“Ow mommy, my leg huuuuuuuuuuurts,” complained my 4 year old. After a quick examination and check-in with the doctor (read: I opened a book written by Dr. Sears and consider that a check- in with “the doctor”), I determined the problem was simply growing pains.
Growing pains don’t apply only to small children and adolescents. They apply to small companies and large enterprises alike. And like the growing pains you experienced when you were 4, 12, and 18 years old, they can cause physical (in the form of operational costs) and emotional (in the form of stress) pain for your business.
For my 4 year old the solution to growing pains is a kiss, hug, and maybe some chocolate ice cream. Most businesses (all businesses? There is always an exception) need more than a band-aid; businesses want a long-term solution to business challenges with measurable results. One of the most common “growing pains” for businesses is controlling operating expenditures.
Recent research shows that up to 75 percent of enterprise IT costs are operating expenditures (Gartner ITKMD, January 2011). Let’s explore how Cisco has significantly grown its infrastructure while reducing operating costs.
Some schools are already tackling this mobile experience. Brisbane Girls Grammar School is a secondary school in Queensland, Australia with 1000 students. It has recognised the extent to which mobile devices, communications and technology play an integral role in business and consumer lifestyles and recently implemented a “bring your own device” strategy for students and teachers. It runs a wireless network across its campus that supports two personal devices per person — whether laptop, mobile phone or tablet — as well as school owned devices. Up to 3,000 devices are supported on the network for educational purposes at one time.
The essence of sponsorship is the right of association, as enshrined in the International Chamber of Commerce’s definition:
‘Any communication by which a sponsor, for the mutual benefit of sponsor and sponsored party, contractually provides financing or other support in order to establish a positive association between the sponsor’s image, brands, products or services and a sponsored event, activity, organization or individual.’
The difference between the Olympic and Paralympic Games and other major sporting events is that they are the only property that offers sponsors virtually nothing but the right of association. Unlike other platforms, which will build in assets and benefits to their sponsorship package like perimeter board branding or event tickets, the only direct benefit you get from investing in a Games sponsorship is the right to use certain logos and marks. Even then, these must be approved on a case by case basis. Everything else, including hospitality tickets, comes at an incremental price.
So Games sponsors cannot rely on a nice big advertising value equivalent from broadcast brand visibility to justify the fee internally. They are forced to be much more disciplined in their assessment of how a Games sponsorship will create an acceptable return on investment. These sponsors must focus on who their target audience/s are, why partnering with the Games is relevant to them, how they are going to communicate those messages effectively and what is the desired behavioural outcome.