Archive for the ‘Bernie’s Blog’ Category

How Long Does it Take to Secure a Sponsor?

This is a question I get asked all the time. The short answer is: as long as it takes for the prospect to decide they want to invest in your project, whether it be a program, an event sponsorship or a naming right. I have a Naming Right being approved for a municipality at the end of […]

Let Companies Show their Support for Vimy Ridge

There has been much controversy this past week on the appropriateness of corporate sponsorship to support the construction and operation of a Visitor Education Centre at Vimy Ridge in France. First, some context with some help from Wikipedia: The Battle of Vimy Ridge was a military engagement fought in the Nord-Pas-de-Calais region of France, during the […]

How the Role of Marketing Needs to Change to Thrive in the Nonprofit and Public Sectors

In the public sector and nonprofit communities, marketing has traditionally been viewed as a “money pit” where you constantly feed money, but nothing ever comes out.  There was never any real accountability for driving results for the organisation. Senior executives didn’t understand marketing’s role, nor how it was tied to its organization’s visibility in the […]

Factors Affecting the Value of Naming Rights in Canada

I was speaking to a City Council in a major Canadian municipality recently about their sponsorship program. One Councilor asked if there were examples of what naming rights sold for in other towns and cities. My response was that it’s difficult to compare one municipality to another because there are so many factors that must […]

Enough About Gold, Silver, Bronze Sponsorship Packages!

Anyone who attends my workshops knows my thinking on this – the gold, silver, bronze sponsorship package “metal levels” are dead. The days when a company buys into a prepackaged sponsor benefits plan are becoming a thing of the past, yet I’m amazed at the number of organizations that continue to offer these packages as […]

PacWest Partnership Conference to Address How to Adapt Your Approach to Sponsorship in British Columbia

When we think of developing and negotiating sponsorship agreements, relevancy to the location and the needs of its people are key components that must be researched and addressed for maximum success. The PacWest Partnership Conference in October will feature BC as the backdrop to demonstrate how you adapt your approach to build a sponsorship package.

Just as we need to understand how British Columbia is unique, every sponsorship environment requires a customized approach in order to be successful. Simply stated, a “Made in Toronto” approach towards sponsorship in British Columbia will not be as effective as a home grown approach that responds to market nuances and conditions.

Adapt Your Sponsorship Approach [...]more

Did You Know that Women in British Columbia are Happier?

According to Chatelaine magazine, fifty-two percent of women from British Columbia said they were happier now than they were 10 years ago compared to a national average of 44 percent. It may sound trivial, but the point is that we are a large country and cannot paint the entire country with a broad stroke of a brush when describing the national landscape. Here are some further examples how BC is unique from the rest of Canada:

British Columbians are generally more relaxed and outdoors people than the rest of the country. One of the main reasons has to be climate, where favourable weather allows for year-round access to outdoor and [...]more

Smaller Municipalities Can Also Be Successful at Sponsorship

Many smaller municipalities are under the impression that the sponsorship of municipal assets is limited to larger centres. While almost 100% of municipalities Over 100,000 are involved in soliciting sponsorship for a range of facilities, programs, community initiatives and events, it doesn’t mean that smaller municipalities are watching from the sidelines.

In fact, in a national survey we conducted in 2015, we found that:

• 50% of municipalities Under 10,000 are actively involved in sponsorship; • 50% of those not currently involved are considering it; • In most cases, sponsorship is done internally by the Department or Program; • Naming Rights and Events are the most common form of sponsorship.

Here are some examples of [...]


Use Content Marketing Distribution Channels to Drive Value in Your Sponsorships

There has been much discussion on the use of content marketing to drive audience engagement and ultimately business. Based on what I’ve seen, this is the big marketing trend for 2016.

Brian Clark, Founder & CEO, Rainmaker Digital succinctly describes content marketing as “creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.”

Examples of content marketing include:

A grocery retailer providing free weekly recipes and cooking tips using ingredients from [...]more

Why Traditional Marketing Still Works in the Digital Age

As you know, marketing in one format or another, has been in existence for a long time. It evolved from the simple trade era where raw resources were exchanged, through the mass production and sales eras to the emergence of the marketing department and marketing company era where business realized that they exist to meet the needs of customers and that everyone in the company has a role in delivering value to these customers. This modern era of marketing likely began in the mid-20th century when competition for marketplace share increased and companies had to work harder to sell their products to consumers; and is still very [...]