What Sponsors Want:An Inspirational Guide for Event Marketers

Mark Harrison
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Mark Harrison: The T1 Agency, Canada

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: This book offers a practical but conceptually grounded view of the future of sponsorship. It is based on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and 'money can't buy experiences' — experiences which are miraculously secured with money. The author asks questions such as: "Do any corporate sponsors really believe that more logos are what their consumers want?" and, "do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?"

Keywords: Sponsorship; Marketing; Sponsorship Sales; Storytelling; Experiential; Entrepreneurship; Business of Sponsorship; What Sponsors Want (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2020
ISBN: 9789811219016
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Chapters in this book:

Ch 1 THE BUSINESS OF SPONSORSHIP — IT’S THE GREATEST MAGIC IN MARKETING , pp 1-26

Mark Harrison

Ch 2 WHAT SPONSORS WANT FROM YOU AND YOUR PROPERTY , pp 27-37

Mark Harrison

Ch 3 TO BORROW EQUITY — THE DEFINITION OF SPONSORSHIP , pp 39-58

Mark Harrison

Ch 4 TO TELL STORIES — A SPONSOR’S TALE , pp 59-81

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Ch 5 TO ENGAGE STAKEHOLDERS — ACTIVATE. ACTIVATE. ACTIVATE , pp 83-125

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Ch 6 TO SEE PROOF — DON’T BE AFRAID OF THE TRUTH , pp 127-167

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Ch 7 TO GET PROMOTED … NOT FIRED , pp 169-198

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Ch 8 BUILDING A STRATEGY — PLANNING FOR SUCCESS , pp 199-250

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Ch 9 THE FUTURE OF SPONSORSHIP — IS IT ALREADY HERE? , pp 251-257

Mark Harrison

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