Archive for the ‘Bernie’s Blog’ Category

A Valuation is Good Business

I was once in negotiations with a potential Naming Right sponsor. I had completed a formal Valuation, so I knew what the opportunity was worth.  The amount of money the sponsor had offered was significantly below what the Valuation indicated. So, I asked “How did you come up with that figure? He responded that the […]

When it Comes to Sponsorship, Strike While The Fire Is Hot

I have just finished doing some work for a nutrition association and I think they are in a good place right now. Nutrition is at the top of people’s minds these days, especially with the new Canada Food Guide coming out. Companies are vying to have their food group included in the Guide and have […]

Are You Responding to Corporate Marketing Priorities?

The way companies market is changing and so are their priorities. As sponsorship professionals seeking support from the corporate sector, it is imperative that we recognize this evolution in marketing and build more meaningful partnerships that address corporate objectives head-on. From what I’ve read recently, the following marketing priorities will be occupying the minds of […]

Why Sponsorship Valuations Inspire CONFIDENCE

I get asked a lot why sponsor valuations are so important. In one word, CONFIDENCE. In fact, most people who take my workshop tell me that it is the #1 benefit of having a formal, trusted valuation process. A properly valuated property gives you confidence when you walk in to meet with a prospect, your […]

Sponsorship Self-Analysis Quiz

To determine if the Sponsorship Boot Camp workshop, October 24 at the Grand Hotel and Suites Toronto is right for you, take the quiz below and see how many apply to your environment. My experience in sponsorship development is limited  Our organization is new to sponsorship and want to get it right the first time We’re not […]

The Downside of the Re-Naming of the Air Canada Centre

On one hand, I’m pleased that MLSE was able to cement a deal for $800,000,000 with Scotiabank for the 20-year naming rights to the formerly named Air Canada Centre (ACC). The deal speaks volumes about the importance of connecting with existing or potential customers on their turf and legitimizes sponsorship as a vehicle to get […]

Naming Rights Need to be a Good Fit to Stick

Naming rights for municipal facilities are increasing significantly across the country. While it’s important to generate much-needed revenue, municipalities also need to consider the impact that the “fit” plays in community support for naming rights initiatives. Any new naming opportunity should: be easy to remember; be easy to say in a sentence; have some inherent […]

Sponsorship Provides a Platform for Brand Activism

Today companies need to be seen as more than just profit-driven. They need to be seen as leaders in their fields. One of the ways to do this is by being viewed as having an impact on our biggest societal problems or by making our world a better place in which to live, work and play. Simply talking about it isn’t good enough – companies need to demonstrate these brand values on a daily basis.

This is especially relevant for millennials who have high expectations for brands. Most would like brands to show concern for the communities they serve and the world we live in. And they speak with their wallet to those companies that share values similar to theirs. In fact, they even favour working for firms where they share the same values.

Enter sponsorship.

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All You Have is 8 Seconds

According to experts, we now have 8 seconds to keep people’s attention span says Brian Thwaits, Brain Trainer, who delivered the Closing Keynote at MARCOM’s 19th annual conference on May 30-31, 2017 in Ottawa. MARCOM Annual Conference is produced by the Centre of Excellence for Public Sector Marketing as a means of helping to advance marketing and communications in […]

Branding for Dollars

Whether you are recruiting new members, seeking sponsorship or selling exhibit space at an event, the value of your brand has a huge impact on how people perceive your efforts and respond to your “ask”. Your brand is not just a logo – it is what people think of you – your reputation. A lot […]