|I'm Dr Stephen Dann, host of StephenDann.net,
ANZMAC Sponsor for 2006 and 2007. You may also remember me
from previous ANZMACs, ELMAR arguments, and the occasional e-mail on the
international social marketing mailing list (SOC-MKTG).
2007 ANZMAC Sponsorship
I'm sponsoring the ANZMAC Marketing Strategy stream
as part of the promotion of my Competitive Marketing Strategy text, and as a
continuation of my profile raising activities, and because it's entirely fun
to actual take what we teach in the classrooms and get out there and do it
2006 ANZMAC Social, Not-for-Profit
and Political Marketing stream
In 2006, I appeared live on all three days of ANZMAC, for a grand total of seven
sessions presenting eight conference papers and speaking at the "(RE)Igniting
the Fire" special session on the future of social marketing, political
marketing and non profit marketing.
As part of the DANNZMAC project as it
was affectionately known by several cast members of the production, I took
out a room and track sponsorship double package, which gave me naming rights
to the room where I had a large portion of my presentations, plus, named
rights to the social marketing stream.
Why did I take out a sponsorship?
In a way, that's not the material question in my mind - the $1000 question for
me is - why aren't other academics sponsoring track streams and rooms? As
the first private sponsor of a track, I admit, my colleagues thus far
haven't put the rent money on a sponsorship.
My reasons are pretty straightforward - I believe in
ANZMAC, I believe
very strongly in my subdisciplinary area, and I was coming back from a relative
period of academic obscurity (also known as the private sector) so I took a
profile raising sponsorship. I'd backed myself at the academic level on
ANZMAC 2006, and put in my conference papers
and a special session into this conference. I'm a marketer, and when
I looked over the conference proceedings, I realised there was a fabulous marketing
opportunity to be had by sponsoring the track and room.
Not just content with the attempt at the ANZMAC
conference paper record (tied at 8 conference papers) I figured it was time
to push the boundaries a little with the sponsorship. What I didn't realise
was how far I was pushing, and that there were parties on the other side of
the boundary line who were pushing back.
ANZMAC Sponsorships: The Deals
Track Sponsorship ($1000)
One (1) track heading to state “Social, Not-for-Profit and Political Marketing
proudly sponsored by Dr Stephen Dann”.
Recognition as Track Sponsor for the best paper at Awards presentation at the
Notation in ANZMAC 2006 program.
Notation in ANZMAC 2006 proceedings.
Notation on ANZMAC 2006 Sponsor list in satchels.
Opportunity for representatives to attend sponsored track sessions (not
including social functions) (x2).
Company logo on website sponsorship page with hotlink to your company website
Room Sponsorship ($1000): The Deal
Session Room to be named the Dann and Dann
Roomthroughout duration of ANZMAC 2006 Conference.
Company name will be on Session Room doors
Notation in the ANZMAC
2006 program (Dann and Dann Room)
Notation on ANZMAC 2006 Sponsor list in satchels. (Dann and Dann)
Company logo on website sponsorship page with hotlink to your company website
Every marketer knows the importance of goal setting and metrics. Not all of us
set goals or use metrics, but we know that they're important, useful and we
should use them more frequently.
My goals for the sponsorship are promotional goals, not sales goals:
- Buzz/Word of Mouth
- I want to have the sponsorship talked about during the
conference, cocktail party and the awards dinner.
Metric: Buzz is a little harder to measure, so I'll use surrogate measures of
overhearing people talking about my sponsorship, and a secondary measure of
reported conversations to friends/colleague
- Reputational Currency
- I have a reputation. These things need maintaining,
repairs, upgrades and planned overhauls alongside their natural organic growth.
Purchasing the personal sponsorship adds to my reputation as an innovator in
academic marketing (I appear to be the first personal sponsor), and certainly
adds to my well established reputation for finding new opportunities
- Metric: Any reputation statements regarding my sponsorship, either directly to
me, or to third parties which are reported back to me
- Metric: Being the first to pull this sort
- Mere Exposure
- It may sound like a cop out, but when I have 8 conference papers,
one special session and two new books, I can stand a little more reinforcement
of the brand name
- Metric: Number of appearances of the branded material in the conference
- Metric benchmark measures are listed in the sponsorship deal
- Reinforcing Brand Exposure
- The track stream sponsorship is coupled with a room
sponsorship, and with an attempt to combine the two to have people hear, see and
read "Dr Stephen Dann presents" in the Non Profit, Social and Political
Marketing stream, and see the "Dann and Dann" door signage, plus see the
incidental "Dann and Dann" and "Solomon, Dann, Dann and Russell-Bennett" at the
Pearson stand, plus the "Dann and Dann" materials at the Wiley stand, plus one
of the eight appearances on the program, and just being around at the drinks and
dinner. It's a big brand exposure exercise.
Metric: This is a difficult to measure, so I'll take verbal recognition of the
paired sponsorship, mention of the paired sponsorship to third parties (eg
Pearson sales representatives)
- Cross Promotion
- I am also using the stream sponsorship to increase the
promotion for the Special Session
Metric: Ideally, the metric would be to ask attendees at the session if they
were influenced to attend by the promotional materials and determine if the
branded stream assisted the process through unprompted recall. That said, what I
care about with the track stream is not assessing my sponsorship property.
Gathering the data in the session could detract from the session performance.
Metric: Unprompted comment regarding the cross promotion
- Active contact
- Metric: Being asked about the track sponsorship by at least 10 people over the
What went right
- Naming rights I.
- I was personally thanked in the opening
proceedings, and my sponsorship was highlighted as the first and only
personal sponsor of a stream at ANZMAC.
