Ron Seaver teaches 3 hour pre-conference on Sponsorship for 100+ association event planner/owners.

1. Top strategies for successful
sponsorship, learning to maximize
sponsorship for your organization

2. RON SEAVER

3. Ways to Improve YourWays to Improve Your
Bottom LineBottom Line
 *Increase**Increase*
YourYour
RevenuesRevenues
 *Decrease**Decrease*
YourYour
ExpensesExpenses
22

4. Bring Money in theBring Money in the
FRONT DOORFRONT DOOR……

5. Keep it From
Slipping Out the BACK DOOR

8. What IS Sponsorship?What IS Sponsorship?

9. is Just Like…is Just Like…

11. I.E.G.
www.sponsorship.com

12. Spon*sor*shipSpon*sor*ship (noun)
“The trading of Cash and/or
In-Kind Products or Services
in exchange for the right to
be officially affiliated with
your Team, Event or
Program.”
Source: www.sponsorship.com

14. Access to The most valuableAccess to The most valuable
asset in your business…asset in your business…

15. By Now you must be
wondering…

18. …to Consumer Events & Business
Programs for such Companies as…

19. “Learn from People who have
Been There, Done That…
and Who are
STILL DOING IT TODAY!”STILL DOING IT TODAY!”
~ James Malinchak

26. +1500 Sponsorship Packages+1500 Sponsorship Packages
$2500
Packages
$1 Million
Packages
TO

27. Now you know my story,
lets get to know a little more
about you!

28.  Professional Associations
 Specialty Organizations
Social
Military/Government
Education
Fraternal
Show of hands time,
How many of you guys
execute…

29. Sponsorship trends of current ConnectSponsorship trends of current Connect
attendee organizationsattendee organizations
About the study:
•Respondents from this session
•101 Responses (~58% response rate)
•10 Questions (5 Quantitative + 5 Qualitative)

30. Sponsorship Research:
A Deeper Dive…

31. Ranking the Top Answers
1)How to find prospective sponsors
2)How to keep sponsors coming back
3)How do I put a price tag on sponsorable assets?
4)Discovering what I have to offer a sponsor
(sponsorable assets)
5)How do I get the conversation started with a
potential sponsor?
Question #1:
What are your organizations biggest
struggles with sponsorship?

32. Question #2:
How important is sponsorship to your
organizations bottom line?
Ranking the Answers
1)57% (Very Important)
2)20% (Important)
3)14% (Moderately Important)
4)7% (Somewhat Important)
5)2% (Not Important)

33. Question #3:
Do you see 2015 bringing in more or less
sponsorship revenue for your organization?
Ranking the Answers
1) More (51%)
2) Same (37%)
3) Less (12%)

34. Ranking the Answers
1)Yes (60%)
2)No (40%)
Question #4:
Does your organization actively reach out to
other companies seeking sponsorship?

35. Ranking the Answers
1)Yes (38%)
2)No (62%)
Question #5:
Does your organization have a
designated sponsorship sales person?
Bonus Question:
What type of sponsorship sales training does
this person receive
Those NOTNOT offering Sponsorship Sales
Training = 74%74%

36. Ranking the Answers
1)21+ Years (58%)
2)11-15 Years (13%)
3)16-20 Years (11%)
4)0-5 Years (10%)
5)6-10 Years (08%)
Question #6:
How many years has your event been
in operation?

37. Ranking the Answers
1)0-1,000 Attendees (71%)
2)1,001-2,000 Attendees (12%)
3)5,000+ Attendees (06%)
4)2,001-3,000 Attendees (05%)
5)4,001-5,000 (04%)
6)3,001-4,000 (02%)
Question #7:
How many attendees attend your
events annually?

38. Ranking the Answers
1)0-5 Sponsors (34%)
2)21+ Sponsors (29%)
3)6-10 Sponsors (18%)
4)11-15 Sponsors (11%)
5)16-20 Sponsors (08%)
Question #8:
How many sponsors does your
organization currently have?

39. Ranking the Answers
1)$0-$20,000 (37%)
2)$100,000+ (27%)
3)$80,001-$100,000(12%)
4)$40,001-$60,000 (10%)
5)$20,000-$40,000 (08%)
6)$60,001-$80,000(6%)
Question #9:
How much revenue does your organization
bring in through sponsorship annually?

