Sponsorships: finding and selling marketing partnerships

Sponsorships Finding and Selling Marketing Partnerships Rodney Overton

Published by Martin Books Pty Ltd ACN 112 719 052 20 Blackwoods Road Boat Harbour NSW 2484 Australia Tel: (61 2) 6679 1051 Fax: (61 2) 6679 1535 Email: [email protected] Web: www.martinbooks.com.au

Copyright 2007 Martin Books All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without prior permission in writing from the publisher National Library of Australia Cataloguing- in-Publication entry: Overton, Rodney Sponsorships - Finding and Selling Marketing Partnerships ISBN 09757 19467

Printed and bound in Australia by Fineline Print, Sydney

The writer - Rodney Overton is an international award winning writer (published in four languages) of more than twenty-five popular business skills ‘how-to’ books covering a wide range of business, human resources, management, planning and sales and marketing topics. Publishers in a number of overseas countries produce and distribute localised versions of these books. He works as business consultant and strategist and has wide experience in facilitating, writing and developing business training courses. [email protected]

We currently have a combined range of more than 100 books, CD ROMs and Training Facilitators Manuals available, covering areas of business such as Administration, Planning, Finance, Human Resources, Management, Marketing, Sales and Small Business. We also have a Training Facilitators Manual available for a training course titled SPONSORSHIPS. Our books are distributed and published in four languages in a number of overseas countries.

Introduction Finding and selling sponsorships - marketing partnerships - is a difficult task at any time. Two key words are marketing partnerships. A good sponsorship arrangement will be a win-win situation for both parties. In my experience the methods employed to gain sponsorships range from the very basic, such as standing in the bar and asking friends and associates for sponsorship dollars with no proposal or any mention of benefits, to the use of very sophisticated techniques. Sponsorship is an investment, in cash or in kind, in return for access to exploitable business potential associated with an event or highly publicised entity. If your business or organisation is not aggressively seeking and working with event sponsors, you may be missing an important revenue stream for your event, your organisation and your community. As part of their marketing activities to increase secondary income and provide support for day-to-day expenses a wide range of clubs and organisations choose to actively seek sponsorships. These sponsorships may be lead, major and minor sponsors and often involve a whole range of other sponsorship packages. Sponsorships have the potential to raise significant amounts of secondary income and other forms of support for any club or organisation. When selling sponsorships it is critically important to bear in mind that you will be dealing with professional business people in larger organisations who will need to justify their potential sponsorship (to their superiors, a board of directors and some cases to a board in a distant city or another state, or even another country) and who will want to see a tangible and measurable return on any sponsorship investment. You are also competing with many other professional and community organisations for sponsorship dollars. Finding sponsors can be broken down into a number of steps which are detailed in this book. I trust that this book will greatly assist your organisation in finding and selling marketing partnerships - the epitome of what sponsorship is all about. Rodney Overton [email protected] March 2007

Contents 1 What are Sponsorships?..........................................................................1 • • • • • • • • •

What are Sponsorships?.....................................................................................2 New language rule..............................................................................................3 The event triangle.............................................................................................. 4 What is sponsorship?..........................................................................................5 Hospitality and Entertainment..............................................................................6 The Growth of Sponsorship................................................................................ 6 Leveraging Sponsorship.................................................................................... 7 Media Involvement............................................................................................. 8 Increase Consumer Sales................................................................................... 9

2 Developing Sponsorships ....................................................................10 • • • • • • • • • • • • • • • • • • • • • • •

