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Title:

Winning Sponsorships

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... McCarney. VP Marketing. FlyHawaii Airlines. The Plight of Sponsors ... Bank of Hawaii or First Hawaiian? Burger King or Papa John's Pizza? Budweiser or Pepsi? ... – PowerPoint PPT presentation

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Title: Winning Sponsorships


1
Winning Sponsorships
  • Lori McCarney
  • VP Marketing
  • FlyHawaii Airlines

2
The Plight of Sponsors
  • Overwhelming number of requests.
  • Smaller budgets.
  • Demands to do more for less.
  • Requirement to demonstrate the value of marketing
    dollars spent.
  • Alternatives to sponsorships.

3
What can you do to secure a sponsor for your
festival or event?
  • Understand each potential sponsor - do some
    homework!
  • Understand your event - what it can provide to
    potential sponsors.
  • Develop metrics that can help a sponsor
    rationalize the expenditure.

4
What do sponsors look for?
  • Awareness
  • Leads
  • Sales
  • Perceptual Change
  • Strengthening Relationships

5
Can you name two sponsors of UH Athletics?
6
  • Bank of Hawaii or First Hawaiian?
  • Burger King or Papa Johns Pizza?
  • Budweiser or Pepsi?
  • California Hotel Casino or Outrigger Hotels?
  • Oceanic Time Warner or the Honolulu Advertiser?

7
Awareness
  • Companies seeking awareness are looking to be
    noted and remembered.
  • What can you do to help them achieve this?
  • -Limit the number of sponsors
  • -Develop Title or Presenting Sponsorships
  • -Provide high visibility in all venues
  • -Create a memorable mental connection

8
Leads
  • Have you ever given your name or email to someone
    at an event or festival?
  • Dropped a business card in a fishbowl?
  • Entered a drawing?
  • Bought a ticket on the web or over the phone?

9
Leads
  • If you can find a way to capture and categorize
    names, this might be a valuable resource for a
    potential sponsor.
  • Event-related marketing
  • Segment marketing

10
Sales
  • What have you purchased at an
  • Event or Festival?
  • Beverages
  • Food
  • Souvenirs

11
Sales
What else might you purchase if it were available?
  • Disposable cameras
  • Sunblock
  • Umbrellas
  • Seat cushions
  • Binoculars
  • Recordings
  • What else?

12
Sales
  • If a company is seeking sales, think about
    targeting those most relevant to your event for
    sales or sampling.
  • This is an opportunity to secure both cash and
    in-kind sponsors.

13
Sales
  • Also, talk to companies who could experience a
    higher level of sales due to your event or
    festival.
  • Hotels
  • Restaurants
  • Retailers
  • Develop ideas about how your event can boost
    their sales.

14
Perceptual Change
  • How has going to an event or festival
  • changed your mind about a
  • Company Wow, I didnt know a bunch of bankers
    would play kazoos in a parade.
  • City There really is a lot to do downtown!
  • Commodity Who would have thought you could make
    a canoe out of milk cartons?
  • Person This person really cares about local
    tradition.

15
Perceptual Change
  • Think about creating opportunities within your
    event to help a company, city, commodity, or
    person, change their image.
  • They may also be very newsworthy!

16
Strengthening Relationships
  • Especially in Hawaii, you can also leverage
    relationships to gain sponsors.
  • Make sponsorship an important goal as you build
    your volunteer network, especially your board.
  • This often works better than any other marketing
    strategy!

17
Cost/Benefit
  • Metrics Set objectives and demonstrate how you
    will measure achievement.
  • Financial Resources Companies that sponsor
    spend more than just sponsorship dollars.
  • Human Resources Requirements for company people
    may be a plus or a minus.

18
Summary
  • Do your homework and understand potential
    sponsors and your festival
  • What are sponsors business needs?
  • What drives their sponsorship decisions?
  • What can your festival or event offer that is
    unique?

19
Summary
  • Understand what your event or festival has to
    offer to a sponsor
  • Awareness
  • Sales
  • Leads
  • Perceptual Change
  • Relationship Building

20
Summary
  • Tailor your solicitation for each sponsor.
  • Include objectives, metrics and budgets
  • Propose ideas to involve your sponsor in a way
    that works for them.
  • Do not expect the sponsor to come up with ideas
    for you.

21
Mahalo!
  • And good luck to you all.
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