1. Know your budget

Obviously, opportunities come up that we haven't appropriately budgeted for, but knowing that means we can work that into our budget as well. Set aside an amount you are comfortable with to allocate to different events, but make sure to have a "discretionary" fund that you can use for new events that may not have been in your budget.  Set your budget and stick to it. Don't be afraid to say no.

2. Know what type of events you're looking for

Sometimes as small business owners we make impulsive decisions but we obviously can't afford to do that.  For iSPY, we know that we want to postion ourselves with the following types of events: music, art, film and fashion.  Opportunities that don't fall into those categories just don't make sense for us unless we're trying to expand our readership into a new demographic.  Having a good understanding of what you're looking for in the type of event makes allocating dollars much easier.  If you're trying to build your brand awareness within your community, festivals can be a great way to gain exposure but it's important to get a good value on your dollar.

3. Negotiate

Sponsorship solicitors are fighting for the same dollars that ad sales reps are after so it's a very competitive market. The buyer is in the driver's seat and it's important to take advantage of EVERY opportunity to negotiate the best deal possible.  For new events or one-offs, try negotiating a sliding scale deal where your investment is dependent upon the attendance and/or success of the event.  For example, when selling sponsorships for a new music festival, I offered a beverage sponsor the following deal 1/2 price for their sponsorship if the attendance didn't crack 5,000 people.  If we hit 5,000 people than the full price would be charged, and if we went above and beyond and reached over 8,000 people than an additional $1,000 would be cut towards our cause.  This type of arrangement is ideal for new events or events that you have just began selling sponsorship for.  Think of it as a CPM model and you're charging the client based on the number of impressions.

4. Have clear goals for ROI

Some companies are looking for branding opportunities but in today's climate, most of us are looking for direct revenue platforms. Regardless of your organization's goals, your success as a sponsor will be determined on how you measure your results which we can't do without clear goals and expectations.  Measuring results of a sponsorship allows us as business owners to make better decisions on what events are worth sponsoring and which ones are more hype than anything. For iSPY, some events are brand awareness opportunities but since we are only turning 2 next month, and our entire product is built around building our own audience, we've always put a strong emphasis on engaging event attendees through our social media platforms to increase Likes and Followers.

5. Be Unique

If you're sponsorship includes direct marketing opportunities such as flyers or even tabling at the event, make sure you stand out. If you're going to have promotional items, I've always found that timeliness and uniqueness of the item offer the best return on investment.  Last year, the hot item was branded wayfarers, but they're almost played out now. If your organization wants to have success with promo items, be the first and the best in your market locally. A good sign is when you see your competitors start to copy you.  If you're trying to gather data, don't go for quantity of items, but rather quality and have attendees of the event trade their data or a "Like" in exchange for an entry to win something of great value.  People can be very skeptical so when doing a giveaway, be sure to clearly outline rules and guidelines.  Being unique on a budget can be tough, so if you're strapped for dollars and can't afford the flyover of the event that say's "Come see iSPY at booth 421," just remember that your lasting impression can be your best asset. When trying to create uniqueness through sponsorship, work backwards and ask yourself how you can get people who attend this event leaving saying "Did you check out iSPY's table? That _________ was so freakin' cool!"

6. Partner with non-competitors and create symbiotic relationships

During the 2011 Art Fair, iSPY sponsored a music stage for the first time ever.  We wanted to bring in some sponsorship dollars to cover costs of production and sound, so we partnered with Trinity Transportation.  The idea was that Trinity would be running a shuttle from parking lot on Maple Rd for $3 round-trip.  We used iSPY's July Issue to market this service by Trinity, as well as our Facebook page and Twitter account so that they would get the biggest amount of exposure and success. Now I'm not going to go into details of our arrangements, but this is the perfect example of how your options as a sponsor.  We tossed around two ideas: 1) a flat sponsorship rate for Trinity and 2) a cut of each $3 ticket sold.  The point is, there are always options and if the sponsorship is results oriented (like a cut of each ticket) it's usually much more symbiotic.

7. Execution

Make sure you get what you paid for. If your sponsorship included logo recognition on 25,000 flyers, don't be afraid to ask for proof that 25,000 flyers were actually printed rather than 5,000.  In today's world of sponsorships, so much emphasis is put on the sale and not the execution, so it's very likely that some things will fall through the cracks. When it does, MAKE SURE to ask for a discount or refund.

It can be as simple as writing a check and sending your logo over, but if you're anything like me, and want to get the best bang for your buck, that means following the 7 easy tips I've outlined above and making sure that you stick to them.

It was such a great experience to see how other schools handle their programs and learn about some exciting things other schools are doing to market their sports. Social media was a big topic of discussion, as advertising and marketing budgets are being cut across the board. It was great to weigh in and share what we're doing at EMU Athletics and the progress we're making in continuation to lead the digital marketing movement. Every school has unique challenges, but engaging fans is a top priority for everyone. We're anxious to get started on our campaign and strategy for the upcoming seasons including some creative rewards and incentives.

