sponsorhip bootcamp presentation patricia martin
TRANSCRIPT
a presentation by Patricia Martin
Summary of Course
Sponsorship overviewAttitude shiftDiscovering your valueDiscovering your valueSelling strategies
Sponsorship Basics
Sponsorship is a marketing strategy used to communicate about a product or service by affiliating with an event, or service by affiliating with an event, experience, or organization that is valued by the sponsor’s customers.
Sponsorship Basics
Sponsorship vs. Philanthropy
• Value based, not need based• Value based, not need based
Sponsorship Basics
Key definitions:• Property• Sell• Sell• Deal
Sponsorship re-boots
• Social responsibility• Hybrid spending• Hybrid spending• Volunteer management/employee
experiences• Web 2.0 features
That Was Then
Top 5 sponsoring categories:• Beverage• Automotive• Automotive• Food—sampling/retail traffic• Financial services• Retail
This is Now
Top sponsoring categories:• Beverage• Automotive• Automotive• Technology• Telecom• Health care• Energy
What Sponsor’s Value
Access to targeted audienceDrive sales Good willGood willEmployee/customer relationsShowcase product attributesInfluence influentialsImagery/context
Getting Ready
Self assessment• Gather marketing assets• Measure your audience• Measure your audience• Gauge internal climate• Intangible valuation• Tangible valuation—playground slide
Intangible Value
Self assessment• Consumer trust• Track record• Track record• Loyalty• Prestige• Cool
Tangible Value
Self assessment• Media – 10%• Engagement -- quality• Engagement -- quality• Conversations – participation• Transactions --sales• Qualified Impressions
Getting Ready
Reality check: Do we have any prospects?• Track record-who has a deal?• Ask • Find a fit with your audience.• Find a fit with your audience.
Get Set
Competitive Analysis• Track local deals• Price media• Price media• Ask colleagues in other regions
Set campaign focus and sponsorship policies.
Your workbegins here
Sales effortstarts here
Entire sales cycle represents 9 to 18 month effort
Biggest Barrier?Not Enough Time to Sell
Prioritize prospectsby industry
Prepare sales materials
Create awareness; Get meetings
starts here
Note objections;Refine; Tailor proposalsClose
Solicitation
Drive Warm Leads1. Create a sampling program.2. Offer B2B hospitality to existing sponsors.3. Raise profile with PR.3. Raise profile with PR.4. Join/form a business group.5. Help sponsor be “super hero”
Which super hero would you be?
Selling
Cold calling:Purpose —
• To discover if it makes sense to meet.• To discover if it makes sense to meet.
Go!
Cold calling:Polish your elevator speech
• Do your research• Do your research• Practice the script• Expect rejection• Have a next step.
Selling
What is an elevator pitch:1) What we do2) What difference we make3) For instance….3) For instance….
Selling
“We are e-Learning experts who have discovered which kind of online learning actually changes behavior. We learning actually changes behavior. We help McDonald’s make a perfectly consistent fry around the world and Mayo Clinics outpatients take their meds.”
Selling
First meeting -To Pitch or Probe?• Ask permission to pitch: Would it help…• Elevator + broad brush strokes• Elevator + broad brush strokes• Ask probing questions
Go!
Prepare proposal• Develop detailed proposals based on:
– Information gathered at the first meeting.– Information gathered at the first meeting.– Answer the needs of the business
Get Visual
Selling
Negotiation• Deal with objections — unanswered
questions• Establish next steps.• Establish next steps.• Negotiations begin.• Contract is prepared.• Contract is signed and circulated.
Selling
Tips for a down economy:• Get a meeting – go where you are
known and loved• Voice mail – leave it, briefly, gleefully• Voice mail – leave it, briefly, gleefully• Be a collaborator—Container Store,Volvo, State Farm and Hospital
Aftermath
Fulfillment• Celebrate and acknowledge.• Internal team meeting “Here is what • Internal team meeting “Here is what
we agreed to.”
Measurement
Tips:• Use radio with phone-in give-aways• Develop web downloads• Use ticket bounce-backs or envelopes• Create sweeps and raffles for product give-
aways• Encourage test drives.
www.litlamp.comwww.litlamp.com
Economic Realities
Common 3 yr. trends:• In-kind vs. cash• Need for guaranteed media.• Need for guaranteed media.• Philanthropy gets teeth.• Quality rules• Reliability
Next
RenGen ResearchProposalsProposals
Agents into Artists
Permanent/Public/Ownership
Focus on Youth 18-30
Corporate Entertainment
High Concept/High Entertainment Value
www.madepossibleby.comwww.madepossibleby.com