Online Advertising Insights...

How much resources does your organization put towards online advertising? While many teams/university's outsource these rights to companies like CSTV, it is important to be cognizant of where the industry is headed...

How big is online advertising?

Internet-ad revenue notched $21.2BN in 2007, an annual growth rate of 26%...figures higher than both radio and cable ($20.9BN)... Those numbers are astounding. Online advertising is growing rapidly - Q1 2007 saw $4.9BN in online spending... by Q4 2007, those figures amassed to $5.9BN in spending.

Which categories are the biggest spenders?

1. Retail (45% of consumer online ad revenue)
2. Automotive (21%)
3. Leisure (13%)
4. Entertainment (9%)
5. Packaged Goods (8%)

Which area of online advertising will be a hot spot in 2008?

Video. Video only accounted for 2% of online ad spending in 2007, but look for this category to rapidly increase in 2008.

In other words, stay up-to-date with the digital world... It is the future. If you are selling retail and automotive partners on partnership deals, make sure that you understand how heavily they weigh this component (although this money often comes out of a different bucket). Nonetheless, be cognizant of trends within the industry! For some insights on banner ad "best practices", check out the Activation Gallery!

Source: Advertising Age (5.15.2008)

Partnership Activation Tactics - What's Hot

SAMPLING

Sampling is hot among marketers... there's no question about it. With the country facing troubling economic times, marketers are turning to sampling tactics to provide pinched consumers a freebie item that they can appreciate in a rather inexpensive manner (Ad Age 5.12.08). Funds for sampling programs, which have traditionally come from promotion budgets, are now being deposited from other accounts (i.e. traditional media, etc.).

With the advent of new technologies and messaging mediums, companies can now get the same impact from a sampling program as they would from a :30 national television spot... at a much lower cost. For example, Starbucks can generate hundreds of millions of free media impressions nearly every time it makes an offer or retrains its employees.

Why are sampling programs taking off?

1. The Economy (consumers are more cautious with their spending when there's less disposable income. Corporate marketers are hoping that a free sample will lead to an impulse to purchase)

2. They are an inexpensive means for having a one-to-one personal interaction with the consumer. Corporate marketers are now trying to enhance the quality of their impressions with consumers to drive a call to action.

3. Sampling research from Arcature has found that 80% of respondents would prefer a free sample to a coupon; 1/3 would be willing to come back and pay for something they taste and like

Who is sampling?

• McDonalds is holding its largest sampling event this week to introduce its Southern-Style chicken biscuit and Southern-Style chicken sandwich. The nation's fast food retailer plans on distributing 8MM sandwiches with the purchase of a specified drink
• Starbucks recently distributed coupons in newspapers offering a free cup of the brand's new blend every Wednesday through May and has launched a supplemental sampling program that allows consumers to try its different coffee varieties

Who is sampling in the sports space?

• NOS Energy Drink plans on giving away 20,000 22-ounce bottles of its product at this weekend's NASCAR Sprint All-Star Race at Lowe's Motor Speedway - believed to be the largest consumer sampling program of ALL TIME.
• McDonald's restaurants in WNBA markets will have POS ticket promos and players this Thursday and will make appearances in 10 league markets when the QSR "will give out millions of free samples of its new chicken products products as part of a national sampling day promotion." 

Source: Advertising Age - The New Mass Medium - May 13, 2008.

Leverage Your Dance Teams and Cheerleaders...

I recently conducted an analysis to gain a better understanding for how each of the NBA teams were leveraging their dance teams and cheerleader units. The analysis was designed to provide a greater perspective for which categories/brands are aligning themselves with dance teams/cheerleader units and how teams are leveraging this asset.

The analysis revealed:

• There are at least twenty-three (23) different partnership categories aligned with NBA dance teams:
• Tanning, Cosmetics, Cosmetic Dentistry, Fitness Clubs, Hairdressing, Athletic Wear, Hair Products, Alcoholic Beverages, Fast Food, Television Networks, Vacation Destinations, Skin/Soap/Body Products, Non-Alcoholic Beverages, Luggage/Travel, Yoga, Personal Trainers, Casinos, Wireless Service, Photography, Boot Shops, Dance Centers, Boutiques, Jewelers
• There are four (4) primary partnership categories aligned with NBA dance teams/cheerleaders:
• Hair & Makeup
• Fitness Centers
• Cosmetic Dentistry
• Tanning
• There were three (3) major suprise sponsors:
• Carl's Jr. - Sacramento Kings
• Metro PCS - Detroit Pistons, LA Clippers
• Irish Spring - Toronto Raptors