40. Most Popular Topics:
1)Prospecting - “Securing new relationships”
2)Pricing - “Determining sponsorship fee” & “Valuation of
offerings” &
3)ROI for Sponsors - “Creating value for sponsors”
4)Innovative Asset Creation- “Building sponsorships” &
“New fresh sponsorship ideas”
5)Sales Training- “Training non-sales people to sell
sponsorships” & “How to effectively pitch to sponsors” & “How
to get started”
Question #10:
If you had to choose one topic in sponsorship
acquisitions as a priority need, that topic would be…

41. Lets clear up one
fallacy right now!
Sponsorship is NOT a Donation
IT’S
A Business Decision!!!

42. But Why Would Any
Company Sponsor Me?

43. Because Sponsorship
is
Advertising!Advertising!

44. A Terrible Thing Happens WhenA Terrible Thing Happens When
Companies Don’t Advertise…Companies Don’t Advertise…
NOTHING!!!

45. HOW DO BUSINESSESHOW DO BUSINESSES
TRADITIONALLYTRADITIONALLY ADVERTISE?ADVERTISE?
• TELEVISION
• RADIO
• NEWSPAPER
• BILLBOARDS/BUS. CARDS
• INTERNET

46. But Everyone needing to
Advertise Creates the:

47. 3 C’s Of Advertising3 C’s Of Advertising
CCLUTTER

48. CLUTTER
CLUTTER

49. RESEARCH SHOWS CONSUMERS
SEE AN AVERAGE OF
3,000 – 5,0003,000 – 5,000
Ads a DAY!

50. An advertisement
needs to be seen
7 times
in order to penetrate
a person’s filter.

51. 3 C’s Of Advertising3 C’s Of Advertising
CCLUTTER
CCOST

52. CO$TCO$T

53. 3 C’s Of Advertising3 C’s Of Advertising
CCOMPETITION
CCLUTTER
CCOST

54. COMPETITIONCOMPETITION

55. • 500 TV Stations…
• 36 Radio Stations (SD)
• Who Reads the NEWSPAPER
anymore??

56. What’s a Company toWhat’s a Company to
DO…?DO…?

57. Simple…Simple…
SPONSORSHIP!SPONSORSHIP!

58. Sponsorship is:
SUBTLESUBTLE

59. Advertisers
the
Programming
Sponsors are
of the
Programming
INTERRUPT PART

60. WhatWhat SponsorshipSponsorship
Can Give, ThatCan Give, That
TraditionalTraditional
AdvertisingAdvertising CAN’TCAN’T
is…is…

61. ...the...the
TARGETED abilityTARGETED ability
to reach theirto reach their
Core ConsumerCore Consumer
in ain a
Face-to-FaceFace-to-Face
Manner…Manner…

62. A=B B=C
A=C

63. A=B
B=C
A=C

64. So How BIGBIG
Is Sponsorship?

65. Source: www.sponsorship.com

66. 0
5
10
15
20
25
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
13.37
14.93
16.6 16.5 17.1
18.11 18.9 19.8 20.6 21.4
Billions
Of
Dollars
Year
Corporate SponsorshipSpendingPer Year
Projected
2015 Corporate Sponsorship Spending
$21.4 BILLION!!! (Up 4.0%)$21.4 BILLION!!! (Up 4.0%)

67. -8
-6
-4
-2
0
2
4
6
8
Advertising
Sales Promotion
Sponsorship
2009 *projected
Growth of Advertising,
Sales Promotion, and Sponsorship
AnnualGrowth%
Year
2010 2011 2012 2013 2014 2015*

68. Where Does the
Sponsorship Money Go?”

69. www.sponsorship.com

70. Sports
$14.98 Billion
Entertainment
$2.13 Billion
Cause
Marketing
$1.92 Billion
Arts
$938 Million
Fairs &
Festivals
$859 Million
Associations &
Meetings
$590 Million
Estimate based on projected $21.4 billion
(Source: IEG)(Source: IEG)
2015 Sponsorship Spending

71. What Are The Top
Sponsored
Industries?

72. SportsSports
$14.98 Billion (+4.4%)
(Source: IEG)(Source: IEG)

73. (Source: IEG)(Source: IEG)
Entertainment
$2.13 Billion (+3.8%)

