Adapting Sponsor Marketing Strategies for a Recession

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Adapting Sponsor Marketing Strategies for a
Recession

• Weve talked about this but just to reinforce
  you have to sell smarter during tough economic
  times
• Im encountering the same problems you are so
  dont feel like you are alone!

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Sell smart sell confidently

• Believe that what you have has value
• Then, you have to prove it!
• Thats where pricing comes in on two levels
• Being confident that you are pricing your
  sponsorship offerings fairly
• Providing a post event report that accurately
  reflects the ROI of the event

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Pricing First

• Some rules no packages
• Work with the events benefit checklist
• Know the value of those benefits
• Develop your offerings based on CPM (cost per
  thousand)
• Be flexible

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How developed and why

• Interviews with peers
• Interviews with media people
• Using language of the buyer
• Competing on a level playing field
• Have confidence in fairness of offering
• Ease of use

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values to use based on CPM

• Posters 35
• Flyers/Bag Stuffers 50
• Banners 1.50
• Table Tents 75
• On Site Banners 100
• Payroll Stuffers 75
• Radio/TV/Print Rate card
• Tickets, gaited events Face value
• Tickets, backs 75
• Booth Space Rate Card
• What else?

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How to use

• Inventory Qty. Imp. CPM Value

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Determining Values

• 1,000 posters
• Here are the questions that need to be answered
• How many days will they be up?
• How many people will see, ON AVERAGE, one poster
  in one day?

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Some assumptions

• 1,000 posters will be up for 30 days and on
  average 100 people will see one poster
• 1,000 X 100 X 30 3,000,000 impressions
• Enter the impressions into the impressions column

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Next step determine the CPM (M is Roman numeral
for 1,000)

• 3,000,000 1,000 X 35
• 105,000!!!!

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Now, Billboards

• Same sets of questions
• How long are they up?
• How many cars see it in one day? (need to talk to
  your local DOT to get traffic count)

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Some assumptions for billboards

• Two billboards are up for 30 days each
• Each billboard averages 10,000 cars per day
• 10,000 x 30 x 2 600,000

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The numbers

• Call your local billboard company and ask them
  what their CPM is on a billboard that gets the
  visibility we have just seen on the previous
  slide
• Here in New Jersey is it 1.50 CPM

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Determining the CPM

• 600,000 1,000 x 1.50 900
• Not a big number BUT it all adds up!

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Some assumptions for table tents

• This will amaze you!
• Questions to ask
• How many days will the table tents be up?
• How many people, on average, will see one table
  tent in one day?

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The numbers

• 1,000 table tents 30 days minimum 100 people
  a day (remember this is in restaurants!)
• 3,000,000 impressions

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Determining the CPM

• 3,000,000 1,000 x 75 225,000

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On site signage

• Lets assume a one day event, attracting 25,000
  people and we have 4 signs
• Therefore, potential impressions is 100,000

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Determining the CPM

• 100,000 1,000 x 100 10,000

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What does this mean?

• You know the value of what you are selling
• You can VALIDATE the value
• You can BELIEVE the value
• You can have confidence in yourself that it is
  being presented properly

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Using these numbers

• and there is much more that goes into this list
  but this is a basic start
• Take and add up all the numbers then divide by
  at least two and that is your suggested
  investment

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Categories

• Title
• Presenting
• Associate
• Official product
• Vertical sponsorship
• Cheapskate! ?

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Reality

• You may have to adjust the numbers based on what
  the market will bear

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Post-Event Report

• Use the same numbers! (And this is when you can
  show it to the sponsors not before NEVER,
  NEVER, NEVER share the worksheet)

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Sample post event report

• Do it in the following way
• Assets Impressions/CPM Value
• Posters etc.
• Flyers etc.
• Same numbers as you used in the pricing matrix

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Confused yet?!

• It will become second nature and you will know,
  when people are going through the asset inventory
  list, exactly what things are worth and will be
  able to respond intelligently during the sales
  process

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Some tips from selling powerfor you and for
your sponsors

• Sharpen your targeting
• Sharpen your messaging
• Get credit for value delivered
• Create some urgency
• Sharpen your competitive tactics
• Leverage existing relationships

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Believe you can do it!

• The Eagle
• Im going to read this to you since it is too
  long to put in this slide

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Some ending humor

• Ten ways to tell you have been in the event
  business too long!
• (again Ill read!)

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Next week

• Pulling it all together!
• See you on Wednesday!