Enclosed is a team-by-team breakdown of brands affiliated with NBA dance teams*:

• Atlanta Hawks – Beau Rivage Resort and Casino (Biloxi, MS), San Destin Golf & Beach Resort, MAC Cosmetics
• Boston Celtics – James Joseph Salon, Samsonite, Tan Works
• Chicago Bulls – Bud Light
• Cleveland Cavaliers – Smart Cover, Woodard Photography, Mind Body Fitness, Sauvage Swimwear, MAC Cosmetics, Capezio, Avon Boot Shop, Dr. Malcom Walters, DDS, Spotlight Dance Center, TNT Tanning, Lush Boutique, AG Hair Cosmetics, Jason Kelly (Body Art/Makeup Artist), Victorian Rose Apparel & Antiques
• Dallas Mavericks – Toni & Guy Hairdressing, Telos Fitness Center ,Reebok, Dallas Power House of Dance, Bed Head, Diva Hosiery, Planet Tan, Electrique Boutique
• Denver Nuggets – Skin Essentials, Cosmetic Dentistry of Colorado, Bally Total Fitness, Salon Illuminate, Wax in the City, Tan the Moon, Tech Tans, Carla Sanchez and the Performance Ready Team, CorePower Yoga
• Detroit Pistons – Metro PCS, Davincci Dental, Bianchi’s Salon & Spa
• Golden State Warriors – Christopher Michael Salon & Spa
• Houston Rockets – Charli’s Salon (Hair & Makeup), Fit Athletic Club (Fitness), Guy M. Lervis (Cosmetic Dentistry), Malibu Tan (Tanning)
• Indiana Pacers – Pepsi, Salon01
• Memphis Grizzlies – Horseshoe Casino & Hotel, 24 Hour Fitness
• Los Angeles Clippers – Metro PCS
• Los Angeles Lakers – MAC Cosmetics
• Miami Heat – Beverly’s Jewelers
• Milwaukee Bucks – Boston Store Clinique, Miller Lite
• Minnesota Timberwolves – Treasure Island Resort & Casino, River Bluff Dental, Planet Beach, revamp Salon & Spa
• New Jersey Nets – Lush Day Spa, Derion, Capezio, MAC Cosmetics, Beach Bum Tanning
• New Orleans Hornets – adidas, Franco’s athletic club, Elmwood Fitness Center, Premier Fitness, Planet Beach, Kenneth’s
• Orlando Magic – Forte
• Philadelphia 76ers – Metrotans Tanning Salon, Joseph J. Capista (Cosmetic Dentist)
• Portland Trail Blazers – 24 Hour Fitness
• San Antonio Spurs – Spray Soleil, FSN Southwest, YMCA of Greater San Antonio
• Sacramento Kings – Carl’s Jr.
• Toronto Raptors - Irish Spring
• Utah Jazz – Nuskin

*Team-by-team audit conducted by analyzing team webpages

Partnership Categories: Who's Hot, Who's Not

Which categories should sports marketing reps be targeting in early 2008? Which categories should they be straying away from? We all hear about the major players, but here are some insights on two (2) categories that are less discussed...

Who's Hot - Wholesale Retailers

As food and gas prices rise, the real estate market slumps, and Americans begin to feel the heat from the credit crunch, many are turning their shopping attention to Wal-Mart, Costco, BJ's, Sam's Club, and a few other of the nation's leading wholesale retailers. Marketers are seeing some clear changes in consumer behavior - people are driving shorter distances, making fewer shopping trips, and buying more items at a time. In March, Costco and BJ's saw monthly sales at stores open more than a year rise 7% and 6% respectively, even as overall retail sales fell 0.7%. The only sign of caution is that most of this growth has come from bulk purchases of food items, which happen to be the lowest-margin products on the shelves (Source: Businessweek, April 28.2008).

Who's Not - Casino's

Businessweek's March 19th edition revealed that the casino industry is rolling nothing but snake eyes in 2008 as consumers cut back on their disposable income and entertainment spending. The industry, once thought to be recession-proof, has experienced numerous downfalls in the past few months - Tropicana Entertainment filed for bankruptcy on May 5th and MGM Mirage saw earning sink 30% in Q1. Caution when approaching casino players, especially based in Las Vegas...

Leverage Personalities to Drive Viral Efforts...

