A Professional Development Seminar Bruce L. Erley APR, CFEE President, Creative Strategies Group Denver, Colorado
What IS a Sponsor?
“And now a word from our sponsor”
“Won’t you please sponsor this child?” “Senator Thompson is the sponsor of this bill.”
“We want to thank all our gold sponsors for their generous donations” “Our church is sponsoring a family from Croatia.”
What IS a Sponsor? Sponsor . spôn’.sér (n.) an entity that pays a property for the right to promote itself and its products or services in association with a property. Also see: Sponsorship – The relationship between a sponsor and a property, in which the sponsor pays a cash or in-kind fee in return for access to the exploitable commercial potential associated with the property. (ref.: IEG)
Seven Myths of Selling Sponsorships Sponsorship sales is fundraising Sponsorship fees should equal cost/expense Selling off an event piece-by-piece generates the most revenue Sponsors are most interested in exposure
Seven Myths of Selling Sponsorships Category exclusivity is generally not that important to sponsors Gold, Silver, Bronze are popular sponsor levels with corporations Sponsorship sales is a loathsome responsibility
Why should a company sponsor your event? Media advertising not reaching customer Achieve a closer, personal impact on customer (two-way communication) Create brand experiences Increase visibility Shape attitudes
Why should a company sponsor your event? Communicate commitment to a particular profession or lifestyle Differentiate products from competitors Entertain clients Showcase product attributes Combat larger ad budgets Increase Sales Recruit/retain employee
Conducting a Property Inventory
Conducting an Inventory of Your Event’s Assets It is essential to know what are the most basic components of your event, whether owned or controlled by you, that can be provided as rights & benefits to sponsors
What makes your event special?
The activity The setting The audience The purpose The organizers
Quantify your assets
Tangible Collateral Materials Advertising Exposure Commercial Displays Signage Hospitality Mailing lists Web Sites Others?
Quantify your assets
Intangible Prestige of event Name, logo equity Market impact Audience size/draw Desirability of audience Category exclusivity
Quantify your assets
Intangible (continued) Degree of sponsor clutter Protection from ambush Historic media coverage Competitive environment Age/Track Record of
event Ability to Deliver Benefits Networking opportunities
Packaging Your Event For Sponsorship
Creating Sponsor Packages: Determining Types & Levels
Philosophical Issues Unacceptable Sponsor Categories ○ Tobacco? ○ Beer/Wine/Liquor? ○ Religious/Political What are you willing to “sell-off” ? ○ Complete name integration? ○ Change Event name? ○ Sponsor’s logo over Event’s name?
Creating Sponsor Packages: Types of Rights Exclusive
Rights
Only available to Top Sponsors
First
Rights
Option to choose exclusive asset or opportunity
General
Rights
Received by all sponsors Varying quantities
Creating Sponsor Packages: “Christmas Tree” Model
Creating Sponsor Packages: Determining Types & Levels
Top Tier Level
Title Presenting
2nd Tier Levels Associate Supporting Contributing
Official Suppliers Serving/Pouring Rights “Preferred Provider�
Media Sponsors
Newspaper Television Radio Internet Outdoor
Donor Categories Friends of the Festival Festival Club
Creating Sponsor Packages: General Terms
Level (# at level) Category Exclusivity Contract Term Renewal Option Use of Event Marks
Creating Sponsor Packages: Media Rights
Recognition in Event Buys Which media? Where in ad? Logo or name?
ID in Media Partner Ads Name in News Releases Participation in Media Events
Creating Sponsor Packages: Promotional Rights
Collateral Materials ID on Event stationary Poster ID - Location/Size? ID on Brochures ○ Rackcards/Postcards Site Maps ID on Tickets ○ Bounce Back Coupon on Back
Creating Sponsor Packages: Promotional Rights
Publications Event Program ○ Cover ID ○ Interior ID ○ Editorial ○ Ad - Size/Color/Placement? ○ Welcome Letter Newsletters Annual Reports
Creating Sponsor Packages: Promotional Rights
Internet/Web Site
Home Page ID Banner Ad on Site Link to Sponsor Web Editorial Coverage Social Media ○ E-mail Blasts ○ Podcasts ○ Facebook ○ Twitter
Creating Sponsor Packages: On Site Rights
Signage Banners - # & locations Event T-shirts Marquee
Exhibition Space Sampling/Couponing Demonstrations
Audio Recognition
Creating Sponsor Packages: Hospitality
Event Admission Comp General Admission
Tickets VIP/Special Seating Special Parking Employee Discounts Memberships
Creating Sponsor Packages: Hospitality
Special Arrangements VIP Tent or Special Areas Private Receptions Back Stage Passes Celebrity Visits Luncheons/Dinners /Receptions › Meals/Lodging › Golf/Tennis/Skiing › Opportunity to host Corporate Day › › › › ›
Marketing You Event To Potential Sponsors
Create a Target List
Look for “natural� fits
Customer Product Geographic Past Sponsor Activities People Market presence
Preparing Your Pitch Pitch from their perspective, not yours How you will help them fill their objectives Sell benefits, not features Paint a picture of the opportunity
Quality Presentations
Professional Quality Put property assets up front How you will help them reach their customers Fees/Terms Close
Thank you For more information contact: Bruce L. Erley, APR, CFEE President & CEO Creative Strategies Group 11880 Upham Street, Suite F Broomfield, CO 80020 (303) 469-7500 (303) 438-5613 FAX berley@csg-sponsorship.com