If You Can’t Be Right, At Least Don’t Be Wrong: A Sponsorship Consultant’s Rant

I’d like to share something that's been bugging me lately. We're all trying to stay on top of our game in sponsorship. Unfortunately, I've come across “advice” from some in the space that's about as useful as a chocolate teapot.

Words Matter!

When we’re putting ourselves out there as dispensers of advice – whether you're writing articles, hosting seminars, or speaking at conferences – we have a responsibility. Our info better be spot-on, or at least as close as possible. Why? Because there are real people out there relying on us, trying to level up their organizations or careers.

I bust my butt to offer actionable insights that'll actually help people. That's why it grinds my gears when I hear colleagues dishing out advice that's just not reliable.

The Hall of Shame: Sponsorship Edition

Let's take a look at some real sponsorship head-scratchers I've come across recently:

1. "Decks are dead"

2. "Exposure is extinct"

3. "Impressions are irrelevant"

Where do I even start?

Sponsorship Decks: Not Dead, Just Evolving?

So, "we don't need sponsorship decks anymore to demonstrate our value proposition." I just need to contact the head of sponsorship for a Fortune 500 brand (or any brand’s sponsorship manager) and impress them with my conversational skills about my opportunity. After all, they’re eager to take my call. (Tongue placed firmly in cheek!)

Really?

Last time I checked, having a well-crafted deck was still pretty useful. Maybe we're not sending out 50-page dense PDFs, but a customized, concise deck can still be effective.

I advise clients to keep their decks short, sweet, and tailored to their audience. A one-on-one conversation is also important to convey information two-way. However, it’s not an either-or proposition.

Exposure: The Zombie of Sponsorship

Some folks are claiming exposure is as dead. Their argument? Sponsors only care about sales now, not logo slapping. While it's true that smart sponsors want more than just their logo plastered everywhere, exposure still plays a role in the bigger picture.?

It's not about choosing between exposure and sales – it's about using exposure strategically to support broader objectives. Setting this up as a binary choice is not realistic or best-practices.

Impressions: More Than Just Numbers

Here's a doozy – "impression counts are useless because of bots, and engagement is all that matters." Nope. While bot traffic is a real issue, that doesn't mean we should toss impression data out the window.

Smart sponsors look at impressions, reach, and engagement. It's about painting a complete picture of how our sponsorship communications work, not cherry-picking metrics.

Keeping It Real: A Balanced Approach

Here's the deal: sponsorship isn't black and white. It's incredibly nuanced, depending on circumstance and sponsor goals. We need to stop with the absolutes and start contextualizing our advice.

·?????? Decks? They still have a place, but they need to evolve.

·?????? Exposure? It's part of a bigger strategy, not the be-all and end-all.

·?????? Impressions? They matter, but they're not the only metric.

Final Thoughts: Don't Be That Person

Our words have power, and with "great power comes great responsibility.” (I love a good superhero movie quote!). And to all you sponsorship seekers out there: buyer beware.?

Remember, in sponsorship, if you can't be right, at least don't be wrong. And if you're not sure, just admit it. There's no shame in saying, "I don't know" or "It depends." In fact, it might just make the sponsorship industry look smarter in the long run.