Differentiating Yourself to Succeed

Every year, we at the Partnership Group – Sponsorship Specialists™ invest a lot of cash in understanding what Canadians think about sponsorship marketing. We talk to 2,000 respondents annually, and have been doing so for four years. We dig deep with this study to learn what Canadians on the street think about the brands that spend over $1.75 billion; and what they think about the rights holders (charities, municipalities, post-secondary institutions, pro sports, amateur sports, events, fairs, festivals, etc.) that get that money. We are very specific with our questions. In fact, on average, each respondent spends 15 minutes engaged with this survey. That is a lot of time for a survey.

So, why do we do this research and what do Canadians think? The information is fantastic. In fact, I have had the opportunity to review the first draft of the 2014 results, which consists of almost 100 pages of in-depth data and content! At the SMCC Western Sponsorship Congress™, I will showcase some more information and REPUCOM, which undertook the research study, will deliver a full hour breakout session on some of the findings, trends, and results. Here is some of the preliminary information.

  • VISA doubles its impact in consumers’ minds and elevates to top sport with Molson.
  • Parks and post-secondary institutions are recognized by Canadian consumers as top candidates to seek corporate sponsorship within municipalities.
  • Financial institutions are considered the most supportive of events and causes.
  • The Canadian Red Cross narrows the gap between itself and Canada’s top charity-the Canadian Cancer Society.
  • The Terry Fox Run eclipses the number two ranked walk/run/bike event-CIBC Run for the Cure.
  • Almost two-thirds of Canadians agree that corporate sponsorship should be allowed in order to support funding for secondary/high schools.

Why do we invest so much in this? It is simple and clear. Like every brand and property rights holder in the country, it is essential to differentiate. Brands invest in properties, and sometimes do so with exclusivity rights. They block out the competition. Sometimes they invest to position themselves with a cause, such as CIBC and breast cancer or Budweiser and hockey. Properties also need to differentiate themselves from the other rights holders. Why should someone invest with one national sport body over another? Why one arts organization over another, or a cause over sports? It is up to each property to show why it is different; what it has that no one else does or can offer. Successful properties position themselves apart from the competition.

We at the Partnership Group – Sponsorship Specialists™ must differentiate ourselves from the completion just as brands and properties do in order to remain the industry leaders and organizations with which people want to be associated. The Consumer Sponsorship Rankings is a huge cash investment every year for our company, but it differentiates us from any competition in Canada. We have data and information that is so precise and detailed that we can offer advice and consulting services to our brand and property clients that no one else can. No one has this information to show their clients where they should invest to reach Canadian consumers. No one else can help properties build a strategy for their sponsorship programs that focuses on their assets matched to the needs of brands based on consumer understanding. This research and thought leadership is one of the ways that sets the Partnership Group – Sponsorship Specialists™ apart from the competition and that is why we make the investment in the Consumer Sponsorship Rankings. That is why your organization must also find ways to differentiate, and offer unique and better value to your partners than anyone else. This is what helps make you and your partners successful!

These are just one person’s thoughts. Yours are welcomed as well. Please add your thoughts or comments below. Thank you for reading and your feedback.

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