently released its Canadian survey. It clearly showed that brands that have “big hearts” are on the right track toward getting the attention of consumers. When it comes to sponsorship...
Jul 31, 2012 | Tuesday Morning Commentary, Uncategorized, Weekly Commentary
For several years, I worked in media and pro sports. When you try to sell based on ratings or a win-loss record, as they say, you die by those measurements as well. Very early in my sponsorship career, I learned that you need to sell the value of the assets, not the...
Jul 24, 2012 | Tuesday Morning Commentary, Weekly Commentary
Emotion goes a long way. But the question is: Can you make it pay off? If done right, a sponsorship marketing investment links emotion with advertising to generate exponential outcomes. There are many examples. The Saskatchewan Roughriders Football Club sells more...
Jul 17, 2012 | Tuesday Morning Commentary, Weekly Commentary
What is the richest game in town? Who takes in the most cash from sponsorship? Recently on the Jungle Jim Hunter Radio Show where the Partnership Group – Sponsorship Specialists™ presents the “Business of Sport” each Saturday morning, Chris Reed, a senior consultant...
