What do sponsorship buyers want to hear in a pitch? What are the attributes of desirable properties?
IEG SR posed those questions to a handful of sponsorship buyers. Below, they share feedback on what properties need to do to stand out from the pack.
Make sure there is a relevant fit. When targeting prospects, sellers need to make sure there is a natural fit between the property and prospect.
"Not every partnership is relevant to a company. I wish properties would consider that before soliciting a company. I've received offers that make absolutely no sense for a luxury car brand," said Susie Rossick, Acura brand manager.
At the most basic level, properties should make sure their audience represents a demographic the prospect is interested in.
"If we are going after 18-to-34-year-old males, it doesn't make a lot of sense to review a sponsorship for 35-to-45 year-old women. I know this sounds simple, but you would be amazed at how many proposals we receive that are off target."
Treat sponsors as partners. To ensure a relationship is a success, properties need to move away from transactional relationships in favor of multi-dimensional partnerships that provide value to both parties.
That is the thinking of Mercedes-Benz USA, LLC.
"We understand Mercedes-Benz is a great name for a property, but we want someone who will not take that for granted. They need to provide what we need, and we will provide what they need," said Stephanie Zimmer, Mercedes' department manager, brand experience marketing.
Zimmer points to the automaker's relationship with Four Seasons Hotels & Resorts as an example of a partnership. In addition to providing customers complimentary rooms, the automaker promotes the hotel, its services and chefs at its own events.
Similarly, Mercedes leverages its partnership with Nike Golf by giving the company exposure at sponsored events.
"We bring them to the PGA Championship and Ryder Cup. We use their product in everything we do."
Be flexible. Tony Schiller, executive vice president of Paragon Marketing Group, looks for properties that are flexible and willing to go beyond terms of a contract.
Schiller points to the NHL New Jersey Devils as an example. The team embraced a new activation idea that was brought up as part of PNC Financial Services Group, Inc.'s renewal discussions despite the fact the program extended beyond terms of the original relationship.
"There wasn't talk of 'We don't do this or we haven't done that.' They embraced the idea and said How do we make this happen?'" said Schiller, who reps the bank.
"The days of transactional relationships are disappearing. If a property can't engage with brands to build a platform, it's not going to be a long-term sponsorship."
Tim Collins, Wells Fargo & Co.'s senior vice president of experiential marketing, sums it up: "Like any good relationship, desirable properties listen, are flexible, go above and beyond and are proactive in providing information and resources."
(Source: IEG Sponsorship Report, 06/25/12)
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