Talk about kicking yourself! In a recent Wall Street Journal article, an Adidas insider made this startling revelation:
“Adidas distributors wanted to sign Mr. Jordan, says someone who was an Adidas distributor then. But executives in Germany decided shoppers would favor taller players and wanted to sponsor centers, the person says, adding: ‘We kept saying, “no — no one can relate to those guys. Who can associate with a seven-foot-tall guy?”
OK so maybe Robin Thicke and Pharell really did get a little bit more than inspired from Marvin Gaye’s “Got to Give it Up” (see video at end of post). And perhaps the lines truly are blurred between inspiration and infringement.
But our beat is sponsorship and the blurred lines we’re referring to are those between Corporate Philanthropy and Corporate Sponsorship. Which is to say, in many large corporations today, you will find departments devoted to both aspects of corporate giving. And the line between those two departments is often not so clear.
Note to our non-profit readers: always check for both.
LiveNation, the largest EDM promoter in the world, just created a textbook authentic alignment with Smirnoff, by inking a 26-concert deal with alcoholic beverage company, Diageo, plc. According to a March 12, 2015 Bizjournals article:
“the Smirnoff brand will create fan experiences at each festival, aimed at engaging consumers. In addition, Smirnoff will develop content to share with fans, through both brand- and festival-related social channels, including its Smirnoff Sound Collective. Also included are consumer promotions in both on- and off-premise locations.”
When writing your sponsorship proposal, imagine having the good fortune of a face to face meeting with the CEO of Campbell Soup, Denise Morrison. How can you connect with this very busy executive in such a way that it clicks …
that she’s so impressed with the opportunity your event offers Campbell Soup that she offers to put you in contact with her marketing people that day.
Your sponsorship proposal is all about winning over the decision maker the first time and each time thereafter. From gatekeeper on up to CEO, your written presentation is your sales pitch that may be reviewed time and time again as it makes it up the food chain. Each time it’s looked at, you have to make it grab the decision maker’s attention in such a way that it just clicks.
Here’s how to do it …