insight

Only ten years ago the head of the marketing division of a company, were
also the heads of the advertising division as well. They had a large
influence in the function of selling the product through a laid out plan that
was created by them, sold by them and driven by them. It was what we
would call a simple plan. Today in this fast paced world of marketing
machines and the things as we have grown to know about marketing, have
changed and are changing as you read this.

In todays world of marketing the Chief Marketing Officer (CMO) is
expected to know and understand every different type and element of the
marketing mix, but because of the ever-so changing function in the
marketing world, they cannot be expected to have the ability to manage
each and every one of them. They must function more like a Battlefield
General, they must be able to step back and observe what issues are
working and where other issues need help.

With all avenues that are being explored in this marketing mix, it is not the
most forward avenue of the CMO to see the potential of smaller avenues,
or minute openings in his attack. Ask yourself this. What is the one
function within the marketing mix that can only succeed with the
collaboration and support of the other elements? Sponsorship. Sure the
other members of the marketing team could work in a silo and get the job
done - not as effectively - but they could get it done. But, because
sponsorship must be integrated on a level field to create 'crossover'
business, you functioning as an integrated factor or a working partner, will
make yourself become a paramount importance to the CMO and to a
company.

Many companies have what they call sponsorship strategies - basically the
approach that is taken by those that sell sponsorship - that are basically
too 1 dimensional. These type of proposals are called 'one-off' events.
These are to be used for some specific business reason or to do good
work for philanthropic purposes. Many companies do endeavour into a
few of these throughout a year, but the chances of gaining a multi-year
deal is very slim. I would encourage you to focus your efforts. You can't
incrementalize yourself to being branded as such and expect to be used in
the marketing mix.

There are many different ideas about marketing that, well... just don't
make much sense, but do in more ways than one, pay great dividends.
Think out side the box. Know what it is when someone talks about the
word 'Activation' in a marketing sense. Many marketing plans demand that
as a sponsor you must employ activation concepts to succeed.

About five years ago Bell South was the proud owner of a sponsorship
portfolio that featured a host of major properties with strong media
components, and even included big deals like NASCAR. The Plan ran
very deep into nine southern states in which the company operated. That
type of mix was the right choice when the company needed to generate
awareness for it's new name - following the merger of Southern Bell and
South Central Bell in the 90's - However, by the beginning of this decade
different challenges arose. A new merger created - Cingular Wireless LLC
- demised the Bell South Mobility name and lost it's foothold. The way to
recapture the market was to create a new idea. Walk in stores. Let the
customer feel and touch the product.

This was a true new marketing move, but only a short time and the idea
was turning sour. Companies are always looking for a new tend. The
trend might be in what the youth are in to, or it might be found in what the
'bread winners' - Moms and Dads - are turning too. The idea of combining
these issues into one can and will make you more aggressive in the
marketing mix.

Whether you are a sole entity or a team entity, the major facts of creating
a marketing plan that will show your perspective marketing partner that
you are a 3 dimensional marketing tool, rather than a
'one-off' event, will allow you to look forward to a multi-year relationship.

The ideas and answers of how to build your business into a working
marketing tool can be found using the "Corporate Message Boards". The
forum is always open for questions and ideas. The final outcome of the
information you receive weighs completely upon how you would want Ś²Ŧ©
to apply it in building your Marketing Planner and Marketing Proposal. As
a Participating Member of Ś²Ŧ© Marketing Promotions, the use of the
"Corporate Message Boards" will also guide you to which companies are
spending and looking for new partners. It will give you data as to where
they rank on the national registry of sponsors, and provide contacts to
getting your ideas into the right hands.

This page will also carry and depict notices or points of interests that could
affect where you want to spend you hard earned money, while trying to
create that "uncommon connection" that all businesses dream of. Check
this board for updated information on a regular basis.