GETTING THAT SPONSORS WORKSHOPDATE : 2 9 TH N O V E M B E R 2 0 1 2TIME : 9:00PM-10.30PMVENUE : KOLEJ KEDIAMANPERTAMA, UNIVERSITIMALAYA
Objective Introduce the fundamental of Sponsorship and CSR Introduce the concept of cold calling Understanding the basic of effective presentation
Sponsorship and Corporate Social Responsibility (CSR):Concept, Relation and the Mutual Business Partnership
Concerns : Sponsorship Myth #1: Only “big names” get sponsored Sponsorship Myth #2: There are very few sponsorship opportunities Sponsorship Myth #3: Getting sponsorship takes a lot of work:
What is Sponsorship? Sponsorship is an investment, in cash or in kind, in return for access to exploitable business potential associated with an event or highly publicized entity. The key words in this definition are "investment", "access to", and "exploitable".
What is CSR“CSR is a concept whereby organizations consider theinterest of society by taking responsibility for the impactof their activities oncustomers, employees, shareholders, communities & theenvironment in all aspects of their operations.” –Wikipedia“….a business approach that creates long term shareholdersvalue by embracing opportunities & managing risks derivingfrom economic, environmental & social development.” - DowJones Sustainability Index“CSR is the commitment of businesses to contribute to sustainableeconomic development by working with employees, their families,the local community & society at large to improve their lives in waysthat is good for business & for development.” - InternationalFinancial Corporation (World Bank)
Types of CSR Program • increase awareness of specific issue at the same time to involve Invitation community in term of financial contribution, time & energy. (Ajakan) Usually done directly by company or by cooperation of organizations • Corporate organization would like to open the mind of Awareness community of the designated issue so the community would(Kesedaran) know the real situation. Usually involve signing petition, memorandum, picket and etc Marketing • Some companies use CSR as medium to sell/promote products and(Pemasaran) donate it to charity Education(Pendidikan) • More to educating community in change management Contribution • Traditional method where organizations donate money, products, foods and(Sumbangan) even materials Voluntary • Usually organizations will invite their employee and(Sukarelawan) community to do charity work by using their energy and time
CSR in Malaysia(i) Environment and climate change(ii) Labour rights and human rights(iii) Transparency and accountability(iv) Institutionalization of CR(v) Shareholders engagement(vi) Talent management(vii) Community investment(viii) Supply chain and product safety(ix) Social enterprises(x) Poverty alleviation
Converting Sponsorship to CSR Initiative Sponsorship = Donation Less Contribution Sponsorship = Business Collaboration High Contribution Why? Donation doesn’t involve society and end users Donation doesn’t involve product marketing Donation doesn’t involve accreditation of brand promotion Donation doesn’t involve future business/income
10 Basic Steps to Get That Sponsor!1. Determine type of event and who your audience is2. Do Research3. Make lots of phone calls4. Send proposal letters5. Set sponsorship levels6. Follow up7. Cultivate your relationships with sponsors8. Cultivate your relationships with non-sponsors9. Give your sponsors plenty of publicity10. Cultivate relationships with sponsors, Part II
Determine type of event and who your audience is Sending "blind" proposals usually does not work well. Knowing your audience helps you figure out who to solicit brainstorming. Think about which companies and local businesses are likely to be interested in reaching your audience
Steps to Determine Type of Event1) WIIFM – What is It for ME? (Sponsors) ROI Return of Investments, Give Before You Gain2) What Type of Benefit or Help You want toContribute. (CSR Concept Helping & Changing)3) WIIFY – What is It For You (Organizer) Solid objectives , vision and mission Exposure. Branding and Cost Deduction
Good and Bad Program Keywords : Involve society not just the organizing committee- individual or organizations
Research Quality research saves up to 50% of other work Use local business directories for industry oriented Use Bursa Malaysia for GLC, MNC and Berhad companies Get the details of the person in charge and decision maker Learn about your potential sponsors Download their CSR report or financial report Create a website/blog for your event
Local Business Directories Kuala Lumpur Stock Exchange www.malaysia-business-directory.com/ www.smibusinessdirectory.com.my/ www.malaysiabusinesslisting.com www.biznesdirectory.com/ www.sourcemalaysia.com/ www.smecorp.gov.my/v4/node/7 www.yellowpages.com.my/ www.hotfrog.com.my/ http://www.securities.com/Public/company- profile/MY/page1.html
