Like anything else, the sponsorship marketing industry requires hard work. That goes for our daily jobs, our schooling and professional development, our relationships (personal and professional), pastimes, and hobbies. For us to succeed as individuals and for our clients to succeed, we need more than just a great product and a bunch of hope!
At a recent team meeting at the Partnership Group – Sponsorship Specialists™, we were discussing success. Our Ontario-based Senior Consultant Chris Reed said something that made us all think long and hard. He was so right. It was a simple statement, but really hit home for all of us as I think it will for you.
When talking about coaching his son’s hockey team, Chris said he tells his players, “You don’t get what you wish for. You get what you work for. Do the work!”
I believe many of us in this industry need to take that to heart. Often, we (especially board members and people in the organization not actually out selling the property) think that our property will sell itself. We feel we have a great product, and sponsors should feel lucky to associate with “our brand” and engage with “our audience.” Over the years, I have sold for some great properties with amazing brand strength, and incredible opportunities for audience reach and engagement. But no orders were ever “called in” from my list! I had to work for everything I sold. And for those properties that were not so strong, the work was even harder… but way more emotionally rewarding both for me and the sponsor.
Likewise, the sponsors need to understand that you don’t get great ROI simply by signing the rights agreement. You need to plan, be innovative, and activate. That takes time, money, and yes, work!
Sponsorship marketing, like playing hockey, learning the piano, getting good grades, having a happy and productive staff, and having a long-lasting happy marriage all take work. If we don’t put effort into these areas, we will not be successful at any of them!
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.