As I look out of the window here in Newport on another cold, rainy day in New England, I start to think about how fortunate we are when we do get great weather. Soon enough the air will begin to warm up, our days will be longer, and even the water temperature surrounding the island will slowly begin to rise.
Sitting here at my desk while thinking about the weather triggered the sponsorship side of my brain and how sponsors must deal with mother nature at events. While in our own lives we have seasons to sit around and wait for the weather to get better, a sponsored event or activation can be as a short lived as a few hours. What is a sponsor to do?
For my answer I looked to Performance Research Senior Project Manager Marc Porter who has traveled the globe with event research teams, braving nearly every weather condition imaginable.
Marc said “Although you must obviously stay positive, anticipating and planning for the worst (weather) is always important”. He also mentioned how sponsors can react to the weather and respond with something that would make the spectators appreciate them, like free branded ponchos, etc.
Hopefully no one out there is going to have to take Marc’s advice, but remember it’s always in the sponsor’s best interest to plan for the worst and then hope for the best.