Sponsorship ii, 18.1.2011

Sponsorship [email protected]

• The Financical extra resources• Professional help• Knowhow and knowledge• Help for marketing and power of cooperation• Response to rival’s action• Raising up one’s profile• Taking care of public relations• Motivating one’s personnel

The Reasons for acquireing sponsors and to sponsor

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• Have some shared values or sponsored has a image sponsor might try to achieve or strenght. The Sponsor object’s image will be transferred to the sponsor over time

Good sponsorship partners

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• Sponsor has to visualize desired cooperation and objectives of future.

• Write down a vision! Tell them what you want.

Visualization of sponsorship cooperation

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• Sponsored has to make visible one’s uniqueness and personality.

• What are the ways to be diffent compared to rivals?

• Emphasize your excellency!

Uniqueness and personality of sponsored

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SPONSOR SPONSOREDGOALS

OBJECITVES

VALUES

•Shared values, objectives, goals, targets, image, common interest for professional questions

Philosophy behind the Sponsorship cooperation

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• Storyteller – Marketing communicator

• Catalyzer – Feeder of marketing

• Locomotive – Accelator of business

Dimenssion of sponsorship

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• Express values

• Share feelings

• Separate from rivals

• Communicate with sensitivity

• Bring good news

• Gamble bravely

• Teamworker

The Different roles of sponsorship.

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• We are living in storyword. People wants to hear stories about success.

• Sponsorship needs own stories about success to create new stories.

• Stories has to be human, personal, exciting for possible to empathize.

Storyteller

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• Sponsored has to take the point of view of sponsor and speak same language.

• Make it simple! Don’t try to use difficult expression.

• Try to be understood by sponsor.• Tell facts about your festival!

Put yourself to sponsor’s shoes

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• Media publicity• Increase companies recognizability • Strengthen companies image• Sale promotion• Contact with customers• Public relationship• Response to rival’s action• Motivating one’s personnel

Benefits for sponsor

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• Concentrate on your needs, not the sponsor’s• Make the sponsor do all the work

• Digging for relevance

• Figuring out what to do with it, how to leverage it

• Don’t make a business case• Impossible for them to sell internally

• Offer the same four benefits

• Are hard to read• Not enough information

• Structured poorly

• Unprofessionally presented(Kim Skildum-Reid, Power Sponsorship)

Mistakes in proposols for sponsor

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• Submitting fewer, better proposals• Highly targeted sponsors

• Highly customised offers

• Much higher asking price

• Making it easy for the sponsor to sell the offer internally

• Making it easy for the sponsor to say ”yes”• They can visualise how it will work for them

• Showcase your professionalism and commercial orientation(Kim Skildum-Reid, Power Sponsorship)

Proposal development goals

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Elements of a Proposal

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• Page 1: Cover• Naming rights: The Brand X Puppet Festival• Prensenting sponsorship:• The Puppet Festival presented by Brand X• Everything else: Brand X and The Fishing Expo• Also include the date and copyright wording

(Kim Skildum-Reid, Power Sponsorship)

The setup

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• Page 2: Set the stage• Photo

• Quote

• One compelling statistic

• This page is optional, but if you’re going to do it, it needs to be arresting


The setup

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• Page 3: Overview the opportunity• Use descriptive words

• Talk about the experience

• Talk about what your target markets love about what you do

• Do not…• Use guilt• Position yourself as needy or worthy• Refer to your spesific financial needs


Paint the picture

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• Page 4: Facts about (your property)• Date

• Location

• Cost of participation

• Endorsements or affiliations

• Estimated attendance or participation(Kim Skildum-Reid, Power Sponsorship)

Paint the picture

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• Page 5: Describe your target markets• Segment primarily, psychographically (motivations,

prorities, lifestyle)

• Include psychographic indicators that would matter to the sponsor

• Put the most important markets to them on the top (or include only their markets)


Your markting plan: who, why, and how

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• Page 6-7: Overview your marketing plan• What marketing messages will you be using

• How your are going to get those messages to your target markets?

• Be up-front about what is and isn’t confirmed(Kim Skildum-Reid, Power Sponsorship)

Your markting plan: who, why, and how

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• Page 8-9: Creative ideas for leverage• Give the potential sponsor creative ideas for how

they can use the sponsorship to achieve their objectives

• Put yourself in their shoes• Your mindset: Anything is possible• Aim to provide 4-5 ideas


The most important part of your proposal

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• Pages 10-11: Comprehensive list of benefits• Emphasise creative benefits that support strategic

leverage ideas provided

• De-emphasise logos and tickets

• Start from the Generic Inventory(Kim Skildum-Reid, Power Sponsorship)

Get to the bottom line

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• Page 12: Investment• Money

• In-kind

• Commitment to leverage support

• Include draft payment schedule(Kim Skildum-Reid, Power Sponsorship)

Get to the bottom line

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• Page 13: Case studies• How your other sponsors have achieved a

commercial return (ie changed perceptions and behaviours)

• How other companies have made the most of similar sponsorships


Raise the comfort level

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The End

Documents

Sponsorship ii, 18.1.2011