The Moery Company

2017 - 2018

The UltimateGuide to Sponsorship

GrowthA STEP-BY-STEP GUIDE TO TAKE YOUR

SPONSORSHIP PROGRAM TO THE NEXT LEVEL

TABLE OF CONTENTS

Chapter 1HAS YOUR SPONSORSHIP PROGRAM HIT A WALL?

Chapter 2THE PROSPECTUS YOUR SPONSORS WANT TO SEE

Chapter 3GET ON THE STICK

WITH SPONSORSHIP CUSTOMIZATION

Chapter 4SECRETS TO SCORING THE

BIG SPONSORS

ConclusionKICK IT INTO GEAR

FOR 2018

Has Your Sponsorship Program Hit a Wall?

CHAPTER ONE

What Your Sponsors Really Want

Today, your association sponsors actually seek a return on investment and measure the success with real metrics. Kick the coffee break and legacy offerings to the curb. These companies deserve a sponsorship that will enable them to achieve genuine goals for branding or business development. If your sponsorship program has stalled out – we offer three strategies to give it a kick start:

1. First and foremost, your sponsors want to deliver content to your members.Sponsors want to be presented as thought leaders in the industry during your event, they want speaking opportunities and to participate in panel discussions. If your organization isn’t offering the chance to “use the mic,” prospective sponsors will spend their money with associations who are. We firmly believe you can move the needle if you are willing to embrace sponsors as content partners.

2. Secondly, “category exclusivity” is at the top of their list.IEG, a leading consultant in corporate sponsorships, tells us one of the most important elements of a sponsorship program is “category exclusivity.” However, associations are very hesitant to offer naming rights for fear they may anger or alienate other sponsors in the space. Perhaps, but on the flip-side, those folks might try to up their game and increase their sponsorship engagement to be more competitive.

Want to build competitive demand in your sponsorship program? A good example is, “The Safety Workshop, sponsored by ABC Company” … That’s what we’re talking about: category exclusivity at a premium price.

3. And finally, make a post-event conference call with each sponsor.It must happen within 30 days and here’s why: you need to get feedback about how the sponsorship performed. This will enable you to adjust it and possibly upgrade that sponsorship program. Don’t forget to ask for a renewal on the spot!

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The Prospectus Your Sponsors Want to See

CHAPTER TWO

Does Your Prospectus Follow the Same Old Format?

Experience tell us chances are good your prospectus needs a fresh approach. It’s time to shake things up and create something that will catch the prospect’s attention. Here are a few tips:

• Prospective sponsors want to see some data in your prospectus. Data tells, and stories sell. But don’t ignore data. Who’s going to be there? How many attendees will the sponsor potentially reach – any relevant statistics the prospect can share with the boss to help close the deal.

• Stories sell. Specific testimonials from sponsors about how they improved business through sponsorships. But, the general, “We never miss this meeting” just doesn’t get you very far.

• Your prospectus should also be organized by business objectives. For example, organize by thought-leadership opportunities, access to VIPS, branding, whatever sponsors see as the tactics they want to implement. Try this instead of just listing sponsorships in chronological order.

• Provide customization. Contact the prospect directly to discuss their business objectives and customize a sponsorship opportunity that effectively meets their needs.

• If you still have: info@sponsorshipsales.com for your association prospectus, DELETE IT. This email address doesn’t give your sponsors a feeling of connectedness. It does nothing to invoke confidence that you’re willing to work with them to develop the very best program for their sponsorship dollars.

CONTINUED

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• Launch a new prospectus every year. This isn’t just exchanging the image of the Breakers Hotel with the Broadmoor (because that’s the destination this year). I’m talking about eliminating the bottom 10% of your inventory that’s not selling and has evoked little interest. You should be adding new inventory every year!

• Following the actual event, interview your sponsors about the program because their feedback will help you build a better prospectus the next year.

These are the questions you should ask:

Great questions!

The bottom line is – you won’t know what your prospects want or need unless you ask. If your sponsorship program has a hit a wall – I recommend you make some changes and start by picking up the phone to personally inquire about their business needs. Your prospects will be more receptive when asked, “What can we build for you for our next event?

“ What were you trying to accomplish with us? How do you measure success?”

“ What would you change? What would you keep absolutely the same?”

“What would you tell us about another sponsorship we could learn from?”

• A sponsor’s “timing” must also be considered. Know the cadence of your industry and when your sponsors are buying. Most often, the standard is September and October because businesses are planning and buying during Q4 for the following year.

If you miss the opportunity in their budget cycle to get new dollars, the likelihood of selling that sponsorship drops dramatically.

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Get on the Stick With Sponsorship Customization

CHAPTER THREE

Selling the “Boutique” SponsorshipA huge trend today is presenting prospects and long-time sponsors with a customized or ‘boutique’ sponsorship opportunity. The problem is – no one on the sales side is being proactive in facilitating these discussions.

Yes – there is typically a line or two at the bottom of your prospectus indicating the association is open to customizing a program – but, that’s a passive approach, often overlooked – and, frankly a missed opportunity for the sponsor, the association, and the attendee to have a great experience.

What we’re driving at here is the next level of customization and this effort requires you to be proactive. For example, look at your top 20 prospects: some of whom have been stuck at a mid-tier or lower-level sponsorship. Take the all-important initiative to call them and say, “Hey, thanks for supporting us and being a part of the program in the past – we’d like to take your participation to the next level by creating a customized sponsorship opportunity that is valuable to you and meets your business objectives.”

