a presentation by Patricia Martin

Summary of Course

Sponsorship overviewAttitude shiftDiscovering your valueDiscovering your valueSelling strategies

Sponsorship Basics

Sponsorship is a marketing strategy used to communicate about a product or service by affiliating with an event, or service by affiliating with an event, experience, or organization that is valued by the sponsor’s customers.

Sponsorship Basics

Sponsorship vs. Philanthropy

• Value based, not need based• Value based, not need based

Sponsorship Basics

Key definitions:• Property• Sell• Sell• Deal

Sponsorship re-boots

• Social responsibility• Hybrid spending• Hybrid spending• Volunteer management/employee

experiences• Web 2.0 features

That Was Then

Top 5 sponsoring categories:• Beverage• Automotive• Automotive• Food—sampling/retail traffic• Financial services• Retail

This is Now

Top sponsoring categories:• Beverage• Automotive• Automotive• Technology• Telecom• Health care• Energy

What Sponsor’s Value

Access to targeted audienceDrive sales Good willGood willEmployee/customer relationsShowcase product attributesInfluence influentialsImagery/context

Getting Ready

Self assessment• Gather marketing assets• Measure your audience• Measure your audience• Gauge internal climate• Intangible valuation• Tangible valuation—playground slide

Intangible Value

Self assessment• Consumer trust• Track record• Track record• Loyalty• Prestige• Cool

Tangible Value

Self assessment• Media – 10%• Engagement -- quality• Engagement -- quality• Conversations – participation• Transactions --sales• Qualified Impressions

Getting Ready

Reality check: Do we have any prospects?• Track record-who has a deal?• Ask • Find a fit with your audience.• Find a fit with your audience.

Get Set

Competitive Analysis• Track local deals• Price media• Price media• Ask colleagues in other regions

Set campaign focus and sponsorship policies.

Your workbegins here

Sales effortstarts here

Entire sales cycle represents 9 to 18 month effort

Biggest Barrier?Not Enough Time to Sell

Prioritize prospectsby industry

Prepare sales materials

Create awareness; Get meetings

starts here

Note objections;Refine; Tailor proposalsClose

Solicitation

Drive Warm Leads1. Create a sampling program.2. Offer B2B hospitality to existing sponsors.3. Raise profile with PR.3. Raise profile with PR.4. Join/form a business group.5. Help sponsor be “super hero”

Which super hero would you be?

Selling

Cold calling:Purpose —

• To discover if it makes sense to meet.• To discover if it makes sense to meet.

Go!

Cold calling:Polish your elevator speech

• Do your research• Do your research• Practice the script• Expect rejection• Have a next step.

Selling

What is an elevator pitch:1) What we do2) What difference we make3) For instance….3) For instance….

Selling

“We are e-Learning experts who have discovered which kind of online learning actually changes behavior. We learning actually changes behavior. We help McDonald’s make a perfectly consistent fry around the world and Mayo Clinics outpatients take their meds.”

Selling

First meeting -To Pitch or Probe?• Ask permission to pitch: Would it help…• Elevator + broad brush strokes• Elevator + broad brush strokes• Ask probing questions

Go!

Prepare proposal• Develop detailed proposals based on:

– Information gathered at the first meeting.– Information gathered at the first meeting.– Answer the needs of the business

Get Visual

Selling

Negotiation• Deal with objections — unanswered

questions• Establish next steps.• Establish next steps.• Negotiations begin.• Contract is prepared.• Contract is signed and circulated.

Selling

Tips for a down economy:• Get a meeting – go where you are

known and loved• Voice mail – leave it, briefly, gleefully• Voice mail – leave it, briefly, gleefully• Be a collaborator—Container Store,Volvo, State Farm and Hospital

Aftermath

Fulfillment• Celebrate and acknowledge.• Internal team meeting “Here is what • Internal team meeting “Here is what

we agreed to.”

Measurement

Tips:• Use radio with phone-in give-aways• Develop web downloads• Use ticket bounce-backs or envelopes• Create sweeps and raffles for product give-

aways• Encourage test drives.

www.litlamp.comwww.litlamp.com

Economic Realities

Common 3 yr. trends:• In-kind vs. cash• Need for guaranteed media.• Need for guaranteed media.• Philanthropy gets teeth.• Quality rules• Reliability

Next

RenGen ResearchProposalsProposals

Agents into Artists

Permanent/Public/Ownership

Focus on Youth 18-30

Corporate Entertainment

High Concept/High Entertainment Value

www.madepossibleby.comwww.madepossibleby.com