The Beauty of a Bird's Eye View
A bird’s eye view.
The 30,000 foot perspective..
Seeing the forest for the trees.
Understanding the big picture.
A Bird’s Eye View in Sponsorship
At PandoPartner, our in-app analytics dashboards tee up charts and insights to help you answer some of those important questions that need to be asked every now and then… Questions like:
“Which of our properties and programs contribute the most to our sponsorship revenue?”
You might be surprised to see that one of your less prominent properties contributes a fair amount to the organization’s sponsorship success. This could spark all kinds of ideas for how to prioritize the property in sales efforts and target new types of companies accordingly.
“Which of our channels or touchpoints have seen an increase in associated sponsorship asset revenue?”
The digital media channels and other spaces and platforms that resonate with consumers… and with brands… are changing constantly.
Identifying these trends via your own sponsorship inventory and sales data can help you re-prioritize which channels to include in your sales packages.
Also, identifying gaps between the channels that are currently included in your organization’s deals vs. the channels that are most popular among your fans can inform your organization’s future programming priorities (e.g. - “We need to post more content on YouTube!”)
“What types of assets do we tend to sell the most?”
By understanding the types of assets that are in your current agreements, it prompts the question: “Should we consider offering more of our ‘bread and butter’ assets or should we prioritize new asset types in our sales efforts?”
Additionally, when looking at a summary of the asset types in a current partner’s agreement, you can have a high level discussion with them about whether they’re happy with the current mix of assets or if they’d like to make some adjustments moving forward.
“Which agreements make up the bulk of our sponsorship revenue?”
When sponsorship is a major source of revenue for your organization, you need to manage any risks associated with having “all of your eggs in one basket”. Diversifying your partner roster is an important part of the job.
Additionally, if you do have a one, or a few, high-paying partners, quantifying their importance to your business can help to get buy-in for investments in best-in-class sponsor servicing and measurement.
“Are we doing a good job of delivering on all of our partners’ contracted assets?”
Many rights holder organizations don’t have the best renewal rates for sponsorship… Often there are factors that lead to partners walking away that are outside of your control, but in many cases it’s simply a matter of facing the fact that your servicing game is coming up short. If this sounds familiar, trust us, you’re not alone.