74. (Source: IEG)(Source: IEG)
Causes
$1.92 Billion (+3.7%)

75. Arts
$938 Million (+1.6%)
(Source: IEG)(Source: IEG)

76. Fairs, Festivals & Annual Events
$859 Million (+1.5%)
(Source: IEG)(Source: IEG)

77. Associations & Membership Orgs.
($590 Billion) (+2.8%)
(Source: IEG)(Source: IEG)

78. And the FastestFastest
Growing
Segments is...

79. Corporate SpendingCorporate Spending
on Non-Sporting events...on Non-Sporting events...
OVEROVER $5 Billion!$5 Billion!
Over $5
Over $5 BILLION
$
BILLION
$
(Source: IEG)(Source: IEG)

80. WHATWHAT
DO SPONSORS,
SPONSOR?SPONSOR?

82. ““What’ll It Be Mac…?”What’ll It Be Mac…?”
Discovering Assets & The Art of Creating
Sponsorship Components

83. CREATING YOUR
SPONSORSHIP INVENTORY
(aka: Build your “Black Bag”)
What They’re Buying is
What You’re Selling Are
ACCESS
ASSETS

84. WHAT IS AN ASSET?
as*set (noun):
“A USEFUL AND DESIREABLEA USEFUL AND DESIREABLE
THING OR QUALITY”THING OR QUALITY”
What kind of “ASSETS”“ASSETS” could YOU
offer up to your potential
sponsors?

85. Two Types of Assets:Two Types of Assets:
TangibleTangible
vs.vs.
IntangibleIntangible

86. Tangible AssetsTangible Assets
Can be readily seen, touched and readily
measured
“Hard assets”

87. You Can Have, Or Get
SPONSORED!SPONSORED!

88. *Meals*

89. *Sponsor Village*

90. *Branded Staging Areas*

91. *Sponsored Education*

92. *Entertainment**Entertainment*

93. *Discount Day(s)**Discount Day(s)*

94. *Website**Website*

95. *Newsletter or Program**Newsletter or Program*

96. *Mobile App*

97. *Collateral**Collateral*

98. *Social Media*

99. *Bags**Bags*

100. *Badges & Lanyards**Badges & Lanyards*

101. *Social Media Lounge*

102. *Hotel Keycards*

103. Intangible Assets
Not physical in nature
“Soft assets”

104. *Meet & Greets*

105. *Exclusivity*

106. *Private Access*

107. *Renewal Option*

108. *Personal Introductions*

109. Sponsorship is the Wild West
• Keep an open mind!Keep an open mind!
• You can create new assets toYou can create new assets to
suit your sponsor’s needssuit your sponsor’s needs
• No limitations!No limitations!
• You control the marketingYou control the marketing
messaging!!!messaging!!!

110. BREAK
TIME!!!

111. Sponsorship
&
Your Organizations

112. The 2 Most Common Sponsorship
questions I Get Are…

113. Question #1
Where do I start?

114. Since…

117. It doesn’t matter if you execute…
Professional Meetings Fraternal Events
Social Events Government/Military Events
W
e
All Have
A
Herd!!!

118. Your herd is larger than
you might think!
• Members
• Event Attendees
• Non-Attendee Target Audience
• Digital Media Followers (YouTube,
Blog, Webinar, Etc.)
• Social Media
In other words…

119. Everyone who gets your
marketing messages!

120. • How Many
Members?
• What % are Male
vs. Female?
• Young? Older??
• What are their
interests?
• What are their
problems?

121. PRINTERS
ACCOUNTANTS
BANKS
OFFICE SUPPLY
STAFFING AGENCIES
BUSINESS ATTORNEYS
COMPUTER RETAILERS
INSURANCE
AGENCIES
CELL PHONE COMPANIESCELL PHONE COMPANIES

122. • What do they
WANT?
• What kind of
products do they
buy?
• What do they
NEED?

