Today was my first

Today was my first "home" sponsorship opinion from the world of B2B with Xeroxom and HP, so that for NT conference with one set of ideas, considerations and, of course, full of new energy, which we very much need until the end of May :). To conclude, I am still waiting for an interview with Leso Ukman that it can be read in sport, published opinion in late April.
Christa Carone, CMO at Xerox, has launched a "difficult" topic B2B sponsorships. B2B companies have a long sales process and therefore the measurement is much more complicated, if not virtually impossible, compared to B2C companies. Which is especially cool at the conference that people much less take care of the corporate statement as I observed in our conferences. Christa is sincerely said that before 2008 there was no sponsorship strategy, but are sponsored golf because golf is played CMO (of course, this is also not measured). When changing leadership change frequently sponsorships. She admitted that when taking office director of marketing got a question a person looking for sponsorships, or will now be sponsored by something else that she likes to play :) And then they began at the beginning: sheadhuntali the man from agencies that care for Xerox activation of sponsorships (with the agency still together and are very happy with it :)), set the strategy is based on four key pillars: sponsorship as a platform for B2C branding, consequently, also in B2B sponsorship as a platform for the development of new and " special edition "products, sponsorships have space to create relationships with existing and new clients, sponsorships are a platform for key customers VIP treatment, which create a truly unforgettable experience.
Example: Xerox-sponsored Live Nation concert tour and Sting. Concerts are getting branding, as part of Live Nation operates large machinery of the people who have to deal with various documents and print on it, so they created a new system of work and document management, thereby opinion Live Nation to become more efficient (due to sponsorship Xerox) and their parties were given the opportunity opinion to visit the concert, opinion the very very VIP customers have the opportunity to meet Sting. Of course I did this very simplified, opinion but it is written so that it is understandable how to meet the objectives of each pillar sponsorship.
All Europeans, we are particularly pleased that we have talked a little bit about our "footballu" and not "soccerju" :) Philip Celment from Aona presented the decision-making process for sponsorship of Manchester United. I really complex story, but I most surprising fact was that they found that most of their business partners a lot of traveling to London and are therefore chose English club, which has as many fans as holding together the U.S., Canada and Australia together. When selecting the need to consider that AON really works anywhere in the world and they can not choose the platform that will enable them to B2B communication and relationship building only in some countries. As you all chirp and stress from Sunday, also Philip pointed out (despite the fact that it comes from a relatively "tight" opinion branch :)) that the sponsorships you always have to be prepared that you will take a moment. This is the charm of sponsorships that online marketing and communication tools to add special and invaluable. Of course, it can not be spoznorstev only mediabuyingom, planned press releases and hospitalityjem games. opinion Yes, you can really do from the sponsorship success story, you need "real sense" or a man who has this "real opinion sense" (adapted from Philip :)).
It is difficult to say whether the sponsorship of art or science, but certainly I can say that the North American soil both art and science at the end measured in money, and this is an important factor opinion to be considered in the decision: move on or goodbye.
As I promised when I get back, I organize a meeting "After Chicago" live to tell all much more detail in individual cases, so if anyone is interested to join us, let me say to Vesna @ active-sponsorship. com. Location is Ljubljana.