a presentation by Patricia Martin
Summary of Course
Sponsorship overview
Attitude shift
Discovering your value
Selling strategies
Sponsorship Basics
Sponsorship is a marketing strategy
used to communicate about a product
or service by affiliating with ...
Sponsorship Basics
Sponsorship vs. Philanthropy

  • Value based, not need based
Sponsorship Basics
Key definitions:
  • Property
  • Sell
  • Deal
Sponsorship re-boots

• Social responsibility
• Hybrid spending
• Volunteer management/employee
  experiences
• Web 2.0 fe...
That Was Then
Top 5 sponsoring categories:
  •   Beverage
  •   Automotive
  •   Food—sampling/retail traffic
  •   Financ...
This is Now
Top sponsoring categories:
  •   Beverage
  •   Automotive
  •   Technology
  •   Telecom
  •   Health care
  ...
What Sponsor’s Value
Access to targeted audience
Drive sales
Good will
Employee/customer relations
Showcase product attrib...
Getting Ready
Self assessment
  •   Gather marketing assets
  •   Measure your audience
  •   Gauge internal climate
  •  ...
Intangible Value
Self assessment
  •   Consumer trust
  •   Track record
  •   Loyalty
  •   Prestige
  •   Cool
Tangible Value
Self assessment
  •   Media – 10%
  •   Engagement -- quality
  •   Conversations – participation
  •   Tra...
Getting Ready
Reality check: Do we have any prospects?
  • Track record-who has a deal?
  • Ask
  • Find a fit with your a...
Get Set
Competitive Analysis
  • Track local deals
  • Price media
  • Ask colleagues in other regions
Biggest Barrier?
Not Enough Time to Sell
   Entire sales cycle represents 9 to 18 month effort

  Your work
 begins here
 ...
Solicitation
Drive Warm Leads
  1.   Create a sampling program.
  2.   Offer B2B hospitality to existing sponsors.
  3.   ...
Selling
Cold calling:
Purpose —
  • To discover if it makes sense to meet.
Go!
Cold calling:
Polish your elevator speech
  •   Do your research
  •   Practice the script
  •   Expect rejection
  • ...
Selling
What is an elevator pitch:
1) What we do
2) What difference we make
3) For instance….
Selling

“We are e-Learning experts who have
  discovered which kind of online
  learning actually changes behavior. We
  ...
Selling
First meeting -To Pitch or Probe?
  • Ask permission to pitch: Would it help…
  • Elevator + broad brush strokes
 ...
Go!
Prepare proposal
  • Develop detailed proposals based on:
    – Information gathered at the first meeting.
    – Answe...
Get Visual
Selling
Negotiation
  • Deal with objections — unanswered
    questions
  • Establish next steps.
  • Negotiations begin.
...
Selling
Tips for a down economy:
  • Get a meeting – go where you are
    known and loved
  • Voice mail – leave it, brief...
Aftermath
Fulfillment
  • Celebrate and acknowledge.
  • Internal team meeting “Here is what
    we agreed to.”
Measurement
Tips:
  • Use radio with phone-in give-aways
  • Develop web downloads
  • Use ticket bounce-backs or envelope...
www.litlamp.com
Economic Realities
Common 3 yr. trends:
  •   In-kind vs. cash
  •   Need for guaranteed media.
  •   Philanthropy gets te...
Next

RenGen Research
Proposals
Agents into Artists
Permanent/Public/Ownership
Focus on Youth 18-30
Corporate Entertainment
High Concept/High
Entertainment Value
www.madepossibleby.com
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Sponsorhip Bootcamp Presentation Patricia Martin

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Sponsorhip Bootcamp Presentation Patricia Martin

