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TREASURE HUNTING:
Smart Strategies for Growing Ad,
Sponsorship and Other Non-Dues
Revenue
Agenda
• Current Environment
• Structuring Partner Programs
• 10 Tips
• Case Study
Who are Your Competitors?
• Amusement Parks
• Aquariums
• Associations
(local/regional HBAs and
other)
• Causes - charitab...
Typical Offerings
• Conference sponsorships
• Gala dinner; other fundraising event
• Advertising
• Event or program sponso...
Standard View…
• One-off sales: Offer bags, badges, pens….
• Propose value add or additional clutter?
• Likely impact on t...
Exercise: Recent Conference
Experience
Think about the last conference that
you attended (not yours)…
• Who sponsored what?
Traditional Approach
• ‘Inventory’
• Transactional
• Decentralized outreach
• Regular funding requests
• Internal competit...
Outreach…
• Prospectus
• 80 / 20 Rule
…and Reaction
• Limited potential
• My objectives?
• Gold, Silver, Bronze…
• Build long-lasting relationships
• Show added value and stand apart
• Tap into emerging industries / trends
Opportunitie...
What Associations Want
• Increase membership / audience
• Develop new programs / increase
participation
• Grow revenue
Why Companies Invest
• Generate new leads / clients
• Expand awareness – visibility / branding
• Provide thought leadershi...
Sponsors’ Desire
• Effective linkages; not inventory
• Credibility / authenticity
• Year-round relationships
• Customized ...
A Challenging Environment
• Marketing budgets cut
• Value add is critical
• Established structure and plans
• Identify imp...
Getting Started: Develop your
Program
Identify assets
• Membership
• Communication channels
• Programs
• Events
• Content ...
Obtain Sponsor Input
Solicit feedback
• Specific benefits
• Other ways to engage
• Activation ideas
• Suggestions for impr...
Internal Assessment
• Clarify what is available for ‘sale’
• Ensure alignment with mission and
culture
• Determine paramet...
Turn Assets into Benefits
• Determine assets/areas of interest
• Understand benefits from the sponsors
perspective
• Consi...
Alignment of Interests
Organizational
Culture
Member Interests
Sponsor Goals
Establish Packages
• Bundle benefits strategically
• Tier packages to incent companies to
‘buy-up’
• Price packages based ...
Action!
• Develop a go-to market strategy
• Seek mutually beneficial partnerships
• Centralize and coordinate
• Align inte...
10 Tips for a Successful
Sales Program
1. Know your product(s) and audience
2. Know your prospects—develop partners,
not p...
10 Tips for a Successful
Sales Program
6. Create urgency in your marketing
7. Hit the low hanging fruit first and
often—PR...
NAFSA: A Case Study from
an Ad Sales Perspective
• About NAFSA:
– Individual Member Association with
approximately 10,000 ...
NAFSA: A Case Study from
an Ad Sales Perspective
• Challenges:
– Sales efforts were very siloed
– Little to no bundling
– ...
NAFSA: A Case Study from
an Ad Sales Perspective
• Goal: Significantly increase ad
revenues for International Educator
• S...
NAFSA: A Case Study from
an Ad Sales Perspective
• Steps taken (cont.):
– Worked with editorial staff to develop
supplemen...
Questions?
Scott D. Oser
President
Scott Oser Associates
301-279-0468
scott@scottoserassociates.com
Twitter = @scottoser
w...
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Treasure Hunting: Smart Strategies for Growing Ad, Sponsorship and Other Non-Dues Revenue

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This presentation was given at VSAE's Annual Meeting. It covers strategies and concepts for maximizing sponsorship, advertising and exhibit revenue in associations and non-profits.

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Treasure Hunting: Smart Strategies for Growing Ad, Sponsorship and Other Non-Dues Revenue

