How to Market your Team and Find a Sponsor Presentation by Prof. Louise van Scheers
What Is Marketing?Simple definition: Marketing is managing profitable customer relationshipsGoals:1. Attract new customers by promising superior value.2. Keep and grow currentcustomers by deliveringsatisfaction.
Marketing Defined• Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. OLD view of NEW view of marketing: marketing: Making a sale— Satisfying “telling and selling” customer needs
The Marketing Process• A simple model of the marketing process: – Understand the marketplace and customer needs and wants. – Design a customer-driven marketing strategy – Construct an integrated marketing program that delivers superior value. – Build profitable relationships and create customer delight. – Capture value from customers to create profits and customer quality.
Needs, Wants and Demands• Need: State of felt deprivation including physical, social, and individual needs. – Physical needs: • Food, clothing, shelter, safety – Social needs: • Belonging, affection – Individual needs: • Learning, knowledge, self-expression
Needs, Wants and Demands• Wants: Form that a human need takes, as shaped by culture and individual personality.• Wants + Buying Power = Demand
Need/Want Fulfillment• Needs and wants are fulfilled through a Marketing Offer: – Some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
Market Offerings• Products: – Persons, places, organizations, information, id eas.• Services: – Activity or benefit offered for sale that is essentially intangible and does not result in ownership.• Brand experiences: – “. . . dazzle their senses, touch their hearts, stimulate their minds.”
What Is a Market?• A market: – Is the set of actual and potential buyers of a product. – These people share a need or want that can be satisfied through exchange relationships.
The Marketing Concept• The marketing concept: – A marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors.
Ideas to market your team• Make your marketing personal• Write a history of your team where they come from –how you got together and why it is that you are taking part in this competition• Give prospects a compelling and believable reasons why your team exists• If you know anyone involved in fundraising organisations you could ask them to help.• Get the team members involved – Write letters to teachers, church members, and extended family• Target science engineering and technology related organisations
Ideas to market your team• A fun image or phrase on the front of a shirt, with your company logo and website address on the back. Be creative!• Record audio presentations on CDs and give them away.• Network, network, network!• Online –Website and social media • Create a website • Create a Facebook group and invite all friends • Remember to update regularly• Online classified ads• Organise a car wash day
How to get a sponsor?1. The right product2. Team branding identity3. Team sponsorship4. Sponsorship is partnership5. Benefits to your team6. What does the sponsor get?7. How to make a sponsorship package8. How to approach a potential sponsor9. Your responsibilities to your sponsor
1. The right product• No amount of marketing can sell a poor product
2. Team brand identity Team name •Should say something about your team •Be able to explain your selection Team logo •Make it bold to stand out •Not too many colours •Keep it simpleTeam colours •Reflect the name and logo •Use for all team materials
3. Team sponsorship• Three parties to consider:1. Rights owner (that’s your team)2. Team Sponsors3. Event organiser – Who have sponsors – Need to avoid conflict of interest
4. Sponsorship is a partnership• Both parties must benefit
5. Benefits to your team• Raise funds, materials or services that are useful to your team efforts• A great learning experience• A link with your local community & business• Important element of the project
6. What does the Sponsor get?• The sponsor needs to get some return for their input• Usually the return is media exposure & the goodwill from supporting their local community• You need to develop a sponsorship package
7. How to make a sponsorship package?1. Details of the competition – What is the competition about and what are you doing and learning as a team?2. Details of your team • What school or organization are you representing? • Who is involved with the team this year? • What grades are you in? • What are your possible college and career interests? • Who is your coach?3. What’s in it for the sponsor – Details of the media exposure they will get – Where will their name appear – car, shirts, caps, websites, local papers, local radio
7. How to make a sponsorship package?4. Cost of sponsorship – Determine how much you will need beforehand5. Your contact details
7. How to make a sponsorship package?Here are some benefits that you could offer your sponsor:• You would be helping kids in the local community be a part of something very positive.• You would have your company name and or logo on our team shirt.• You would feature in our publications and web site and have links to your web site.• You would be invited to the final project presentation event.• The amount that you would wish to sponsor team name is entirely up to you.
7. How to make a sponsorship package?• When you approach a supporter/potential sponsor, you’ll want to give them a brief overview of your involvement. Here are some questions you should be ready to answer: Who are you?• What is the competition about and what are you doing and learning as a team?• How can they help?
8. How to approach a potential sponsor?1. Write a formal letter that outlines the necessary amount of money2. Call each location, asking for the owner or general3. Set-up a meeting with them to discuss the sponsorship4. When meeting with them, make sure to bring your: – letter – roster – competition information – offer creative fundraiser ideas – anything else pertaining to your team
9. Your responsibilities to your sponsor• Deliver on your promises – Make sure to place their name/logo where you said you would – Always acknowledge your sponsor by name in media releases – Keep them informed of your progress• Keep a media log – Keep a record of all newspaper/radio coverage – you will need this for you project too!• Remember to say thanks!!! – There are more team coming after you!
Who can you approach for sponsorships? Start with a brainstorm of “Who are potential supporters and sponsors?”• Connections that you already have. -Your jobs -Your parents’ work -Community connections• Schools. Perhaps your principal will have some ideas.• Local convenience stores• Restaurants
Who can you approach for sponsorships?• Small businesses in the area• Parents Association at your school• Rotary Club• Libraries• Note: Your sponsors will expect you to patronize their establishment on a regular basis, so try to include companies and establishments that you and your teammates already frequent and would enjoy going to.