Do you believe that the sponsorship industry is looking up?
|
Results
|
|
Yes |
 46% |
|
Yes, but very slowly |
 29% |
|
No |
|
25% |
Do you think most non-profits are prepared to be real marketing partners?
|
Results
|
|
Yes |
|
35% |
|
No |
|
29% |
|
They try, but internal politics get in the way |
|
35% |
Do you think most sponsors measure the results of their sponsorship investments effectively?
|
Results
|
|
Yes - They measure against their objectives |
|
11% |
|
No - They don't measure the results |
|
22% |
|
They measure something, but it's not results! |
|
67% |
Do you think trying to sponsorship in the month or two before an event is effective?
|
Results
|
|
Yes - You should try to make budget right up to the last minute, and you never know, somebody might bite |
|
25% |
|
No - You are unlikely to be successful, you will have to offer a huge discount, and it is likely to hurt your reputation and devalue your offer in the long term |
|
75% |
Do you think recipients of "rescue" funding should be forced to curtail their sponsorship activities?
|
Results
|
|
Yes, they should not invest in any new sponsorships |
|
11% |
|
Yes, they should curtail high-end hospitality |
|
0% |
|
No, sponsorship is a marketing and made to build their business |
|
47% |
|
No, politicians are in no position to judge the effectiveness of sponsorship |
|
42% |
What is your favourite part of being in the sponsorship industry?
|
Results
|
|
Strategic thinking |
|
18% |
|
Creativity |
|
9% |
|
The thrill of the deal |
|
14% |
|
All the crazy experiences you get to have |
|
14% |
|
All of the above |
|
41% |
|
None of the above |
|
0% |
|
I wish I weren't in this industry |
|
5% |
In general, what kind of events do you think offer the most creative sponsorships?
|
Results
|
|
Sports |
|
47% |
|
Arts/cultural |
|
12% |
|
Festivals/community events |
|
18% |
|
Causes |
|
15% |
|
B2B events |
|
3% |
|
Other |
|
3% |
|
I don't think any of them are very creative |
|
3% |
Realistically, in what generation of sponsorship does your organisation or company operate?
|
Results
|
|
Awareness-driven first generation |
|
58% |
|
Sales-driven second generation? |
|
8% |
|
Objective-driven third generation? |
|
17% |
|
Consumer/customer-driven fourth generation? |
|
17% |
Given the current situation, how do you think Beijing Olympic sponsors should proceed?
|
Results
|
|
Full steam ahead - this is about sport, not politics |
|
43% |
|
Tactfully - balancing societal concerns with IOC politics and commercial interests in China |
|
33% |
|
Leverage only when the Games are on |
|
0% |
|
Make a statement and walk away from the investment |
|
19% |
|
Shouldn't have invested in the first place |
|
5% |
What would you like to see, or see more of, from Power Sponsorship? Note: You can only pick one at a time. If you'd like to vote for more than one, just vote again!
|
Results
|
|
Practical, how-to information |
|
93% |
|
New ideas, best-practice thinking |
|
2% |
|
Free tools and templates |
|
2% |
|
eBooks |
|
0% |
|
Workshops (in your area) |
|
1% |
|
Webinars (online workshops) |
|
0% |
|
Advice/ask an expert |
|
0% |
|
Recommended resources (books, links, etc) |
|
0% |
|
Nothing - Don't change a thing! |
|
1% |
What is the biggest factor in best-practice sponsorship?
|
Results
|
|
Reaching the largest number of people |
|
2% |
|
Reaching the right people |
|
28% |
|
Creative leverage |
|
20% |
|
Major visibility and exposure |
|
4% |
|
Adding value to the target market |
|
33% |
|
Brand alignment |
|
13% |
Why should sponsors invest sponsorship money in cause and community organisations?
|
Results
|
|
To achieve marketing objectives |
|
12% |
|
To align with customers values and passions |
|
21% |
|
To boost staff morale or underpin corporate culture |
|
4% |
|
To tick the “socially responsible” box |
|
4% |
|
Because it’s the right thing to do |
|
4% |
|
All of the above |
|
50% |
|
Cause investments aren’t about marketing |
|
4% |
Are government sponsorship guidelines a help or hindrance to good sponsorship?
|
Results
|
|
Help - Provide necessary structure and accountability |
|
0% |
|
Hindrance - Not in line with the realities of a commercial partnership |
|
57% |
|
Grey area - Needed, but more bureaucratic than they need to be |
|
43% |
Should a team’s winner or losing record affect the price of sponsorship
|
Results
|
|
Yes – success is more valuable than failure |
|
33% |
|
No – winning isn’t everything |
|
13% |
|
Only if fan numbers drop or increase significantly |
|
53% |
What is your biggest source of information about sponsorship?
|
Results
|
|
Magazines or newsletters |
|
25% |
|
Conferences |
|
0% |
|
Workshops or training |
|
8% |
|
Books |
|
0% |
|
Industry websites |
|
25% |
|
Colleague input |
|
8% |
|
Nothing - I just do it |
|
33% |
How are you going to prepare for a big 2007?
|
Results
|
|
Catch up on your reading |
|
14% |
|
Do some web research |
|
14% |
|
Organise some training |
|
0% |
|
Rework your strategy |
|
7% |
|
Get organised |
|
7% |
|
All of the above |
|
36% |
|
Nothing - I'll think about it in 2007 |
|
21% |
Do you think it’s possible to fully quantify the results of sponsorship in dollar terms?
