The Sponsorship Plan – Where Do We Start?

The powers that be in the shopping centre industry undoubtedly will have set miscellaneous income goals for their group of properties.

Over the past years these annual goals have included the increasing of new revenue through sponsorship.

But with all the balls in the air that specialty leasing and marketing professionals manage, one of the most common challenges I have seen time after time in mall sponsorship has been where and how to start a program plan of action.

 It’s all about strategy

In marketing it’s all about strategy and sponsorship is a marketing practice.

Therefore having a razor-edge sponsorship strategy needs to start with a strong assessment of a mall’s unique situation from a sponsorship perspective.

Proactive Intel will drive a mall’s sponsorship program.

For Example:

What do you have to work with in terms of physical assets and inventories and marketing space?

• What are your unique advantages?
• What challenges exist that will hinder your success?
• What exits in your mall marketing plan or in your operating community that can be leveraged for sponsorship?

The answers to these questions make up a small portion of the analytical information that will help drive a mall sponsorship strategy.

Sponsorship analytics is one of the many key topics covered in the 1-day SFSC workshop on June 6th in Ottawa and June 8th in Toronto.

Honing a sponsorship mind-set is a vital step in the building of an analytical arsenal of tools to fire up and ground a sponsorship plan.

SFSC provides the essential step-by-step blueprint for planning, developing and implementing a strategic mall sponsorship action plan that delivers business results and awards.

To find out more about SFSC and other specialized workshop topics dedicated to the mall marketing and specialty leasing professional log onto: www.mall-sponsorship.com.