Posts Tagged ‘bernie colterman’

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 […]

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 […]

CEPSM In the News on Naming Rights

The Globe and Mail is reporting on the subject of naming rights in a series of 10 articles and managing partner, Bernie Colterman, has provided his perspective. How to maintain a legacy? Brand your buildings in perpetuity, all across Canada Perpetuity agreements are more common in commemorative namings where a sponsor or donor is recognized […]

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 […]

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 […]

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 […]