Mark Harrison

What Sponsors Want

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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.Contents: The Business of Sponsorship — It's the Greatest Magic in MarketingWhat Sponsors Want from You and Your PropertyTo Borrow Equity — The Definition of SponsorshipTo Tell Stories — A Sponsor's TaleTo Engage Stakeholders — Activate. Activate. ActivateTo See Proof — Don't Be Afraid of the TruthTo Get Promoted… Not FiredBuilding a Strategy — Planning for SuccessThe Future of Sponsorship — Is It Already Here?Scenarios
Readership: Undergraduate, graduate students, researchers and practitioners and researchers in the field of sponsorship.Sponsorship;Marketing;Sponsorship Sales;Storytelling;Experiential;Entrepreneurship;Business of Sponsorship;What Sponsors Want0Key Features:The book is written by a knowledgeable and well-regarded member of the industry who has successfully utilized the book's detailed approach to Sponsorship Marketing for over 10 years. The author's personal experiences are detailed throughout for a real-world, enlightening look into the evolution of the world of Sponsorship MarketingThe book includes illustrative examples and implementable ideas that have had proven success in Mark's own 30-year career. The book contains up to 12 graphs, visuals and charts that have contributed to the success of his 25-year old marketing agency and are supported with third-party, professional researchThe book also details commentary from a global panel of successful sponsorship professionals to add context to the discussion. Multiple interviews per chapter are included to portray the teachings of each chapter in a practical way
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311 printed pages



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