Maximizing the Sponsorship Experience

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