124. Question #2
How Much Do I
Charge?

125. Be able to show the value of a
sponsorship

126. How do I position my audienceHow do I position my audience
to potential Sponsors???to potential Sponsors???

127. To Show Value…

128. Stop
Selling “Stuff”….
START
Selling SOLUTIONS!
And

129. It’s not WHATWHAT it is…
It’s what it’s WORTHWORTH

130. Turn
Your:
Into:

131. **THAT’S what you SHOULDSHOULD be selling**

132. The Three Keys in review:
One
Don't Sell
Sponsorships ...
Sell MONEYSell MONEY!"
Two
Learn to Sell Money
at a DISCOUNTDISCOUNT
 “If I Gave You a
Dollar You Wouldn't
Otherwise Have
...Would You Give
me 10-cents?”
Three
Know what your
Audience is WORTHWORTH (to
that perspective
sponsor)

133. Case & Point:
Henry Evans & The San Diego
Marketing Summit

134. Sponsorship
Is more than just a one-time
check!!!

135. RevenuesRevenues
&& ExpensesExpenses
As previously mentioned
Sponsorship…
Impacts BOTHBOTH your:

136. Two Main Ways To Ask For it
Cash
In-Kind

137. CASH
IN-KIND
Money or an equivalent,
as a check, made at the
time of purchase.
Paid or given in goods,
commodities or
services instead of
cash.

138. The 4 C’s of SponsorshipThe 4 C’s of Sponsorship
CASHCASH
CACHETCACHET
CONTINUITYCONTINUITY
CASHCASH
FLOWFLOW

139. Important things to consider
about sponsorship as you go
forward…

140. You Really Need to Commit To
Doing Sponsorship

141. Sponsorships are a
MARATHON… not a sprint…
The best results come after year #1

142. But Like Nike Says, You
have to…Not!!!

143. The Good
Bad &
The Ugly

144. The Good
Good
-77% of respondents
said sponsorship issponsorship is
Extremely or VeryExtremely or Very
important to theirimportant to their
businessbusiness.

145. The Bad
Bad
-73% of respondents get
less than $100,000less than $100,000 in
sponsorship revenue
annually!
-52% are getting $50,000$50,000
or less in sponsorshipor less in sponsorship
revenuerevenue!!!

146. The Ugly
Ugly
-62% of respondents
revealed that they don’t havedon’t have
a dedicated sponsorshipa dedicated sponsorship
sales personsales person
-40% of respondents said
they don’t even reach out todon’t even reach out to
other organizations to seekother organizations to seek
sponsorship!sponsorship!

147. Make the decision to sell in-house or
outsource sponsorship sales

148. Pros of
Outsourcing Sponsorship Sales
More “free time”
Minimal Risk

149.  Hard to find agency
Cons of Outsourcing Sponsorship
Sales
 Reduced Revenue!
 Lack of control
 Potential to lose
sponsors

150. Pros
“In-House” Sponsorship Sales
 Own The Sponsor
Relationship
 Zero Agency Fees!
 High Yield opportunity
 Complete Control

151. Cons of
“In-House” Sponsorship Sales
 Training!
 Increased Staff
 Oversight of Staff

152. You Have To Invest In Your
Success

153. • Year #1: 2/1 ROI
• Year #2: 3/1 ROI
• Year #3: 4/1 ROI
Minimum Return On Investment
of hiring a salesperson
Return On Investment

154. • Year #1: $50,000Year #1: $50,000
• Year #2: $100,000Year #2: $100,000
• Year #3: $150,000Year #3: $150,000
So What Type Of Dollars Are We
Talking Here?
Internal Sponsorship Sales
Means BIG $$$!

155. SponsorFX
Sponsorship System
Asset Management: Air Traffic Control
Prospecting: Sponsorship W
ar Room
Tested Reach Out Strategies
Effective Proposal W
riting

156. SponsorFX
Sponsorship System
The Art of Negotiation
Activation
Getting Renewals!
Program
Management Strategies

157. Topics Covered Include:
For more information about this
event contact:
• Sponsorship Industry trends
• Prospecting
• Asset creation/management
• Pricing
• Proposal Writing
• Negotiation
• Contracts
• Activation
• Renewals
• Much, Much More!
SponsorSponsorFXFX
SponsorPrep AcademySponsorPrep Academy
October 15-16, 2015October 15-16, 2015
Come discover training on the only proven
revenue generating step by step sponsorship
sales system.
Nick Wood
Email: Nick@sponsorfx.com
Phone: (619)469-4101 Ext. 203

159. www.SponsorFx.com
Info@sponsorfx.com
(619)469-4101 Ext. 203