Category: Blog

More than Cold Hard Cash: How to Get More From Your Brand Sponsors 7th June, 2012

What Else Should Sponsoring Organisations Be Getting Out Of Their Sponsors?

This blog actually comes from a question I received on Twitter last week – always a great source of inspiration for posts. Although I’ve alluded to the answers throughout our blog, I have never written a blog about what the property rights owner should be getting out of their sponsorship. The reason being, the most obvious answer is money. However, a sponsor’s investment should not end there – there’s so much more they can offer to benefit the rights owner.

Brand Awareness

As a rights owner, you tend to focus on issues that are of the most immediate concern. Once all sponsors are on board you’ve then got to focus on ticket sales and the invites (and let’s not forget the small matters of sorting out catering, setting up the venue etc.). Before you know it the event has finished and you are back to square one of renewing the event’s sponsors and the cycle starts again. Time is needed to integrate departments and partners and typically with the urgency of sales and action during a slow economy, there is little time to do much else.

By integrating the objectives of the sales and marketing departments you can make the cycle much smoother for everyone involved and add value to the sponsors of your events.

Brand sponsors tend to have significantly larger customer databases than the rights owners they sponsor. As such, it can be a cheaper way to bring brand awareness of the event in question through effective marketing campaigns. These campaigns can then drive ticket sales without the added costs of advertisements and new creative. Furthermore sending communications to the sponsor’s database helps the sponsor as they want to bring awareness to their customers of the events that they are involved with – that is why they have got involved in the first place.

Joint communication is just a starting block, but once you start thinking more integrated you can come up with a range of communications that benefit all parties, saving you time and money.

Physical Space

One of the things we have started to really push with our sponsors and rights owners is physical space. For larger brands, they tend to have an abundance of space with the presence of roof top terraces overlooking the Thames that are rarely used to whole floors that no one is working in. This presents a fantastic opportunity to integrate the brand and the rights owner.

Venue costs are typically the area where most events fall down on – especially charities. Charities tend to be very rich in terms of content – with celebrity brand ambassadors and a meaningful cause; however, tend not to be able to put on the events they wish they could based on up-front costs such as venue hire. We have started working with our sponsors more directly and have hosted a number of events within sponsor buildings instead. This not only saves the charity (or rights owner) money, but also shows a truly integrated approach to brand partnerships. Furthermore, this provides the brand an opportunity to showcase their own building, their culture and their internal teams.

People

Another benefit that sponsors can bring to rights owners is actual people. In terms of staff engagement, this tends to work best in charities and is often a key reason that brands get involved with national causes – to get their teams working together on something greater than the 9 to 5. It also helps create a team environment even with their staff are based all over the country. Staff engagement or volunteering for the sponsored charity is a key benefit that charities should try and incorporate within their sponsorship proposal whenever possible. This not only provides additional volunteers for the charity which is always needed, but also can go a long way in terms of securing internal buy in from the brand itself – future proofing the financial investment.

These are just some of the benefits that sponsors can bring to organisations apart from cold hard cash, but there are many more. The key is to find the synergies between the rights owner and the brand sponsor – understanding every party’s objective and collaborating with each other to help achieve something that is greater than the sum of its parts is what a true partnership is all about.

'Terrible Twos' Slingshot Sponsorship has its Second Birthday 31st May, 2012

We have reached a fantastic milestone, today is Slingshot Sponsorship’s 2^nd Birthday!

Last year I wrote about what we’ve learnt in the past year (see last year’s Birthday Blog here), whilst this year I thought I might compare our agency’s development to that of the notorious ‘Terrible Twos’. And although I do hope that it won’t be following the same path as my friend’s toddlers, there are strangely some similarities…

“I Choose”

The ‘Terrible Twos’ is so named because it is a period of child development in which children initially begin to make their own choices – the toddler realises that (s)he can make their own mind up about things.

We’ve been very fortunate to work with amazing clients so this doesn’t exactly relate to our sponsorship agency, but we do now have the amazing staff on hand in order for us to fully start going after some clients we really believe we can help. We are also able to take more risks now giving us more flexibility on who we are able to work with.

Earlier this year we secured the exclusive opportunity to work with an extremely iconic and forward-thinking brand – Caterham Cars. Their innovative thinking coincides with our own and we can’t wait to start showcasing what we can do across all of the commercial areas we will be leveraging (more on our involvement with Caterham Cars can be found here).

