Yesterday, the Glen Gould Theater was the sight of the 7th annual Sponsorship Marketing Council of Canada conference and 6th annual Sponsorship Marketing Awards.

The day featured a series of dynamic speakers. But like most conferences, some of the best knowledge was gathered form the networking and hallway conversations that always occur.

Here are some things I “learned” yesterday. From both the on and off-stage presenters!

• Major sponsors indicated in the Canadian Sponsorship Landscape Survey that properties are NOT doing a very good job providing service and reporting.

• Human resources… having people to implement… is a major issue for sponsors, properties and agencies alike. So get hiring!

• Small properties should look for small sponsors. They have money and business needs just like the major marketers.

• Four companies in Canada have over 1,000 sponsorships!

• Sponsorships that have a causal tie continue to stand head and shoulders above others, in my opinion.

• Every presenter who talks about social media keeps babbling about clichés and one-off stories… It’s time for the experts to provide specific insights!

• Kraft Hockeyville is an unstoppable machine. Deservedly it again won Best in Show at the Sponsorship Marketing Awards.

• Branded entertainment has advanced so far into the core of media sales that product placement firms are no longer “welcome” by the major broadcasters.

• Sometimes three years deals are better for the sponsors… one of my contacts is losing a coveted sponsorship because an underling took one-year sponsors.

• Multi-year deals are good not just for the property but also the sponsor. One notable sponsor is losing a feature property because a junior person insisted on a one-year deal. It worked so well their competitor has not approached the property and outbid the incumbent for this year’s event!

• Everybody who tells me they are coming to next year’s Canadian Sponsorship Forum… also told me that last year!

My final learning. Not a learning but a remembrance. That everyone in this industry should remember the pioneering work of Marilyn Michener.