Time for a Sponsorship Reality Check Timely Responses to Todays Sponsorship Challenges presentation

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Title: Time for a Sponsorship Reality Check Timely Responses to Todays Sponsorship Challenges

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Time for a Sponsorship Reality Check! Timely
Responses to Todays Sponsorship Challenges

Chuck OConnor, CFEE
National Cherry Festival
Traverse City, Michigan
Thursday, June 4, 2009

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Webinar Overview

State of the Union
Controlling Your Destiny
Re-examining Your Assets
Practical Examples Solutions
Sponsorship Renewal Tips
Summary
QA

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State Of The Sponsorship Union

Some have closed the doors
Its the economy, stupid!
Layoffs and budget cuts
Sales tracking 25 off not uncommon
What Are Sponsors Saying?
Properties Not Meeting Our Needs IEG-SR
Takeaway Sour economy requires more flexibility
in packages and terms
Waste of company resources short termitis
We dont have the money no budget

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More - State Of The Sponsorship Union

Attitude!!
this is not the time for stable companies to
drop sponsorships, but to add more value to
consumers smart sponsors will see the economic
situation is creating an opportunity for them to
connect on a more personal level, where helping
to make life better during a tough time is a
common goal.
Jed Pearsall, President Performance Research

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Traditional Media Is In Rough Shape

Broadcast, Cable, Print
Inventory means Opportunity
Shape the deal carefully
They Can Help With Sales
Packaging
Leverage Activate
Collaborate

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Controlling Your Destiny

How Do We Make The Sponsors Business Better?
Focus on THEIR needs!
Proposals should focus on solutions to sponsoring
companys problems
Need more creativity and flexibility
Change your pitch etiquette brief specific

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Controlling Your Destiny

Watch for trends and opportunities
Sponsorship position structuring
Barter / In-kind
Brand Advocacy
Consultant Role
Utilize Resources
IFEA, IEG, Power Sponsorship, EM

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Trends And Opportunities

Mergers
Political influencers
Economic consequences
Strong industry categories
Flexibility
Collaboration with your Chamber, CVB
Changing regional event landscape

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Hot Categories Themes

Wireless
Energy
Casinos
Pets
Green
Patriotism
Pharma
Consumables
Heritage Days
MMT Mobile Marketing

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Barter / In-Kind Deals

Start with your budgeting process
Examine your payables
Vehicles
Porta-Johns
Printing
Fencing
Data lines hardware
Consumables
Travel

PortaJon Ads
Fee paid by UGO
UGO handles Sales

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MORE Barter or In-Kind

Media
Staffing Corp. Teams
Catering
Lodging
Fireworks
EMS First Aid
Waste Collection / Recycling
EXPENSE RELIEVING!

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Sponsor / Brand Advocacy

Sent from my NCF VZW BB!
Wear the brand - Logowear
Outgoing Phone Messages
Email signatures
Always ask for sponsor products
Activate advocate always for your sponsors
Co-Branded Scheduling Information
ATT Real Yellow Pages
Web sites
Media / PR

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Activate Retail For Sponsors

Consumables Concessions Cart
NCF Sells Pepsi, Johnsonville, Country Fresh,
Sara Lee
ATMs
Prizes
Grocers Program
Influence consumer
preferences

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Grocers Partnership Program
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Be A Consultant

Layoffs and Replacements
Activate each others good ideas
Make your written agreements stand out
Corporate Social Responsibility
Convey A Message Of Community
Volunteerism
Inclusiveness
Networking
Seek Sponsor Collaborations
Keep Optimism Hope Alive!

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Examining Your Assets

Audience!
Programming Flexibility Excellence
Media and PR
CSR / CSI Corporate Social Responsibility
(Investment)
Leveraging Activation
Retail Ties
Real Estate MMT
B2B and B2C
Agri-Tourism
Intern Program
Social Media
MOJO! The Emotional Connection

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Examining New Assets Programming Ops Related

Brainstorm For Salable Inventory
Global Wine Pavilion
Heroes Day
Commissioned Art Applications
Green Day
Health Day
Volunteer Program
V-PASS!
Operations
Press Conference
Branded Product
Signature positions
Beer Tent
Real Estate Is King! (Mobile Marketing)

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Case Study Global Wine Pavilion

Opportunity New Real Estate!
Target new audience profile
Traditional media overlays
PR opportunities
Display and interactive
Existing sponsor activation opportunity
Opened new sponsorship categories

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Case Study Heroes Day

Opportunity New Programming
Target new audience
Increase foot traffic on a slower day
PR opportunities
Integrates with local businesses
Opened new
sponsorship inventory
Brought back an old
sponsor
Community loves it!