Are you looking to drive viral buzz about your product/service online? Many teams and corporate partners are now leveraging their athlete personalities through unique calling campaigns.

P&G's Degree for Men created an innovative viral campaign leveraging Chad Johnson in 2007. The program, leveraged through TrashTalk85.com, enabled users to select different messages that they wanted Chad Johnson to say to their friends. By clicking through a few online options, users could call their friends directly with a "Trash Talk" message from Chad Johnson...the program was a great way to leverage Johnson, deemed "The Ultimate Man of Risk" in an innovative messaging campaign.

The Florida Panthers recently leveraged the likes of goalie Tomas Vokoun and defenseman Mike Van Ryan to call ticket holders who had yet to renew for the upcoming 2008 season. The team is hoping that providing ticket holders the chance to have a once-in-a-lifetime opportunity to chat with their favorite players on the team will push some ticket holders over the edge to renew their season tickets. The tactic mirrored a similar move made by the Miami Heat, who utilized the services of injured players to make calls to ticket holders during halftime of a game in April (Source: The Business of Sports).

Looking for B2B Solutions?

The Wall Street Journal recently featured a great article entitled, "New Breed of Business Gurus Rises". The article went on to profile Gary Hamel (Strategy Guru), Thomas Friedman (Columnist, NY Times), Bill Gates (Chairman, Microsoft), Malcolm Gladwell (Author), and Howard Gardner (Professor, Harvard) as the most influential business thinkers in the nation.

However, the article led me to wonder, who are the leading businessmen in sports? Who are the industry's most innovative thinkers? I landed on five (5) names that warrant recognition for their contributions to the industry:

• Michael Yormark (Florida Panthers)
• Brett Yormark (New Jersey Nets)
• Derrick Hall (Arizona Diamondbacks)
• Dan Migala (The Migala Report)
• Mike Veeck (Minor League Baseball)

In this article, I wanted to zero in on Michael Yormark of the Florida Panthers and an innovative B2B concept that his organization recently developed: www.bizteamup.com. Yormark and his corporate sponsorship team created BizTeamUp as a B2B solution to empower team partners, serve as a database for ideas and contact information, and act as a catalyst to solve B2B questions faster, easier, and more directly. Yormark and his team modeled the site after www.nascarpartners.com, but added more 2.0 capabilities to enhance sponsor communication and ideation. The site allows users to create profiles (similar to Facebook) and facilitate communication through an email-based system.

The Panthers organization designed the site strictly as a tool to benefit their corporate partners (not to generate revenue). However, the team foresees having the ability to sell the technology to other teams and/or create a subscription based model for non-sponsors to gain access to the network. Time will tell how much benefit is derived from this technological concept, but nonetheless, Yormark and the Panthers are making great strides to enhance their B2B capabilities!

Have You Seen This Zamboni?

Which partners are taking their activation to the next level in the NHL?

Gillette recently made a strong case for itself by creating a unique Gillette Phenom Zamboni through its partnership with the Boston Bruins. The zamboni, featured in the Migala Report's March edition, is a creative way to demonstrate the razor's "close shave" capabilities in-arena...

For those interested in seeing other creative ways to leverage zambonis, check out the Zamboni Gallery.

Take Your Venue Locales/Promotions Online!

Are you looking to drive awareness/demand for your promotions, suite levels, and VIP areas? Bring these ideas to life in your team's online space, where you can drive traffic and enhance existing assets.

For a "Best Practice", look no further than the Milwaukee Bucks' Miller Lite Home Court page, where users can win tickets, ask questions, watch video, and even check out photos from their time spent at the game.

The Bucks organization drives traffic to the website by featuring an icon in the right sidebar that is attention grabbing and intriguing. Once users click through and verify their age identification they are given full access to check out all of the area's amenities. Best in Class!

Introducing You to the Chipotle Blimp and the Moo Force One...

The video below captures some great footage of the Chipotle blimp doing some acrobatic tricks at a Dallas Stars home game. The blimp often drops restaurant coupons into the hands of fans in-arena. A great activation tactic by the Stars organization!

Chick-fil-A featured the Moo Force One at the 2007 ACC Women's Basketball Tournament in Greensboro, NC...

Signage... That Reflects In-Game Team Performance?

While watching a few of the NBA playoffs this past weekend, I began thinking about "signage of the future"... In the past few years, the sports world has seen a number of new advancements in the realm of signage inventory - LED ribbon board, courtside rotational, baseline rotational, 360-degree scoreboard, VMS, digital billboards, ProStar, Galaxy LED, ProFence field displays, fascia, outdoor marquee - teams are starting to cover an array of options.

