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Intentional Connections = Explosive Partnerships

by Emily Taylor
25 08 2009

"Are you lucky or are you intentional?"

  This is something we ask often at SponsorPark because in the dynamic and fast growing world of sponsorship marketing the squeaky wheel doesn’t always get the grease. Now, a little luck isn't bad either!  But with a floundering economy and an increasingly raised bar of accountability for allocation of funds, Sponsorship Opportunities have to cross their t’s and dot their i’s if they hope to be noticed by the right people. Just because you know someone who knows someone on the board of Directors at a company doesn’t mean you’re a shoe in sponsorship partner. I’m not saying it doesn’t help – companies are all about maintaining their relationships. But the truth is there are a few things you as a Sponsorship Opportunity need to keep in mind when you are pursuing sponsorship:

1. This is a mutually beneficial relationship. Most sponsors are not simply won over with the tax write off anymore. You need to have a clear benefit to offer your sponsor, and by benefit I mean a way to enable them to connect with thier target audience and gain exposure and loyalty points with them (most sponsors will have a good idea of what they want out of the relationship if you will take the time to ask). If you haven’t been in the habit of relaying this information learn how to. If your opportunity is cause related or in the arts – the sponsorship world belongs to you right now, so seal the deal by providing this information up front.

2. Cast a vision! Offer measurable and relevant information and illustrate something worthy of tweets and talks! What’s your history? How many people are you able to reach? Who specifically is your target audience? What kind of media exposure will you be able to offer? Remember, this information should support the fact that you align with their marketing initiatives, if you are a match, you should highlight this!

3. Provide ROI. Does the idea of long term relationships sound good? Would you like to stop pursuing a new sponsor every year and simply maintain the relationship you’re in? Break ups are hard, and it’s tough to put yourself out there over and over again. Create some loyalty by showing your value to the sponsor. Pre and post survey your audience, supply some event analysis, anything that supports the partnership was a good investment – and even throw out a few ideas about how it might be even better next time!

Now, if after you have considered these things you still want to carry around a four leaf clover or a rabbit's foot, by all means, be my guest - it can't hurt, right?  But the pot of gold will more likely show up when you implement the above best practices!

So what do you think? What has your experience been? What else would help Sponsorship Opportunities get in front of the right people at the right place at the right time?



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Introducing SponsorPark

by Emily Taylor
19 08 2009

"You can talk the talk, but can you walk the walk?"  We've all heard the saying before, generally from a taunting sibling or just ahead of a dare.  We at SponsorPark decided that we were going to walk the walk; to get off the bleachers and get into the game two years ago when we saw a need in the sponsorship world that resonated with some of the things we love and deeply believe in. 

Who are we?  We are a team of people who deeply believe that people were created for a purpose and with passions that were meant to be acted on, that people were meant for something big.  We also believe that big things, explosive things happen when two or more come together in support of one another's needs.  Marriage works that way, companies work this way, friendships work this way, so do sports, arts, entertainment, festivals and fairs, causes and... sponsorship.

We love explosive parnerships.  We love innovation.  We love sophisticated sponsorship proposals, automated intentional connections, and supporting people's passions.  After two years of research and development, we think sponsorship connection has proven itself thus far to be dirty work, painful, demanding and well... downright messy.  So we decided that sponsorship connection needed to be addressed and a tool offered that might make this process more proactive vs. reactive; more intentional vs. lucky.  A tool that makes connections between sponsors and sponsorship opportunities based on several factors that ensured a proper alignment, so that only the most mutually beneficial relationships were introduced.  Introductions would need to be targeted and intentional.  Sponsors would have a chance to outsource, and Sponsorship Opportunities have a chance to create a sophisticated first step proposal highlighting the most relevant and informative elements of who they are to potential sponsors.  Their proposals would be offered to the right person at the right place at the right time. And this tool needed to be easy to use, simple and straightforward.  And we did it.  We created SponsorPark, launched into beta testing in March of 2009 and opened our doors to the sponsorship world.  We are a web-based business which exists to support people's passions by connecting sponsors to sponsorship opportunities. 

My name is Emily Taylor, and I'm one of the co-founders.  After spending some time in brand management with Limited Brands and then as an account manager with Coca-Cola, I jumped off a cliff, quit my job and dove full time into our efforts here at SponsorPark and haven't looked back.  I'm grateful to say that we've been truly blessed in the process, learned a lot, laughed a lot, cried some, and never regretted moving forward into these efforts.  I'll be one of the writers on this blog, and I truly look forward to communicating with you about the happenings in the industry or on our site; I'll highlight some great vendors, feature some movers and shakers, offer some tips and pointers, and interact with those of you whose hearts also beat for sponsorship. Keep in mind, the purpose of this blog is to offer tips, to offer applicable insights into the world of sponsorship, feature properties and sponsors who are making things happen, and to allow for transparency and interaction with those in the sponsorship world.  There might be sponsorship news highlighted from time to time, and we'll invite some guest bloggers as well.  I can promise that you will see personality here!

So, now that you know a little more about SponsorPark, feel free to check out the website and try out our services; and if you have thoughts about any of our posts, feel free to offer your comments - we're always happy to hear them.  Here we go!  More to come.




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