MAIN STAGE WORKSHOP

November 30th , 2016

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David Gration MBA PhD © Events Tourism Associates 2016 EMAIL: eventstourism@bigpond.com

“The purchase (either with cash or in-kind support) of exploitable rights and marketing benefits (tangible and intangible) that arise from direct involvement with a personality/player, special event, program, club or agency”

(Masterman, 2007)

David Gration MBA PhD © 2016 Events Tourism Associates 2

“A cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property” (IEG, 2015)

David Gration MBA PhD © 2016 Events Tourism Associates 3

Decreasing efficiency of measured media Changing social priorities (CSR) Shifting personal values (consumer value) Increasing need for 2 way communication High consumer acceptance (positive towards company involvement) High level of positive association between brand and post-event

recognition (IEG, 2015)

Increase brand loyalty Create awareness and visibility Change/reinforce image Drive retail traffic Showcase community responsibility Sample/display brand attributes Entertain clients Narrowcasting (to niche markets) Recruit/maintain employees Merchandising opportunities Incentivising retailers, dealers and distributors Differentiate product from competitors Combating larger advertising budgets of competitors

(IEG, 2015)

David Gration MBA PhD © 2016 Events Tourism Associates 4

David Gration MBA PhD © 2016 Events Tourism Associates 5

1. Why was your event created?

2. Why is your event important?

3. Who are your key event stakeholders?

4. How would you describe your event?

5. In 5 years how would you like to describe

your event?

6. If your event was a person – what would

they look like?

7. What are your biggest event risks?

David Gration MBA PhD © 2016 Events Tourism Associates 6

1. Run to

2. Run away

3. Avoid decisions

4. Accept

5. Share

David Gration MBA PhD © 2016 Events Tourism Associates 7

Is the risk worth it?

1. Who are your eventgoers?

2. What parts of your event are

the most appealing to

eventgoers?

3. What parts of your event are

the most media attractive?

4. What parts of your event are

social media up-loadable

musts?

5. Who are your event

competitors

David Gration MBA PhD © 2016 Events Tourism Associates 8

Think about what parts of your event you are willing to share

ownership with a sponsor:

1. Identify go and no-go areas

2. Identify how flexible you are willing to go

1. List high, middle and low event bundles for sponsoring

2. Identify what you want to ask them for

David Gration MBA PhD © 2016 Events Tourism Associates 9

Think about what type of sponsorship assistance you want:

1. Cash

2. In-kind

3. Reputational alignment

David Gration MBA PhD © 2016 Events Tourism Associates 10

Few very high $ packages

(extreme show offs = push down!)

Some medium $ packages

(the most appealing – your real target)

Few very cheap $ packages

(entry level or too tacky = push up)

David Gration MBA PhD © 2016 Events Tourism Associates 11

Pity partner

Friend of a friend with benefits

Blind date

Cruising the clubs

Tindering or tendering

The perfect match

1. Share an audience?

2. Share a vision/mission?

3. Problem & Solution balance?

4. Accessible?

5. Desire, need and ability to

sponsor?

David Gration MBA PhD © 2016 Events Tourism Associates 12

David Gration MBA PhD © 2016 Events Tourism Associates 13

EVERYONENEEDS TO WIN THEIR

RACE

David Gration MBA PhD © 2016 Events Tourism Associates 14

BUNDLE

LEVEL

BUNDLE EVENT

ORGANISER

SPONSOR AUDIENCE OTHERS

High

Medium

Low

You are offering an opportunity or solution not pleading your case

You can clearly state why your event is unique and a perfect

match for the potential sponsor

You can give the facts and figures that support your event’s

successes or potential success.

You know the potential sponsor and what their goals and present

circumstances are

You know what you want sponsored and the value of it

You know what benefits can be offered to the potential sponsor

You can prove that you share customers and/or stakeholders

You can visually show your event opportunity

You can provide evidence of your ability to deliver what you

promise

You have a personal and/or professional introduction to a

decision-making potential sponsor

David Gration MBA PhD © 2016 Events Tourism Associates 15

David Gration MBA PhD © 2016 Events Tourism Associates 16

Geldard & Sinclair (2004) Sponsorship Proposal needs to address the following questions:

What is the organisation being asked to sponsor?

What will the organisation receive for its sponsorship?

What is it going to cost?

Proposal normally includes:

Event overview

The sponsorship package on offer and it’s associated cost

The proposed duration of the sponsorship

The strategic fit between the event sponsorship proposal and the business

and marketing needs of the organisation

The events contact details and timeline for negotiations

Ukman (1995) Six Attributes of a successful proposal

1. Sell benefits, not features (e.g. opportunities to sell products, not great shows)

2. Address the sponsor’s needs, not those of the event (should be seen as a partnership)

3. Taylor the proposal to the business category (e.g. categories might be mass market or niche market)

4. Include promotional extensions (e.g. sponsor leveraging through competitions)

5. Minimise risk (e.g. show how sponsor will be serviced and ROI outcomes assessed – (build confidence)

6. Include added value (e.g. differentiate your offer through additional benefits)

David Gration MBA PhD © 2016 Events Tourism Associates 17

Deliver what you promise + a little bit more

Put aside at least 10% of your sponsorship income for sponsor servicing

Record everything

Make sure you have agreed KPI for measuring success

Keep existing sponsors and use them to network to their contacts

Protect your sponsors from adverse coverage and ambush marketing

Make sure you don’t have conflicting sponsorship deals – protect sponsors

Make sure your contracts allow and encourage extensions

Make sure your contracts provide sensible out-clauses

Provide regular feedback to sponsors

Make sponsors a part of your strategic planning (sponsors partners)

If you have a break-up do all In your power to make it amicable

Do you still want a sponsor?

Is the risk worth the reward?

David Gration MBA PhD © 2016 Events Tourism Associates 18

Create innovative event sponsorship

arrangements/benefits

Use sponsor partners to engage audiences in mutually beneficial ways

Provide your best supports with information on

bequests (drip, drip, drop

Design creative merchandise that your audiences want

Government grants can be part of the mix

David Gration MBA PhD © Events Tourism Associates 19

Sponsorships & Fundraising Wednesday 30 November 2016

COMING SOON Community Engagement

Wednesday 14 December 2016 Bob Abbot & David Gration + Measuring success, impact and legacy

David Gration.

Please feel welcome to contact me by email if you have any further questions on sponsorship and fundraising that is specific to your event - David Gration eventstourism@bigond.com