This book includes a plain text version that is designed for high accessibility. To use this version please follow this link.
meeting management:


Sponsorship Kim Skildum-Reid


Seeing Orange


The ways that a mobile carrier ensures that its sponsorship of a music festival strikes a chord with participants can inform associations of all kinds.


T


here are several common mis- takes associations make when it comes to sponsorships. Many


seem to believe that they “own” their industry, so they don’t have to make a business case for sponsorship. With the advent of industry bloggers and social media, those associations no longer have a lock on their industries and are starting to struggle. Other associations sell sponsorship


the old-school way — gold, silver, and bronze levels, with each level offering some combination of logos on things, tickets to things, some kind of designa- tion, and some kind of hospitality. It’s like offering three, five, or 10 different sizes of apples for sale. It commoditizes what you offer, and most sponsors will take the lowest level. In addition, associations often treat


sponsorship as a cost of doing busi- ness for the sponsors. They sell small


— often pitifully small — sponsorships (seriously, lanyard sponsorships?), with their main sales pitch being that potential sponsors need to sponsor something or they will be conspicuous by their absence. The problem with this is that it severely limits potential revenue. You’re basically offering logos on stuff, a ticket to one or more events, and possibly the right for the sponsor to stand up in front of an audience and bore them to tears. Sponsors are looking for larger, fully


customized sponsorships that may stretch across multiple events or pro- grams, and creative ideas to leverage that marketing opportunity with their target audience. In the best kinds of sponsorships,


the sponsor wins, the sponsorship seeker wins, and the target market wins.


44 PCMA CONVENE SEPTEMBER 2012


Orange, one of the U.K.’s major mobile- phone carriers, really gets this equation right in its sponsorship of the Glaston- bury Festival. The ways that Orange has continued to evolve its leverage activi- ties at the music festival for more than a decade are insightful for organizations across all industries: › Orange’s festival micro-site — an epicenter for all of its Glastonbury- related activities — is a top destination for music fans year-round, with inter- views and video blogs with performers, behind-the-scenes information and pictures, highlights, and a massive photo gallery of festival life. › Its Chill ’n’ Charge tent provides customers with a place to recharge their mobiles during the multiday festival. There are 600 chargers and more than 30 broadband points in the tent, as well as live music by top art- ists. And a special foot-powered phone charger extends Orange’s commitment to green innovation. › GlastoNav is an interactive, con- stantly updated festival planner for mobile phones. (For a YouTube video on Orange’s Glastonbury 2011 app, go to convn.org/orange-UK.) › Free music — full tracks, ringtones, and more for their mobile phones — is provided to Orange customers who text a special number. › Customers are encouraged to send photos and stories from the festival to a special number, creating a massive communal blog.


.


Kim Skildum-Reid, an Australia-based sponsorship consultant and speaker, is the author of the recently published The Corporate Sponsorship Toolkit. Learn more about her at powersponsorship.com.


Categorically Speaking Kim Skildum- Reid’s books include The Sponsorship Seeker’s Toolkit and The Ambush Marketing Toolkit.


BREAKOUT


Just Ask Orange created multiple ways to address one of the biggest problems at Glastonbury: re- charging mobile phones. Ask your members or conference attendees what are the three best and three worst things about the event, association, and/or their career — and, if they could wave a magic wand, what they would want in those areas. Their answers can help you figure out ways for sponsors to amplify the good and improve the bad stuff.


+


ON THE WEB Download Generic Inventory, a free eight-page list of everything a sponsorship seeker can sell around a property — customizable for specific organizations — at powersponsorship.com/ free-stuff.html.


The Meeting Management: Sponsorship series is sponsored by the Malaysia Convention & Exhibition Bureau, myceb.com.my.


PCMA.ORG


ILLUSTRATION BY BECI ORPIN / THE JACKY WINTER GROUP


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112