Archives For ROI


MH3 —  October 30, 2013

Over the past couple of years, the industry volunteers who drive the Sponsorship Marketing Council of Canada have been working their fannies off to build an organization that is more relevant, valuable, and attractive to the marketing community. This morning proved they have achieved their lofty ambitions.

Every couple of months the SMCC holds breakfast forums in Toronto. In past years they have been hit and miss. Some have had great content, with poor attendance. Others have been attended en masse, only to showcase disappointing content. Finally the light went on and made enough people at the SMCC executive table realize that poorly orchestrated events were more than bad events. They were actually reflecting poorly on the entire sponsorship marketing industry. How can you sell the C-suite on the ROI of sponsorship marketing when our own industry events have zero ROI?

Flash forward to 2013 and you now have all-star panels such as this morning’s featuring my pal Don Mayo of IMI, Jacquie Ryan of Scotia, Nathalie Cook from TSN, Iain Chalmers of Diageo, Alan Dark of CBC and Kyle McMann from the NHL. Today’s 8:00 AM seminar was held in Real Sports, which was great except I had never seen the place sober before. (Bummed that none of the usual waitresses were working either, but I did recognize a couple of their moms serving coffee.)

The topic of conversation was “The Elusive Fan,” with the NHL and its partner programs utilized to illustrate the theory that Fan Value is the key for sponsorship ROI for all parties: sponsor, property, and media rights holder. It’s a sound theory that extends beyond the NHL case study, although hockey is a perfect lesson for us all.

More important than the topic is the effort of the SMCC execs and the commitment of the speakers to ensure that the sponsorship marketing industry in Canada grows, flourishes, and is duly recognized for its impact on business success. That’s ROI for all of us!

Hey SMCC, you have won over this elusive fan.

Best Behaviour

MH3 —  May 2, 2012

Despite doing what I do for the past 72 years, I finally understood the secret to measurement of sponsorship and experiential marketing ROI. Yes, between bites and pleasantries, I managed to keep my lips sealed long enough to hear the gospel.

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Philanthropy in the UK

MH3 —  November 1, 2011

When was the last time you had the opportunity to really feel like your work was contributing to a better world?

Is it an everyday occurrence for you? Or hardly ever?

For those whose profession is more noble than mine, I would expect the odds are higher that this is an everyday feeling. At least I hope so.

How do we know if our work is benefiting society? If I were a doctor or a fireman, the results would be right before my eyes. If you work for a charity, you may also feel that way. I would hazard a guess your personal trainer, local politician and child’s teacher, also feel the same.

On Tuesday I met a woman who should never question her contribution to society when she closes her weary eyes at night.

Her name is Pauline Broomhead. Continue Reading “Philanthropy in the UK”…

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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Social media is an important tool that companies and properties alike can use to connect with their audience, but engagement is about much more than simply being present. Dave Thomas from Radian took the stage at the 2011 Canadian Sponsorship Forum to discuss the importance of listening, measuring and participating in a social media program.

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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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