But with the advancements in LED technology, will we soon see brand messaging that reflects in-game team performance? (This could be happening currently, I just haven't seen it)... Teams could customize brand messaging to fit in-game scenarios. Here are a few examples*:

When the Team is Winning:

• "The offense is running like a well-oiled machine" (Tie-in messaging for an automobile company)
• "That score gives them a big cushion" (Furniture retailer)
• "They've answered the call" (Cell phone provider)
• "This one's in the bag" (Trash bags, etc. (i.e. Hefty)
• "They're putting on a clinic" (Healthcare Clinic, etc.)
• "That's the nail in the coffin" (Morgue services)
• "Warm up the bus" (Bus Service)

When the Team is Losing:

• "It ain't over till the fat lady sings" (Jenny Craig, other weight loss companies with unique tie-in)
• "The wheels just fell off" (Junkyard, Towing, etc.)

During the Game:

• "Fans, get on your feet!" (Podiatrist, etc.)
• "You can feel the electricity" (Power/Utility company)
• "That was a textbook play" (Local university bookstore)
• "It's Gut-check time" (Specialist/Docter)
• "The clock is their ally/enemy" (Senior Citizen Center)
• "(Insert team name) draws first blood" (Red Cross)
• "Good call by the official" (Miller Lite - "Good Call" Campaign)
• "Ice the Kicker" / "It's time to milk the clock" (Local grocery store, ice company)
• "He cleaned his clock" (Clock manufacturer/repair service)

Just a thought. On a side note, I started a Signage Inventory Gallery (a visual representation of the different types of signage in-venue)

*Sports sayings courtesy of: The Sports Cliche List

Tie-In Your Non-Profit Partners With Unique Promotions!

Are you in search of innovative ways to engage your non-profit partners? Have you considered activating non-profit partnerships in a way that directly speaks to your fanbase?

The American Red Cross recently launched Red Cross Racing, a national Blood Donor Rewards program that offers frequent donors the chance to receive points, which can be exchanged for Red Cross Racing gear (hats, t-shirts, jackets, die-cast cars). Consumers can register to join the Red Cross Racing promotion either online at redcrossracing.com or at one of nine (9) NASCAR tracks where a Red Cross trailer is featured in the midway. To spike consumer demand, the Red Cross is offering all participants who sign up between April 24 and October 1 the chance to win an all-expense-paid trip for two (2) persons to the Phoenix race (11.9.08).

The Red Cross will support its promotional activation with a full paint scheme of the #16 Greg Biffle car in two (2) Sprint Cup races (Talladega - 4.26.08, Phoenix - 11.9.08). In addition, the Red Cross logo will be featured on the #16 car in eight (8) other NASCAR races in 2008.

Use this rewards concept to drive thinking for innovative ways to tie-in your non-profit partners!

Activate Your Running Partnerships... Adidas Guerilla!

Are you looking for unique ways to have a presence in the running/marathon world?

Check out the clip below, which details an interesting tactic that Adidas developed to drive brand awareness among consumers partaking in a marathon in Auckland, Australia.

The Evolution of Coca-Cola's Sponsorship Approach

Sponsors:

Take a moment to read the following excerpts from a 4.7.2008 IEG piece that details the evolution of Coca-Cola's sponsorship approach. Coca-Cola is an industry leader in the sports sponsorship space and serves as a great company to benchmark "best practices" in strategic sponsorship thinking and execution.

Coca-Cola's Sponsorship Evolution

I. Pervasive Presence (1890-1990) - Coca-Cola used marketing to ensure that the company's product was available anyplace that beverages were sold. Coca-Cola looked to place its product within an arm's reach of desire of consumers. 
Coca-Cola evolved to expand beyond availability and started sponsoring things and "painting things red" (an ubiquity strategy). With time, the space became cluttered with numerous brands, forcing Coke to seek out a new strategy to avoid diminishing returns.

II. Marketing Activation Strategy / 360 Degree Marketing (1990s) - Coca-Cola began using marketing activation to tap into consumer passions (going beyond just having a presence), and started exploring experiential marketing - creating personal interactions with consumers where they could tap into emotional connections. Coca-Cola began putting their brand in the middle and surround it with advertising, on-pack, POS, and related promotions. Coca-Cola eventually realized that they were confusing consumers with this strategy by having three (3) or four (4) 360-degree programs in the market at one time (NASCAR, football, Six Flags).

