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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  March 08, 2012

Inside The Minds of Sponsors

If you pay close enough attention, buyers will tell you what they really want.  Exhibit A:  a recent interview with a global sponsor in the athletic space.  She said two things that caught my attention:

  • In her partnerships, she wants to “own” the entire experience.  Quote:  “I don’t want to be a part of a logo train.”
  • The promise of exposure is no longer enough.  More strategy is being used to select partnerships.  Paraphrased:  “Previously, we treated sponsorships like a charity…I’ve tried to evolve the strategy and just work with events where I can get something back from my investment.”

Again, we care about sponsors because they are a great source of speaking fees.  Perhaps it’s time to go one step further.  Is it possible for prominent experts — particularly those with a substantial following — to move past the typical association route and get paid for participating at events already produced by the sponsor?  You betcha.

This can happen for experts with two things:  a platform that appeals to the sponsor’s target and market following that adds excitement to the events.  Folks, fire up your publicists and social media campaigns…


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.