{"id":316,"date":"2012-11-05T09:33:48","date_gmt":"2012-11-05T09:33:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter29993_316\/"},"modified":"2012-11-05T09:33:48","modified_gmt":"2012-11-05T09:33:48","slug":"newsletter29993_316","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter29993_316\/","title":{"rendered":"Improving Your Advertising and Sponsorship Programs"},"content":{"rendered":"<p><span style=\"font-style: italic; font-size: 10pt;\"><img loading=\"lazy\" decoding=\"async\" style=\"width: 100px; margin-bottom: 15px; height: 98px; margin-right: 10px;\" alt=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg\" width=\"150\" height=\"146\" align=\"left\" \/>By Hank Berkowitz<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Last week\u2019s Super Bowl is officially in the record books, but the buzz lives on. Sure, the Giants\u2019 21-17 victory was a nail-biter that went down to the final play, but what many viewers are still talking, tweeting and posting about has little to do with the final score or the controversial coaching decisions in the game\u2019s final minutes. Instead, they\u2019re dissecting who won, who lost and who surprised the most in the annual battle of Super Bowl advertisers. That\u2019s music to marketers\u2019 ears.<\/span><\/p>\n<p><span style=\"font-style: italic; font-size: 10pt;\"><img decoding=\"async\" alt=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" \/><\/span><\/p>\n<table style=\"border: 1px solid black; background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">Nearly half of associations surveyed are making non-dues revenue a higher priority in 2012.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Associations often lack the systems and skill sets needed to forge corporate partnerships.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Budget cycles and campaigns get shorter, but the lead time to get on a sponsor\u2019s short list takes longer.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Many association websites make it difficult for potential sponsors to find what they need quickly.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">Don\u2019t forget to take our latest online <\/span><span style=\"font-style: italic; font-size: 10pt;\">reader <\/span><a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/newsletter-v2.asp?issueID=29993\"><span style=\"font-style: italic; font-size: 10pt;\">poll<\/span><\/a><span style=\"font-style: italic; font-size: 10pt;\">. Find out what your peers are thinking. <\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Speaking of advertising and sponsorship power, there\u2019s a tidal shift occurring in the association world concerning non-dues revenue (NDR). While NDR doesn\u2019t play out on the same global stage as the National Football League, experts tell us it\u2019s becoming &#8220;more tolerated&#8221; by association leaders as the notion of the automatic dues renewal fades into the rear view mirror.<\/span><\/p>\n<p><strong>NDR gets a bigger seat at the table<\/strong><\/p>\n<p>Nearly half (45 percent) of respondents to a recent <span style=\"font-style: italic; font-size: 10pt;\">Association Adviser<\/span> <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/articles\/index.asp?aid=159322&amp;issueID=27206\" target=\"_blank\">reader poll<\/a> told us that NDR would play a more visible role in their 2012 operating budgets. Steve Rappaport, knowledge solutions director of the Advertising Research Foundation (ARF) in New York, is not surprised. &#8220;Our organization, like many others, is certainly more receptive to sponsorship than it was before,&#8221; he said. &#8220;The sponsorship has to have educational value, but yes, we\u2019re quite aware of the economic realities facing the association world.&#8221;<\/p>\n<p><span style=\"font-size: 10pt;\">Pamela Strother, CAE, principal at Sponsorship Specialists, agrees: &#8220;I am seeing everyone from the smallest to the largest associations getting serious about building professional corporate partnership programs for the first time in their histories.<\/span>&#8221;<\/p>\n<p><strong>How associations can work more effectively with sponsors<\/strong><\/p>\n<p><span style=\"font-size: 10pt;\">Naylor\u2019s communication benchmarking research tells us that more than half of associations (56 percent) now ask their advertisers and sponsors &#8220;regularly&#8221; if they feel they\u2019re getting their money\u2019s worth. That percentage rises to 64 percent for larger associations (10,000+ members), who tend to have more communication vehicles than their smaller brethren. It\u2019s a start, but our experts say most associations have a long way to go.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Pamela Strother, who for 10 years served as executive director of the National Gay &amp; Lesbian Journalists Association (NGLJA), said there\u2019s still too much emphasis on short-term relationships and not enough on long-term relationships. &#8220;Partner relationships take time and should be approached like a marriage, not like speed dating.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Bob Burris, a Kansas City-based expert on sponsorship sales strategies and training for associations and athletic organizations, lamented the fact that associations too often gear sponsorship proposals to their <span style=\"font-size: 10pt; font-weight: bold;\">own<\/span> needs rather than to the sponsor\u2019s needs.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">What\u2019s more, &#8220;Not enough associations are taking the time to identify their true assets and place reasonable values on those assets,&#8221; he said. &#8220;Unfortunately, too many associations \u2018give away the farm\u2019 during the negotiation process. Until they learn how to leverage their own assets accordingly, this practice will continue,&#8221; he warned. