6.02

List the steps in securing sponsors.

Who is the audience? What are the demographics, geographics,

psychographics and behavioral response of the audience?

How would a corporate sponsor benefit by partnering with the event?

What media has already been put in place (radio, television, newspaper)?

What is the total cost of the event? What percentage of the total cost will be covered by the sponsor(s)?

How many sponsors are needed?

Understand all aspects of the event.

Review trade journals. Research similar events to see who has

previously sponsored. Research potential sponsors. Understand

their profile, as well as budgetary and promotional cycles.

Decide who would be the best sponsor for the product.

Locate companies who may be potential sponsors.

Write the sponsorship proposal. Create a fact sheet. Outline benefits offered to sponsor.

Send out letters requesting to see company representative. Try cold calling on companies. Schedule a meeting with the company. Try to find out who is the decision-maker. Present the proposal with the understanding modifications

will be made. Prove to the potential sponsor the event aligns with their

current marketing goals. Follow up after making presentation.

Make contact with potential sponsors.

Negotiate the final contract. Acquire a signed sponsorship

agreement.

Close the deal with the sponsor.

Discuss leveraging with the sponsor.

Fulfill the contract.

Establish a partnership with the sponsor.

Discuss aspects of a sponsorship agreement.

Term: The length of the agreement and financial obligation. Event definition: Clearly and precisely defines the event and leaves no

misunderstandings. Sponsor benefits: Details all benefits the sponsor will be receiving.

Most of this is determined after the first proposal is discussed and modifications are made.

Sponsor obligations: Details what is due the entity, which includes but is not limited to: fees paid, in-kind and any other obligations to be fulfilled by the sponsor.

Indemnity and insurance: Make sure everyone involved is protected from things that could go wrong. Indemnity is exemption from incurred liabilities, loss or penalties for damages. Insurance is the instrument used to protect the promoter. Example: Venus Williams is sponsored by Mercedes-Benz. As a spokesperson for Mercedes-Benz, Ms. Williams is not held liable for lawsuits related to product failure.

Confidentiality: Protect both the sponsor and sponsee.

Clauses in the sponsorship agreement:

Exclusivity. Are companies willing to pay a higher

fee to keep competitors from participating?

Can the sponsee use phrases such as “official sponsor” or “presented by”?

Benefits included in the sponsorship agreement:

Media package. Exactly what type of coverage will be provided? How much airtime will be provided? Will sponsors need to purchase additional media

coverage? Will there be vignettes (short story, video or musical

compellation)? What type of signage will appear on television? Will ad space be provided? Will the sponsor’s name and logo be included on

information sent out about the event? Will the sponsor be able to conduct contests or

advertising campaigns?

Benefits included in the sponsorship agreement:

Signage. What type of signage will be available? Will rotational and virtual signage be used? Will banners be allowed or provided?

Entertainment. Will luxury boxes, hotel rooms and VIP passes

be provided? Will the sponsor have access to the athletes

or stars?

Benefits included in the sponsorship agreement:

Merchandise rights. Will there be an area to sell merchandise? Will logos and trademarks be used?

In-Kind. Are sponsors willing to provide products? How much non-cash sponsorship will be provided?

Internet. Will the entity provide links to corporate websites? Will possible banner advertisements be provided?

Benefits included in the sponsorship agreement:

Makes the sponsorship more successful. Sponsors spend between $1 and $5 on leveraging for every

$1 spent on the sponsorship fee. Adding additional advertising elements such as banners,

magazines, radio, or television. Examples of leveraging:

A discounted ticket to an event with the proof of purchase of a product.

Point-of-purchase displays or better shelf space. Two companies joining together creating a special deal for

customers when they utilize both companies. Example: Marriott offers a discounted room rate when using a Visa credit card.

Summarize opportunities for leveraging sponsorships.

Explain the sales process and client relations in

sponsorships.

Everything prior to the sale What the entity wants

out of the sponsorship. Inventory, if applicable. Package prices.

Sponsorship packages could include: Access to players or

stars. Ad space in program. Airfare. Banners. Box seats. Entitlement to a facility. Exclusivity. Freebies, giveaways and

samplings of product. Hotel rooms Invitations to special

events. Logo identification on

sponsor list. Logo in print or television

broadcasts. Logo on certain items. Luxury boxes. Promotions. Public relations or press

releases. Signage – rotational or

virtual. Television or radio spots. Use of tent area. VIP passes.

The real cost of the sponsorship; price everything based on impressions.

Preapproach

Aspects of the sponsor. Prior events sponsored. Current events being sponsored. Target market including demographics, psychographics,

geographics and behavorial response. What does the corporation expect from the sponsorship? How much is the company willing to spend on sponsorships

and leveraging? Aspects of the sponsorship.

What is the sponsee willing to offer the sponsor? Will more than one sponsorship package be offered? How will the company benefit from the sponsorship

package? How is the sponsee willing to help track the sponsorship

value?

Preapproach

Arrange a meeting; the potential sponsee must approach the potential sponsor. Give a variety of possible dates so the company is not limited,

allowing the company to indicate if the date is not convenient. Get the correct name of the person with whom the sponsee

will meet. Arrive early. Dress professionally. Introduce yourself. Shake hands firmly. Give your business card. Have background information on the sponsor. Know your objectives.

Approach

Listen most of the time and talk only when appropriate.

Use questions to determine needs. Give both verbal and nonverbal

feedback. Have empathy.

Determining needs

Explain how the proposal can fill the client’s needs.

Focus on the benefits to the sponsor. Get the sponsor involved in the sale. Use visuals. Use a logical order such as large to small

or national to local.

Feature/benefit presentation

Anticipate them. They can occur at any time. Usually based on need, product, price or

time. Use the four step process in handling

objections: Listen. Acknowledge. Restate. Answer.

Handling objections

Close the sale when the sponsor is ready. Look for buying signals. Summarize major points of the sale. Use objections to help close the sale. Generate an offer. Be flexible with the proposal. Let the sponsor think of it as

a rough copy with the ability to be changed. Have different levels of sponsorships available to the sponsor.

Bargain, discuss and settle upon a sponsorship package. Discuss the fee arrangement. Do not make agreements you cannot accept.

Closing the sale

Lengthen contract time to a multi-year contract.

Add additional promotional ideas to the contract.

Suggestion selling

Execute the contract. Send a thank you letter if the sale is made or

not. Keep the relationship ongoing. The relationship

between the entity and sponsor does not end when the deal has been made.

Help the sponsor to feel they are getting their money’s worth.

Measure, assess and evaluate. Schedule a follow-up appointment.

Follow-up