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Sponsorship sales

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Michael Gwynn

on 8 October 2018

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Transcript of Sponsorship sales


Measurement and evaluation
The Proposal

“For every dollar a smart sponsor spends on the sponsorship, it should spend another $1 to $3 to activate/leverage and promote that sponsorship."

William Chipps, Editor, IEG Sponsorship Report
The decision making process
Value has multiple definitions

Value is subjective

People don’t always buy what they need, but they usually buy what they want
Value-based selling
Four main types of sponsors
What is sponsorship?
Talk marketing and impact rather than just sponsorship
Sponsorship sales rule 1
Measuring Success – ROI and ROO
Proposal structure
Sell business opportunities,
not the sponsorship package!

Differentiation based on the business value you can bring and others can’t
Value Proposition
From sponsorship to partnership
The Value Proposition and
value-based selling

Have I clearly defined my business and its target market?
Do I understand our market position(ing)?
Who or what is my competition?
How do we compare with our competitors?
What are our genuinely unique selling points?
How do our competitors sell against us?
Understand your competition and
your competitive advantage
Selling sponsorship requires
a clear understanding
of who the customers’ customers are

and how to target them
The success or failure of a business is
also closely linked to how well it
understands its customers
Organisational success
Strong business basics

Clear and relevant value proposition communicated powerfully and consistently

Delivery of a great experience that matches the brand’s promise
Increasing brand value
....is about nurturing a brand’s connection with a target market by putting their needs, not brand needs, first
Last generation sponsorship
Drive sales
Shape end user attitudes
Increase brand loyalty
Incentivise sales force, resellers, dealers & distributors
Entertain clients/prospects
Recruit and/or retain employees
Create merchandising opportunities
Showcase product attributes
Differentiate their product/service from competitors
Heighten visibility
Why do companies sponsor events?

“To relate a company or brand to an activity in order to benefit from the ‘exploitable’ commercial potential associated with that activity”
A definition
Five main stages
Impact evaluation framework
Two broad impact areas
Shape perceptions

Change attitudes and behaviours
Sponsorship’s impact is not one-dimensional
Rule 2
It is the responsibility of the sponsor to measure the effectiveness of sponsorship
Rule 1
How does a company evaluate a proposal?
Potential sources of new business:
Other participants (delegates, exhibitors)
Near misses
In the news
New products
Agencies, Consultants

Lapsed customers
Sponsor other events
Strong areas
Clients’ competitors
LinkedIn activity
Organisation's other clients
Trade Association members
Sponsorship sales process
The four generations of sponsorship
‘Last Generation Sponsorship’, Kim Skildum-Reid – www.powersponsorship.com
Sponsorship ‘growing up’
Sponsorship relationships
Sponsorship accounts for around 7.5% of global promotional budgets
Source: IEG
Sponsorship spending
Modern sponsorship?
What is it, what does it do?
The sponsor's expectations
Sponsorship objectives
Your strengths and competitive position
From sponsorship to partnership
Creating a strong value proposition
Standing out in a competitive market
Developing creative sponsorship packages
Sponsorship sales in practice
The process
Common sponsorship objections
The sales proposal
Exploring Return on Investment
It is about connecting a brand with an audience in a meaningful way
It’s not about you or the event
Brand fit
Client appeal
Exaggerating the size and certainty of future orders
Making calls without sufficient preparation or planning
Underestimating the client’s buying potential
The four deadly sins of a salesperson
Overestimating the strength of existing contacts and underestimating those of the competition
It's not about you or the event
1970s, early 1980s
Drivers – exposure, awareness
Short term, ego driven
Mid 80s to early 90s
Drivers – sales, profit
Short sighted, target driven
Early 90s to today
Drivers – brand needs
Beginning now
Drivers – relationship with target market, integration and achievement of multiple marketing objectives
Long sighted, customer driven
Sponsor's target market
Value add
Value add
Are (or aspire to be) leading brands
Have a big flag to fly
Can relate either a brand value or
product to an event
Majority are looking for onsite BD contracts
Usually look to increase value of their participation
Does your business (event) have a competitive edge?
Two key components:
A clear statement of the tangible deliverables and benefits a sponsor will receive from your event
Covering letter
Title page (use sponsor’s name and logo)
Overview – outline of event and key details of organisation
Event details – dates, location, target market
Outline of marketing plan – how you will reach the audience
Customised package AND the benefits
Create leverage ideas – exactly how the sponsor could use this package to achieve their goals
Investment required
Evaluation of objectives – indicate the expected outcomes
Assess for strategic fit

Is it relevant to key markets?
Are benefits leverageable against marketing objectives?
Will there be company-wide buy-in?
Does it meet company guidelines?

Is there enough time to create and implement a leverage plan?
Do skills/resources exist in-house?

The final consideration
How much negotiation is required?
What is it?
What does it do?
How do companies use it?
What do they look for?
How do they evaluate it?
How do they make decisions?
What can we get?
What can we offer?
Know your products
and your markets
Position your offering
Make them feel valued
Sponsorship sales process
Think impact!
Think digital
More logos = less value
The more logos you have,
the less impact each one has
Creative sponsorship

The approach
Add value
Act as a consultant
Discuss how to measure success
Provide audience research
Tailor as much as possible
Talk less about 'brand awareness'
Add value, not logos
Most effective media for B2B
Source: Outsell
Lead generation effectiveness
Branding effectiveness
Driving the experience economy
Favour experiences over possessions
FOMO is a key driver
Source: Eventbrite
More definitions
A strategic alliance which provides marketing opportunities for both partners
Sponsorship is all about using an event to create
a real connection
with target markets
Best practice sponsorship
The sponsor’s objectives:
Adding value to their audience’s experiences
Demonstrating understanding of, and alignment with, target market’s passions
Deepening relevance and relationships with key markets
Not just ‘getting in front of’ an audience
What do sponsors look for?
1. Access to target markets and to connect with those people in a meaningful way
2. Gain a range of tangible benefits
3. Use the event's attributes to transfer or reinforce those same attributes within the sponsor's own brand
1. Define and understand what you have to offer

What are your strengths?
Does this tally with market perceptions?
What’s your core message

2. Define your audience (from a sponsor's perspective)

Everyone who will receive your marketing message
Sponsorship sales process
3. Prepare a list of sponsorship items

All the promotional and marketing opportunities valuable to a sponsor

Pre-event advertising, promotion and publicity
Street, venue or event signage
Media coverage of the event
Word of mouth
Post-event coverage
Bands and categories/themes
Delegate bags
Long term relationships
Full transcript