HR2022 Week 4 Sponsorship

8/8/2019 HR2022 Week 4 Sponsorship

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EVENTS MANAGEMENT

TOURING AND VENUES

SPONSORSHIP FOR EVENTS



CONTENTS

What is Sponsorship?

Internal PlanningSales

Negotiation

Servicing



WHAT IS SPONSORSHIP?


any commercial agreement by which a sponsor, for themutual benefit of the sponsor and sponsored party,contractually provides financing or other support inorder to establish an association between the

sponsors image, brands or products and a sponsorshipproperty in return for rights to promote thisassociation and/or before the granting of certainagreed direct or indirect benefits.

Source International Chamber of Commerce 2003





a strategic marketing investment not a

donation or a grant working business

partnership.

Source Bowdin p. 228




Points to remember

A joint marketing activity A win-win partnership

Be sponsorship-friendly

Source Bowdin p. 228



INTERNAL PLANNING

Be sponsorship friendly

Objections that may need to be covered:-

Selling out

Refusal to deal with certain industries e.g. alcohol Placing finance above content integrity

Questions over event ownership



INTERNAL PLANNING


Points to remember:-

Good communication with other stakeholders

Education for all stakeholders

Provision of good information reports casestudies

Create a sponsorship team e.g. customer service,media, marketing, staff representation



INTERNAL PLANNING


The sponsorship policy:-

A uniform approach

Agreed goals and administrative processes

Accountability and responsibility Exclusions and limitations (what you will engage

with)



INTERNAL PLANNING



INTERNAL PLANNING

Sponsorship Strategy

The process you will take to gain and retainsponsorship, and the attitude you will take

with every aspect of your sponsorship

programme



INTERNAL PLANNING


Marketing Planning and Implementation

You must show you can capture and retain an

audience



INTERNAL PLANNING



You will need

Market Research primary and secondary

Defined Target Market - niche

SWOT Competitor Analysis

Resources

Strategies

A

ction Points



INTERNAL PLANNING



Common Components for Implementation

Media Promotion/Publicity

Database Marketing Signage and Print

Internet



SALES

A sponsor wants 3 things from a sponsee

1. Image transfer association with the corevalues of the sponsee

2. To access more than one target market and

reach them in a meaningful way3. To gain a range of tangible benefits e.g. ROI



SALES

Define your core values and attributes

Example for theplay Beautiful

Thing. by Jonathan

Harvey.

BRAINSTORM

AND

DISTILL



SALES

Define your audience

When communicating witha sponsor, define your

audience in terms of

everyone who will receive

your marketing message

not just the people who

will attend.



SALES

Take Inventory

A list of every promotion and marketingopportunity that could possible be of value.



SALES

Take Inventory e.g.

Sponsorship types e.g. naming rights

ExclusivityLicence and endorsements e.g. logos and TMs

Contracts

Vesting e.g. part of the proceeds

VenueHospitality

Cause Tie in

Media

Reporting and Research



SALES

Sponsor Matching

The best sponsorships

are matched 3 ways



SALES

Sponsor Matching

Audience Objectives Attributes

Current customers

Potential customers Targeting the same market

New target groups Ethical concerns As per previous diagram

B2B

Internal (staff)



SALES

Sponsor Research

Primary and secondary researchAnnual reporting

Meetings and Calls

Sponsorship Guidelines



SALES

The Sponsorship Proposal - What to include:-

Overview

Event Details

Marketing Plan

Market Research

Benefits

Investment

Precedents Confidentiality

Offers apple and orange or up-sell



SALES

Pricing

The total fee must be less expensive the sponsorwere to run the event themselves and must be

comparable to media value.



SALES

Pricing

Calculating the baseline fee

Cost of proving benefits offers

+ Staff and admin costs

+ Sales Costs

+ Servicing Costs

= Your Total Cost



SALES

Notes:-

Compare to the market standardCompare to the media value



SALES

Video

http://www.youtube.com/watch?v=KPJVGNYFSAc

http://www.youtube.com/watch?v=aigixjAK9Wc

http://www.youtube.com/watch?v=4rLZYa2o46M



SALES

Checklist

Prepare

Goal setting

The Right Contact

Focus on the sponsors needs

Enthusiasm

Dont discuss price ball park is ok



NEGOTIATION

Video

http://www.youtube.com/watch?v=yK5fi8qQC6g



NEGOTIATION

Notes:-

Negotiate with the person that holds the purse

Know your bottom line

Use tradables

Be prepared to walk away if you feel bullied,

treated like a second class organisation and staycomposed

Get legal advice on your contract



SERVICING

Servicing

Orsponsorship planning and management



SERVICING

Develop the sponsorship implementation plan include

Executive summary

SituationA

nalysis e.g. present circumstances and issuesObjectives and strategies

Measurements if success

Target markets

Action list/timeline

Budget

Evaluation strategy



SERVICING

Evaluation:-

Draw up in consultation with the sponsor Surveys

Sales/visitation figures

Media Assessment e.g. value, positivefeedback



SERVICING

Objective Based Quantification

Sales e.g. retail figures, scanner data

Customer Perception market research

Database marketing responsiveness

Media logo placement, exposure

Awareness surveys

Employees awareness and attitude

Key customers relationship building Retailers front of store racking? How many?

Media Quantification demographics, positioning



SERVICING

Notes:-

Good communication Good RecordsInformation Kit everything in writing

Keep every single piece of communication

Minute meetings



MAXIMISATION



NEWS STORY

Converse's Love Noise

http://www.mi2n.com/press.php3?press_nb=134943

WATCH THE DOCUMENTARY

http://www.cityweekend.com.cn/shanghai/articles/blogs-shanghai/shanghai-the-beat-new/love-noise-hate-

silence-documentary-now-streaming/

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HR2022 Week 4 Sponsorship

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