Have you had your IAV done recently? We are working on one for the ROX. When calculating impressions, did they use traditional media metrics like CPP or GRPs? Do you have your BATNA in place? You need to get me these answers ASAP. I am pretty sure everyone got the last acronym.

The sponsorship industry is still emerging. We work with a lot of organizations that are “green” when it comes to sponsorship. I have to be careful not to use lingo, or at least explain in detail before using it. As a consultant and company that often introduces sectors and organizations to sponsorship, we do a lot of educating. As a result, I try to make sure people understand. Too often, though, when going out to meet a prospect, our clients use their newly-minted vocabulary and fail to notice the “deer in headlights” look of their prospects.

Quite often when I am on a call with a property (a sponsorship-selling organization we are working with) to a prospective sponsor, they talk about having just had their IAV completed (Inventory Asset Valuation). Most sponsors have no idea what this is. So I step in and explain an IAV and why it is important., Then our client might ask the prospect about activation and how essential it is. Again, the sponsor has that bewildered look. And again, I step in and explain activation and why it is important to them.

Things that are obvious to us because we live and breathe sponsorship are not always obvious to others. In fact, most times, they are not obvious at all. It is critical and essential that we constantly educate our partners. We need to make sure they understand what we are talking about. We are teaching and educating them, so they too can be better at sponsorship. Next time you start talking and thinking that what you are saying is obvious to the receiver of your communications, think again. It probably is not!

© 2018. All rights reserved.