Sometimes I need to catch myself. My 11-year-old daughter often helps. Last week, she took the time to teach this “old dog” a new trick. We often say that it is hard to teach an old dog new tricks, but it really isn’t if the old dog is willing to listen and learn.
It was a simple task, but the point was driven home. It had to do with my laptop/Microsoft Surface. I was constantly opening documents in the traditional fashion. I went to a folder, then to another folder, then to my document, and then opened it. That was the way I learned to do it 20 years ago when I first started using a computer/laptop. She showed me how I can take a shortcut. At my “Microsoft Surface” lessons, I also learned some new shortcuts. Yes, I can be taught and I can learn! I just have to accept change and opportunity.
I remember attending a SMCC two-day Sponsorship 101 course about five years ago. I wanted to get back to basics and learn what “newbies” were learning. I knew I would come away with new information and the time and money invested would be worthwhile. When I showed up, the instructor asked why I was attending and suggested that I could be teaching the course rather than learning from it. I replied that, like everyone else, I was there to learn. The session and the instructors were all terrific. I took away a great deal of new knowledge as well as a great refresher on what I already knew.
In the sponsorship and fund raising industries, things are changing so rapidly we need to be open to learning new ideas and new ways to accomplish goals. The old formats are often no longer efficient or productive. A decade or so ago, banners and logos were important sponsor assets and considered the “value” of being a sponsor. Now they are considered of low real market value; the real assets are the interaction, experience, activation opportunities, and such. And unless sponsors and properties are willing to change and learn, their futures will suffer.
Fifteen years ago, the norm (and unfortunately, in too many organizations, it still is) was “gold, silver, and bronze” style sponsorship packages. Today, these are more than “dead.” Custom proposals that meet the specific needs of the prospect are critical for success. Failure to use them will result in poor outcomes.
Even three to five years ago, hosting and hospitality were the key activation opportunities for sponsors to engage with. Today, according to the CSLS, it is content inclusion.
Five or so years ago, many still thought that getting sponsorship through arm twisting the companies of board members was the best way to generate revenue. Some “old dog” organizations still believe it is! But the savvy properties have learned that, when the board member leaves, so does the investment! The smart dogs have learned that they need to build a relationship with the community investment department or marketing department and show value and ROI for the company to ensure that, when that board member moves on, the money stays!
As leaders in the industry, we need to understand what is happening around us. We need to read the research that companies produce. We need to do our own research, read it, and implement the recommendations. We need to understand the changing landscape of the sponsorship industry from historic to present day, from banners to VR, from hosting to content, from intrusion marketing to fan engagement. None of us are too old to learn, adapt, and be part of the future. We just sometimes need to get off our pedestals and out of our ivory towers, and step back in with the masses—the front line people—and truly understand what is happening in our industry.
As leaders, we need to attend workshops and sessions like those offered by SMCC in Montreal, Toronto, Calgary, and Vancouver to understand some new and innovative approaches, and best practices. It is not just about sending our subordinates.
Also, our leaders need to step back into the ranks and not just show up at conferences to speak and leave, but instead stay and learn; better yet, register and attend without even being asked to speak! A great opportunity to learn about some of the most innovative new concepts in our industry, as well as to learn best practices from industry leaders and organizations whose success flies under the radar is the Western Sponsorship Congress® – Alberta Forum.
In order to be successful, we all need to be open to learning. We need to encourage creativity. We need to listen to others, and most importantly, we need to learn the “new.” It is changing every day. None of us are too old to get better at what we do.
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