  1. 1. a presentation by Patricia Martin
  2. 2. Summary of Course Sponsorship overview Attitude shift Discovering your value Selling strategies
  3. 3. Sponsorship Basics Sponsorship is a marketing strategy used to communicate about a product or service by affiliating with an event, experience, or organization that is valued by the sponsor’s customers.
  4. 4. Sponsorship Basics Sponsorship vs. Philanthropy • Value based, not need based
  5. 5. Sponsorship Basics Key definitions: • Property • Sell • Deal
  6. 6. Sponsorship re-boots • Social responsibility • Hybrid spending • Volunteer management/employee experiences • Web 2.0 features
  7. 7. That Was Then Top 5 sponsoring categories: • Beverage • Automotive • Food—sampling/retail traffic • Financial services • Retail
  8. 8. This is Now Top sponsoring categories: • Beverage • Automotive • Technology • Telecom • Health care • Energy
  9. 9. What Sponsor’s Value Access to targeted audience Drive sales Good will Employee/customer relations Showcase product attributes Influence influentials Imagery/context
  10. 10. Getting Ready Self assessment • Gather marketing assets • Measure your audience • Gauge internal climate • Intangible valuation • Tangible valuation—playground slide
  11. 11. Intangible Value Self assessment • Consumer trust • Track record • Loyalty • Prestige • Cool
  12. 12. Tangible Value Self assessment • Media – 10% • Engagement -- quality • Conversations – participation • Transactions --sales • Qualified Impressions
  13. 13. Getting Ready Reality check: Do we have any prospects? • Track record-who has a deal? • Ask • Find a fit with your audience.
  14. 14. Get Set Competitive Analysis • Track local deals • Price media • Ask colleagues in other regions
  15. 15. Biggest Barrier? Not Enough Time to Sell Entire sales cycle represents 9 to 18 month effort Your work begins here Set campaign focus and sponsorship policies. Sales effort starts here Prioritize Note objections; prospects Refine; Tailor proposals by industry Close Create awareness; Prepare Get meetings sales materials
  16. 16. Solicitation Drive Warm Leads 1. Create a sampling program. 2. Offer B2B hospitality to existing sponsors. 3. Raise profile with PR. 4. Join/form a business group. 5. Help sponsor be “super hero” Which super hero would you be?
  17. 17. Selling Cold calling: Purpose — • To discover if it makes sense to meet.
  18. 18. Go! Cold calling: Polish your elevator speech • Do your research • Practice the script • Expect rejection • Have a next step.
  19. 19. Selling What is an elevator pitch: 1) What we do 2) What difference we make 3) For instance….
  20. 20. Selling “We are e-Learning experts who have discovered which kind of online learning actually changes behavior. We help McDonald’s make a perfectly consistent fry around the world and Mayo Clinics outpatients take their meds.”
  21. 21. Selling First meeting -To Pitch or Probe? • Ask permission to pitch: Would it help… • Elevator + broad brush strokes • Ask probing questions
  22. 22. Go! Prepare proposal • Develop detailed proposals based on: – Information gathered at the first meeting. – Answer the needs of the business
  23. 23. Get Visual
  24. 24. Selling Negotiation • Deal with objections — unanswered questions • Establish next steps. • Negotiations begin. • Contract is prepared. • Contract is signed and circulated.
  25. 25. Selling Tips for a down economy: • Get a meeting – go where you are known and loved • Voice mail – leave it, briefly, gleefully • Be a collaborator—Container Store, Volvo, State Farm and Hospital
  26. 26. Aftermath Fulfillment • Celebrate and acknowledge. • Internal team meeting “Here is what we agreed to.”
  27. 27. Measurement Tips: • Use radio with phone-in give-aways • Develop web downloads • Use ticket bounce-backs or envelopes • Create sweeps and raffles for product give- aways • Encourage test drives.
  28. 28. www.litlamp.com
  29. 29. Economic Realities Common 3 yr. trends: • In-kind vs. cash • Need for guaranteed media. • Philanthropy gets teeth. • Quality rules • Reliability
  30. 30. Next RenGen Research Proposals
  31. 31. Agents into Artists
  32. 32. Permanent/Public/Ownership
  33. 33. Focus on Youth 18-30
  34. 34. Corporate Entertainment
  35. 35. High Concept/High Entertainment Value
  36. 36. www.madepossibleby.com

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