Creative Sponsorship for Challenging Times

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Creative Sponsorship for Challenging Times

• Just to get us up to speed heres what we have
  covered so far
• The statistics say we are not in a recession
• Weve learned sales steps to take to continue
  financial success
• Weve learned about the McGraw-Hill study
• Weve learned theres almost 400 billion out
  there
• Weve learned what sponsors want for their money
• Weve learned to sell benefits, not features
• Weve discovered new categories
• Weve learned there is more than one pot of at
  a company

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And, weve learned more

• Weve learned how sponsors think
• Weve learned about measurement criteria
• Weve learned the importance of listening
• and
• Weve learned event stats that will overcome the
  sponsorship jitters

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So, where do we go from here?

• Ignore the economic climate
• Here are some examples of people who did (from an
  Advertising Age article Recessions Can Be a
  Marketers Friend March 24, 2008

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Success highlights during a recession

• 1930s PG didnt lay off people- invented the
  concept of branding-started first radio soap
  opera Advertising Age launched, Business Week
  launched
• 1970s Charles Scwab founds discount brokerage
  
• 1980s Ted Turner founded CNN MTV launched
  miles based loyalty programs started generic
  products are launched Home Depot opens its first
  store
• 1991 Sales of SUVs ROSE!
• 2001 Wikipedia was conceived first iPod
  introduced

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Why this information?

• You need it for your sales calls!
• Advice to sponsors
• Dont cut the budget
• Maintain or increase strong launches
• Beware of discounting
• Go with the flow
• You cant go wrong with diversion (and that,
  folks, is us!)

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Determine where you are going

• Budget
• Sponsorship opportunities (NOT gold, silver,
  bronze) .. Title, presenting, associate, official
  product, area sponsorships
• Then, start selling (renewals first, then new)

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Creative negotiating options

• Cash first
• Cash plus barter
• Barter
• Shared sponsorships
• Creative financing (terms/credit cards)
• Converting barter to cash
• Media sales partners
• L-O-N-G lead time

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How to approach

• You already know who from the first week
• How do you get in the door?
• Discussion of door opening techniques and
  appointment getting techniques

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Youre in the door now what!?

• Discussion of the sales process
• Demonstrate knowledge
• Take time to listen
• Take notes
• Lead into closing process

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Events benefits checklist

• SPONSOR BENEFITS CHECKLIST
• _____ Radio commercials
• _____ Newspaper advertising
• _____ Television
• _____ Transit (bus and rail) cards
• _____ Metro brochures
• _____ Booth
• _____ Participation in ________________
• _____ Volunteer recognition
• _____ Banners
• _____ Hospitality
• _____ Customers
• _____ Clients
• _____ Staff
• _____ Employees
• _____ Sampling
• _____ Product sales
• _____ Audio announcements
• _____ On-site signage

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Process

• Go through this BEFORE you talk investment
• Remember the definition of sponsorship
• An investment, in cash and/or in kind, in return
  for access to exploitable business potential
  associated with an event or highly publicized
  entity.

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Next step

• You are qualified to .
• One way to close however, must be willing to
  ask for the order and negotiate

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Next session

• Adapting Sales Strategies for a Recession