Wednesday, July 18, 2012

In a recent RAB Radio Sales Today, they had a piece from IEG asking, "What do sponsorship buyers want to hear in a pitch? What are the attributes of desirable properties?"

IEG SR posed those questions to a handful of sponsorship buyers. Below, they share feedback on what properties need to do to stand out from the pack.

Flexibility and a Willingness to Go Beyond Terms of a Contract Can Help Properties Stand Out from the Pack

Make sure there is a relevant fit. When targeting prospects, sellers need to make sure there is a natural fit between the property and prospect.

"Not every partnership is relevant to a company. I wish properties would consider that before soliciting a company. I've received offers that make absolutely no sense for a luxury car brand," said Susie Rossick, Acura brand manager.

Treat sponsors as partners. To ensure a relationship is a success, properties need to move away from transactional relationships in favor of multi-dimensional partnerships that provide value to both parties.

Be flexible. Tony Schiller, executive vice president of Paragon Marketing Group, looks for properties that are flexible and willing to go beyond terms of a contract.

"The days of transactional relationships are disappearing. If a property can't engage with brands to build a platform, it's not going to be a long-term sponsorship."

Tim Collins, Wells Fargo & Co.'s senior vice president of experiential marketing, sums it up: "Like any good relationship, desirable properties listen, are flexible, go above and beyond and are proactive in providing information and resources."

(Source: IEG Sponsorship Report, 06/25/12)