The Sponsorship Landscape Marketing professionals agree that the sponsorship landscape has changed. Social media and digital content has provided additional touch points and opportunities to create engagement and drive additional value from sponsorships. What has not changed is that organisations need to justify their sponsorship spend in commercial terms – there is very little chance of sponsorship on a “feel-good” basis. Sponsorship opportunities are rigorously examined in terms of;Watch movie online Logan (2017) The commercial value and opportunity they create The fit with the brand values The match between target markets The return on investment they deliver Events, not-for-profit, sporting associations and other organisations that rely on sponsorship as a major source of funding, need to structure their approach to soliciting sponsorship to demonstrate how it will meet the marketing strategy of the partner company. The most successful sponsor partnerships create commercial value in exchange for the funding provided by the sponsorship through application of the following principles; Targeting the approach Building commercial sponsor value Creating a realistic business case Establishing the emotional connection Matching brand values Pre & Post event support Measuring & demonstrating sponsor ROI Whether you are seeking sponsorship or evaluating an opportunity to sponsor an organisation or event, these principles will stand your organisation in good stead to ensure real value from a sponsorship. A Targeted Approach A targeted approach is essential but often overlooked as organisations mass-market their sponsorship opportunity in the quest to secure a sponsor. Different sponsors will have different needs and will seek different sources of value from a sponsorship opportunity. Take an individual or at least segmented approach to preparing the sponsorship documentation, consider the sources of value that each target sponsor will find most appealing and customise the presentation to each particular sponsor. If possible, speak to the target sponsor about the opportunity to determine what they are looking for in their marketing program before you prepare the submission. As a potential sponsor, if you have received a submission which lacks elements of value that you feel are key discuss this with the organisation that is requesting the sponsorship as they may be able to support you in these elements. Building Commercial Sponsor Value Building (and evaluating) commercial sponsor value relates to matching the return from the sponsorship to the objectives of the sponsor organisations marketing strategy. The return should match in terms of overall marketing objectives and be consistent with elements of the marketing mix such as; target markets, brand values, promotional messages, other campaigns and positioning. If any elements do not match they should be considered in terms of their overall importance to the sponsorship achieving the desired results and their potential to de-value the sponsorship ROI. Business Case – Do the numbers stack up? The business case is primarily concerned with the financial return on investment for the sponsorship. This return on investment in typically considered in terms of positive brand equity that the sponsorship will build in the market place and the sales that the organisation can expect to generate from the opportunity. At a very simply level the organisation will need to consider the following; Is this our target market? How do we typically reach this target market & how much does it cost? How many do we expect to convert into new clients? How many will be existing customers with whom we will re-enforce the brand? How many will infect other clients who will purchase? Are we evaluating in terms of lifetime value or one-off purchase? How many sales do we need to generate to cover the cost of the sponsorship? What is the positive brand equity we expect to generate? How else may we generate those sales and brand equity? Is the opportunity good value? The Emotional Connection The emotional connection is an important part of the commercial value of the sponsorship as this creates an important link between the sponsor, the opportunity (cause or organisation), and the sponsors target customer. The emotional connection should be both stated and visually represented in the submission. Matching Brand Values Matching brand values relates to ensuring a fit between the brand values of the two parties and is an essential part of an effective sponsor relationship. From a sponsor perspective, sponsoring an event, charity, sporting team or organisation that does not have compatible brand values is most likely to be a wasted investment. For an organisation seeking sponsorship, make sure that you demonstrate the link between the brand values of the two entities to put your prospects mind at ease. Pre & Post Event Support Pre & post event support involves the Marketing Manager of the sponsored entity (event, charity, sporting club or organisation) working proactively with the Marketing Manager of the sponsor organisation. The purpose of pre & post event support is to maximise the commercial value of the sponsorship opportunity for the sponsor. Pre & Post event follow up also relates to the $1 for $1 rule which holds that for every dollar an organisation spends as a sponsor, they should also spend $1 promoting that sponsorship in the marketplace to create the link and gain commercial value. A critical role of the Marketing Manager of the sponsored organisation is to assist their sponsors in achieving commercial value from the sponsorship. In addition to making good on the obligation to provide a return on investment for the sponsor, proactive support is likely to lead to long term support from the sponsor. Measure & Demonstrate ROI The return on investment from any sponsorship opportunity will have tangible and intangible benefits for the sponsor. An important component of any sponsorship relationship is the demonstration and documentation of the benefits and overall return on investment from the sponsorship opportunity. A full debrief, evaluation and follow-up occurring at the end and at key intervals during the sponsorship opportunity is recommended. Post event follow up and evaluation should include key focus areas such as; measurement of elements of value, media exposure, sales increases, new customer acquisition and brand equity gained through association. MJH Group are experienced marketing consultants who can take responsibility for the end to end development and delivery of the marketing program.

In B2B markets, purchasing decisions are rarely made on price or features alone. Buyers seek outcomes that benefit their organisation while minimising both organisational and personal risk. As the old adage goes: “No one ever got fired for buying IBM.” That means your marketing and business development efforts must be built around de-risking the decision for your prospect—providing clear, compelling evidence that you can deliver the outcome they need. How to Reduce Risk for the Decision Maker The best way to reduce perceived risk is by presenting evidence of performance—across both marketing materials and sales conversations. This evidence should demonstrate: • Technical competence • Reputation in the market • Trusted relationships • Relevant experience • Industry expertise • Established market presence • Strong client referrals When prospects see proof of positive outcomes, they gain confidence that your company can do the same for them. This positions your business not only as a safe option, but as the right choice. Build Credibility Through Sales and Marketing We reduce risk for the buyer by crafting marketing and sales communications that highlight: • Market leadership or dominance • Testimonials and case studies from satisfied clients • Associations with desirable brands • Evidence of successful, relevant projects • Clear capability and technical statements • Proven heritage and track record These elements give decision-makers confidence. They aren’t just choosing a solution—they’re choosing a proven, low-risk partner. Make It Specific to the Client Generic content doesn’t build trust. To truly reduce risk, your communications must be tailored and client specific. This means creating segmented, personalised messages that show: • How your experience aligns with their industry or sector • Case studies featuring clients of a similar size and scope • Reference sites that demonstrate aspirational credibility—even if they’re outside the prospect’s exact project scope When prospects can clearly see themselves in your success stories, their decision becomes easier—and far less risky. At MJH Group, we specialise in B2B marketing strategy that drives growth by building credibility and de-risking the buying decision. If you'd like to learn more or get support for your sales and marketing efforts, call us on 1300 905 116 or email enquiries@mjhgroup.com.au.

Social media platforms, websites, and EDMs (Electronic Direct Mail) are powerful tools for engaging with customers, stakeholders, prospects, and the wider community. But success in these channels requires thoughtful execution. These guidelines outline best practices and strategic parameters to keep in mind when using digital platforms for marketing and communication. The Benefits of Digital Marketing & Social Media Done well, digital marketing can: • Build your brand profile and position in the market • Provide a point of interaction for your community • Encourage positive participation and engagement • Allow timely responses to questions or issues • Deliver regular updates and news • Offer a channel for managing negative comments promptly and professionally • Be cost-effective compared to traditional media • Provide trackable and measurable performance • Drive meaningful engagement and sales Content Matters: Images & Video Visual content is critical. As a rule: • Use professionally shot images and videos unless your brand specifically calls for a more raw, informal approach • Maintain consistency in style, tone, and quality across platforms Language & Tone • Maintain a tone that is positive, approachable, and respectful • In sensitive situations, adopt a concerned and solution-oriented tone • Always respond politely and address the person directly, where appropriate Responding to Questions Questions on social media should be handled with care: • Avoid generic or robotic replies—craft personalised responses • If more time is needed to investigate, it’s fine to say: “Hi [Name], thanks for your question—just checking on that for you now and will come back shortly.” • Always address the person by name (unless they use a jokey or inappropriate username) Responding to Complaints Complaints require tact and authenticity. Key principles: • Responses must feel like they come from a real person, not a corporate script • Aim to acknowledge the issue and take reasonable steps to address it • For example: “Sorry to hear that—our maintenance contractors are responsible for playground upkeep and we’ve passed on your concern today.” • Where possible, close the loop: “Just an update—we’ve heard back from [Contractor] and they’ll be on site tomorrow to take care of it.” • If the issue relates to another organisation, note it and pass it on, sharing any relevant information • For serious matters (e.g. vandalism, antisocial behaviour), it’s appropriate to say: “Thanks for bringing this to our attention—we’ve referred it to the police.” Posting Guidelines: What to Share Your posts should be relevant, timely, and community focused. Great topics include: • Business updates: o New product launches o Special offers o Competitions • Community-focused content: o Local events, farmers markets, school fetes o Sporting club news or sponsorship milestones o Celebrations like Melbourne Cup, Grand Final, or seasonal shifts o Seasonal recipes or holiday tips • Organisational news: o Awards or nominations o Key achievements What to Avoid Certain content types can damage credibility or engagement: • Generic brain teasers • Political or controversial commentary • Low-effort humour or memes • “Cute” stock photos of animals or children • Anything that could be perceived as offensive or in poor taste At MJH Group, we bring deep experience in both B2B and consumer marketing—helping organisations harness the full potential of digital platforms while protecting brand integrity. If you’d like tailored support for your marketing or community engagement strategy, call 1300 905 116 or email enquiries@mjhgroup.com.au.

Marketing – New Media vs Traditional Media

Overcoming Intangibility in B2B Services: Using Symbols of Authority to Build Trust One of the core challenges in marketing services—especially in the B2B space—is their intangibility. Services can’t be held, touched, or tested in advance, which means potential clients must trust that the provider will deliver. For a new client, this often feels like a risk. As a result, prospective customers actively look for evidence of performance and credibility before they engage. The success of your marketing, sales, and tender responses hinges on how effectively you pre-position your business as trustworthy, capable, and low-risk. The Power of Pre-Positioning in B2B Marketing In B2B marketing, particularly where services are involved, pre-positioning is critical. It’s the work done before the sales conversation begins—before the bid is submitted, the proposal written, or the RFP issued. Effective pre-positioning addresses intangibility by providing tangible evidence of reliability, capability, and track record. At MJH Group, we call these assets Symbols of Authority. What Are Symbols of Authority? Symbols of Authority are the visible cues and supporting elements that give prospective clients confidence. They help clients feel safe in their decision, reassuring them that your business is not only competent—but the right partner to trust. These symbols represent the backbone of B2B service marketing and should be embedded across your marketing communications, tenders, digital presence, and client conversations. Examples of Symbols of Authority Below is a comprehensive list of the most effective Symbols of Authority for B2B service providers: Offices & Physical Presence A clear corporate office and visible footprint in relevant regions reinforces stability and accessibility. Brand Recognition A strong, recognised brand within your industry provides social proof and familiarity. Corporate Sponsorships Sponsorship of key events or organisations enhances visibility and positions your business as an engaged industry participant. Advertising Consistent advertising in trade or industry publications builds familiarity and reinforces authority. Management Visibility When senior leaders are quoted in the media or speak on industry issues, it reflects thought leadership and credibility. Management Experience Communicating the qualifications, achievements, and depth of your leadership team inspires client confidence. Operational Experience Showcase the depth and experience of your frontline and delivery teams to prove capability at scale. Branded Vehicles A visible fleet of vehicles reinforces operational reach and reliability. Business Heritage Demonstrate longevity by highlighting years in operation, growth milestones, or generational leadership. Marquee Customers Display well-known clients and brands you service—this lends weight and validation to your offering. Client Relationship Management Show your commitment to strong, ongoing account management and client engagement processes. Staff Certification Highlight qualifications, accreditations, and skill levels of your team members. Comprehensive Training Demonstrate structured onboarding, continuous training, and compliance with documented procedures. Documented Procedures Show clients that service delivery isn’t ad hoc—provide evidence of SOPs, ISO accreditations, or quality systems. Proof of Performance Use testimonials, KPIs, case studies, and reports to back up your performance claims. Guaranteed Response Times SLA-driven response windows or emergency response frameworks increase perceived reliability. Stakeholder Management Show your ability to manage communications with media, regulators, or community stakeholders. Ongoing Client Communication Regular updates—whether daily, weekly, or monthly—demonstrate control and transparency. Service Sampling Offer prospective clients a small-scale trial or pilot project to “test” your services before full engagement. Insurance Coverage Clearly communicate your insurance cover and provide documentation during tendering. Case Studies & Testimonials While not part of the core product, they’re essential tools for reassurance and comparison during the decision process. Why It Matters In a competitive B2B services environment, the business that best reduces perceived risk often wins the deal. Your marketing must not only promote your offer—but prove you can deliver. By embedding Symbols of Authority throughout your brand communications, you transform intangible services into tangible reassurance. At MJH Group, we specialise in helping service-based businesses improve conversion rates, win more tenders, and grow through smarter B2B marketing strategy. If you’d like to discuss how to better position your business in the market, contact us on 1300 905 116 or at enquiries@mjhgroup.com.au .

There are many ways to lose a B2B sale during the sales cycle—but one of the most common causes is a poor proposal. Even if your solution is a perfect fit, a weak proposal can undermine all the good work done leading up to submission. To help you avoid that fate, here are some essential strategies for writing proposals that win. 1. Understand the Prospect The best proposals are built on a foundation of genuine understanding. Before you write a word, ensure you’ve clearly grasped: The client’s objectives and desired outcomes The exact scope and performance expectations Budget expectations and cost sensitivities Engage the prospect early and make them a participant in the process —not just a recipient. This sets the stage for a more collaborative and successful outcome. 2. Show That You Understand Every proposal should open with a clear summary that demonstrates you’ve listened and understood the client’s goals. This section frames the rest of the document and should reflect: What the client is trying to achieve The challenges or constraints they face Your interpretation, analysis, and commentary Think of this as repeating back the client’s brief—with added value and insight. It creates alignment, earns trust, and gives the client a chance to clarify any misunderstandings before they read on. 3. Focus on the Client—Not Yourself Avoid turning your proposal into a brochure. Clients aren’t interested in a long history of your business—they want to know how you can solve their problem. Frame your offer around their needs and outcomes. Keep your business background relevant but concise. 4. Keep It Sharp and To the Point Proposals are often shared across multiple stakeholders with different priorities—some read in detail, others skim for costs. Make your document concise, well-organised, and easy to navigate: Use clear headings and subheadings Present information visually where possible Keep the content lean but complete Length isn't the enemy—irrelevance is. 5. Tailor Your Experience and Testimonials Your business may have a wide range of skills, but in proposals, relevance is everything. Emphasise the most applicable experience Choose case studies aligned to the client’s industry or challenge Reorder testimonials and references to reflect client priorities This tailoring shows clients that you’ve considered how your expertise aligns with their specific needs. 6. Use Clear, Plain Language Avoid buzzwords and jargon unless they are meaningful and familiar to your audience. Proposals should be easy to read and professional. Write in plain English. Your clarity will set you apart. 7. Get the Basics Right Double-check the client’s name, company, and address Proofread thoroughly—errors suggest carelessness Format consistently and use clean, modern design Attention to detail signals reliability. 8. Manage Expectations and Deliver on Time It’s common for clients to ask for proposals urgently—then take weeks to respond. It’s fine to set a realistic timeline and clarify their actual urgency. This shows you take your commitments seriously and value both your time and theirs. Above all, once you’ve agreed on a delivery date, honour it. Final Thoughts A well-crafted proposal can be the difference between winning and losing a project—even when everything else is going well. Keep these key principles in mind: Understand the prospect Show you understand Keep the focus on the client Tailor your experience and testimonials Use clear language Get the basics right Manage timelines and deliver on time MJH Group has extensive experience supporting businesses to develop high-converting sales proposals, tenders, and business development frameworks. If you’d like help strengthening your proposal process or sales program, contact us at 1300 905 1 1 6 or enquiries@mjhgroup.com.au .

Is Your Personality Fixed Or Can You Change Who You Are?

The Changing Nature of B2B Marketing