From the media rights holders perspective, we learned a lot about how other schools integrate their corporate partner program into athletics, best practices and overcoming obstacles and hurdles. Community focus was a main priority and figuring out unique ways in which schools build community outreach through their corporate partners. We also gained insight at how basic contracts are written and executed from the front and backend. Utilizing our media rights (stadium signage, marketing materials, etc...) is going to be a big potential for us to help stop the bleeding budget and maximize on all opportunities.

It's going to be an exciting Summer networking and developing relationships with the likes from Toledo, Kent State and other schools. It's a nice fraternity to be a part of and we're really looking forward to seeing what happens come the Fall.

I came across a recent post from skydiving enthusiast Peter Shankman about this same topic. It's a good read and one that prompted this post I'm writing. I know too many people in the social space that have multiple Facebook pages and those who try to cover up their real self with lists and circles, etc. It's such an odd phenomenon as you connect with people on various social networks to get to know someone. So why hide it?

Every single day, someone directs me to their LinkedIn profile to learn more about them. You know what I do when they do that? I go right to Facebook and search on their name there. Why? Because I know they're on their best behavior on LinkedIn, but on Facebook, they're going to be "real."

When I get a resume or employment inquiry, I check Facebook and Twitter. I don't even bother going to LinkedIn because I know nothing real is there other than what's included in the resume  that was included in the inquiry.  There is only one brand, not a personal and professional brand independent from each other. I've always said, if you're a jerk in real life, eventually you'll be a jerk on some social platform and you'll be outted. Here's where I'd list the number of people who've been terminated from their position as social media fill in the blank due to accidentally posting something that was meant to go on their personal and not professional accounts. You've seen these stories so I'll save us both the time.

I get asked from time to time why I still have myself tagged in photos from years ago, while in college obviously celebrating the occasion. That's me or that was me at a certain time, why try to hide it? Unless of course my outfit just doesn't work. Most times it adds to great conversation about a show I was at or friends I was with. Human experiences are real, they happen. Embrace them, all of them.

The point is be a better person. Take advantage of the transparency to see weaknesses and also strengths you can build upon. Don't try to cover it up. This also means transferring said "real" self to actual human interaction. It will save you and everyone else in the end. Maybe an employer is looking for a certain personality type and you have it, but because you hide your real self everywhere, how will they know, unless of course they really want to?

What do you think, is your personal and professional brand one in the same? Can you make a case for why you'd want to hide your real self from anyone, with the exception to that creepy guy with the really bad facial hair who "likes" your every post even though you've never met.

Turns out it was an article to Relevant Magazine, which is a Christian - Conservative publication (both of which I am not). So had I not gone through and read the article and just pinned away, I could've mislead my friends and followers into thinking something of me that just isn't the case (not to say either of the 2 are wrong, it's just not me). So I got to thinking, what if brands did this? What if brands posted images of things that had no relevance what-so-ever to what the article/link/point was referring to? Hmm...let's use this image of a cute puppy for our new line of vodka and we can get all the dog lovers in the world to share.

It brings up the idea that should you care about what's in the box? What's behind that link if you haven't looked for yourself. Too often I see folks on just about every social network sharing things and they don't even know what it is they're really sharing. Honestly, how many of you watched the entire KONY 2012 video (almost 1,00,000 views) or just shared it because you're friends did and because of the overall message? Interesting that KONY 2012 part 2 was released...quietly and has 302 views on the Official Invisible Children Youtube channel.

Point is, you've got to share responsibly or you're just adding to the noise. If you share an article...read it! If you share a video...watch it! If you share a thought....think about it!

So, have you been caught by this? Let us know a time where you shared something that you later regretted or disagreed with.

My friend quickly uploaded the video to his Youtube page where almost immediately local and national news sites were calling for interviews. He was on all 3 local news channels last night, CNN and featured on Good Morning America earlier this morning. All of this, for being in "the right place at the right time" with an iPhone.

So, what's the point, why am I telling you things you probably already know? Videos go viral, yes, yes we know. Well, take a closer look and maybe turn the volume up on the video and read some of the comments on his page. Because they were isolated from the horror of what was happening close in downtown Dexter, they were unaware of the storms damage and as noted, simply caught in a real moment. You hear people nervously laughing, kind of stunned at what they were watching before their eyes. People making jokes trying to keep the peace and sanity for everyone, in an obviously serious and scary situation.

Why is this a big deal you ask? One's effort to catch news live as it's happening has turned into some pretty serious negative feedback and almost all of the attention for capturing one of mother nature's most destructive and unforgiving phenomenons has gone viral in the negative way. One of the commenters on the Youtube page even went as far as to say, "Too bad the woman in this video laughing every five seconds in the background wasn't picked up and swept away..."

