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Author: Guy Masterman Publisher: Routledge ISBN: 1136365176 Category : Business & Economics Languages : en Pages : 275
Book Description
Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: • For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. • For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis.
Author: Guy Masterman Publisher: Routledge ISBN: 1136365176 Category : Business & Economics Languages : en Pages : 275
Book Description
Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: • For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. • For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis.
Author: Guy Masterman Publisher: Routledge ISBN: 1136365117 Category : Business & Economics Languages : en Pages : 274
Book Description
Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. This book is vital resource for both students and practioners.
Author: Guy Masterman Publisher: Routledge ISBN: 1136365109 Category : Business & Economics Languages : en Pages : 275
Book Description
Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. This book is vital resource for both students and practioners.
Author: Sylvia Ann Hewlett Publisher: Harvard Business Review Press ISBN: 1422187160 Category : Business & Economics Languages : en Pages : 248
Book Description
Who’s pulling for you? Who’s got your back? Who’s putting your hat in the ring? Odds are this person is not a mentor but a sponsor. Mentors can build your self-esteem and provide a sounding board—but they’re not your ticket to the top. If you’re interested in fast-tracking your career, what you need is a sponsor—a senior-level champion who believes in your potential and is willing to advocate for you as you pursue that next raise or promotion. In this powerful yet practical book, economist and thought leader Sylvia Ann Hewlett—author of ten critically acclaimed books, including the groundbreaking Off-Ramps and On-Ramps—shows why sponsors are your proven link to success. Mixing solid data with vivid real-life narratives, Hewlett reveals the “two-way street” that makes sponsorship such a strong and mutually beneficial alliance. The seven-step map at the heart of this book allows you to chart your course toward your greatest goals. Whether you’re looking to lead a company or drive a community campaign, Forget a Mentor, Find a Sponsor will help you forge the relationships that truly have the power to deliver you to your destination.
Author: Pippa Collett Publisher: John Wiley & Sons ISBN: 0470979844 Category : Business & Economics Languages : en Pages : 264
Book Description
The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay. "Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship." —Luis Vicente, Head of Partnerships, Manchester City Football Club "An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands." —Faisal Al-Dail, Saudi Post
Author: Raymond Bednar Publisher: iUniverse ISBN: 0595348122 Category : Business & Economics Languages : en Pages : 112
Book Description
Who holds the upper hand when a company considers investing millions of dollars in a hot sponsorship property? All too often, sponsors find themselves considering what look like "take it or leave it" deals with little or no guarantee of a return on their investment. Sponsorship's Holy Grail levels the playing field for sponsors by providing an objective, step-by-step, process-driven methodology that assures that the relationship will deliver measurable results. Whether considering a new sponsorship opportunity, monitoring performance of an existing relationship or entering into negotiations for renewal, Sponsorship's Holy Grail puts the prospective sponsor in an unprecedented position of strength. Learn to negotiate based on business goals. Obtain the most essential sponsorship benefits without paying for unproductive frills. Compare opportunities with confidence. Best of all, be confident and prepared when the chairman calls to find out what the company is getting for its money. A ballplayer wouldn't think of stepping up to home plate without a bat in his hands. After reading Sponsorship's Holy Grail, corporate decision-makers will be ready to knock their next sponsorship deal out of the park.
Author: Judy L. Anderson Publisher: AuthorHouse ISBN: 146346259X Category : Reference Languages : en Pages : 318
Book Description
Creating special events may look easy to those who attend, but to do it well requires a great deal of knowledge, creativity and organizational skill. Event Management Simplified contains a wealth of information and how-to knowledge that can be used by both seasoned event planners and those just learning the ropes. Contained within these pages is information about: · Skills needed to be an event professional and where to find jobs · Insider tips and strategies for "thinking outside of the box" · Identifying event demographics and laying a strong foundation · Examples, systems, timelines and worksheets for all event elements · Determining if committees are needed and how to keep them on track · Ideas for recruiting sponsors, donors, exhibitors and attendees · Risk management, obtaining permits, and working with jurisdictions · Elements of negotiating contracts with venues, vendors and others · Food and beverage tactics for menu planning, service and contracting · Ways to market and promote your event · Creating site plans and logistics schedules · Contracting for stage, sound, lighting, electronic media, entertainment · Using volunteers for maximum effect · Pre- and post-event activities The easy-to-read format and systems in Event Management Simplified have been successfully used by event planners of all skill levels and by academic institutions as a teaching tool. We guarantee this book will pay for itself many times over in time and financial gain.
Author: Sylvia Ann Hewlett Publisher: Harvard Business Press ISBN: 1633695662 Category : Business & Economics Languages : en Pages : 215
Book Description
Are you investing in the right people? Many people know the benefit of finding a sponsor--someone who goes beyond traditional mentorship to partner with a junior-level employee to help build their skills, advocate for them when opportunities arise, and open doors. But few realize that being a sponsor is just as important to career growth as finding one. According to new research from economist and thought leader Sylvia Ann Hewlett, senior executives who sponsor rising talent are 53 percent more likely to be promoted than those who don't. Similarly, middle-level managers who have proteges are 167 percent more likely to be given stretch assignments. Well-chosen proteges contribute stellar performance, steadfast loyalty, and capabilities that you, the sponsor, may lack, thus increasing how fast and how far you can go. But how do you find standout proteges, let alone develop them so that they're able to come through for you and your organization? This book has the answers you need. Combining powerful new data and rich examples drawn from in-depth interviews with leaders from companies such as Unilever, Aetna, Blizzard Entertainment, and EY, The Sponsor Effect provides a seven-step playbook for how you can become a successful sponsor. You'll learn to: Identify the right mix of proteges Include those with differing perspectives Inspire your proteges and ignite their ambition Instruct them to develop key skill sets Inspect your picks for performance and loyalty Instigate a deal, detailing the terms of a relationship Invest three ways and reap the rewards Along the way, you'll discover the enormous benefits of investing in these valuable relationships.
Author: Mark Harrison Publisher: World Scientific ISBN: 9811219036 Category : Business & Economics Languages : en Pages : 301
Book Description
This book offers a practical but conceptually grounded view of the future of sponsorship. It is based on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and 'money can't buy experiences' — experiences which are miraculously secured with money. The author asks questions such as: 'Do any corporate sponsors really believe that more logos are what their consumers want?' and, 'do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?'In a culmination of real-life experiences, industry learnings and third-party professional research, What Sponsors Want provides expert-supported arguments to show that the traditional bronze, silver and gold packages of sponsorship belong to a model of the past. In outlining the conceptual model for successful sponsorship, this book provides five key principles of what sponsors want for you to take on your next sponsorship challenge.
Author: Guy Masterman
Author: Guy Masterman
Author: Guy Masterman
Author: Guy Masterman
Author: Sylvia Ann Hewlett
Author: Pippa Collett
Author: Raymond Bednar
Author: Judy L. Anderson
Author: Sylvia Ann Hewlett
Author: Malcolm McDonald
Author: Mark Harrison