Archives For Sponsorship Marketing Council of Canada

Fan-tastic

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.

12 Partnerships I Loved in 2011

MH3 —  October 20, 2011

We are pitching on a music program right now, perhaps against some of my loyal readers, and I was asked by my staff to provide a favourite music memory.

Mine was J. Giles Band-inspired. Yes, back in grade 10, some girl named Beth dumped my (then) skinny behind, for my best friend Bill. True story. I then proceeded to play the aforementioned “Love Stinks” on my SEARS brand stereo (yes, true story) about twenty times a day for nearly a month. My poor dad threatened to shut off the power if he heard that same beat one more time during his morning coffee.

Love doesn’t actually stink. But jealousy, in a grade 10 sort of way, certainly does.

Yesterday at the Sponsorship Marketing Council of Canada Breakfast Forum, I talked about some of my current jealousies. Specifically, sponsorship programs that I have seen recently, of which I had NO part in, but wish I did. Continue Reading “12 Partnerships I Loved in 2011″…