How to Generate Sponsorship in Todays CRAZY World

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How to Generate Sponsorship in Todays CRAZY
World!

• Or .
• Sponsorship selling is fun!

2
How do you ask people for money?

• Start with the right selling proposition
• Do your homework understand your buyer
• Understand what you are selling
• Start on time
• Have terrific follow through
• Be tenacious

3
What is sponsorship?

• Sponsorship is an investment, in cash and/or in
  kind, in return for access to exploitable
  business potential associated with an event or
  worthwhile cause.

4
Trends impacting sponsorship

• Branding
• Cause related marketing
• ROI
• ROE
• Grassroots marketing
• Think globally, act locally
• Experiential/activation
• Database development
• Multicultural aspects
• More competition
• Greater expectations
• Technology

5
What sponsors want

• Increase sales
• Corporate hospitality
• Introduce a new product
• Expand use of current products
• Sampling
• Employee incentives
• Customer incentives
• Trade incentives

6
What sponsors want (more..)

• Product branding
• Differentiation from the competition
• Association with a particular lifestyle
• Heighten visibility
• Shape consumer attitudes
• Entertainment
• What else can you think of?

7
Where do you find sponsors?

• Look at your competition
• Visit the web
• Read trade publications
• Read consumer magazines/newspapers
• Listen to radio
• Watch TV

8
Who do you approach?

• There are MANY doors to enter
• President
• Vice President of
• Marketing
• Public Relations
• Human Resources
• Brand management
• Product management
• Sales
• Advertising
• Multicultural marketing
• Brand managers
• Product managers

9
When do you approach sponsors?

• MINIMUM 6 months preferably a year and
  sometimes as much as 18 months in advance
• Why?

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How to get started with the sales process

• Hone your sales skills become a consultative
  salesperson
• Understand what you are selling
• Understand your clients budget cycle
• Understand the value of what you are selling
• Customize
• Negotiate
• Overcome objections
• Make it easy
• Follow through

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Sponsor expectations

• Minimum 31 ROI
• Respect for investment
• Honesty
• Deliver on promises
• On-site implementation
• Post-event follow through

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What resources are available to you?

• Internet
• Advertising Age
• Promo
• Event Marketer
• Team Marketing Report/Sports sponsor factbook
• EPM Entertainment Marketing Directors
• Local media (radio, TV, print)\
• Festival Media Corporation
• What else? Where else?

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How to get started

• Here are the 12 steps to
• generating sponsorship

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Step One

• Take Inventory

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Tangible inventory items

•      Banners
•       Radio/TV/Print
•       Table tents
•       Transit
•       Posters/flyers
•       Program books
•       Brochures
•       Billboards
•       Tickets
•       Payroll stuffers

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Tangible inventory (cont.)

•      VIP viewing/parking
•      Mailing lists
•      On-site sampling
•      Audio announcements
•      Product displays/sales
•      Hospitality
•       consumers
•       customers/trade
•      On-stage presence
•      Cross promotions
•      Internet
•      Celebrity appearances
•      What else?

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Intangible inventory

• Prestige of property
• Recognition of name
• Market impact
• Community acceptance
• Audience interest/loyalty
• Audience compatibility w/sponsors needs
• Category exclusivity
• Protection from ambush
• Protection from sponsor clutter
• Co-sponsor networking opportunities
• Sales opportunities

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Step two

• Develop media and retail partners

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Step Three

• Develop your sponsorship offerings

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• Prepare a budget
• What can be bartered
• What are the assets
• What is the value of those assets
• Determine several opportunities
• One page fact sheet

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Iditarod XXXV

• Date March 4, 2007 year round events
• Where Alaska (and the world!)
• Audience 60 women/40 men
• Demographics 73 with incomes in excess of
  50,000
• 63 are professional/technical people
• 70 of Iditarod fans have a college degree
• And, like NASCAR, they are loyal fans
• Marketing Exposure National television
• National and international print media
• Radio
• Associated Press distribution internationally
• Start/finish line banners
• Race route banners
• Program guides
• Newspaper advertorial
•  

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• Marketing Official product
• Opportunities Hospitality
• Idita-rider (riding in the first 11 miles)
• Category exclusivity
• Product sales
• Website Iditarod Insider
• VIP opportunities
• Branded booties/bandanas
• Event specific sponsorship
•  
• In 2007 we will celebrate the 35th anniversary of
  The Iditarod Trail Sled Dog Race. With the same
  cach?t and exposure as the Tour de France and the
  New York City Marathon, you now have an
  opportunity to benefit from affiliation with this
  unique and captivating world class event. Visit
  Iditarod.com to experience the excitement of this
  race and everything that goes with it.
•  
• Contact Sylvia Allen 732-946-2711
• sylvia_at_allenconsulting.com

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Step Four

• Research your sponsors

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Step Five

• Do initial sponsor contact

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Step Six

• Go for the appointment

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Step Seven

• Be creative

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Step Eight

• Make the sale!

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Step Nine

• Keep the sponsor in the loop

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Step Ten

• Involve the sponsor in the event

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Step Eleven

• Provide post-event report

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Step Twelve

• Renew for next year

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What NOT to do

• Buy a mailing list
• Write a direct mail letter
• Produce a package
• Mail letter and package
• Follow up with phone call
• What will happen?

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10 Basic Rules for Success

• Believe that you have already succeeded
• Replace negative statements with positive phrases
• Take responsibility for your actions
• Always set written goals
• Think positively
• Formulate a personal mission statement
• Always ask what is the worst that could happen?
• Allow yourself to make mistakes
• Strive to be the best you can be
• No one was born great we can CHOOSE success

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Lets have some fun

• Sponsorship sales are the same as media buys.
• Sponsorship fees should equal the cost of the
  event.
• Sponsors are most interested in exposure.
• Sponsors dont care about exclusivity.
• Ambush marketing is fair.
• Gold, silver and bronze are good sponsor levels.
• Sponsorship sales are easy.
• Sponsors always return your calls.
• Sponsors dont need much lead time to buy.
• Sponsors will call you to offer you money.
• Sponsors make quick decisions.
• Sponsors never lie.