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">What sponsors need to know about working with associations<\/span><\/span><\/p>\n<p>&#8220;It\u2019s counterintuitive,&#8221; noted John Hudson, CPA, president of Hudson Consulting Group in Williamsburg, Va., and for many years an association marketing and product development executive. &#8220;Marketers try so hard to advance their brands, but if they do so too overtly in the association world, it will turn members off. So they have to do so under the umbrella of the association\u2019s brand. That can be a difficult balance for both the sponsor and the association.&#8221;<\/p>\n<p><span style=\"font-size: 10pt;\">According to Strother, members of associations have built deep and lasting relationships with their associations.<\/span> <span style=\"font-size: 10pt;\">&#8220;If you are an exhibitor, advertiser or event sponsor who is new, or who just pops in once a year, you are not showing the level of commitment that members make to the association,&#8221; she said. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Making your NDR opportunities easier to find <\/span><\/span><\/p>\n<p>Strother said you can take 20 random associations and look up their online presence. &#8220;Most of the time you\u2019ll find what looks like a restaurant menu (or check-off boxes) of sponsor-able opportunities that were created with a word processor,&#8221; she said. There is little attention paid to design, branding, messaging or storytelling for the potential sponsor. &#8220;There\u2019s often nothing to engage and inspire a partnership. It is just \u2018here is lanyard real estate for your logo and here is the price.\u2019&#8221;<\/p>\n<p><span style=\"font-size: 10pt;\">Strother and other experts we spoke to said associations have to make it easier for advertisers and sponsors to find the media kits and sponsor packages on their websites and not require so much contact information just to get those materials into their hands.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\">READER NOTE:<\/span><\/span><span style=\"font-style: italic; font-size: 10pt;\"> Check out Dana Plotke\u2019s tips for <span style=\"font-size: 10pt; text-decoration: underline;\"><a title=\"Five Ways to Inspire Creativity at Your Organization\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/newsletter29993_315\/\" target=\"_blank\">inspiring creativity<\/a><\/span> in today\u2019s issue. <\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Impact of Video<\/span><\/span><\/p>\n<p>NDR is not only more complicated that it used to be; it\u2019s coming from a wider variety of sources. Take online video. Last month\u2019s reader poll found that nearly two-thirds of our readers (64 percent) are using online video or planning to do so this year\u2014an increase from 40 percent at this time a year ago. And, video isn\u2019t just posted for member convenience, it\u2019s being sponsored, because that\u2019s increasingly where members\u2019 and customers\u2019 eyeballs are.<\/p>\n<p><span style=\"font-size: 10pt;\">According Forrester Research, advertising in (and sponsorship of) digital video will more than double over the next half decade to $5.4 billion by 2016 from about $2 billion today. Forrester\u2019s forecast was largely attributed to &#8220;quality, brand-safe video content, a proliferation in video-friendly devices and the maturing of younger, online adept consumers.&#8221; <\/span><\/p>\n<p>That\u2019s just the environment we live in today, said ARF\u2019s Rappaport. &#8220;People would rather watch TV than read. Vendors and suppliers will sponsor your videos if it\u2019s a really relevant topic that members want.&#8221;<\/p>\n<p><span style=\"font-size: 10pt;\">Tim McNichols, a publisher and business development director for NaylorNet and former executive for a metals industry association said you can\u2019t just throw videos out there on your website (or on public venues such as YouTube) without having a plan, topic and focus.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Doing videos poorly is worse than not doing them at all,&#8221; he said. &#8220;While there may be some potential in getting sponsorship for your videos, also think about using videos to enhance relationships with existing sponsors, such as short \u2018speed-dating\u2019 style video interviews with exhibitors on your show floor.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Monetizing Web events<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Webcasts, webinars, webisodes and video podcasts are some of the fastest growing platforms that savvy associations are using to develop (or expand) sponsorships with industry partners. But, just because you decide to hold a webinar about a hot topic for your members, doesn\u2019t guarantee that attendees or sponsors will come knocking down your door.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Sponsors don\u2019t have the money anymore just to throw their name around an event,&#8221; said Rappaport. &#8220;They need leads and they need ROI. They also want to be a lot more involved in the process, including the marketing and the content. \u2018I want to be a thought leader not just a sponsor,\u2019 they\u2019re telling us. \u2018I want to be onstage.\u2019&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">John Hudson, who has been managing and moderating webcasts for accounting and financial associations since 2002, concurred. &#8220;Seven or eight years ago when it was the Wild West, everyone was throwing money around and not having to show any accountability for their sponsorship decisions,&#8221; he said. &#8220;Now every event has to show qualified leads and referrals for the sponsor and a quantifiable cost per lead. It\u2019s not just enough to show how many attendees you had. Sponsors want to see contact information and demographics. What size company does the attendee work for? Do you have their name, address, phone number and shoe size?&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">ARF\u2019s Thought Leader Series, which is done in collaboration with NetVibes, DrumCircle and other vendors is a good example, said Rappaport. &#8220;They want to team up with the association to give their message additional credibility. We still say \u2018sponsored by\u2019, but it\u2019s jointly presented by the sponsor and Advertising Research Foundation. Everyone wants to be a partner, not just a vendor who\u2019s trying to sell you something.