Sponsorship Strategy with Ken Ungar
b'Ken Ungar is the president of CHARGE, a national sponsorship consulting firm based in Indianapolis. Since 2006, CHARGE has served clients including Honda, Acura, NASCAR, the Los Angeles Dodgers, NBA Players Association, American Motorcyclist Association, and over fifty professional athletes in the NFL, NASCAR, and INDYCAR. He\\u2019s also the author of\\xa0Sponsorship Strategy and our guest this week on the On Brand podcast.\\nAbout Ken Ungar\\nKen Ungar is a sponsorship marketing consultant, as well as an attorney with certifications including Player Contract Advisor from the NFL Players Association and Professional Certified Marketer from the American Marketing Association. He has published two books on marketing, including his most recent, Sponsorship Strategy: Practical Approaches to Powerful Sponsorships. Ungar has worked with marquis brands on sports sponsorships and endorsements, including Bridgestone-Firestone, Coca-Cola, Disney, General Motors, Honda, Microsoft, Nissan, Pepsi, Tag-Heuer, Toyota, Sirius-XM Satellite Radio, and more.\\xa0\\nEpisode Highlights\\nWe don\\u2019t talk about sponsorship strategy enough. Luckily Ken has a book for us to help remedy that. In Sponsorship Strategy, Ken wanted to provide tools and best practices for brands looking to grow through sponsorship. \\u201cYou have to start at the customer demographic. Ask yourself, do you see your customers in the audience of XYZ event?\\u201d\\nThe biggest mistakes to avoid in sponsorship. Ken detailed some of the biggest traps in sponsorship strategy:\\n\\nMismatch between sponsor and the audience.\\n\\nPaying so much for the sponsorship itself you don\\u2019t have anything left to leverage the sponsorship through additional supporting promotion.\\n\\nNot starting with the end in mind\\u2014what will success look like? How will you measure that success?\\n\\nPersonal branding for athletes. As a sponsorship consultant to numerous professional athletes, Ken shared how these brands are developed and cultivated. \\u201cMany athletes think that the only brand they have is their performance brand\\u2014what they do on the field. That\\u2019s only part of it.\\u201d Ken shared how their work helps athletes develop their brand purpose.\\nWhat brand has made Ken smile recently? \\u201cIn full disclosure it\\u2019s (client) Acura,\\u201d Ken shared, detailing their recent anime short film telling a story about racing. \\u201cI kept begging them to make a feature-length movie!\\u201d Always leave the audience wanting more!\\nTo learn more and for free resources, go to chargesponsorship.com/freestuff.\\nAs We Wrap \\u2026\\n\\n\\nListen and subscribe\\xa0at\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Amazon/Audible,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, iHeart, YouTube, and RSS.\\n\\n\\nRate and review the show\\u2014If you like what you\\u2019re hearing, be sure to head over to\\xa0Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\\n\\n\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nOn Brand is a part of the\\xa0Marketing Podcast Network.\\n\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'