I know that the word sponsorship ranges in meaning from events, activities, products and online ads to partnerships, long-term relationships and so on. For years we've had access to toolkits, out-of-box packages and tricks to win sponsors.
What our industry needs now is to start more conversations around what we should be doing differently to navigate the new economy. We need to listen to what prospects are looking for today: more bang for the buck, ownership, deep emotional connections, return on business objectives, ways to differentiate, interactive platforms for thought leadership, money can't buy experiences and interesting ways to leverage social-media.
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