“I Want That”

The ‘Terrible Twos’ are always wanting and if they scream loud enough, more likely than not they tend to get what they want.

Although ‘scream’ is probably not the best description for how we’d like to go about getting our own way, I do think that by constantly discussing, meeting new people, and communicating your proposition the more people will understand what you are trying to achieve and will help where they can. After all, we are working in an industry which insists that two heads (or brands) are better than one, and we take this seriously throughout every interaction and relationship we have.

In terms of screaming about the benefits of sponsorship, one of the things we are very excited about is putting together a sponsorship module next semester to educate the technology industry in London about how sponsorship is beneficial, and more fundamentally what it is and what it can do. As sponsorship reaches so many disciplines it is important to not only be at the forefront of digital technology, but it is also vital for us to impart knowledge of how sponsorship can work when applied to different industries – not just educating those within the marketing discipline.

Questions, Questions, Questions

The best thing I’ve heard recently is a question from a child to her mother, “Mummy, what if everyone in the world broke both their arms at one time?”

Although Slingshot may not be questioning exactly the same topics as a ‘Terrible Two’, I do think it’s important to question our industry, our work, and our objectives. I truly and whole heartedly believe that sponsorship can be one of the most effective and unique forms of marketing (obviously depending on the objectives) and that every brand, rights owner, charity, small business owner and individual needs to consider working with sponsorship in some form. Whether it is sponsoring your local community football team, integrating sponsorship on your foodie blog or spending millions on purchasing rights to a building – sponsorship works. Because the parameters can be hugely varied, it does take some ingenuity to tailor the proposition, but when tailored correctly (and continually) it can create engaging experiences that are larger than the sum of its parts.

Make sure to keep track of our progress in Year 3, by signing up to our Blog & YouTube Channel.

London 2012 and the cost of Ambush Marketing 29th May, 2012

With just under two months before the long awaited London 2012 Olympic Games begin, the media spotlight is certainly on Britain. Companies across the country are expecting the Olympic Games to have a positive effect on business with the influx of tourists creating a rare opportunity for an expansive global audience. Some companies in the UK simply want their marketing messages to support the Olympic Games as a matter of British pride, however other companies have less than honest intentions and want to trade off the ‘goodwill’ of the Olympic Games. This exists in the form of ambush marketing where one brand hopes to eclipse the marketing of an existing event sponsor through a publicity stunt to gain exposure, or where a brand attempts to simply ride on the coattails of the Olympic Games hoping the public will perceive an official association.

The truth is that there are some important commercial barriers in place restricting marketing and advertising around the Olympics. Whether your intentions as a business are honest or not, any advertisement from a ‘non-authorised user’ that would lead a member of the public to presume an association to the Olympic Games will result in infringement of the London Olympic Association Right (LOAR) 2006.

Listed Expressions

The London Organising Committee of the Olympic Games (LOCOG) has highlighted the statutory rights for marketing around the Olympics. Companies using the listed expressions in the course of trade, categorised below, will need to do so with care to avoid: removal of their merchandise, unlimited fines, or even a criminal conviction for flagrant abuse of the law.

LIST A

LIST B

‘Games’

‘Two Thousand and Twelve’

‘2012’

‘twenty twelve’

‘Gold’

‘Silver’

‘Bronze’

‘London’

‘medals’

‘sponsors’

‘summer’

The court will take into consideration the following:

Any two of the words in List A such as: “Backing the 2012 Games”

Any word in List A with one or more words in List B such as: “Supporting the London Games”

Ricoh Arena

This legislation has been received both positively and negatively by brands and the public. Some argue that the law is extremely restrictive and the rights assumed by LOCOG are out of their remit. An example where this legislation has been regarded as particularly impractical occurred at the Ricoh Arena, home to Coventry Football Club. This stadium which is hosting football matches during the Olympics were informed that every non-official Olympic sponsor brand within the stadium, right down to the design of the hand-dryers must be covered up due to a conflict with existing sponsors. According to the facilities manager Antony Mundy, this has left them with a “mammoth task”.

Nike vs Reebok

What LOCOG are trying to protect is ambush marketing and publicity stunts that seem to be common place at competitions such as the Olympic Games. They are right to do so; brands such as Nike have been guilty of ambush marketing with their pop-up ‘Nike Town’ which appeared on the doorstep of the Olympic Park during the Atlanta 1996 Olympic Games. In this instance the result was that 36% of the public believed that Nike, not Reebok were the official sponsors.

