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Servicing the Sponsor

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http://sportsponsorshipandmedia.blogspot.com

http://sportsponsorshipandmedia.blogspot.com


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Transcript

  • 1. SERVICING THE SPONSOR
  • 2. Definition
    Serving the sponsor to enhance the mutual benefit of brand awareness.
  • 3. Guiding Precepts
    Follow the sponsorship plan
    Look for opportunities to expand the sponsor’s returns.
    Communicate with the sponsor and your sport organisation
  • 4. SERVICE OBLIGATIONS
    Deliver the promised benefits
    Be committed to the sponsorship
    Work to the best of your ability
    Protect sponsor rights
  • 5. SERVICE OBLIGATIONS cont.
    Promote your sponsor whenever practicable
    Always give recognition to the sponsor
    Share promotion ideas with the sponsor
    Keep your sponsor informed of happenings in your sport organisation
  • 6. SPONSOR OBLIGATIONS
    Provide the cash, services, contra
    Be genuinely committed to the sponsorship
    Promote and safeguard your interests
  • 7. SERVICING CHECKLIST
    1. Know your contact person
    2. Keep records of meetings and decisions
    3. Have a copy of the sponsorship agreement
    4. Have ‘no surprises’
    5. Involve sponsors in activities
  • 8. SERVICING CHECKLIST cont.
    6. See sponsor involvement as opportunities
    7. Prevent (and repair) ‘Ambush Marketing’
    8. Have clear media communication
    9. Ensure your members support the sponsors
    10. Sponsors should share reflected glory
  • 9. SERVICING CHECKLIST cont.
    11. Acknowledge your sponsor at every
    opportunity
    12. Double-check the marketing agreement
    is being followed
    13. Provide the logo to all media
    14. Answer the phone with the sponsor’s
    name
  • 10. SERVICING CHECKLIST cont.
    15. Ensure your marketing, events,
    workplace and other persons have the
    details of the Agreement and electronic
    copies of the logo and set pieces.
    16. Use the local media and monitor them
    17. Always wear sponsors’ gear with logos
  • 11. SERVIcING CHECKLIST CONT.
    18. Use everything to publicise sponsor brands – gear, reception area, letterhead, bags...
    19. Be professional and be loyal
    20. Check signage placement
    21. Research brand awareness
  • 12. Servicing checklist CONT.
    22. Use videos as a check for sponsor
    branding effectiveness
    23. Create events and functions that enhance your sport AND the sponsor e.g. Welcome home, special days, testimonial dinner, award nights, family nights. Brief the sponsor.
    24. Get that sponsor in view!
  • 13. SERVICING CHECKLIST cont
    25. Seek ways to enhance the sponsorship
    26. Foster gender equity
    27. Make sure your ‘stars’ know the benefit of having a sponsor
    28. Train your stars to communicate
  • 14. SPORT, SPONSOR & MEDIA
    Relationship
    Create opportunities
    Use personalities
    Be aware of deadlines
    Remember media are busy
  • 15. SPORT, SPONSOR & MEDIA cont
    Spokesperson
    Provide media space
    Write media releases
    Use the internet and social media
    Have a media guide
  • 16. SPORT, SPONSOR & MEDIA
    Interviews
    Get your point across
    Prepare
    Repeat the theme regularly
    Be positive and be polite
  • 17. AMBUSHING THE SPONSOR
    This is when another marketer associates itself with an image or association with which they have no right to do...”stealing rights they don’t own”
    Devalues your sponsor
    Sometimes another marketer takes rights that undercut the ‘real’ sponsor impact
  • 18. FIGHTING THE AMBUSH
    The sponsorship plan: plan for ambush!
    Target audience must know the sponsors
    Use integrated marketing
    Know the potential risks
    Use the term “Official Sponsor”
  • 19. FIGHTING THE AMBUSH
    What rights can be assigned to a third party?
    Legal situation
    Ensure rights are tied up: tv, signage, advertising in sport materials, legal use of images, sponsorship of individual (or teams) not sponsored by official sponsor
    Patrol your boundaries!
  • 20. GOOD LUCK!