Leads Generation Company Name Position General Line Direct Line Mobile
Proposal Letters Its important that sponsors feel you are asking money specifically from their company, and theyre not just part of a massive group. Keep your letters short Concentrate on the exposure the company will receive for their money, not on how the money will help you
Set sponsorship levels Make sure the benefits at each level are distinct and enticing enough to encourage previous sponsors to move up a level. Put a price on each benefit youll offer and add the prices in each level Be flexible and customize levels for some sponsors to meet their marketing needs
Introduction to ColdCalling: Fundamental ofSales Pitch
Sales Pitch The most time-consuming—but ultimately money-saving—step: Get on the phone and pitch your event as a great marketing opportunity. Sales pitch structure Introduction Impact Statement Pre-Qualifying Feature and Benefits Probing Follow up Closing Your calls will vary with the type and size of company you contact KNOW YOUR SPONSORS BUSINESS BETTER THAN THEY DO THEMSELVES
Preparation before Pitching Believe System will open the path on reaching the right person Best source info is the phone Operator. Get name and right designation before going through Secretary. Function is to guard the boss. Your Goals Reach the right person/ DM (decision maker) Obtain direct number . Mobile number better Identify when DM will be available
Tips Comfortable and Confidence Voice tone . Sound professional Release of info to control conversation. (Name, Company name, Purpose of call) Call at SMART time (early morning, 1 hour before lunch hour, after working hours to avoid gatekeeper) Dont’s Leave voice mails Leave name with gatekeeper and ask to call back Make appointment with gatekeeper to reach DM Send email to DM that have not call or qualified yet Speak with irrelevant person i.e Secretary, Junior exec, Irrelevant department
Sales Pitch ElementIntroduction Who are you, your company/organization Purpose of call Impact Statement Short statement to get client hooked/ creates interest to the client. Get ATTENTION Spend some time to create your impact statement Brainstorm on the phrases that could attract them Pre Qualifying Don’t waste time. Find out if he/she is the right person or relevant Qualifying for industry relevancy, event suitability , DM etc Qualifying for interest vs willingness to involve Qualifying for objection and handling
Features and Benefits Talk about the event not the achievement of your organization Relate with impact statement Emphasize on Return of Investment for them (WIIFM)Probing Identify the need of the client How will they benefit from this event Use Open End QuestionsClosing/Trial Close Validate the buying signal. ABC (Always be Closing) Interest will go down with time. 3 Calls (Pitch trial close, Call Back next day, Book/Blow)Follow Up Arrange call back date and time
Example of Sales PitchIntroduction a-HiMr Ahmad, this is Nadia calling from University of Malaya. I thought you might be interested in marketing your companys products/services at an upcoming event were hosting...do you have a few seconds b-My name is Nadia from University of Malaya. I wonder if you might help me. The reason Im calling is that I understand that youre the person whos in charge of sponsorship/CSR event for A company. Is that true? If its not, may I know who would be the
Impact Statement I’m calling in regards to business sponsorship that I would like to discuss with your company. University Malaya will be conducting a Corporate Social Responsibility Program for the secondary school students in the importance of English Language. From the CSR Report that I saw in your website recently, I believe that you also conduct this type of event. This would be a good platform for a business partnership. The purpose of my call is to discuss further on CSR initiative that your company and University of Malaya can collaborate on. We will be conducing a English Language camp for school students and from your CSR report I believe that this might be something you would like to
Pre Qualifying We are looking for an exclusive corporate partnership with your company as we are only looking for one partner to conduct this event. From the profile of your company, we believe you would be the right company to join venture this event with Would you be the right person when it comes to sponsorship matter? How can I get hold of him? Can I have his number? I understand you would be the right person who initiates and heading the sponsorship matter, am I right?
