Let's pretend for a minute that I am your biggest association sponsor. What's the best holiday present that your association could give me?
I've just had my Chief Marketing Officer (CMO) into my office and she's telling me that we need to be driving more value from our sponsorship arrangements. She tells me that it's not good enough just to have our logo on a lanyard anymore. She refuses to sign off on anything that can't be measured. I sit back and decide to take a flyer and turn the conversation around and ask her; "What's your biggest challenge for 2018?" Her face told me that I had asked the right question because her mood changed instantly. "If I could have one thing in 2018, I would want all of our partners to be able to contribute content for us. I'm talking about really good content. Posts that are engaging, interesting, and above all entertaining. It would be icing on the cake if I could stretch that content by re- purposing it into many different forms like video, podcasts and print so that it becomes a multi-month play rather than an event play. And of course, I need everything to be measured."
I'm really hoping that your association has a nice content present for me for 2018, or I am afraid that I will have to find other associations that are stepping up and providing the value and measurement that my CMO is demanding.
I know of another association that we sponsor that are engaging Association TV® to develop compelling content that can be shared jointly with us and our association partner. The content portrays us as experts and engages the association membership as well as our own audiences. They have even provided us with a platform that allows us to easily manipulate and distribute the content to our audiences. The best part? Everything is measured.
I don't need another lunch.
So rather than take me out for lunch and thank me for my sponsorship this year, why don't you give me what I really want from your association?
To learn how you can make a difference for your sponsors and create a true partnership that creates real value, why not click on the button below to learn more.
John Heppenstall is Director of Marketing for WorkerBee.TV
Association TV® is part of WorkerBee.TV