  1. 1. TREASURE HUNTING: Smart Strategies for Growing Ad, Sponsorship and Other Non-Dues Revenue
  2. 2. Agenda • Current Environment • Structuring Partner Programs • 10 Tips • Case Study
  3. 3. Who are Your Competitors? • Amusement Parks • Aquariums • Associations (local/regional HBAs and other) • Causes - charitable • Chambers of Commerce • Colleges/Universities • Convention and Visitors Bureaus • Fairs • Festivals • Hospitals • Hotels • Museums • Parks • Performing Arts Centers • Political Causes/Campaigns • Religious Organizations • Schools - Local • Sports - Teams, Stadiums, Athletes – Professional • Sports Teams – Local • Transportation – Airports/Trains • Zoos Others ?
  4. 4. Typical Offerings • Conference sponsorships • Gala dinner; other fundraising event • Advertising • Event or program sponsorships • List rental • Other
  5. 5. Standard View… • One-off sales: Offer bags, badges, pens…. • Propose value add or additional clutter? • Likely impact on the organization/audience?
  6. 6. Exercise: Recent Conference Experience Think about the last conference that you attended (not yours)… • Who sponsored what?
  7. 7. Traditional Approach • ‘Inventory’ • Transactional • Decentralized outreach • Regular funding requests • Internal competition
  8. 8. Outreach… • Prospectus • 80 / 20 Rule
  9. 9. …and Reaction • Limited potential • My objectives? • Gold, Silver, Bronze…
  10. 10. • Build long-lasting relationships • Show added value and stand apart • Tap into emerging industries / trends Opportunities?
  11. 11. What Associations Want • Increase membership / audience • Develop new programs / increase participation • Grow revenue
  12. 12. Why Companies Invest • Generate new leads / clients • Expand awareness – visibility / branding • Provide thought leadership • Improve retention or recruitment • Increase brand loyalty • Change / reinforce image • Show community responsibility • Support association/industry
  13. 13. Sponsors’ Desire • Effective linkages; not inventory • Credibility / authenticity • Year-round relationships • Customized arrangements
  14. 14. A Challenging Environment • Marketing budgets cut • Value add is critical • Established structure and plans • Identify impact on industry sectors
  15. 15. Getting Started: Develop your Program Identify assets • Membership • Communication channels • Programs • Events • Content areas • Others
  16. 16. Obtain Sponsor Input Solicit feedback • Specific benefits • Other ways to engage • Activation ideas • Suggestions for improvement
  17. 17. Internal Assessment • Clarify what is available for ‘sale’ • Ensure alignment with mission and culture • Determine parameters of involvement • Coordinate within your organization • Garner leadership/board support Understand “Organizational Tension”
  18. 18. Turn Assets into Benefits • Determine assets/areas of interest • Understand benefits from the sponsors perspective • Consider other potential benefits
  19. 19. Alignment of Interests Organizational Culture Member Interests Sponsor Goals
  20. 20. Establish Packages • Bundle benefits strategically • Tier packages to incent companies to ‘buy-up’ • Price packages based on value • Establish other limited offerings at lower dollar levels
  21. 21. Action! • Develop a go-to market strategy • Seek mutually beneficial partnerships • Centralize and coordinate • Align interests • Seek strategic relationships vs. transaction-based offerings
  22. 22. 10 Tips for a Successful Sales Program 1. Know your product(s) and audience 2. Know your prospects—develop partners, not purchasers 3. Create a strong media/sales kit 4. Think creatively 5. Look for low cost/high value opps
  23. 23. 10 Tips for a Successful Sales Program 6. Create urgency in your marketing 7. Hit the low hanging fruit first and often—PRIORITIZE! 8. Market aggressively but respectfully—develop partners, not purchasers 9. Make saying yes easy 10. Trust your salespeople
  24. 24. NAFSA: A Case Study from an Ad Sales Perspective • About NAFSA: – Individual Member Association with approximately 10,000 members – Members are international educators • Sales opportunities: – Advertising in print and electronic publication – Sponsorship of Annual Conference – Exhibit at Annual Conference • Global Partnership
  25. 25. NAFSA: A Case Study from an Ad Sales Perspective • Challenges: – Sales efforts were very siloed – Little to no bundling – Staff resources were limited – Data base was large but unstructured • Opportunities: – Publication was #1 in its category – Name recognition was extremely high – Editorial staff was very willing to work with ad sales – Data base could be manipulated
  26. 26. NAFSA: A Case Study from an Ad Sales Perspective • Goal: Significantly increase ad revenues for International Educator • Steps taken: – Develop a very strong media kit which hammered home value of reaching the audience – Get purchasers of other sales opportunities – Develop special offers for purchasers of other sales opportunities – Primarily market and sell through email and phone follow-up
  27. 27. NAFSA: A Case Study from an Ad Sales Perspective • Steps taken (cont.): – Worked with editorial staff to develop supplements on topics of interest to readers AND advertisers • Results to date: – Advertising revenue is up over 50% year on year – Sold out the Conference issue for last 3 years ($150,000+)
  28. 28. Questions? Scott D. Oser President Scott Oser Associates 301-279-0468 scott@scottoserassociates.com Twitter = @scottoser www.scottoserassociates.com

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