Sponsorships as a Marketing Tool..................................................................... 11 How to build a mutually satisfying relationship.....................................................11 What will my Sponsorship / Marketing Partner expect?........................................ 12 Ambush Marketing........................................................................................... 12 A Marketing Partnership Checklist..................................................................... 13 Strategies For Selling Sponsorships..................................................................14 Ideas for involvement - Large Sponsorships.......................................................15 Expressions of Interest.....................................................................................16 What type of business or organisation encourages Sponsorships, Community Obligations and Charities?.................................................................................17 Ask not what your sponsor can do for you - ask what you can do for your sponsor. 18 Sponsorship tips.........................................................................................19-22 Case Study - How one Australian business can become your sponsor............23, 24 Sending out Kits of Information to potential sponsors....................................25, 26 Objectives of Sponsorships for sporting codes..................................................27 Guidelines that a company uses on what to sponsor........................................... 28 Partnership Models..................................................................................... 29-32 Ways to be involved....................................................................................33, 38 Marketing for Non-Profit Organisations...............................................................39 Naming Rights..................................................................................................40 Motor Racing Sponsorships - Tips and Thoughts...........................................41-44 Marketing Partnership Checklist........................................................................ 44 Branding..........................................................................................................45 What will my Sponsorship / Marketing Partner expect?........................................ 45

3 Selling Sponsorships .............................................................................46 • • • • • • • • • • • •

Developing sponsorships in today's economic climate........................................47 Sponsorship / Marketing Partnership selling principles........................................47 What will my Sponsorship / Marketing Partner expect?........................................ 48 Strategies For Selling Sponsorships..................................................................49 Ideas for involvement - Small Sponsorships........................................................50 The Sponsorship / Marketing Partnership Cycle................................................. 51 Case study - Selling sponsorships for Car Racing..........................................52, 53 How do I figure out what to charge for my sponsorship?.......................................53 Why should anybody consider your Sponsorship? .............................................54 12 Steps To Sponsorship Success.............................................................. 55-59 Event Planning - Five key strategies to sell new event sponsorships..............60, 61 Finding Sponsorships................................................................................. 62-64

• • • • • •

Some Sponsorship trends................................................................................64 Stages in Sponsorship Success..................................................................65, 66 Selling Sponsorships - A Sponsorship Program / Plan...................................67, 68 Before you sell your Sponsorship Presentation..................................................69 Case study - The Great Money Hunt for Motor Racing Sponsorships..............70, 71 Conclusions.....................................................................................................72

4 The Sponsorship Presentation .......................................................... 73 • • • • • • • • • • • • • • • •

The expectations of your potential Sponsorship / Marketing Partner....................74 Making your Sponsorship Presentation........................................................75, 76 A Check List for after The Sponsorship Interview................................................77 Measure Your Results.......................................................................................78 An Example of a Sponsorship Proposal........................................................ 79-83 Case Study: Holden at Werribee Open Range Zoo.............................................83 Another Example of a Sponsorship Proposal..................................................... 84 A Sample Sponsorship Agreement for an Event............................................85-87 Conclusions.....................................................................................................88 After the event ................................................................................................ 89 What should I do when the event is over?...........................................................89 A check-list for after the event........................................................................... 90 The Sponsorship / Marketing Partnership Cycle................................................. 91 Prospecting for Sponsors.................................................................................92 Measure your results........................................................................................ 93 Some recent examples of Sponsorships as announced by the sponsor’s communications...............................................................................................94 • Sponsorship Tips for Fishing.......................................................................94, 95

Index .............................................................................................................. 96

1 What are Sponsorships?

Sponsorship decisions are major purchasing decisions for potential sponsors that involve careful consideration. Many marketers involved in sponsorships say that there are no longer "sponsors" - they are marketing partners.

