Sponsorships are ubiquitous.
From the local craft store that puts its name on the banner of a town's arts festival to the large international conglomerate that creates a multi-million dollar campaign for the Olympics, sponsorship can be a compelling part of any organization's marketing playbook. But what does that mean for you? How do you go about identifying, establishing, and managing productive sponsorships? In this introductory on-demand webinar, sponsorship authority Bob Gibson will address how you can make sponsorship a success for your business. 5 Reasons to Order •Learn about the 5 major types of sponsorship. •Discover how to identify the right sponsorship for you. •Understand what activation is and why it is so important. •Open your eyes to the upside - and the downside - of sponsorship. •Determine why, how, and when to measure your sponsorship.
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
Agenda
What Is Sponsorship?
- Let's Define Sponsorship
- The Broad Range of the Sponsorship Continuum
- The Five Basic Sponsorship Categories
- Sports
- Entertainment
- Event
- Cause
- Association/Organization
Why Sponsor?
- Reasons Why Companies Sponsor
- Benefits of Sponsorship
- Sponsorship's Downside:Pitfalls and Problems
Finding the Right Sponsorship
- Know Your Goals and Objectives...Before You Sponsor
- Is Sponsorship Right for You?
- Identifying Fit:Selecting Sponsorship Opportunities
- Sponsorship Assets:What Do You Get?
- What's It Worth?
Making the Most of Your Sponsorship
- The Most Important Word in Sponsorship:Activation
- Using Sponsorship Assets to Achieve Sponsorship Goals
Sponsorship Performance Measurement
- How Is the Sponsorship Working for You?
- ROI, ROO, and Other Tricky Sponsorship Measurement Terms
- The Right Measures
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
Credits
OnDemand Course
This course was last revised on December 10, 2013.
Call 1-866-352-9540 for further credit information.
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More Program Information
Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
Faculty
Bob Gibson
SponsorshipMVP
- In 2008 founded SponsorshipMVP, a marketing consultancy focused on improving the fit and value of sponsorships
- Advises clients on strategy and performance of large national sponsorships including NASCAR, NFL, and NBA, as well as on smaller-scale local and regional sponsorships
- Held executive positions in marketing at Sprint and Nextel where he led experiential marketing teams and developed and institutionalized sponsorship performance management
- Evaluated entertainment sponsorships including product integration and branding in feature films, television shows, and music tours
- M.B.A. degree, Kellogg Graduate School of Management at Northwestern University; Bachelor’s degree, Harvard
- Can be contacted at [email protected] or 703-573-5583
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Why Lorman?
Over 37 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.
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