Maximizing the Sponsorship Experience

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  • Maximizing the Sponsorship Experience

    1. 1. Maximizing the Sponsorship Experience i.e. Make it a cappuccino, not a to-go cup! Paul Hanscom, CAE March 23, 2006
    2. 2. Today’s Agenda <ul><li>Sponsors: Why have them? </li></ul><ul><li>Who to target and how </li></ul><ul><li>Brainstorming sponsor benefits </li></ul><ul><li>Building your plan of attack </li></ul><ul><li>Leveraging the value to sponsors </li></ul><ul><li>Utilizing sponsors to promote your event </li></ul><ul><li>Nurturing the relationship </li></ul>
    3. 3. What would you like to learn today?
    4. 4. What is Sponsorship? <ul><li>Sponsorship creates </li></ul><ul><li>a meaningful partnership </li></ul><ul><li>between a vendor and an association, </li></ul><ul><li>diversifies association revenue sources </li></ul><ul><li>and can allow additional funding to better serve your members. </li></ul>
    5. 5. Why should someone sponsor? <ul><li>Seen as supporter of industry </li></ul><ul><li>Build awareness of brand, product or service </li></ul><ul><li>Viewed as expert, resource </li></ul><ul><li>Meet new clients </li></ul><ul><li>Understand industry trends, buyers’ needs </li></ul><ul><li>Be seen as good corporate citizen </li></ul>
    6. 6. Don’t be humble! <ul><li>Their alternatives: cold calling, trade shows, direct mail, advertising etc. </li></ul><ul><li>Consumers place a lot of trust in nonprofit associations. </li></ul><ul><li>You’re offering sponsor respectability through partnership. </li></ul><ul><li>Be the $4.75 cappuccino, price to the experience, what market will bear </li></ul>
    7. 7. Who should you target? <ul><li>Who wants visibility in front of your audience? </li></ul><ul><li>Who sponsors similar events? Local/regional/national? </li></ul><ul><li>Logical tie-in with their business </li></ul><ul><li>Who is seen as leaders in the field? </li></ul><ul><li>Who’s going to influence other decision makers? </li></ul>
    8. 8. <ul><li>Who advertises in industry publications? </li></ul><ul><li>Who are biggest suppliers to your members, esp. board members? </li></ul><ul><li>Get board/committee help in fine-tuning your prospect list </li></ul><ul><li>Create top ten list to cultivate </li></ul><ul><li>Research! </li></ul>
    9. 9. Your Ammunition <ul><li>Mission of your organization </li></ul><ul><li>Demographics of participants </li></ul><ul><li>List of past participants </li></ul><ul><li>List of board members </li></ul><ul><li>Testimonials/awards/press </li></ul><ul><li>What’s unique about your event? </li></ul>
    10. 10. Starting the Dialogue <ul><li>How would your company like to be viewed? </li></ul><ul><li>What is your biggest challenge? </li></ul><ul><li>Describe the ideal project/prospect for you </li></ul><ul><li>What do you look for in a sponsorship? </li></ul><ul><li>Are you familiar with our organization? </li></ul><ul><li>Put them on your mailing list! </li></ul>
    11. 11. Your Turn! <ul><li>Why should someone want to sponsor your event? </li></ul><ul><li>Name three categories of businesses you should target. </li></ul><ul><li>Name one web site you will look at for sponsor ideas </li></ul><ul><li>Name one sponsor you’ll ask for suggestions. </li></ul>
    12. 12. Secrets to Success <ul><li>This is a partnership, NOT a one-time sale! </li></ul><ul><li>Put yourself in their shoes, how are sponsors treated? </li></ul><ul><li>Activation: MUST take advantage of benefits to see the value and repeat sponsorship. Give them a checklist! </li></ul><ul><li>Personal attention </li></ul>
    13. 13. Building up to the Ask <ul><li>The brochure is a reflection of the quality the sponsor can expect from your association. </li></ul><ul><li>Emphasize sponsors are making a contribution to your association, your members and your mission. </li></ul><ul><li>In person visits key to big asks. Start with basics, then fine-tune package to fit their goals. </li></ul><ul><li>“ Sponsors to date include…” </li></ul>
    14. 14. Sponsor Recognition <ul><li>Signage at event </li></ul><ul><li>Mention in printed materials </li></ul><ul><li>Ribbon on nametag </li></ul><ul><li>Hospitality/VIP tickets </li></ul><ul><li>Newsletter: </li></ul><ul><ul><li>List sponsors </li></ul></ul><ul><ul><li>Individual spotlight </li></ul></ul><ul><ul><li>Ad </li></ul></ul><ul><li>Insert in conference materials/bag </li></ul><ul><li>Booth or tabletop </li></ul><ul><li>Web site: </li></ul><ul><li>- logo </li></ul><ul><li>- hot link </li></ul><ul><li>- ad </li></ul><ul><li>Attendee list: </li></ul><ul><ul><li>Printed </li></ul></ul><ul><ul><li>Electronic </li></ul></ul>