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Content that works best for sponsored events (live and Web-based)<\/span><\/p>\n<p>NaylorNet\u2019s McNichols said webinars can be great for members who can\u2019t travel, especially when they can earn continuing education credits. But you have to have the right topic, the right market and also something that has visuals to bring it to life\u2014interior design, for example\u2014and not just talking heads on a screen.<\/p>\n<p><span style=\"font-size: 10pt;\">Margaret Cervarich, vice president for communications &amp; public affairs for the National Asphalt Pavement Association (NAPA), said her organization is seeing good response with 45- to 90-minute <\/span><span style=\"font-size: 10pt;\">individual sessions that cover a single, technical topic (see full <span style=\"font-size: 10pt; text-decoration: underline;\"><a title=\"From the Corner Office: Margaret Cervarich, NAPA\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/newsletter29993_318\/\" target=\"_blank\">Corner Office<\/a><\/span> interview with Margaret in today\u2019s issue), but broad-based topics, or lengthy programs such as virtual conference attendance are a much tougher sell.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Hudson agreed: &#8220;Members are so pressed for time, you\u2019ve got to make sure you\u2019re delivering topics that are very practical things they can &#8220;operationalize&#8221; in their jobs. It\u2019s getting harder and harder to get attendees for &#8220;pie-in-the-sky theoretical topics about how many angels can dance on the head of a pin.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\"><span style=\"font-style: italic; font-size: 10pt;\">READER NOTE:<\/span><\/span><span style=\"font-style: italic; font-size: 10pt;\"> My colleague Marcus Underwood has more about <a title=\"Content (With Wide Distribution) is King\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/newsletter29993_317\/\" target=\"_blank\"><span style=\"font-size: 10pt;\">content marketing<\/span><\/a> in today\u2019s issue. <\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Importance of leads, ROI<\/span><\/span><\/p>\n<p>Association business teams should focus on selling the <span style=\"font-style: italic; font-size: 10pt; font-weight: bold;\">quality<\/span> of the lead, not the quantity of leads, said Hudson. &#8220;That\u2019s an association\u2019s competitive advantage,&#8221; he said. &#8220;The audience is pre-vetted by the association\u2019s membership requirements. Commercial trade publishers and for-profit web destinations can\u2019t match that kind of audience quality and integrity.&#8221;<\/p>\n<p><span style=\"font-size: 10pt;\">According to Strother, sponsors don\u2019t care about your 20,000 members per se, they care about the 2,000 most likely to hire them or buy from them. &#8220;This puts pressure on associations to be data savvy and invest in deeper knowledge about members and the technology to extract that data for revenue generating purposes,&#8221; she said.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">As with a championship football team, everyone at your organization needs to be firing on all cylinders with both their individual assignments and their collective team goals in sync. Vince Lombardi, the Hall of Fame football coach who won the first two Super Bowls, once observed, &#8220;The dictionary is the only place you\u2019ll find that \u2018success\u2019 comes before \u2018work.\u2019&#8221; He also frequently barked to his players, &#8220;Winning isn\u2019t everything; it\u2019s the only thing.&#8221; <\/span><\/p>\n<p>So let\u2019s plan to work hard for our partners, suffer a little and then win big in 2012. As Friedrich Nietzsche, the great German philosopher, famously quipped: &#8220;That which does not kill us makes us stronger.&#8221; Or as my teenage son\u2019s snowboard friends like to say, &#8220;Go big or go home.&#8221;<\/p>\n<p>Next month we\u2019ll look at ways that associations can monetize social and mobile media.<\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\"><a href=\"mailto:hberkowitz@naylor.com\" target=\"_blank\">Hank Berkowitz<\/a> <\/span><span style=\"font-style: italic; font-size: 10pt;\">is the moderator-in-chief of <\/span>Association Adviser <span style=\"font-size: 12pt;\">eN<\/span>ews.<\/span><\/p>\n<div align=\"center\">\n<table style=\"border: 1px solid black; background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse;\" border=\"1\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<p align=\"center\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Rate this article 5 (Excellent) to 1 (Poor). Send ratings and comments <\/span><a href=\"mailto:associationadviser@naylor.com?subject=Feb%202012%20Lead%20Story\"><span style=\"font-size: 10pt; font-weight: bold;\">here<\/span><\/a><span style=\"font-size: 10pt; font-weight: bold;\">.<\/span><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Research says thought leadership, relationships and leads are key. Experts agree. What can we learn from Vince Lombardi and Friedrich Nietzsche?<br \/>\n<em>By Hank Berkowitz<\/em><\/p>\n","protected":false},"author":24,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-316","post","type-post","status-publish","format-standard","hentry","category-features"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Improving Your Advertising and Sponsorship Programs - Association Adviser<\/title>\n<meta name=\"description\" content=\"There\u2019s a shift in associations concerning non-dues revenue. Advertising &amp; sponsorship programs are becoming more tolerated as automatic dues renewals fade.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/newsletter29993_316\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Improving Your Advertising and Sponsorship Programs - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"There\u2019s a shift in associations concerning non-dues revenue. 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