I’m just learning about all of this, but if sponsorship is really about advertising, to me that sounds like the missing link. Event professionals are often more concerned with the details of producing an event and the sponsor is not always taking the lead w/regard to finding ways to effectively use the event for marketing thus the whole point of the sponsorship many times falls through the cracks.

In good times, a “branding opportunity” is considered good enough for many. But in tough times, dollars spent are more scrutinized and sponsors are more likely to want more for their money. I think, in Lindsay’s case, you have someone who specializes in marketing and is focused on ROI. She’s not interested in a “branding opportunity.”

Thanks again for your insightful comment!

As a person who put those packages together for my events I have to say, it’s not just the event that is missing the point. I can’t tell you how many marketers I talked to that were not at all interested in comprehensive packages…they just wanted an old-fashioned package that didn’t require any involvement or work on their part. They wanted to just write a check and see their name in lights. They were not at all interested in how they can enhance the event…they were only interested in how often their message would be crammed down the attendees’ throats.

Just adding more platforms for messaging is not going to create better sponsorship opportunities…let’s call it what it is…advertising. I’d much rather see that space used in a much more immersive way.

Thanks Mitchell for adding to the conversation!!
The AVGirl