|
Results
|
|
Yes, cost vs. value of benefits provided |
|
14% |
|
Yes, based on incremental sales |
|
11% |
|
Yes, based on media equivalencies |
|
3% |
|
Yes, sponsors should try to put a total dollar value on everything they achieve |
|
14% |
|
No, some things can’t be quantified in dollars |
|
58% |
For sponsorship seekers, what puts the most pressure on your sponsorship budget?
|
Results
|
|
Funding event or program expansion |
|
24% |
|
Event or program costs rising |
|
11% |
|
Cutbacks in government funding |
|
4% |
|
Board or senior executive expectations |
|
61% |
Describe the last key customer event or hospitality function you attended or hosted:
|
Results
|
|
Extraordinary – in a class all its own |
|
8% |
|
Well executed, but not really creative |
|
33% |
|
No different to anyone else’s |
|
42% |
|
A bloody disaster! |
|
17% |
How useful was the last sponsorship conference or workshop you attended?
|
Results
|
|
Total waste of time and money |
|
35% |
|
Not as good as expected |
|
12% |
|
Networking great, content not great |
|
15% |
|
Content great, networking not great |
|
9% |
|
Worthwhile |
|
9% |
|
It rocked my world! |
|
21% |
What is your primary goal for sponsorship training (conferences or workshops)?
|
Results
|
|
Learning new skills |
|
38% |
|
Addressing specific challenges |
|
5% |
|
Gaining inspiration & new ideas |
|
24% |
|
Seeing one or more well-known speakers? |
|
5% |
|
Networking |
|
5% |
|
All of the above |
|
10% |
|
I haven't done any training |
|
14% |
What has been your biggest corporate hospitality nightmare?
|
Results
|
|
Bad weather |
|
21% |
|
Logistical problems |
|
18% |
|
Drunkenness, fighting, or other bad behaviour |
|
12% |
|
Managing the politics |
|
21% |
|
Where do I start?! |
|
27% |
What's your opinion on the trend in cause partnerships?
|
Results
|
|
Sponsorship up, donations down |
|
38% |
|
Donations up, sponsorship down |
|
8% |
|
Proportion staying about the same |
|
15% |
|
The line between the two is getting blurrier |
|
38% |
Who makes the ultimate decision about buying or selling sponsorship in your organisation?
|
Results
|
|
CEO |
|
51% |
|
Marketing Mgr/Dir |
|
30% |
|
Sponsorship Manager |
|
14% |
|
Board of Directors |
|
5% |
What is the best name for what our industry does? (Names as suggested by readers.)
|
Results
|
|
Sponsorship |
|
38% |
|
Partnership |
|
29% |
|
Associative marketing |
|
14% |
|
Alliance marketing |
|
19% |
What is the largest discount you have ever negotiated on a sponsorship (selling or buying)?
|
Results
|
|
Less than 15% discount |
|
31% |
|
15-25% |
|
25% |
|
25-40% |
|
5% |
|
Over 40% discount |
|
39% |
Is it okay for politicians to pressure a company into sponsoring an organisation that isn't right for them?
|
Results
|
|
Yes, companies need to be pressured to do the right thing |
|
7% |
|
Only if the sponsorship is vital to keeping the organisation afloat |
|
13% |
|
No, politicians should stick to politics |
|
80% |
How does “fit” deliver value to a sponsor?
|
Results
|
|
Desirable event values can rub off on the sponsor |
|
14% |
|
A strong value and attribute alignment enhances the connection between the event and the sponsor |
|
29% |
|
A strong alignment creates the opportunity for the sponsor to be an authentic and meaningful part of the target markets event experience |
|
43% |
|
Fit doesnt matter, as long as the target market is right |
|
14% |
What do you think of so many sponsors putting their programs "on hold"?
|
Results
|
|
Good - Conservatism is appropriate right now |
|
8% |
|
Good - No room for luxury spends like sponsorship |
|
3% |
|
Bad - Strong marketing is even more effective in hard times |
|
50% |
|
Bad - Wasting marketing opportunity |
|
39% |
What is your opinion of generic search-and-replace sponsorship proposals?
|
Results
|
|
Imperative - selling sponsorship is a numbers game |
|
8% |
|
Provide a good starting point for negotiations |
|
25% |
|
They are a waste of time |
|
22% |
|
Uncustomised proposals should be outlawed! |
|
44% |
Which factor is most important to the success of a sponsorship?
|
Results
|
|
"Fit" with the event |
|
36% |
|
Benefits negotiated |
|
7% |
|
Leverage program |
|
5% |
|
Internal buy-in |
|
3% |
|
All equally important |
|
48% |
Where should the winning Swiss syndicate host the next Americas Cup?
|
Results
|
|
Whichever country or city offers the biggest rights fee |
|
20% |
|
The most appropriate harbour city in Europe |
|
47% |
|
Lake Geneva |
|
0% |
|
Auckland, as the most recent non-landlocked winner |
|
33% |
How prepared are most non-profit organisations to be strong marketing partners?
|
Results
|
|
Very prepared |
|
0% |
|
Somewhat prepared |
|
16% |
|
Somewhat unprepared |
|
21% |
|
Very unprepared |
|
63% |
What do you think of the current flood of stadium naming sponsorships?
|
Results
|
|
Big investment, big returns |
|
13% |
|
Okay for new venues, but shouldnt change names of existing venues |
|
35% |
|
Corporate ego trip |
|
43% |
|
Its just a fad |
|
9% |