2010 FIFA World Cup

The Olympics and the FIFA World Cup have been the prime targets for ambush marketing over recent years. As each competition comes to a close the law has become progressively more robust to prevent those seeking to associate themselves as official sponsors or partners. Some may argue that current measures in the light of ambush marketing are now too protective of the existing sponsors and that marketing around the Olympic Games is trying to negotiate around a minefield. This degree of protection was comically mocked during the 2010 FIFA World Cup in South Africa. South African budget airline Kulula decided on the marketing slogan ‘The Unofficial Carrier of the You-know What’ in the lead-up of the World Cup. Ironically this still became censored by the FIFA committee.

Does the legislation strike the right balance?

Coming from a professional sponsorship agency, we are well aware of the level of sponsorship that goes into the Olympic Games and the strategy behind the investment from brands. In tough economic times companies are investing large sums of money into the Olympic Games. Brand exposure and exclusivity in your industry is undoubtedly the primary reasons behind sponsorship. To a certain degree it could also be argued that in the spirit of competition, one-upmanship in being the headline sponsor between global brands such Nike and Adidas is just as fierce as the competing that will be seen in the Olympic Park this summer. What we need to remember however is that, money raised from sponsorship amounts to nearly half of the capital required to stage the Olympic Games in the first place. If these brands don’t feel that their investment has been appropriately protected, then the level of support into the Olympic Games is severely jeopardised for future competitions.

We all want the London Olympic Games to run at the best of its ability, for the sake of both the public and the athletes. Furthermore, despite arguments that too much power is afforded to LOCOG, and the level of protection given to official sponsors, London 2012 will undoubtedly undergo some degree of ambush marketing this summer. Whether you agree with the legislation surrounding the Olympic Games or not, it is important to not get caught out unawares of the restrictions in place.

So if in doubt check the legislation:

http://www.london2012.com/documents/brand-guidelines/statutory-marketing-rights.pdf

Sponsorship Measurement: Going Beyond Direct Financial Return 16th May, 2012

With such mixed opinions on whether the efficiency of a sponsorship campaign can truly be measured, this blog separates the more top line, easy-to-measure and less enlightening data from the true indicators of tangible sponsorship success.

Short-Sighted Sums

Q: Why do companies invest in sponsorship?

A: To alter brand perception and/or consumer buying behaviour.

So, why is it such common practice to measure the success of a sponsorship campaign by looking only at the positive or negative difference between sales directly linked to the campaign against the initial sponsorship investment? On the whole, sponsorship, along with any other marketing medium, is used with the overall aim of increasing revenue so it can be easy to only consider the revenue made from such sponsorship activities as promotions, merchandising or on-site sales. Albeit an indicator of success, direct sales are only a small part of a much bigger picture.

This also goes for generic figures e.g. logo impressions, attendance, the size of a newsletter distribution database etc. Whilst important, this is not actually indicating whether consumer behaviour or brand perceptions have been altered. In fact, the real proof lies within the more specific and objective data, providing a much more transparent account of how effective the campaign has actually been.

True Indicators

It is vital that all indicators are set with a strict focus on the short and long term marketing objectives of an organisation. Monetary factors could include new business along with average customer spend, whilst percentages would relate to brand credibility and customer loyalty. There are also additional figures that can act as key engagement indicators such as unique visitors to a dedicated web page or micro-site along with participation in customer promotions. It is important that this data is compared with previous figures and benchmarks as this will indicate change, rather than simply justifying the investment.

There are then the more individual factors such as relationships with key industry figures and institutions whose opinions are a highly influential driving force behind the economics of a particular market place. Whilst impossible to give such indicators a monetary value, these relationships are imperative when considering brand perception.

Be Proactive, Not Reactive

It is important to consider measurement early on, compiling a list of KPIs for each marketing objective before undertaking a sponsorship campaign. These indicators will provide a clear foundation for the sponsorship strategy as well as allow for streamlining throughout the course of the campaign in order to ensure that all activity is as beneficial and relevant to the marketing objectives as possible.

360˚ Analysis

Particularly for larger-scale sponsorships that affect all stakeholders throughout the sponsor’s organisation e.g. consumers, clients, employees etc., a KPI survey allows for feedback on such key criteria as brand profile, activation and overall partnership value.

