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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  |  May 01, 2012

What Sponsors Want

Last month, I posted about sponsorships in the health insurance industry.  This time, let’s ask a broader question:  what do sponsors want from their partnership?

According to IEG/performance research’s 12th Annual Sponsorship Decision-Makers Survey, here are the top three things sponsors want:

  1. Increase brand loyalty
  2. Create awareness and visibility
  3. Change / reinforce image

Note:  stimulating sales was #5.  Translation:  put sales activation in your proposals but not in the lead.

If you know what the client wants, you are better able to give it to them.  Yes, I know that these are broad objectives.  That just gives us more room to play.  Use this wish list in your proposals and watch how fast your project gets on the inside track.


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.