HOW TO UNLOCK THE POWER OF SPONSORSHIP
Tips on how to unlock the power of sponsorship with Ken Ungar
Companies get into sponsorship for a variety of reasons: brand awareness, entertain a prospect, employee engagement, generate leads, provide product sample. All of those things could be accomplished with the right sponsorship.
So, generally, those lower-profile events, those events that are not perceived to be as commercial, the benefit to those sponsors is greater at those smaller, more localized events.
Ensuring that the sponsor gets what it paid for, and, more importantly, fully leveraging what it paid for is a critical thing.
If you spend $50,000 for the right's fee, you want to plan on spending around $50,000 inactivation for a total budget. If it's a lot less than that like if it's 0.25 to 1, don't do it.
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HOW TO UNLOCK THE POWER OF SPONSORSHIP
When it comes to sponsorship, there are all kinds of benefits to telling your story and just telling it appropriately. That's really the only guideline.
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Doug Morneau: Well, welcome back, listeners to another episode of Real Marketing Real Fast. Today, we're going to talk about all things sponsorship marketing. And in the studio, I've got joining me Ken Ungar, who is an author, speaker, and sponsorship expert.
Doug Morneau: Ken is the president and founder of a company called CHARGE. And prior to founding the agency, Ungar worked as a marketer, a league representative, event promoter, and a business leader at the highest level of professional sports. He is an attorney and a member of the American Marketing Association and the Sports Lawyers Association.
Doug Morneau: His experience in sports business, personal branding, media training, sponsorships, and endorsements, as well as agents and legal issues, led him to author Ahead of the Game, What Every Athlete Needs to Know About the Sports Business.
Doug Morneau: Ungar has worked with marquis brands on sports sponsorship and endorsements, including Bridgestone-Firestone, Coca-Cola, Disney, General Motors, Honda, Jim Beam, Microsoft, Reebok and more. Ungar's media interviews have been carried on outlets including ABC News, CNN, ESPN, Forbes, Fox, Good Morning America, LA Times, New York Times, Chicago Tribune, Washington Post, Sports Journal, Sports Illustrated, USA Today and World Tonight. He's also had a position or held a position as chief of staff of the Indianapolis Motor Speedway and the chief marketing executive for IndyCar.
Doug Morneau: So, I am super excited to dive into this conversation about how sponsorship works and how to cut through the clutter for our marketing messages and get ROI from our sponsorship. So, I'd like to welcome Ken Ungar to the Real Marketing Real Fast podcast today. Well, hey, Ken, super excited to have you in the Real Marketing Real Fast podcast. So, welcome to the show today.
Ken Ungar: Thanks, Doug. It's really great to be here.
Doug Morneau: Well, I was super excited to see that you are involved with IndyCar, being that I've done a little bit of work in that space years ago. But I think it's going to be a great conversation and just want to turn it over to you to share a little bit about what your company does at CHARGE in terms of helping people understand and leverage sponsorship marketing.
Ken Ungar: Yeah. Well, thanks, Doug. I feel that I'm a Sherpa guiding clients through sponsorship. Our agency helps them identify opportunities and also helps them avoid the pitfalls so they can really use this marketing tool to accomplish a lot of their business goals.
Doug Morneau: So, I mean,