Follow Ron RonsIdeas on Twitter. This article provides some guidelines for determining the value of a sponsorship, finding prospects, writing a proposal, selling the sponsorship and fulfilling the agreement after the sponsorship is sold.
Adding Value Jan 14, Value Creation: Although sponsorship spending continues to rebound, the sponsorship sales environment remains as competitive as ever.
Properties ranging from international sports events to local fairs and festivals are increasingly facing more scrutiny over sponsorship proposals, a longer decision-making process and overall anxiety on closing deals.
So what are successful properties doing to raise the value of their sponsorship offers? What are they doing to secure interest from new prospects and build relations with existing partners?
Below, five ways that properties are adding value to their sponsorship offers: Take the position of a consultant. For Madison Square Garden, adding value is about thinking like its partners, understanding their objectives and developing targeted marketing platforms that ensure sponsorship success.
Their job is to figure out how our partners can achieve their objectives and move the marketing needle. The amusement park company positions its sponsorship department as a promotions agency by offering creative and other activation services. Six Flags also uses street teams to sample product, conduct intercept surveys and perform other tasks on behalf of sponsors.
The NBA Cleveland Cavaliers last year changed the name of its sponsor servicing team to sponsor activation to support its growing focus on helping partners brainstorm ideas.
In addition to renaming the department, the team doubled the number of staffers from three to seven employees. Knowing that sponsors increasingly need to justify their investments, a growing number of properties are investing in outside research and third-party analytics to help measure success.
Other properties also are doubling down on measurement.Value Creation: Five Ways To Add Value To Sponsorship Offers Rightsholders need to move beyond selling inventory by taking an active role in their partners’ success.
Although sponsorship spending continues to rebound, the sponsorship sales environment remains as competitive as ever.
Event sponsorship as a value creating strategy for brands Dimitra Papadimitriou University of Patras, Patra, Greece Artemisia Apostolopoulou Robert Morris University, Moon Township, Pennsylvania.
To help guide you through the creation of a great pitch deck, we’ve compiled an event sponsorship template with a completed example which you can download using the form on the right.
How to research potential event sponsors. Once you have your proposal document ready to go, it’s time to find the right people to approach. The success of your event sponsorship sales is highly dependent upon how the packages are designed.
Prospective sponsors should be able to quickly digest the packages and have a clear understanding of the value they’ll receive for the cost of the offerings. This article provides some guidelines for determining the value of a sponsorship, finding prospects, writing a proposal, selling the sponsorship and fulfilling the agreement after the sponsorship is sold.
Organizing a gala fundraising event may sound like fun to some, but there’s a tremendous amount of work that goes into it. Keeping an eye on the bottom line, event planners must stay focused on creating value for sponsors, who underwrite a significant portion of event costs and funds raised.