This is the last post in this series of articles on ways to improve the selection process for sponsorship opportunities. This final post introduces a new concept to sponsorship – the sponsorship scout.
The idea of the sponsorship scout has been borrowed from the sports industry and software industry. Both hire individuals to search out talent not discovered through traditional recruitment processes. The idea is to find undiscovered gems that can make a difference to a team or organization.
The difference of course is the sponsorship scout isn’t searching for new employee talent. Rather the purpose is to find new sponsorship opportunities that sponsors don’t usually see through the inbound sponsorship process. These can be small events or properties who don’t have the resources to engage sponsors or are hidden gems that haven’t realized the potential sponsorship opportunities they can offer.
The sponsorship scout can be an existing member of the sponsorship team or an external resource contracted specifically to source new sponsorships opportunities.
The sponsorship scout has two roles:
- uncover the gem opportunities not identified through the normal sponsorship process
- work with properties to create a winning sponsorship opportunity. Many of these properties need help to develop the right type of opportunity or help the property understand how the sponsorship can benefit them.
This proactive approach benefits sponsors by discovering new channels to reach target audiences at a lower cost than prepackaged or high profile opportunities. As well, many of these will provide virtual exclusivity to the sponsor without the need to pay for this.
CF Marketing Group delivers retail and sponsorship promotions using unique, interactive products that integrate print with digital apps to increase the stickiness of promotional messages for auto, sports sponsors or consumer contests, events or sponsorship activation programs. Stickiness means your promotion will be noticed, have interactive elements and deliver measurable results.
Call 1.888.215.8315 or email volker@cfmarketinginc.com to discuss some ideas on how we can help create a customized multi- media solution that is both unique and generates better results for your next promotion or sponsorship activation program.
Thank you – as a property actively seeking sponsorship, I find this post invaluable. I look forward to contacting Volker to learn more about this impressive approach.
Thanks Phyllis. As a property looking for sponsors, I’m sure you understand the need to “beat the bushes”. The same sales model can work for sponsors looking for what properties like yours can offer.
Really interesting!! I am the Head of sponsorship of such unique property, the only two UCI WorldTour events in North America, the Grands Prix Cyclistes de Québec et de Montréal.
We are welcoming the best riders of the world, the same great teams that are competing within the Tour de France!! A new emerging sport, a new opportunity for sponsors. Our second edition will be this September 9 (Quebec City) and 11 (Montreal)
Paul-Andre, how often do you get potential sponsors contacting you for a sponsorship opportunity based on your property fitting their criteria?