The point is, as we've seen, making a viral video for a small 15 seconds of fame good turn on you faster than you think. When using this in the business world, it's important to think about all ramifications before just uploading with fingers crossed that your video will be the next double rainbow. How will your video or campaign  have a lasting effect on your business and your brand. We all want viral success and publicity, but at what cost does it become not worth it? That's a question only you can answer.

*In full disclosure, Matthew Altruda who filmed the video, is one of Ann Arbor and Washtenaw County's biggest fans and supporters. He's a dear friend and a good person who's helped so many in the area. He called me minutes after the footage was captured and could barely speak he was in so much shock, still trying to catch his breath.

Although there is little we can do about others misusing and these words, I’ve decided to create my own new buzz phrase: strategically organic.  Most of you are probably thinking, a) isn’t that an oxymoron or b) what the hell are you talking about?  It is an oxymoron but I’ll explain why at Pakmode we have adopted a strategically organic approach to market our events.

In marketing, the term organic means letting things happen naturally.  For example, if you deliver the best product or service, people will organically market your brand for you by telling their friends about it.  The problem lies within the idea that people will tell other people right from the get go, especially in smaller niche markets.  The reason people begin to talk about a brand, product or service is usually because of an experience or relationship, that customer has with a brand.

These days, being part of something cool and exclusive will make people “re-tweet” your message, or if you’re a band…post your song on their wall before any one of their friends has done so.  Within niche markets specifically, it’s important to be strategic and pack the snow tight, so that when the snowball effect takes place you’ve built a solid foundation of your message.

Building things organically always gives the best results, but sometimes you need a little push in the right direction.  Recently, Pakmode put on the 4^th annual Renting 101 event at Eastern Michigan University.  This event is in a very small market and with the date of the event close to finals, it was important for us to have the students market the event for us.  Here was our approach:

1)      Use Facebook event to promote the details and message of event

2)      Create a giveaway that will get people talking and naturally have a buzz

3)      Allow people to enter contest prior to event by posting in their Facebook status “I’m going to Renting 101” but to enter they had to tag our event

We had a good marketing plan in place, but before we could expect other students to post this message for us, we needed to get the ball rolling.  To help us implement this marketing plan we have an unfair advantage to others by way of our brand evangelists acting as a digital street team. This is the birth of strategically organic marketing for every event we host.  It was important that other students who saw them post the message felt that it wasn’t a promotion but instead just a friend of theirs finding out the next cool thing, which in this case was the opportunity to win a free 1 year lease.  So behind the scenes, we knew it was important to jump start this promotion to go viral within our niche market, and that’s how strategically organic marketing was born at Pakmode.

Obviously some of the success from this promotion was due to the fact we had a GREAT giveaway.  But we actually found that most students thought this was a scam, or just too good to be true.  After learning this from our post event market research last year, we knew that if the message delivered to students came from their peers, they were much more likely to believe in it.

If you do try to implement a strategic organic marketing approach for your event, brand, product or service here are a few things to keep in mind:

1)      Make sure your message isn’t a promotion or ad, rather than the beginning of a conversation.  Especially when dealing with Gen-Y, it’s important to remember they are very dubious about giveaways and freebies.  It’s not your typical, get a free t-shirt for signing up for a credit card anymore…it’s more about building relationships and trust with your end user.

2)      Once you get the ball rolling…let it roll on its own.  The whole point to strategic organic marketing is to jump start the organic part so that it eventually does exactly what you want.  Think of it as an energy drink for your marketing plan!

3)      In the words of one of the greatest musical marketers of all time R. Kelly, “Keep in on the down low.”  If your audience finds out that you have structured this entire operation, you just became the devil in their eyes.  With that being such a high risk, understand that high risk always yields high returns if executed properly.

The best example I could find of a company being strategically organic comes from one of my favorite marketing teams I know of at Bank of Ann Arbor.

However you choose to start your next strategically organic marketing campaign, just remember it all starts with relationships.

We had a goal of 5,000 tickets and we're so close! Just a few hundred more to go. It's funny because that seems to be all we think or talk about these days at the office. Kevin Hart...you get your tickets? Are you going? Did you hear about the show? Did you know Kevin Hart can juggle flaming bowling pins?? Whatever or whoever we were talking to it seemed to always go back to Kevin Hart. Our Facebook and Twitter accounts must feel abused!

Anyhow, it will be nice to get back to some normalcy at the office, at least for a little bit until we try our promoter hand again. This has been, like many other things, a great learning experience for us and I'm so happy that we can be able to do what we do. 3 years ago, we sat down and started a magazine, none of knowing anything other than how to sell ads. Since then, we've self taught ourselves everything from accounting to web development and everything in between. We just go out and DO. Sometimes we fall on our face and we learn a lot, other times we're successful just by acting and doing something productive.