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Dave Doroghy

Dave Doroghy. Sponsorship 101. Just What is a Sponsorship Anyway ?. We bought a block of tickets to the event - are we a sponsor ? We advertise in the program - are we a sponsor ? We put a sign up at the entrance to the event - are we a sponsor ?. Sponsorship is the Right to Associate.

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Dave Doroghy

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  1. Dave Doroghy Sponsorship 101

  2. Just What is a Sponsorship Anyway ? • We bought a block of tickets to the event - are we a sponsor ? • We advertise in the program - are we a sponsor ? • We put a sign up at the entrance to the event - are we a sponsor ?

  3. Sponsorship is the Right to Associate • Bragging rights • The value of association is the essence of sponsorship • Association with a team • Association with an event • Association with a cause

  4. Types of Sponsorship 1999 North American Sponsorship Spending by Type of Property

  5. 1999 Worldwide Sponsorship Spending

  6. New Type of Sponsorship -Arena Naming Rights • Historically arenas were named after a significant individual or place • 95% of all arenas being built in North America today are named after a company • Today the average arena naming rights deal in North America is worth between $3 to $10 million US annually

  7. How do Sponsorships Differ From Traditional Advertising ? • It’s not just gross impressions • The right to associate • Exclusivity is often offered • More of an emotional sale • Involvement beyond advertising and promotion • Hospitality

  8. Sponsorships Can Totally Involve a Company, its People and Products • Take a product and put it on a real life stage within the context of fun and excitement • A sponsorship is so much more than just a TV commercial • Great way for large companies to appeal to the grass-roots level • Great way for a company to move into new markets - meet new people

  9. Since Sponsorships are Often Sold Exclusively - How do we Define Categories ? • Banks or brokers • Supermarkets or gas stations • Phone company - long distance or cell • What exactly is a company buying the rights for ?

  10. Category Exclusivity • Events can offer category exclusivity while other forms of media cannot • Maximizing category revenue vs. cutting off future revenue opportunities • What’s the company’s motivation ?

  11. Sponsorship is an Intellectual Property • Contracts Vs. Letters of Intent • The shorter the better

  12. Categories • GOLD SILVER BRONZE • Establishing benefit levels • Packaging sponsorships • Pricing and Evaluating Sponsorships

  13. Selling Sponsorships • Pre meetings • Here comes the pitch - does the batter have a budget - RESEARCH • Getting directly in front of the client • Calls = Sales • CUSTOMIZE

  14. Presentation Materials • You are the most important part of the presentation material • You only have one chance to make a good first impression • Leave behinds • Sophistication of presentations • Creative locations • Introductions

  15. Getting in to See Prospects • Creatively getting past gate keepers • Phone techniques • Avoid sending materials • Tenacity and persistence

  16. Finding the Hook • Getting their attention • Sometimes even a bad idea is better than no idea • Annual reports, web sites provide great research resources

  17. Finding the Hook

  18. Sponsorship Pricing • How much is too much ? • Be aggressive with pricing - leave room for negotiation • The most important factor is a competitive environment

  19. How do we Measure Results • Pre and post surveys • Awareness vs. Sales • Helpful generic research information • Sponsorship and advertising both very difficult to measure

  20. Believe in What You Sell!

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