III. Marketing Fusion (Present) - After realizing that consumers were confused with Coca-Cola's messaging, the company decided to evolve its sponsorship strategy around "marketing fusion". Marketing fusion places the consumer at the center of Coca-Cola's strategy and is surrounded with a core creative idea (i.e. The Coke Side of Life). Coke's new strategy requires that it be choiceful where it interacts with consumers (selective partnerships/advertising). 

The marketing fusion approach forces Coca-Cola to understand what the critical areas are to develop relationships with consumers (as opposed to just gaining exposure). Coca-Cola also must determine how to synergize the different places that they choose to interact with their consumer base. The company also needs to ensure that its fusion strategy and marketing assets align with its overall vision platform and five (5) P's: profit, portfolio, people, partners, planet.

To achieve the demands of the fusion strategy, Coca-Cola developed six (6) operating principles that guides the sponsorship team in their strategic thinking processes:

• Understand the Consumer Environment
• Gain Alignment
• Be Choiceful
• Integrate and Activate
• Be Innovative and Fluid
• Measure with Objectivity

In addition, Coca-Cola focuses on four (4) different areas when deciding on partnerships:

• Common Business Objectives
• Brand Fit
• Value-Based Relationships
• Willingness to Innovate

Postseason Partnerships for Non-Playoff Teams?

SportsBusiness Journal featured a great piece this week on the New Jersey Nets' ability to sell a postseason team sponsorship to T-Mobile, DESPITE MISSING THE PLAYOFFS. Brett Yormark, President and CEO of Nets Sports & Entertainment, orchestrated the deal, which provides a variety of postseason events for Nets season ticket holders (the deal is figured to be in the six-figure range and runs from April 21st through May 15th).

T-Mobile sponsored season ticket holder benefits include:

• Lunch with the Nets dancers
• Porsche driving school event
• Playoff viewing party with Nets players and coach Lawrence Frank
• 3-on-3 basketball tournament at the Nets training facility

The postseason partnership directly parlays into T-Mobile's "Stay Connected" motto and provides the company with a chance to have a presence in the #1 media market in the U.S. T-Mobile will receive brand exposure on all Nets events and communications, and the company will have a heavy presence on the team’s Web site during the contracted period.

Has your organization/brand considered a postseason partnership? This may be something to consider benchmarking from one of the (10) teams in the 2008 NBA playoffs with a similar type of deal.

Are Your Auto Partnerships Diesel Powered?

If the Phoenix Suns are looking for a potential partnership that will offset their costs to acquire Shaquille O'Neal, the team should look no further than the hot topic stiring conversation in the auto industry. Leading automakers (Volkswagen, BMW, Mercedes-Benz, Honda, and Kia) have identified North America as a key market to introduce a new generation of diesel-powered passenger cars. These automobiles, deemed "clean diesels", will boast good fuel efficiency (up to 35% better mileage) and potentially could overtake hybrids in the market for eco-cars.

Currently, diesels account for just 6% of sales of light-duty vehicles in the United States but it is predicted that by 2015, the market share for these diesel autos should hit 15%. In contrast, hybrids are slated to account for 6% market share in 2015. Volkswagen is leading the way, introducing a diesel Jetta in all 50 states this year (these light-duty vehicles have emission levels that pass tests in all 50 U.S. states). Honda is following Volkswagen's lead with a six-cylinder diesel Acura.

By now you are probably thinking that these autos will never catch on in the United States with rising gas prices. But while diesel prices at the pump are running about 12% more than gasoline, their per-mile fuel costs are 15-20% lower than gas-powered autos.

For properties selling/looking to sell the automobile category, beware of this new trend!

Product Integration... Heineken and Tennis?

When you think of the game of tennis...Heineken doesn't generally come to mind.

If this is so true, how did Heineken effectively demonstrate to the general consumer that their product could indeed have a direct impact on the tennis viewing experience? By using humor of course... and leveraging the camera man.

The message here is: Develop unique ways to leverage your brand within sports... A direct correlation does not have to exist - create one of your own by using innovative thinking to drive home a clear and understandable message for consumers!

When the Red Sox Win, You Win?

Feelin' thirsty Red Sox fans?

Dunkin Donuts is teaming up with the Boston Red Sox to offer the "Red Sox Win, You Win" promotion, an innovative idea that offers consumers the chance to win a free 16 oz. iced coffee or iced tea with the purchase of a flatbread sandwich or personal pizza after 11am the day after the Red Sox win a game. The promotion will take place in participating Dunkin' Donuts locations in Massachusetts, Maine, Rhode Island, and Southern New Hampshire and runs through June 24th.

