Sponsorhip Bootcamp Presentation Patricia Martin
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This document summarizes Patricia Martin's presentation on sponsorship. It provides an overview of sponsorship basics, including how sponsorship differs from philanthropy in being value-based rather than need-based. It also discusses how the top sponsoring categories have changed over time, with technology, telecom, healthcare and energy rising. Additionally, it outlines the intangible and tangible value sponsors can gain through access to targeted audiences, goodwill, and showcasing products. Finally, it offers tips for getting sponsorship deals, including conducting a self-assessment, developing proposals, negotiating contracts, fulfillment, and measurement.
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Sponsorhip Bootcamp Presentation Patricia Martin
- 1. a presentation by Patricia Martin
- 2. Summary of Course Sponsorship overview Attitude shift Discovering your value Selling strategies
- 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. Sponsorship Basics Sponsorship vs. Philanthropy • Value based, not need based
- 5. Sponsorship Basics Key definitions: • Property • Sell • Deal
- 6. Sponsorship re-boots • Social responsibility • Hybrid spending • Volunteer management/employee experiences • Web 2.0 features
- 7. That Was Then Top 5 sponsoring categories: • Beverage • Automotive • Food—sampling/retail traffic • Financial services • Retail
- 8. This is Now Top sponsoring categories: • Beverage • Automotive • Technology • Telecom • Health care • Energy
- 9. What Sponsor’s Value Access to targeted audience Drive sales Good will Employee/customer relations Showcase product attributes Influence influentials Imagery/context
- 10. Getting Ready Self assessment • Gather marketing assets • Measure your audience • Gauge internal climate • Intangible valuation • Tangible valuation—playground slide
- 11. Intangible Value Self assessment • Consumer trust • Track record • Loyalty • Prestige • Cool
- 12. Tangible Value Self assessment • Media – 10% • Engagement -- quality • Conversations – participation • Transactions --sales • Qualified Impressions
- 13. Getting Ready Reality check: Do we have any prospects? • Track record-who has a deal? • Ask • Find a fit with your audience.
- 14. Get Set Competitive Analysis • Track local deals • Price media • Ask colleagues in other regions
- 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. 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. Selling Cold calling: Purpose — • To discover if it makes sense to meet.
- 18. Go! Cold calling: Polish your elevator speech • Do your research • Practice the script • Expect rejection • Have a next step.
- 19. Selling What is an elevator pitch: 1) What we do 2) What difference we make 3) For instance….
- 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. Selling First meeting -To Pitch or Probe? • Ask permission to pitch: Would it help… • Elevator + broad brush strokes • Ask probing questions
- 22. Go! Prepare proposal • Develop detailed proposals based on: – Information gathered at the first meeting. – Answer the needs of the business
- 23. Get Visual
- 24. Selling Negotiation • Deal with objections — unanswered questions • Establish next steps. • Negotiations begin. • Contract is prepared. • Contract is signed and circulated.
- 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. Aftermath Fulfillment • Celebrate and acknowledge. • Internal team meeting “Here is what we agreed to.”
- 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. www.litlamp.com
- 29. Economic Realities Common 3 yr. trends: • In-kind vs. cash • Need for guaranteed media. • Philanthropy gets teeth. • Quality rules • Reliability
- 33. Focus on Youth 18-30