When distributing the survey to a number of stakeholders with varying degrees of involvement with the campaign, a well-rounded evaluation can be pieced together, providing an overhead view of how the sponsorship is perceived from every angle possible.

This therefore allows for the sponsorship campaign to be executed at as close to maximum efficiency as possible, proving measurement to be an invaluable part of the sponsorship process.

The State of Measurement Today

From a rights holder’s perspective, measurement is unequivocally the key factor in creating strong case studies which in turn improves the likelihood of renewals along with additional sponsorship sales. However, due to a common perception that sponsorship is too much of a multi-faceted marketing medium to be measured, many sponsors have only a vague idea of how beneficial their partnerships actually are and have no real indication of where the room for improvement lies.

With sponsorship spend on the rise along with campaigns becoming increasingly integrated, transparency and ROI are proving to be ever more important in today’s challenging economic climate. This is where specialist sponsorship and marketing analysis agencies are able to demonstrate their true value, working with rights holders and sponsors to implement a structured approach to measurement, providing piece-of-mind in the knowledge that sponsorship is a truly effective marketing tool when executed correctly.

Slingshot's Top Ten Sponsorship Blogs You Should Read 2012 9th May, 2012

I wrote a Top Ten Sponsorship Blogs You Should Read article last year (to view the last list click here) and thought I’d revise the list for 2012. There are some old favourites that have remained on our list, but also some new blogs that have launched which are fantastic reads and definitely worth subscribing to.

As the sponsorship industry changes so much and encompasses so many disciplines and mediums, blogs are just one of the ways that the Slingshot team continues to learn from others. Here are our Top Ten (not in a particular order!):

Synergy Sponsorship Blog: Great overall sponsorship blog from both a sponsorship and brand perspective. There are many different bloggers and so it provides a good perspective from different angles and the content is always excellent.
Mike Walsh/Tomorrow Blog: although not technically sponsorship, we discovered Mike at our client’s event the BBC Showcase. Truly inspirational, we’ve been following his blog ever since. A forward thinker in terms of brand innovation, partnerships and the future of marketing.
Generate Sponsorship Blog: Regularly updated and always worth a read. It is great for sport sponsorship activations and opinions in the sponsorship industry.
Unofficial Partner – Richard Gillis provides insight on a variety of sponsorship related topics, not to mention he’s a great blogger so it always makes for a great read.
Ben Wells Blog: This is a fantastic blog – Ben thinks very much in line with us at Slingshot and so we wait with anticipation to receive his insight in our inbox. His experience in the sponsorship industry makes him uniquely placed to provide great opinions into today’s sponsorship marketplace.
Power Sponsorship: Well known in the industry, Kim Skildum-Reid provides practical sponsorship knowledge and best practice tips.
Sponsor Park: A good blog, but more helpful in terms of what sponsorship rights are being purchased, where and by whom. Sponsor Park highlight the sponsorship deals signed via Twitter so I’d recommend following them @SponsorPark if that’s a key thing you are interested in.
IEG Blog: Provides international insight on the brands that IEG works with – namely in reference to analysis and best practice.
Sports Marketing Frontiers: Another good blog to track newly signed sponsorship deals as well as new sponsorship opportunities that have recently become available.
Slingshot Sponsorship Blog: And of course, we couldn’t miss out our own blog featuring sponsorship insight, top sponsorship tips, and general sponsorship and brand partnership developments. If you haven’t yet, you can sign up to receive our newsletter here.

Enjoy!

Creating Fans: Budweiser & the FA Cup Final Sponsorship Activation 8th May, 2012

This weekend’s FA Cup Final was a fantastic platform for headline sponsors Budweiser with global media exposure and 80,000 loyal fans in attendance. Brand exposure at such a high level is not a new entity, but what stood out the most with Budweiser’s sponsorship campaign was the key focus on audience engagement and interaction – building a stronger personal relationship with their target demographic.

Budweiser launched various social media campaigns in order to build on their audience relationship and including:

A Mobile App – the “Bud” was created to make the players feel a part of the team (and part of the win!) by posing with replicas of the FA Cup trophy. This was activated through the app by fans pointing their smartphone at a Budweiser beer mat, meaning fans could experience the sense of victory for themselves.
Man of the Match on Facebook – Budweiser utilised their strong social networks and created value to the fans that were already supporters by involving them with the Man of the Match. Of the Facebook activation, Jason Warner, Global Vice President of Budweiser, said, “We’re looking forward to sharing our passion for the beautiful game, bringing The FA Cup closer to fans around the world through an exciting programme of activity. For example, in an FA Cup first, Budweiser will give football fans the opportunity to vote for the official ‘Man of the Match’, a role usually reserved for the broadcast commentating team.”

