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Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
Maximizing the Sponsorship Experience
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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 <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. What would you like to learn today?
    • 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. 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. 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. 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. <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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. <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. 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. 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. 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. <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. 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. 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. 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. 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. 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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