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Case Study Chateau Grand Traverse

Existing wine sponsorship
Tie to new Global Wine event
Co-brand with commissioned
Charles Murphy painting
New media extensions
Co-branded Marketing
Distribution
Expands sponsorship window
sustainability

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Case Study DTE Energy

Green Initiative
PR Overlays
Platform for Charitable Giving / Cause
Collaboration with Like-Minded WM
DTE Green Day
Recycling Program
Parade Title Sponsor

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Case Study BCBS of Michigan

Longtime sponsor with budget issues
Local reps co-champion strategy
Meeting with decision-makers
Enter Health By The Bay event
Met the need
Win Win!
Renewed
commitment

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Case Study Art Van Furniture

Sponsor of NCF Ambassador Corp
AVO co-announce our sign-up party
Held event at their store location
Invite other sponsors to participate
Creates loyalty to affinity group
Cybercafé
Expand window of opportunity
Sales!!

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Case Study Verizon Wireless

Official Position Qualified Exclusivity
Named asset benefit V-PASS!
Inclusion at volunteer functions
Integrated into programming
Commemorative Pin
Cherry Idol
Press conference
Media TV, Radio, Print
VIP Hosting
Music Stage
Business B4 Hours
Promotional Display via Marketing Werks
Totally integrated co-branded business partner

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Case Study Country Fresh Ice Cream

Official Ice Cream
Ice Cream Socials
Integration throughout year
CF Diner
Grocers Program
Retail activation
Freezer trucks

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Case Study Great Wolf Lodge

Existing UAD Sponsor
NEW! - NCF Royalty Program
Bartered Queens Program Lodging
Silent Auction
Catering
GWL listing as Host Hotel
Shared branding
Q Candidates participate in GWL programming
Media stories / PR Benefits

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Case Study Cherry Dollar Time Capsule!
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Branded Product

Cherry Sauce Simply Cherries
Signature Cherry Pie G.T. Pie Co.
Signature wines

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OPPORTUNITY Mobile Marketing

Great Activation Guest Experience Opp.
Tractor-Trailer Tours / Rigs
Pop-Ups / Product Displays
Cooking Demos
Sampling Venues
Sports Team Attractions
Military Exhibits
Promotional Partnerships vs. Sponsorships

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Mobile Marketing Agencies

IMS Marketing
GMR Live
Action Marketing Group
Mobile Media Enterprises
Marketing Werks
Barkley
Pierce Promotions
Moroch
Infinity Marketing
Momentum Worldwide
Octagon
Fieldstone
Aspen Events
Gigunda Group
MI State Lottery

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Social Media Communities

Facebook 200 million users
MySpace 110 million users
LinkedIn about 30 million users
Twitter about 7 million users
YouTube 70 million videos
Flickr hosts over 2 billion images
Blogs over 200 million

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Useful Tips For Sponsorship Renewal

Start early stay in contact
Be creative
Utilize internal advocates
Co-develop the deliverables
Make multi-year deals appealing
Be flexible
Develop professional contracts
Be a champion for their sponsor brands

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Sponsorship Reality Check Webinar Summary

Sponsorship sales is challenging in the current
economy
There are great opportunities to collaborate with
traditional media and other like-minded
organizations
Its a great time to re-assess your salable
assets
Must stay abreast of trends themes
Must remain professional optimistic
Must be creative and flexible
Must be an outspoken advocate for sponsors

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The Good News!

Among all marketing channels,
...Events are the discipline that can be
leveraged now to best boost ROI, and accelerate
and deepen brand relationships.
Event Marketer Survey EventView 2009

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