What does it take to make sponsorships successfully work? Turn one-off transactions into powerful, long-term relationships between brands by picking the best partners and proving ROI.
Today’s guest is Ken Ungar, founder and president of CHARGE, a sponsorship marketing agency. Also, Ken’s a former chief executive for the Indianapolis Motor Speedway and author of Ahead of the Game: What Every Athlete Needs to Know About Sports in Business.
Some of the highlights of the show include:
- Take CHARGE: Unlock power of sponsorship to accomplish business objectives
- Third-Party Validation: Marketers convince consumers, sponsors transfer affect
- Partners and Collaborators: Choose wisely to create a positive relationship
- Potential Sponsors: Know/share audiences; identify brand/property reputation
- Pitch Perspectives: Create win-win attitude when attracting or selling sponsors
- Relationship Results: Both sides benefit; if nothing’s invested, nothing’s gained
- Strategy, Plan, Work: Leverage and activate relationship to make it mutually beneficial
- Mindful Mistakes:
- Understand audiences via discussions, surveys, and data
- Activate sponsorship to advertise benefits
- Measure success or plan to fail
- Stakeholder Sponsorship Skepticism: Convince with case studies, testimonials
Links: