Too often there is a sense that entertainment and lifestyle companies, in the commercial and the not for profit sectors, approach businesses with both a begging bowl and a dismissive look that just screams ' we wish we didn't have to sell out'.
Even when this isn't the case and the decision has been made to engage positively, these conversations can too often focus on a sense of what the organisation in question needs from the partnership (sponsorship money usually), rather than what they have to offer the partner.
Can you imagine a media salesperson approaching it in the same way? "So, we've got 20 grand of space to sell in this issue, so come on, can't you just give me 5 of it now?" With no sense of ROI for the advertiser, with no idea of reader engagement or demographics?
Obviously there's an element of exaggeration in this, but for every Punchdrunk, Bompass & Parr or Royal Shakespeare Company that seem to be getting it right, there are a hundred organisations misunderstanding the new corporate paradigm.
It's not enough any more to have an exciting or necessary product, or a dream that 'deserves' funding. You HAVE to prove value, relevance and ROI.
This is a huge opportunity for the sector. We have what the wider economy needs and wants. We just have to realise (and be prepared to justify) what it is worth.