    15. 15. Sponsor Recognition <ul><li>Give away company logo item </li></ul><ul><li>Profile company in onsite program </li></ul><ul><li>Logo on conference bag </li></ul><ul><li>One-time use of member list </li></ul><ul><li>Elevator pitch </li></ul><ul><li>Banner display </li></ul><ul><li>Product/Service Finder on association Web site </li></ul>
    16. 16. Sponsor Recognition <ul><li>Exclusive e-newsletter sponsor (e.g. MSAE) </li></ul><ul><li>Lanyards </li></ul><ul><li>Banner ad on promotional email </li></ul><ul><li>Creative but not NASCAR </li></ul><ul><li>Are you recognizing your biggest sponsors at your biggest event of the year? </li></ul>
    17. 17. The Top Shelf <ul><li>Naming Rights </li></ul><ul><li>Break Sponsors </li></ul><ul><li>Internet Café Sponsor </li></ul><ul><li>Sponsor of Event Series </li></ul><ul><li>Sponsor Keynote (logo sticker on book) </li></ul><ul><li>Private Reception with Power Brokers </li></ul><ul><li>Verbal Recognition from Podium (Get it right!) </li></ul><ul><li>Memory stick of presentations </li></ul><ul><li>Other examples? </li></ul>
    18. 18. Packaging <ul><li>Basic stepped levels but allow wiggle room </li></ul><ul><li>Tailor to fit particular needs of major prospects </li></ul><ul><li>Quantify value based on: </li></ul><ul><ul><li>- Size of material distribution </li></ul></ul><ul><ul><li>what other organizations charge for similar packages </li></ul></ul><ul><ul><li>costs to deliver </li></ul></ul><ul><ul><li>what you’ve charged in the past </li></ul></ul><ul><ul><li>test the waters with select group </li></ul></ul>
    19. 19. <ul><li>Annual packages: </li></ul><ul><ul><li>May include membership and sponsorship of all events, some advertising </li></ul></ul><ul><ul><li>partner rather than vendor </li></ul></ul><ul><ul><li>one-time sale </li></ul></ul>
    20. 20. The Multiplier Effect i.e. adding the foam <ul><li>Opportunity to present an award </li></ul><ul><li>Facilitate round table discussion </li></ul><ul><li>Personal thanks from staff AND board members at the event </li></ul><ul><li>Remind members to thank sponsors, keeps prices low </li></ul><ul><li>Give them extra copies of materials </li></ul>
    21. 21. Plan of Attack <ul><li>Set budget goal and revisit often </li></ul><ul><li>Send blast email </li></ul><ul><li>Direct mail </li></ul><ul><li>Sample email to committee for distribution </li></ul><ul><li>Personal calls! </li></ul><ul><li>Regular updates to committee/board </li></ul><ul><li>Staff wrapup: how can we improve? </li></ul>
    22. 22. Feedback to/from Sponsors <ul><li>Prompt thank you after the event with stats </li></ul><ul><li>Evaluations/testimonials from event </li></ul><ul><li>Hits on web site </li></ul><ul><li>Demographics of participants </li></ul><ul><li>Ask them how it went: first step towards resigning them for next year </li></ul>
    23. 23. <ul><li>Personal introductions to board members, stakeholders </li></ul><ul><li>Ability to host a meeting or event at their facility </li></ul><ul><li>Utilize opportunities for vendor staff to work side by side with association staff as volunteers at major events. </li></ul>
    24. 24. Ongoing Communication with Sponsors <ul><li>Call them! </li></ul><ul><li>Send communication in relation to their business, not just yours </li></ul><ul><li>Personal notes </li></ul><ul><li>Visit them in their office </li></ul><ul><li>Check ins, not just when you need something </li></ul><ul><li>Survey them </li></ul><ul><li>Don’t assume you know what they want </li></ul>
    25. 25. Nurturing the Relationship <ul><li>Focus groups to brainstorm new ideas </li></ul><ul><li>Keep your event fresh for reoccurring sponsors </li></ul>
    26. 26. Get Sponsors to Help Promote Event <ul><li>Give them extra brochures </li></ul><ul><li>“What’s the best way to let your employees/clients/stakeholders know about your support for this event?” </li></ul><ul><li>Ask for their client list </li></ul><ul><li>Provide them sample promotional email </li></ul><ul><li>Ask for link from their web site “We’re a proud sponsor of XYZ event” </li></ul>
    27. 27. Summary <ul><li>Be sponsor-worthy! </li></ul><ul><li>View sponsorship as a partnership </li></ul><ul><li>Always be looking for new prospects </li></ul><ul><li>Quantify your ammunition </li></ul><ul><li>Outline range of sponsor benefits, tailor </li></ul><ul><li>Leverage the value to sponsors </li></ul><ul><li>Utilize sponsors to promote your event </li></ul><ul><li>Nurture the relationship all year. </li></ul><ul><li>Be the cappuccino! </li></ul>
    28. 28. Questions or additional ideas? <ul><li>Please contact me </li></ul><ul><li>Paul Hanscom, CAE </li></ul><ul><li>Ewald Consulting </li></ul><ul><li>[email_address] </li></ul><ul><li>www.ewald.com </li></ul><ul><li>651.290.6274 </li></ul>

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