Sponsors don’t necessarily have the “boutique sponsorship” mindset because the idea hasn’t been presented to them and their default is just signing onto the same old program. Many sponsors are in the same situation we are. Tight on time, bandwidth, and not enough time to think strategically. Your sales team needs to pick up the phone and bring the strategic conversation to them.

Let me give you an example of “sponsorship customization.” You have a long-time sponsor who has been underwriting the refreshment breaks for a few years and it hasn’t really evolved much for them.

This is where you make your move. First, ask them what they are trying to accomplish. More often than not, they want a networking opportunity with some of the VIPs in the industry. Based on this conversation – perhaps, there could be an opportunity to sponsor the Board Meeting – something that’s not been done before. Hey, the board meeting is composed of the biggest VIPs in the industry, right? Offer to put a program together for them to sponsor that event, which puts their people and those business leaders in the same room.

Today’s sponsorship opportunities are like ordering off a dinner menu, but just like any restaurant –the best waiters make suggestions, additions and substitutions for whatever you order up, right? We can definitely learn a thing or two from the restaurant business. Or, are you just an order taker?

Consider asking these 2 questions:

“If you could create an opportunity, what would it be?”

“What would you like to see and how could you get more out of this event?”

The bottom line is that customized sponsorship programs are a growth opportunity; but, we are failing in our execution. Don’t put the offer at the bottom of the prospectus and expect the prospects to come to you. Initiate the conversation – or, give us a call. We’d be happy to talk to them for you (shameless plug)!

Secrets to Scoring the Big Sponsors

CHAPTER FOUR

The Big Sponsors

• The big sponsors want one-on-one meetings with your members.

• They want to deliver content and an ongoing strategic marketing programs that leverages diverse opportunities such as live events, webinars, emails distribution, and other platforms.

• These folks are looking for real ROI, so you will really need to be candid about the opportunity to deliver to their metrics.

So, let’s also have a reality check.

We’ve been in the board meeting when the question arises, “Hey, man, why isn’t Google (or Microsoft or Cadillac) or (insert a famous consumer brand) a sponsor? They should be a sponsor. Our members are CEOs for cryin’ out loud.” True. But, the reality is, it’s possible your association may not be able to move the needle at all for them. And, if interested, this sponsor will demand big-time exposure, including naming rights, the opportunity to present, etc. Why?

Because these big companies often think they are doing you a favor by participating! And, the prospect of providing this much premier inventory to someone – possibly a non-member, makes some nervous… so, before you start nodding in affirmation to “the mega company should be a sponsor!” - be cautious.

The truth is – the very best sponsorship opportunities likely exist right in your space today. They’re not the big consumer player, it’s the existing supplier who wants to take things to the next level, for the right opportunity. So, building out the prospectus is your next step.

NEXT STEP: Prospectus Considerations

But, if you’re driven to score a few for your upcoming event, prepare to tailor your offerings to meet their expectations.

Here’s the inside scoop:

Seem Elusive

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Prospectus Considerations

When building out your prospectus, consider these tips:

• Compare offerings to other organizations, which attract your suppliers.

• Analyze the deliverables and pricing. What could you learn?

• Get very familiar with the audience suppliers want to reach. Note: Sometimes chief executives are important to you, but suppliers really value CMOs or other titles.

• Don’t forget to re-evaluate why the long-term sponsor continues. Our experience has been their ROI or business objectives change over time… and, the right sponsorship may be different for them now.

So, the bottom line for sponsorship growth may not be landing the new, big fish. It’s improving the existing program for those who are already very good to you.

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Conclusion:Kick it Into Gear for 2018

CHAPTER FOUR

Let’s See Some Sales Hustle!

2) Start strategic conversations with your lynchpin sponsors. Begin with your sponsors who’ve signed with you in the past and sell them the new program – the new opportunity. Provide a “right of first refusal.” Then approach your smaller sponsors – the ones who have engaged before, but not consistently.

Next, go to the suppliers in your industry who’ve never sponsored before and promote opportunities. Then go after your associate prospective members who are not a member quite yet and never sponsored. This tiered approach enables you to grow your circles out – starting with the core and then moving outside.

3) Sell all the time. Your sponsorships should include opportunities 365 days a year and leverage all the assets and inventory the association has to offer. The single live event is a thing of the past. My guess is you have incredible content and availability – you need to sell from that 365-perspective and look for partnerships that enable you to be successful in this effort.

4) Pricing is my last point. Pricing is very important and the sponsorship opportunity needs to be set up in correlation with what it’s worth. Consider these: Is it exclusive? Does it provide one-on-one access to members? Is it something that’s never been offered before? What has been the competition in the past for this type of sponsorship? These considerations will determine what the pricing should be rather than your internal costs to execute the sponsorship. This aspect is an essential part of pricing we often forget.

Don’t let the competition lap you here.

Follow these 4 planning points and get on the stick. Let us know if you need a hand in implementing these strategies. We’re pullin’ for you. Best of Luck, JP Moery

1) Develop Your prospectus and begin selling 2018 opportunities right now. The fact of the matter is your prospects are in the budget process now or very soon for 2018.

And, if you want increased money or to introduce a new program, you better get on it right away because they are starting to build out their plans for next year – particularly the large companies.

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The Moery Company 6621 Richmond Highway, Ste 201, Alexandria, VA 22306

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