Events can be a hugely effective platform for brands to reach out to an audience. However, to simply place branding at an event with the assumption that it will have the intended effect on its participants is not necessarily the answer to a successful sponsorship campaign. It is vital that a brand takes into consideration factors such as their target audience, the message they want to get across and what exactly it is they want to achieve from a partnership with an event.

Budweiser’s sponsorship of the FA Cup is a great example of truly engaging fans to create brand advocates through the combination of social media, audience participation and innovative thinking.

An Unlikely Alliance? Sauber F1 announce brand partnership with Chelsea FC. 1st May, 2012

Swiss Formula 1 team Sauber announced yesterday 30/4/2012 a collaboration with Chelsea FC, which was hinted at with elusive messages ‘Out of the Blue’ and ‘True Blue’ that began to appear on the Sauber engine covers during the Bahrain and Chinese Grand Prix. In many ways such an innovative relationship between both sports has been long overdue.

It’s all about timing

Sauber, being a racing team, clearly know the importance of good timing. This agreement has been in the pipeline for at very least a fortnight now, before Chelsea bravely overcame Champions League favourites Barcelona last week. To further infuriate fans of both football and F1 in Barcelona, Sauber will be featuring the Chelsea FC logo (the same week of the Champions league final) for the first time at the Spanish Grand Prix which heralds the beginning of the European Leg of the Formula 1 season. Sauber’s logo will also feature at Chelsea FC on interview walls and advertisement boards at Stamford Bridge.

Some observers may argue that such a partnership endorsing two different teams in very different sports serves no real function, especially when coverage of both sports tend to overlap. West London football club Queens Park Rangers also has an affiliation to F1 in the form of club ownership. Malaysian entrepreneur and owner of Caterham F1 Tony Fernandes purchased his majority shares in the football club from Bernie Eccelstone’s who in turn purchased his shares from former managing director of Renault F1 Flavio Briatore; however no direct aesthetic associations between the sports exist in such a form until now. So what are the reasons behind such a move? Sauber CEO Monisha Kaltenborn maintains that “the Sauber F1 Team and Chelsea FC are dealing with many of the same sporting and commercial topics and we want to strengthen each other in these areas. We are looking forward to exploiting these opportunities.” In addition Chelsea mark their twentieth year in the premiership, as Sauber have made a promising start to this Formula One season, also their twentieth consecutive year as an F1team.

The Incentives

There are clear benefits to be found in striking a deal between these two European sporting institutions and by sharing notes on two of the world’s most lucrative sports. Firstly the science behind sports success is becoming increasingly sophisticated, where the importance of synergy between the backroom staff and the sportsmen in both sports is increasingly noticeable be it in the shape of a pitch-side physio, or a pit-stop mechanic. Secondly, from a commercial standpoint, the coming together of both these sports brands opens great marketing, merchandising and sponsorship opportunities. Both Chelsea and Sauber teams boast an international presence and know the importance of broadening a loyal support base. F1 much like football draws great support and sponsorship from the Middle East and Asia; Chelsea will therefore be looking to further engage with this market.

So in essence the fact that the Grand Prix will not return east until Japan in the middle of September means that the timing of this deal is a move to strengthen the global following of both sports and to increase general dissemination of both sporting brands as the European leg of the F1 season is about to get underway.

The London Olympics: Marking the ‘Coming of Age’ for Sponsorship 25th April, 2012

Sponsorship is undoubtedly an exciting industry to be a part of at the moment – and it’s not just due to all of the outside media attention surrounding the London Olympics and its various sponsors. Granted that some of the individual sponsorship campaigns around London 2012 are fantastic in themselves; but what stands out, from a sponsorship agency’s perspective, is the universal shift in the way brands are approaching sponsorship and the remarkable levels of engagement that brands can create from such collaborations. A wide range of companies, from British Airways to McDonald’s, have launched a series of highly interactive campaigns designed specifically to get the customer using, tasting, watching, listening and experiencing their products through the Olympic platform.