Sales figures will determine if this is a successful promotion from a monetary standpoint, but it is an exceptional idea from an awareness standpoint. I am sure that I do not stand alone when saying that I had no clue the "world's largest coffee and baked goods chain" even sold flatbread sandwiches or personal pizzas. An incredible idea! Dunkin' Donuts devised the promotion to draw attention to the new food items featured on its menu. Dunkin' Donuts teamed up with the Fenway Sports Group to create the promotion...

Will this team-performance based promotion become a sweeping trend as sponsors look to activate around team occurences rather than use static signage and advertising at the ballpark?

About Dunkin' Donuts

• The chain currently has 5,500 stores but plans to triple that figure over the next 20 years
• The company is targeting Dallas, Cleveland, and Nashville outside of its Northeast base
• The chain is looking for the Fenway Sports Group, its agency of record, to shape its sports marketing strategy, develop programs that leverage its portfolio of marketing assets, and maximize the value of its future sports, marketing, and entertainment partnerships

Leverage Music Partnerships...

Everyone loves music, there's no question about it. As a sports marketer, have you considered the fact that many sports fans would love to know what their favorite players, coaches, and team personnel are listing to?

The Phoenix Coyotes have capitalized on this notion with "Coyotes Trax", an online initiative that allows fans to purchase their favorite Coyotes' playlists or individual songs at the iTunes store. Coyote fans can also purchase a wide range of music that players listen to in the locker room before going out on the ice. The Coyotes offer a direct link to the iTunes website for fans looking to download music.

With Coyotes Trax, the Phoenix Coyotes have developed an excellent way to leverage music/electronic partnerships. Soon, we may see a number of organizations that have working relationships with iTunes to offer such services. I wouldn't be suprised to see new relationships formed between teams/University athletic departments and music companies, online music sharing companies, and different companies touting electronic products (i.e. iPod, mp3, disk drives, etc.)

Fan Loyalty Cards!

The Anaheim Ducks have implemented one of the greatest initiatives in sports... Fan Loyalty Cards.

The Ducks distribute Fan Loyalty Cards to all of their season ticket holders and suite holders - the cards provide users with discounts at retail locations of select corporate partners as well as the Anaheim Ducks team store. The Ducks drive web traffic by posting "new discounts" throughout the year for their loyal ticket holders. The cards are valid for a calendar year (expiring September 1, 2008).

Some current discounts for season ticket holders include:

• 20% off AT&T accessories
• $10 discount when joining the Auto Club of Southern California
• $10 game card with the purchase of an entree at ESPN Zone
• 10% off all orders at First Class Pizza
• $5 off any purchase of $50 or more at any Discount Dance location
• Free $10 Game Play with the purchase of a $10 Game Play at Dave & Busters
• 10% discount on parts, service, and accessories at select Honda locations
• 10% Hugo Boss products at select retail locations
• Buy 1 Combo, Get 1 Free at select Weinerschnitzel locations

Take Steps to Value Your Corporate Partners

Where would your organization/University athletic department be without your corporate pillar partners? In this day and age, corporate investment is a critical part to team success. Yet, if this statement is so true, why don't more organizations take greater steps to value their corporate partners?

Consider benchmarking the practices of the Chicago Bears corporate partnerships department, an organization that clearly "gets it". The Bears:

• Feature a "Partners" scrolling tab on their main webpage, which features their major corporate partner initiatives (Bears Extra Points, Miller Lite Party Deck)
• Teams should even consider placing the "Partners" link under their "Team" scrolling tab on the main website. This demonstrates how highly your organization values their partnership commitment
• Feature a Misson Statement on the organization's "Partners" site
• Every organization should look to develop a similar tactic; demonstrate to potential partners that you value their commitment and will work to develop exceptional service to achieve outset goals/objectives
• Offer a direct contact (name, email, phone, address) for potential partners to inquire about how a partnership can help grow their business
• Too often, organizations fail to provide prospective partners with a direct person to contact (listing a general email/phone number). No prospective partner wants to inquire through a general email/phone number. Dedicate a member of your corporate services staff to handle all incoming requests using their contact information on the website 
• Show a clear listing of sponsors (with messaging and direct links), and ongoing promotions under a "Hall of Fame Partners" or "Premier Partners" moniker