Sponsor Logic® Sponsor Services

Sponsorship is the fastest-growing and most effective marketing channel because sponsors support activities that enrich consumers’ lifestyles and interests. Sponsorship is a practical, measurable marketing solution. Consumers invite sponsorship into their busy lives, while mostly ignoring the 3,000+ advertising and promotional pitches that assault them every day. Empower your company to surf the $42+ billion sponsorship-marketing tidal wave washing over the United States. Let’s develop an enthusiastic, effective, relevant, resonant and measurable sponsorship marketing strategy that adds value to the bottom line.

Driving Sales Through Sponsorship

Sales increases are a primary driver of sponsorship marketing. As rights fees, promotional-activation and paid-media costs rise, there’s more pressure than ever to justify sponsorship marketing expenses through increased sales. Let’s take a hard look at how you link sales to your sponsorships, and identify measurable means to drive more bottom line sales.

Best Practices Coaching & Training

SponsorLogic provides coaching and training services that instill the industry's best practices for sponsors. The training is customized to meet client needs. It can be provided to groups or individuals via online, teleconference and/or live means. Let's build an effective training regimen that accelerates your staff's knowledge and effectiveness by harnessing our two decades of national-level sponsorship experience.

Monitoring Property Deliverables

As sponsor-property relationships mature, executive personnel come and go and priorities shift, the detailed property deliverables set forth in the defining agreement can be re-aligned and inadvertently changed. We will benchmark, track and report the specific deliverables owed to your company by your property partners. The benefit to you is a regularly-scheduled report that objectively proves that your company is getting what it’s paying for.

Sponsorship Measurement

The era of impulsive, intuitive sponsorship commitments is over. Obtaining full value from expensive sponsorship commitments requires strategic and tactical commitment, not to mention the application of financial, personnel and brand resources. But do you have a measurement means in place that gives you a fair snapshot of your sponsorship commitments, either on-demand or in time for next week’s budget meetings? We will establish a mission control console that gives you an objective and complete picture of your sponsorship mission at any given moment. This tool is an invaluable means to track sponsorship value over time. And it is powerful information to have during the budgeting process and at contract renewal time. Let SponsorLogic give you a dashboard that proves insight, predictability and meaningful measurement.

Property Search

Through this discrete service, you tell us what you need to accomplish through a sponsorship marketing program and provide an estimate of the financial, promotional and personnel resources you’re willing to commit. Educate us about your brand and company personality, culture and goals. We’ll help you build or modify your bullet-proof sponsorship marketing strategy. Then under your guidance, we will pull together a team of stakeholders within your company. We will begin the confidential property search process and report our progress to you on the schedule you require. Along the way, we’ll check property references and investigate potential competitive conflicts. We will poll qualified properties, to inquire of their interest. Then we’ll issue the Requests for Proposals. Ultimately we will make a recommendation to you of our top picks. You’ll filter that list. Then we’ll facilitate pitch and familiarization meetings with the short list of properties, and issue final recommendations. Note: SponsorLogic represents the sponsorship sales interests of a small number of premier properties. Before the process begins, SponsorLogic will provide to you full awareness of these relationships.

Agency Search

Your sponsorship marketing agencies are the arms and legs that make your sponsorships effective. A good match with you and your agency is critical to the long-term success of expensive, complex sponsorships. But the process of building the right agency match is technical and time-consuming. We will understand the scope of your sponsorship requirements, then wade through a briar patch of sponsorship agencies to find the right match. We’ll investigate the candidates’ experiences, resources, references and client rosters. We will work with your internal team as we move through the process. After issuing Requests for Proposals, we’ll facilitate pitches and familiarization meetings with those who made the cut, then make final recommendations.

Linking Profitable B2B Relationships Through Sponsorships

If your company is the title sponsor of a property, you can extrude higher value out of the sponsorship by bringing aboard new rights-fee paying B2B sponsors, and by creating favored-trading status with new co-sponsors. Tell us who you’d like to do business with. We’ll create B2B relationships that improve your bottom line and add valuable financial and promotional support to your sponsorships. And whether you’re a title sponsor or not, charge us with creating a plan that will position you to benefit from powerful cross-promotions with other sponsors at the events where you’re present.