Feature and Benefits a-This would be a good platform in term of your company’s product marketing. I believe that by participating in this program you could reach your potential customers at the same time fulfilling the CSR initiatives. b-Your company would be known by the participants involve and this could increase your sales performance. c-But the most important benefit, your company would have easier work process in conducting a CSR Program that is required yearly by partnering with University Malaya. UM would be responsible in doing all the administration works, process flows, manpower and follow up on behalf of A company. This would be a win-
Probing a- I was just wondering, when it comes to CSR program, does your company usually sponsors and partner with university? May I know which university you have collaborated with? b- Usually when it comes to CSR program or sponsorship, how is the process in your company like? Would you mind sharing with me so I can follow the process accordingly? C-Usually what type of program that your company would accept when it comes to sponsorship or CSR program? d-Do you have any CSR program that your company have plan as we also have other activities in UM that can match with your company need.
Set Up Follow Up Call I would send the sponsorship proposal for your perusal and if let’s say you like our idea/proposal, we can come to your office and conduct the presentation there? When do you prefer to conduct the presentation ya? By the way can I have your email and your mobile number?
Closing I really appreciate that you could spend some time with me on the phone. Do you mind if I call you back by next week Friday in the morning to get some feedback on the proposal? Great. Its been a pleasure speaking to you. Thank you very much and have a good day
Follow up Dont be afraid to call potential sponsors to find out their thoughts on sponsorship Call the next day to inform upon receive of your proposal Set time for follow up Some interested companies may request face-to-face meetings, but most sponsor communication will be done via phone, fax and e-mail. "This is Such And Such from My Organization. I just wanted to follow up on the sponsorship request I sent. Do you have a few seconds?" If they dont, ask when would be a better time to call back. Then be sure to call back at the requested time. If they say yes, your response might be: "Do you have any questions? Does it look like something you might be interested in for this year?" If they arent interested, find out why not. Provide potential sponsors with a link to your organizations website, instructions for signing up to become a sponsor, and the deadline for submitting sponsorship information
Making the Great FirstImpression: ConductingPresentation andAppointment
Conducting Presentation Do Your Research Look Professional Get There Early Build Rapport Start with an Agenda Statement Illustrate Your Point Ask for Feedback Watch Body Language Use a Trial Close at the End Leave Time to Chat
Do Your Research Know what your audience is looking for, and tailor your presentation to fit. Not only will this interest your audience, it will add to your credibility if they know youve done your homework.
Look Professional If you want your audience to take you seriously, you need to look serious. When in doubt, wear a suit. If the occasion is more casual, at least make sure you look pulled together – not sloppy.
Get There Early Plan your arrival so youll be on time, allowing for possible delays such as traffic and construction. Few things give a worse first impression than making your audience wait for you.
Build Rapport Find out who exactly will be at the meeting, and try to collect personal information about the major decision makers. T The Internet makes this fairly simple. Dont just Google these folks; check out Facebook, LinkedIn, Twitter, etc. for more information. Knowing the CEO loves fly fishing gives you a great conversation point.
Start with an Agenda Statement An agenda statement is a one-sentence summary of your presentation. It gives you control of the presentation in a friendly way, and makes a great first impression.
Illustrate Your Point Have something for your audience to look at – photos, graphs, slides, whatever. Brochures work well because you can leave them with your audience as a reminder of your presentation.
Ask for Feedback When you finish discussing an important point, pause and ask if your audience has any questions. By inviting a response, you draw them into the presentation and get them thinking.
Watch Body Language If your audience is leaning forward in their seats and nodding, they like what you have to say. If theyre leaning back with arms crossed, theyre skeptical. Snoring is also a bad sign.
Use a Trial Close at the End This means taking your audiences temperature on what youve just presented. You can say something like, “Does this sound right?” or “So is that what youre looking for?”
Leave Time to Chat After your formal presentation is over, try to get some less formal talking time with the decision makers to help build more rapport. This might be a Q&A session, or just a chat. If youre talking to a prospective customer, you might ask for a tour of their building.