Have these campaigns only come about because the need for cut through and ROI is so vital due to the high investment of the Olympic sponsorship rights? Are creative sponsorship campaigns only to be seen during this period before reverting back to the more ‘conventional’ strands of sponsorship, such as branding & hospitality?

Unlike naysayers in the industry, I believe that the sponsorship campaigns being created are the culmination of a growing trend of brands realising that well-positioned partnerships can offer far more engagement with a highly targeted audience across multiple media channels, than straight advertising or PR alone.

Cadbury’s activation of its Olympic sponsorship rights is a great illustration of this shift. The ‘Spot vs Stripes’ competition encompasses all forms of marketing and engages with the public far more than an advertisement campaign ever could. In fact, it all started with an advert – a 2 minute spectacle of animated marine-creatures, divided up into spots and stripes, participating in an underwater frenzy of Olympic-esque competition. Viewers were then urged to logon (spotsvsstripes.com) to join a team and compete in online games and earn points for their given side. Players could also earn points through taking part in physical competitions, like crazy golf, as well as downloading games to play offline. Hundreds of thousands of people took up the challenge and interacted with the Cadbury’s brand, albeit without a chocolate bar in sight!

When the focus point of this campaign – the Cadbury’s Challenge Bar – hit the shelves everyone had already chosen sides and was fully familiarised with the concept, guaranteeing cut-through to an audience that otherwise may have been reluctant to try another new Cadbury’s product. The bar itself, was divided up into 3 pieces; one piece each with spots or stripes on, with the middle piece tobe contested for via further games printed on the inside of the wrapper. The winner of the game won the middle piece and was also able to claim points back for their given side online.

From start to finish, this sponsorship activation campaign was a huge success. Cadbury’s capitalised on their partnership with the Olympics through interaction and competition – engaging with their audience through digital, social and physical.

This is the future of sponsorship.

How to Build Working Relationships 24th April, 2012

Many companies feel that sales people are the face of the company and therefore are the only ones who need to foster relationships. This could not be farther from the truth. As the divide between marketing and sales grows thinner it becomes increasingly important for everyone to appreciate developing and growing working relationships – this includes the creative executive designing ads in an agency to the marketing manager in a brand. Collaboration is not just necessary in smaller communities – it is everywhere. It exists within your office as well as outside of your office – between departments and between agencies.

At Slingshot Sponsorship, building relationships is not just a service we provide; it’s the vital component to our business’s survival. Fortunately, we are blessed with amazing, talented clients and sponsors so our job is not too difficult; however, there are some key tips we use to help us build lasting working relationships:

1. TRANSPARENCY – Far too often there are too many secret squirrel discussions going on – between the agency, client, brand, creative team, etc. But 99% of the time everyone is trying to achieve the same objective and so being transparent highlights where there are gaps in misunderstanding. Sorting these gaps out early helps speed up the project. Transparancy can also highlight where people have been given different information, which can also be the reason for delays.

In our sponsorship agency, we like to be transparent with everything – from the prices of our sponsorship proposals to the rates we charge our clients. There is a value to everything we do and everything we sell; therefore the need to hide pricing is unnecessary. For example, you wouldn’t pay £7 for a bag of Haribo because it’s not worth that (unless you were in a ski resort in the Alps).

2. COMMUNICATE – This goes without saying, but communication is an obvious way to build relationships. Furthermore, by communicating with your clients/sponsors/agencies you can find out changes within the business faster than by reading about it on the latest edition of Marketing Week. This not only helps you build your relationship, but helps you deliver the best value.

For our rights owner clients, we try and help forge this communication with face-to-face interaction mid-way through a sponsorship programme. For example, we sign sponsors to the What Car? Awards in May leaving a large gap of time between signing contracts and the awards ceremony (January). In order to keep the communication maintained we have introduced a Sponsors Lunch in September to update sponsors and more importantly to build relationships – between both the rights owner and sponsor, but also between sponsors.

3. CARE – True relationships are not built on the used-car salesman technique of faking it. If you are like most people, you will be working in the same industry for the majority of your career – as will your peers. People like to work with people they like and people tend to like people who are helpful, considerate, and knowledgeable. If you don’t care about your job, you certainly won’t care about someone else’s – which is never a good starting point to fostering a relationship.

As a sponsorship agency, most of what we do is build relationships – however, the importance for building lasting relationships applies for every industry and every job you are in.

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