Host Communications was struggling to sell sponsorships for the Southeastern Conference Corporate Partnership, with 3 of 8 categories remaining vacant. By repositioning the sponsorship from a media advertising package to an affinity marketing opportunity that leveraged fans' passion for SEC sports, and demonstrating this with an attention-grabbing image, the sales executive was able to fill the remaining categories within 75 days. This pleased the rights holder and allowed Host to increase sponsorship fees by 20% due to heightened demand.

1. Lou McErlean
5809 Brushy Creek Trail
Dallas, Texas 75252
972-571-0448
lou.mcerlean@gmail.com
SUCCESS STORY: Effectively Positioning an Offering to Capture More Sales
SITUATION: One of Host Communications’ key offerings, the Southeastern Conference Corporate
Partnership, was underselling with 3 of 8 (38%) sponsor categories vacant. The rights holder (SEC) was
unhappy, and Host was not maximizing revenues.
SOLUTION: I observed that in our collateral material and sales presentations, we were positioning the
sponsorship as a media advertising package e.g. radio and print, rather than as an affinity marketing
opportunity. When presented to prospective sponsors, they evaluated it on a cost-per-measure, commodity
basis, and since there were plenty of other media packages with more cost-effective CPMs, we were losing
frequently.
ACTION: Recognizing that we weren’t focusing on the top benefit, the ability for sponsors to leverage SEC
consumer passion, I re-positioned the opportunity more effectively as an affinity marketing platform rather
than an advertising program. To differentiate from media-based packages, I developed a clever way to
instantly capture prospects’ attention and get them to visualize the value in our program. I did this by
showing the below image to prospective sponsors, and asking the following: “Sir/Madame... Our platform
delivers consumers who would seriously consider buying this product. How do you think they’ll feel about
your brand if you market through us to their intense affinity?”
RESULTS:
• The remaining three sponsorship categories were filled in 75 days.
• Partners began using the SEC marks more in their marketing efforts, pleasing the rights holder.
• Host was able to increase the fee for sponsorships by 20% because of heightened demand.