Key Hospitality Customer Feedback

Hospitality is a big part of sponsorship, but are your primo hospitality guests happy with their experiences at your property? Do your guests believe that the property itself is a desirable entertainment option for them? And is the property itself delivering the experience that you and your guests expect? We will communicate with your guests – professionally, promptly and politely – as an objective third-party firm, hired by you to ask them about their experiences with your property. We’ll benchmark and chart their responses, and promptly report them to you. This is a powerful tool to track the effectiveness of your sponsorship commitments on a personal level with your key guests. It’s also a great feedback tool for your executive staff when it’s time to review and renew property agreements.

Customized HR Consulting & Training

SponsorLogic is pleased to work with you to train staff and corporate stakeholders on sponsorship marketing and PR-related needs. We are also eager to help you attract, interview, qualify and select the best personnel in the field to work within your sponsorship commitments.

Objective Property & Event Evaluation

Have you ever wanted to see your sponsorship property through the eyes of the public, with a totally objective viewpoint? This is our sponsorship ‘secret shopper’ program. We will walk into your event as a neophyte, open to the experience. We’ll ask for directions to the bathrooms, buy a t-shirt, stroll the midway, ask your sales reps for product information, experience events and sign up for promotions. The only difference is, we’ll do so with a camera, notebook and more than a decade of senior-level, national sponsorship experience. You’ll get a valuable, objective look at the experience from the public’s point of view.

Tracking Your Competition

Engage us to track the sponsorship marketing programs of your business competition. We will use only publicly available information – ethical and above board – to provide you with ongoing benchmark and measurement assets to understand where your competition is marketing through sponsorship, how and why. You may also ask us to experience your competition’s sponsorship marketing program in a ‘secret shopper’ experience that gives a more complete view of their commitments. We’re also glad to establish an exhaustive media-watch service centered on your competition’s activities.

Unsolicited Property Pitch Management

Are there piles of unsolicited sponsorship pitch materials piling up in the corner of your office? Are the people who launch those pitches wasting your time, and the time of your valuable staff, with pesky follow-up phone calls and Emails? Give us the parameters of the sponsorship relationships that could be productive to your company. Then send all sponsorship pitches and phone calls to us. We’ll qualify all proposals and politely handle the phone calls. We’ll issue professional turn-down letters as necessary, and call the (very) occasional gem to your attention. The whole unsolicited pitch process moves off the desks of you and your staff. Imagine the increased productivity available to you and your staff by out-sourcing this burdensome task.

Advertising/Promotions Agency Liaison

Are your sponsorship investments neatly dovetailed into your advertising program? Unfortunately, it’s not unusual for ad and promotions agencies to under-leverage their clients’ sponsorship portfolios. But the best results are obtained when sponsorship, promotions and advertising are seamlessly coordinated. Engage SponsorLogic as your sponsorship advocate with your agencies and watch the value of your sponsorship commitments flourish.

Slimming Down

Did yesterday’s budget meeting make today’s sponsorship portfolio too costly? Call SponsorLogic for an objective sponsorship audit that overlays corporate branding/sales/sponsorship objectives and financial resources with the properties in your portfolio. We’ll make well-reasoned recommendations that enable you to trim your commitments for the right reasons.

Corporate Sales Video Scripting & Production

Sponsors and properties should capitalize on the value of their sponsorship marketing commitments by engaging their sponsored principals as brand, product and service spokespeople. SponsorLogic will script, shoot, edit and duplicate an effective DVD that will enable you to reach customers, clients, consumers, employees, stakeholders and the media with key message points linked back to your sponsorship commitments. The DVD may also be migrated into your sales materials, corporate meetings, web sites, trade shows, public relations/employee training/recruitment efforts and promotional packaging. We’ll take responsibility for the project off your desk, pausing at each stage of development for your input and approval. You’ll have a convincing, vibrant, engaging tool for increasing leverage of your sponsorship marketing program.

White Papers, Trade Articles & Speech Writing

Today’s pace of business doesn’t leave busy corporate executives with time for researching, editing and writing. But there’s no denying the power, authority and credibility of a good industry white paper, trade media article or speech. Challenge us with the task of researching, drafting, polishing, re-writing and producing a speech or article that will establish your business’s leadership position. This is a private-label service provided to many SponsorLogic clients. Our involvement in the process is confidential.