Welcome to a weekly commentary where Brent Barootes reflects on current events and industry happenings as it pertains to sponsorship marketing. Please join us and share your thoughts by leaving a comment!

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Understanding Success

Understanding Success

In our industry we often try to define success or claim we have “reached” success. Sometimes that is around a budget or closing a deal or an activation that meets goals and objectives. I follow a lot of blogs online and articles, mostly through LinkedIn. I recently...

Consumer Engagement

Consumer Engagement

Does consumer engagement really matter? You bet it does! In the world of sponsorship, consumer engagement is critical to the success of the sponsor, property, and consumer. We call it the triad or trinity of sponsorship. The consumer (be it a retail consumer, a B2B...

Technology Today and Tomorrow

Technology Today and Tomorrow

Does technology scare you? Perhaps you have a smart phone, but only know how to use about 20% of the functions. Perhaps you really don’t know what happens when that dreaded “we use cookies” pops up on your screen when you go to a website. Or how did that car dealer...

Is Manipulation Bad?

Is Manipulation Bad?

I presume you don’t like being “manipulated.” Neither do I, or so I thought. Remember, I am in sales—selling sponsorships for years, convincing my wife to marry me, selling the services of the Partnership Group – Sponsorship Specialists®. So, is manipulation all bad?...

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