Archives For csf 2011

One of the time-honoured secrets of speech making is to start with a joke.
Easier said than done.

Not that there is a shortage of material in this world. You can borrow a joke from a speaker you’ve heard in the past. Tread dangerously with an inappropriate line you picked up from the drunken MC at your cousin’s wedding. Search the “www” and commit larceny by using someone else’s material. If you’ve been drinking you may think it wise for some reason to try to write your own. Or if you’re a bonehead, you can always pick someone to make fun of.

I’ve tried all of the above and more. Unfortunately, I think I’ve used the “pick on the innocent” option much too frequently. It’s the chicken’s way out, but it’s far too easy.

But being truly funny. Wow. That’s an art. A craft. A science. Is it a gift? I would say to a point. But it’s a gift that needs the preparation, practice and refinement of an Olympic ski jumper.

I have been thinking about “being funny” in preparation for chairing the 2012 Canadian Sponsorship Forum. I’ve told my team that we need to be funny. Not silly. But funny. Forum is loaded with great information, research and inspiration. Serious stuff. Continue Reading “Ha Ha Ha: Being Funny in a Speech is No Laughing Matter”…

At one of the final sessions of the 2011 Canadian Sponsorship Forum, Barry Forth shared the story of how he helped Dundas, Ontario, win the title of Kraft Hockeyville in 2010. The incredible creativity and collaboration demonstrated by Barry and the rest of the committee provided inspirational and highly useful tips for anyone planning a campaign to mobilize a community.

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Three top athlete sponsorship experts – Colin Campbell from NHLPA, Chris Armstrong from Wasserman Media Group and Rick Burton from Syracuse University – came together for an interactive session moderated by TrojanOne’s Michael Weisdorf all about achieving ROI from athlete sponsorships. After a brief introduction and video that highlighted the emotional connection many Canadians have with hockey, the session was driven by audience questions.

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Michael Browne has worked for a number of different industries, but today at the Canadian Sponsorship Forum, he was presenting information he gained from marketing beer.

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As Labatt’s manager of sponsorship and marketing integration, Scott Thompson understands how to use consumer insights to drive a brand, partnership strategy, and marketplace activities. In his presentation, he went through Labatt’s current strategy, what they’ve done in the past and where they’re going in the future.

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One of the Forum’s most popular return speakers, Don Mayo from IMI International, wrapped up the first day of CSF 2011 with a keynote presentation on using research to maximize ROI.

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Delegates arriving at the presentation from Chuck Phillips and Kyle Romaniuk of Cocoon Branding were greeted with a single yellow slide reading: “Before we begin, write down as many uses for a paper clip as you can.” What followed was an interactive workshop with delegates getting hands-on tips on how to be creative and generate new ideas, which inspired creativity, allowed delegates to go home to foster a more creative working environment, and contributed to the development of a more creative world.

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David Corelli from TrojanOne is truly passionate about sponsorship and how it is an important business tool that can solve problems throughout an organization. In one of the first sessions of the day, he spoke to a full room about the five business priorities that can be advanced using strategic sponsorships: consumer perception, employee engagement, earned media, new business relationships and community engagement.

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The 2011 Canadian Sponsorship Forum has officially begun! Justin Orfus kicked off the opening ceremonies with an introduction of five of the TrojanOne team members, and then encouraged the audience to introduce themselves to those around them. Next, Mark Harrison of TrojanOne took to the stage to introduce the weekend and give an overview of how to rev up your ROI.

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Welcome to CSF 2011!

MH3 —  June 10, 2011

It’s finally here! Yesterday, I hauled myself out of bed at 3:30 a.m., took two separate flights, and spent the evening greeting arrivals to the Montreal airport for one thing – the 2011 Canadian Sponsorship Forum!

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