Recently, we were working with a couple of clients on their fulfillment programs. We worked on setting up a system to ensure they delivered on what they had promised in their agreements. We also worked on their fulfilment reports. It got me thinking about the steps toward successful fulfillment. With all our clients, we emphasize that, once the deal is signed, the real work in an agreement begins. Just as in a marriage, the courting and wedding are the fun parts. The hard work is fulfilling on everything! Anyone who is or has been married knows the real work begins after the honeymoon!
It is the same in the sponsorship industry. Fulfilment is the hard work and is necessary to ensure success for your sponsorship and a renewal for the property! Here are some thoughts on fulfilment.
- You need to have a fulfillment system developed. It does not have to be complicated software, but it has to work.
- You need to know everything you specifically promised to each sponsor and it needs to be catalogued.
- For each deliverable / asset, you need to determine who will deliver and when it needs to be delivered.
- You need to stay in touch with your partner—the “once-a-year hello” will not cut it.
- You need to constantly provide your partner with changes in situations, updates, relevant information, and ongoing communication about the actual fulfilment.
- Finally, you need to deliver a comprehensive and timely fulfilment report that outlines what you promised your partner, what you actually delivered (because we all miss things in our delivery of assets), what you failed to deliver, what you over-delivered, and where you stand for next year with any make-goods you might need to offer.
In an ideal situation, once the deal is signed, the sponsor and the property become a team. You are on the field together working collaboratively to reach your individual and team goals!
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Great points here, thank you.
From the sponsor side, we know how much work goes into the fulfilment and the reporting (and we so appreciate that too!). The reporting really helps us sponsors measure and share the stories on the success of our programs.
Fawn,
Thanks so much for the feedback. Truly, when fulfillment reports are done well they are great tools for the sponsors… and sometimes internal updates and “selling” within the property itself.
Great post!
Unfortunately, in my experience, it has been a very often overlooked aspect of sponsorship.
Some properties love the “let’s just hope our sponsor doesnt notice that we missed these deliberables” approach.
Josh,
All I can say is YIKES! Abandon ship ASAP or have the ability to change the culture.
Agreed Brent!
Some brands/sponsors don’t question properties or request fulfillment reports, and properties take advantage! I am a big advocate of open and ongoing communication between sponsors and properties, as I know you are as well!