Selling Sponsorship: Practical Approaches

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Selling Sponsorship Practical Approaches

• Teresa E. Morton
• Deidre Pettinga
• Amy Katzenberger

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Selling Sponsorship - Overview

• Part I The Reality of Sponsorship
• Part II Just What are we Selling
• Part III How Sponsorship Decisions are Made
• Part IV- The Value of Sponsorships
• Part V- Time to Sell
• Questions and Answers

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Part I - Realities of Sponsorship Amy
Katzenberger

• Good news and not so good news aspects of
  sponsorship
• Elements of sponsorship
• Prospects
• Am I selling or am I raising funds?
• Managing stewardship

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Part II What Are We Selling? Deidre
Pettinga Why seek sponsors for your event?
It's no secret that sponsorship is a great way
to reduce the costs of hosting your event. More
than that, building partnerships with sponsors is
a great way to provide a significant connection
between the sponsors and their target audiences.
You should look at your event as the vehicle
that allows the connection to be made. By
looking at sponsorship opportunities in this
light, it becomes easier to see the parallels
between sponsorship channels and traditional
marketing channels. Both offer a connection
between the business and the customer.
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Part II What are We Selling

• Traditional Media Offers
• -- indirect, impersonal
• communications channel.
• -- opportunity to build long-
• term brand awareness
• and sales through repeated
• exposure to target.

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Part II - What are We Selling?

• Sponsorship Offers
• -- direct and/or
• indirect ties to customer.
• -- opportunity to build
• short-term awareness
• or sales through
• focused exposure
• to target.
• -- can contribute to long-
• term awareness or sales
• via initial targeted exposure.

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Your ACA organization offers companies the
opportunity to connect with their target
customers in a very effective manner--- direct,
measurable, and trackable.
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Part II What are We Selling?

• Direct Sponsorships offer the opportunity to
  place promotional items, product(s), or people in
  touch with conference attendees who either are or
  are very close to the purchasing decision maker.
• Measurable Services and events off
  opportunities for measurement attitudes,
  awareness, recall, etc. so attractive to
  companies and organizations desperately trying to
  justify their expenditures.
• Trackable Services and events offer sponsors an
  opportunity for tracking names, attendee lists.
  Leads hold great value

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Part II What are we Selling?

• Companies want to reach their targets in the
  measurably effective ways

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Part III How Sponsorship Decisions are Made
Teresa E. Morton
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Part IV Determining Sponsorship Value Amy
Katzenberger

• Cash versus in-kind contributions
• Valuation in cash sponsorship
• Valuation in in-kind sponsorship
• Sponsorship tiers

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Part V Time to SellDeidre Pettinga

• Tips on approaching potential sponsors in
  person and in writing
• Making the case Informational Packet
• State your needs clearly
• Explore co-sponsorship arrangements
• Make levels/tiers and secured sponsor information
  available
• Ask for the sponsorship
• Communicate the details

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Part VI Questions and Answers

• Teresa E. Morton
• Deidre Pettinga
• Amy Katzenberger

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Selling Sponsorship Practical Approaches

• Thank you for attending and have a great evening.