- Naming rights II:
- The AGM was held in the Dann and Dann room, with
my logo and name on the wall. Oh yeah, that was sweet to be
sitting in the room, with the Executive around, and there's my logos on
the wall. (If only I'd paid for this on a Mastercard...wait. I
- Personal Recognition:
- A lot of handshakes and personal thanks from
various non-executive members of ANZMAC for backing the conference.
That meant a lot to me, particularly my former supervisor thanking me
for supporting social marketing with the sponsorship.
- The Metrics
- Active contact: Success
- Mere Exposure: Extremely successful
- Reputation: Successful
What went wrong I: My screw ups
This was my first major sponsorship
where I ran the whole thing from start to finish. Naturally, I screwed
things up a bit, and it was a learning curve for me. So, in the
interests of learning from the experience, here's the breakdown of what went
wrong on my side.
- Activating the Sponsorship
- I missed out on several capitalisation
opportunities due to lack of resources on my behalf. For instance, I was
offered a late opportunity to include pens into the conference satchel,
but lacked the cash or production capacity to take up the opportunity
- Mixed goals
- I couldn't fully commit myself to a self
promotion tour, and split my objectives between my own promotion,
awareness raising on the Competitive Marketing Strategy book, and the
Reignite the Fire session.
- Greater clarity of focus is the key to the next
- Art issue
- My initial logo design was a photo ready mid
level resolution image of fire and flame (to emphasise the Reignite
session). Due to an opportunity to be part of a promotional
banner, I ended up having to redesign the logo on the fly and create a
new high res (300 dpi) image that conveyed the brand message.
- Logo issue
- The fire logo isn't my traditional image
- There was some brand confusion between the $ logo
and the fire logo.
- Stealth Sponsorship
- Due to my own personal concern regarding
sponsorship and peer review conflicts of interest, I didn't initially
reveal my personal ownership of the sponsorship until relatively late in
the process, and there were numerous communications problems regarding
- The Metrics
- Cross Promotion: Limited. It didn't work.
Over reliance on the website as a promotional tool when the ANZMAC isn't
a wired event.
- Reinforced: Unsuccessful. Either the data didn't
gather, or it went wrong. I vote for "went wrong"
- Buzz: Unsure if that worked. Bad metric to use
What went wrong II: ANZMAC's screw
Since I'm being honest, I may as well
detail what went wrong on the other side of the equation. I had a few
problems interacting with the administration of ANZMAC, and part of that was
inexperience, and a part was related to the fact that they've never had to
deal with a private sponsor before now.
- The URL
- Frankly, this was the most personally
disappointing but ultimately least influential problem in the
sponsorship - on the 2006 CD the link is wrong, the logo is wrong, and
the room sponsorship was stuffed up. On the 2006 website, the links were
wrong up to and including the week before the conference. I had
virtually no conversion traffic from the URL sponsorship, so that's not
as big an issue as I'd believe. Still, it was annoying to have to fight
to get links to my landing sites embedded properly
- Is it in the rules or not?:
- Perhaps the least surprisingly, but still highly
irritating aspect was the discovery that there was any discussion
regarding whether I was permitted to actually personally sponsor a
conference stream. There were a couple of attempts to not let me
debrand as ANU and go live as the Stephen Dann sponsorship, but those
were based on the reasonable assumption that ANU had paid for the
process. Once I'd clarified that it was my credit card and my rent money, that
should have been the end of it. I understand that there were
further problems, and to some extent, I don't believe I was extended the
same courtesy that one of the commercial bodies would have received.
- I sat in the ANZMAC AGM where I heard the 2006
ANZMAC President say that he would personally speak to all of the
conference sponsors about their sponsorships. This didn't transpire with
me. That was annoying. It could have been for a dozen or so
reasons, but at the end of the day, it certainly made me wonder what the
commercial sponsors go through, and whether I got the short end of the
stick, or this is a systemic flaw.
- Fighting for my listed entitlements:
- My sponsorship entitled me to have people at the
conference on a guest pass. It took from the Sunday registration
to Wednesday morning of the conference for these tickets to be made
available. Again, I think some of it had to do with who I'd put on the
tickets, and I firmly feel that some of that was related to me being a
- The Photos:
- Despite having sponsored the track stream, and
by extension, been the sponsor of the award, I never did get my copy of
the photo I had taken with the prize winning authors.
- No follow up
- As it happened, I registered myself to get the
2007 sponsorship. It would have been nice to have had some form of
follow up, offer of evaluation or whatever. But that's also my
industry side talking about sponsorship theory and practice.
Why I came back for the sequel
There's a few reasons this year
- Sponsorships take at least three years to be
- Go long or go home was the Sparten advice.
One year is a waste of money in the sponsorship business, and I don't
like wasting a month of rent on a half hearted sponsorship effort
- I still believe in ANZMAC
- If anything, the 2006 experience confirmed that
ANZMAC is important to me, and I can assist the organization through
providing cash, and through being an active member of the academy
Manipulating the Odds
For the 2007 conference, I'm running with the
revamped site logo which will be accompanied on the day with a
little bit of merchandise
- Name recognition
- Time to be recognizable at ANZMAC
- Logo recognition
- New logo to propagate to the
- Being the first individual sponsor
means a first mover advantage to capitalize upon at the 2007 and 2008 ANZMACs.
- Affiliation with marketing strategy
- I have a
text in the area, and I own the naming rights to the stream.
- Traffic back to the main site
- Last year was about targeted jumping off pages
and complexity. This year, it's profile and more profile as the
objective, so linking to the main site and getting traffic to the core
site as the jumping off point is the plan.
Learning from (in)Experience
I'm in for 2008 and 2009. The question is
whether I can advance buy my sponsorships for the tracks I want (namely a
three year sponsorship deal for owning the internet marketing track). Can
it be done?