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A Professional Development Seminar
Bruce L. Erley APR, CFEE
President,
Creative Strategies Group
Denver, Colorado
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What IS a Sponsor?
And now a word from our sponsor
Wont you please sponsor this child?
Senator Thompson is the
sponsor of this bill.
We want to thank all our gold
sponsors for their generous
donations
Our church is sponsoring a
family from Croatia.
And now a word from our sponsor
Wont you please sponsor this child?
Senator Thompson is the
sponsor of this bill.
We want to thank all our gold
sponsors for their generous
donations
Our church is sponsoring a
family from Croatia.
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What IS a Sponsor?
Sponsor . spn.sr (n.) an entity that pays a
property for the right to promote itself and its
products or services in association with a property.
Also see: Sponsorship The relationship between
a sponsor and a property, in which the sponsor
pays a cash or in-kind fee in return for access to
the exploitable commercial potential associated
with the property. (ref.: IEG)
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Seven Myths of Selling
Sponsorships
Sponsorship sales is fundraising
Sponsorship fees should equal
cost/expense
Selling off an event piece-by-piece
generates the most revenue
Sponsors are most interested in exposure
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Seven Myths of Selling
Sponsorships
Category exclusivity is generally not that
important to sponsors
Gold, Silver, Bronze are popular sponsor
levels with corporations
Sponsorship sales is a loathsome
responsibility
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Why should a company sponsor
your event?
Media advertising not reaching customer
Achieve a closer, personal impact on
customer (two-way communication)
Create brand experiences
Increase visibility
Shape attitudes
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Why should a company sponsor
your event?
Communicate commitment to a particular profession or
lifestyle
Differentiate products from competitors
Entertain clients
Showcase product attributes
Combat larger ad budgets
Increase Sales
Recruit/retain employee
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Conducting
a Property Inventory
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Conducting an Inventory
of Your Events Assets
It is essential to know
what are the most basic
components of your
event, whether owned or
controlled by you, that
can be provided as rights
& benefits to sponsors
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What makes your event special?
The activity
The setting
The audience
The purpose
The organizers
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Quantify your assets
Tangible
Collateral Materials
Advertising Exposure
Commercial Displays
Signage
Hospitality
Mailing lists
Web Sites
Others?
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Quantify your assets
Intangible
Prestige of event
Name, logo equity
Market impact
Audience size/draw
Desirability of audience
Category exclusivity
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Quantify your assets
Intangible (continued)
Degree of sponsor clutter
Protection from ambush
Historic media coverage
Competitive environment
Age/Track Record of
event
Ability to Deliver Benefits
Networking opportunities
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Packaging Your Event
For Sponsorship
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Creating Sponsor Packages:
Determining Types & Levels
Philosophical Issues
Unacceptable Sponsor Categories
Tobacco?
Beer/Wine/Liquor?
Religious/Political
What are you willing to sell-off ?
Complete name integration?
Change Event name?
Sponsors logo over Events name?
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Creating Sponsor Packages:
Types of Rights
Exclusive Rights Only available to Top Sponsors
First Rights Option to choose exclusive asset or opportunity
General Rights Received by all sponsors
Varying quantities
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Creating Sponsor Packages:
Christmas Tree Model
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Creating Sponsor Packages:
Determining Types & Levels Top Tier Level
Title
Presenting
2nd Tier Levels Associate
Supporting
Contributing
Official Suppliers Serving/Pouring Rights
Preferred Provider
Media Sponsors Newspaper
Television
Radio
Internet
Outdoor
Donor Categories Friends of the Festival
Festival Club
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Creating Sponsor Packages:
General Terms
Level (# at level)
Category Exclusivity
Contract Term
Renewal Option
Use of Event Marks
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Creating Sponsor Packages:
Media Rights
Recognition in Event
Buys
Which media?
Where in ad?
Logo or name?
ID in Media Partner Ads
Name in News Releases
Participation in Media
Events
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Creating Sponsor Packages:
Promotional Rights
Collateral Materials
ID on Event stationary
Poster ID - Location/Size?
ID on Brochures
Rackcards/Postcards
Site Maps
ID on Tickets
Bounce Back Coupon on Back
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Creating Sponsor Packages:
Promotional Rights
Publications
Event Program
Cover ID
Interior ID
Editorial
Ad - Size/Color/Placement?
Welcome Letter
Newsletters
Annual Reports
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Creating Sponsor Packages:
Promotional Rights
Internet/Web Site
Home Page ID
Banner Ad on Site
Link to Sponsor Web
Editorial Coverage
Social Media
E-mail Blasts
Podcasts
Facebook
Twitter
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Creating Sponsor Packages:
On Site Rights
Signage
Banners - # & locations
Event T-shirts
Marquee
Exhibition Space
Sampling/Couponing
Demonstrations
Audio Recognition
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Creating Sponsor Packages:
Hospitality
Event Admission
Comp General Admission
Tickets
VIP/Special Seating
Special Parking
Employee Discounts
Memberships
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Creating Sponsor Packages:
Hospitality
Special Arrangements VIP Tent or Special Areas
Private Receptions
Back Stage Passes
Celebrity Visits
Luncheons/Dinners /Receptions
Meals/Lodging
Golf/Tennis/Skiing
Opportunity to host Corporate Day
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Marketing You Event
To Potential Sponsors
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Create a Target List
Look for natural fits Customer
Product
Geographic
Past Sponsor Activities
People
Market presence
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Preparing Your Pitch
Pitch from their
perspective, not yours
How you will help them fill
their objectives
Sell benefits, not features
Paint a picture of the
opportunity
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Quality Presentations
Professional Quality
Put property assets up front
How you will help them reach their customers
Fees/Terms
Close
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Thank you
For more information contact:
Bruce L. Erley, APR, CFEE
President & CEO
Creative Strategies Group
11880 Upham Street, Suite F
Broomfield, CO 80020
(303) 469-7500
(303) 438-5613 FAX
[email protected]
