The Market Share Compass Experience Marketing Jim Richards CEO & Founder of The Market Share Group ACTIVATION After you have selected a property to sponsor, you need to create a marketing solution to activate the sponsorship. Activation is where your sponsorship comes to life — where you take all the components of a sponsorship and […]
The Market Share Compass Category Exclusivity Jim Richards CEO & Founder of The Market Share Group Part of the property selection process includes understanding how a property is going to protect your investment. Can they build a mote around your category? On occasion, there are opportunities for multiple brands within a category, but that is […]
The Market Share Compass Sponsor Property Jim Richards CEO & Founder of The Market Share Group The first step in any sponsorship is choosing which property to sponsor. This can be a team, league, celebrity, museum, zoo, school, youth athletic club, etc. Any entity that has a viable audience whose lifestyles align with your brand […]
The Market Share Compass Jim Richards CEO & Founder of The Market Share Group Every year, companies spend billions of dollars on sports and entertainment sponsorships. Why? They work. A well-planned sponsorship delivers on the promise of connecting your brand with an affinity group and turning fans into loyal brand ambassadors. At The Market Share […]
Determine Sponsorship Investment Jim Richards CEO & Founder of The Market Share Group When you start building your sponsorship program, you need to determine a total budget. There is an activation budget and a sponsorship budget that make up that total number. It is important to build out your activation plan first. Then, determine how […]
Create an Activation Plan Jim Richards CEO & Founder of The Market Share Group Activation – The action or process of making something active or operative. At Market Share Sports, we define it as “bringing sponsorships to LIFE!” Rights holders are limited in what they can sell. They excel at creating visibility for your brand […]
Words are powerful! In the midst of crisis they are even more so. My favorite word right this minute is “Launch”. Every time I see it, I sit up straighter, smile and click. I love seeing folks set things in motion versus sitting back and waiting. I love to see people try something new when […]
@BobPockrass wrote a good article last week re: the unsold inventory among some of the top NASCAR teams. Some teams were very open on the challenges they face in finding sponsors. Selling team sponsorships is particularly tough. Without sponsors, teams cannot compete. I have the utmost respect for those who are willing to accept the […]
Last week social media was buzzing with reactions to insensitive artwork on Corn Pops boxes. The misstep and oversight in the creative process created a firestorm for the Kellogg Company, the Corn Pops brand and their agency partner. It linked them with the Dove/Facebook ad and the Kendall Jenner/Pepsi debacles over the last six months […]
Read Diversity (Nov. 2017) – Jonell Walden, VP of Engagement
ac·tiva·tion (aktiˈvāSH(ə)n/) The action or process of making something active or operative. At Market Share Sports we define it as “bringing sponsorships/partnerships to LIFE!” Racing sponsorships present great investment opportunities for brands. There are lots of positive signs for future growth. – National property that can be activated regionally – Large group of loyal fans […]