Lumency

Manually replying to each sponsorship request can be time-consuming. With Touchstone™, automate responses to acknowledge submissions instantly, freeing up your team's valuable time for strategic decision-making. Learn more about Touchstone™ today! https://touchstoneapp.co

Most brand owners don’t consciously consider category endemicity when making sponsorship decisions. It’s rarely named, but it’s always at play. If you're a brand owner, looking to learn about how category endemicity affects your sponsorship portfolio, check out the article linked below! https://lnkd.in/gEjxid26

When renewal discussions drag, it’s often a property tactic, not a scheduling issue. Sponsors can’t control property behavior, but they can control process. When Deals Move Slowly looks at how governance and structure protect leverage when negotiations stall. How do you keep renewal discussions moving on your terms? 

When sponsorship renewal discussions drag,  it’s usually not internal alignment. It’s a property tactic. Properties can use time to build pressure as exclusive negotiation windows close.  Governance and structure are what keep you in control. 🎥 0:42 teaser below  🕑 2:13 full video + article in comments When Deals Move Slowly. How to manage stalled renewals before they manage you. Ian Malcolm

In any endeavor, getting the language, the vernacular and the acronyms down is half the battle to getting to understanding. Sponsorship is no different. We first published our Sponsorship Glossary in 2010. With updates since, clients and industry friends find it helpful as a reference for colleagues who may be new to the craft. #Sponsorship #Brands

LeBron’s "Second Decision": Marketing Genius or Misleading Hype?   LeBron James had everyone talking last week after teasing what he called “The Second Decision.” What hinted at a potential retirement announcement ended up having fans taking the bait, as ticket prices for the Lakers’ final home game shot up overnight - with people trying to be there for what they thought might be his final NBA appearance.   However, the next day, LeBron revealed the truth - the post wasn’t about basketball at all. The big announcement was a new partnership with Hennessy, complete with a limited-edition bottle featuring his signature “crown” gesture.   The campaign clearly worked in one sense. It created massive buzz, drove headlines everywhere, and probably delivered huge engagement numbers for Hennessy.   But the reaction wasn’t all positive. Fans felt tricked. The idea of LeBron hinting at retirement just to announce a partnership rubbed a lot of fans the wrong way. What could have been a clever marketing stunt crossed into something that felt disingenuous.   One fan has since even filed a small claims lawsuit, saying they spent money on tickets to the Lakers’ final home game because of the teaser. A case like such highlights the real risk in campaigns that blur the line between storytelling and deception.   LeBron and Hennessy got the sports world’s attention, no question. The bigger test will be whether people still trust them when the next big announcement comes around.   What do you think about Lebron’s “The Second Decision”?

Not all sponsorship opportunities are created equal. Touchstone™ utilizes automated proposal scoring to help you identify the most impactful partnerships, ensuring your investments yield maximum ROI. Learn more about Touchstone™ today! https://touchstoneapp.co

Most brand owners under-activate their sponsorships. Most know it. But few have the structure in place to assess how well a sponsorship is being activated across the full marketing mix. To learn more about Lumency's approach to score-carding sponsorship activation, check out the article linked below! https://lnkd.in/gWhz9d-E

Most marketing starts with the brand. Sponsorship starts with the audience. That difference matters. Three of our first principles of activation design keep sponsorships performing:   ✅ Start with the Fan  ✅ Align with the Brand  ✅ Lead with the Property  Sponsorship behaves differently, and when you design for that difference, every part of your marketing works harder. 

In any endeavor, getting the language, the vernacular and the acronyms down is half the battle to getting to understanding. Sponsorship is no different. We first published our Sponsorship Glossary in 2010. With updates since, clients and industry friends find it helpful as a reference for colleagues who may be new to the craft. #Sponsorship #Brands