Sponsorships - Finding and Selling Marketing Partnerships

What are Sponsorships? Sponsorships are advertising programs specially designed to promote your company's products and services to the right audience. Sponsorships are a negotiated partnership between a sponsor and event, organisation or property, where the sponsor pays a cash, product, or service fee for the rights to the commercial and marketable benefits or assets associated with the partnership. It is when you have something (an event) that has an image or draws the type of fans that a business (sponsor) would like to be associated with. When this circumstance exists, there is an agreement (sponsorship) between the business and the event. Sponsorship decisions are major purchasing decisions for potential sponsors that involve careful consideration. Sponsorship is an investment, in cash or in kind, in return for access to exploitable business potential associated with an event or highly publicised entity. If your business or organisation is not aggressively seeking and working with event sponsors, you may be missing an important revenue stream for your event, your organisation and your community. There are six important steps in developing and implementing your sponsorship program: 1. Taking inventory of your event and what you have to sell. 2. Determining the various levels of participation you will offer. 3. Researching and qualifying potential sponsors. 4. Developing your marketing program and materials. 5. Soliciting sponsors. 6. Working with your sponsors before, during and after the event to ensure continued participation.

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Sponsorships - Finding and Selling Marketing Partnerships

New language rule Many marketers say that there are no longer "sponsors…" they are marketing partners. Dump the term "sponsor." Using the term sponsor sounds like you are some penniless child in the wastelands of the third world, looking for a monthly handout to eat and get a minimal education, sponsored by some guilt ridden hard working capitalist with disposable income. Your business or sporting ambition is the basis of an exciting and creative enterprise with a novel way of helping business win more business. You have a powerful method of building customers and market share.

Remember the Golden Rule of Sponsorship Any business owner or manager is a potential sponsor. Most events have thousands of potential sponsors at their meeting / event each year. Be ready to go to work for one of them tomorrow and expect it to happen. Don't look for a sponsor: instead look for a business that you can work for. It's not what your sponsor can do for you; it's what you can do for a business. The game is that you have to sell yourself to the sponsor, you have to sell the your project to the sponsor, you have to sell the sponsor’s products to the public, and you have to sell the public on the fact that the whole package is special, that you project has merit, and is something worth watching. To be a success in obtaining sponsorship at any level, learn to sell the product. In broad terms, always remember it is a show, you are putting on, and that it should be an entertainment package for the fans. This is the hardest concept for people seeking sponsorships to grasp. Sell, and have fun!

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Sponsorships - Finding and Selling Marketing Partnerships

The Event Triangle The Event

The Sponsors / Marketing Partners

The audience

The Event Triangle 1. The Event 2. The Sponsors/Partners 3. The Fans Each element of the event triangle is critical to the success of marketing partnerships. No element is more or less important than the others Eliminate the event from the triangle, and what happens? Eliminate the sponsors or corporate partners and what happens? Eliminate the audience and or fans from the triangle and what are the results?

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Sponsorships - Finding and Selling Marketing Partnerships

What is sponsorship? A negotiated partnership between a sponsor and event, organisation or property, where the sponsor pays a cash, product, or service fee for the rights to the commercial and marketable benefits or assets associated with the partnership. It is when you have something (an event) that has an image or draws the type of fans that a business (sponsor) would like to be associated with. When this circumstance exists, there is an agreement (sponsorship) between the business and the event. Why companies sponsor Companies are using sponsorship to add to their other advertising and promotional efforts, not to replace them. To Increase Visibility This is very important, but not sufficient to justify the costs of sponsorship by itself. Since sports draws the media, business often benefits from publicity including human interest ties. Signage is often placed so as to be seen by on-site as well as television viewers. Associate with Particular Lifestyles A company is always interested in an event or property that can deliver an audience that has a lifestyle compatible with their target audience. Example: The PGA in the USA. The PGA can deliver an audience that matches well with sponsors such as luxury cars, financial planning, etc. Business-To-Business Marketing Sponsorship provides a company with unique abilities to generate additional business or to improve relationships with current clients. Distinguish From The Competition Company differentiation is no less important than product differentiation. Being a sponsor of a particular property allows a business to use that sponsorship and the corresponding rights and benefits to differentiate itself from their competition. Drive Sales Sponsorships are expected to deliver sales, particularly incremental sales Common examples include: Coupons on ticket backs Registering for contests at a retailer Making a donation to charity when using a particular credit card

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Sponsorships - Finding and Selling Marketing Partnerships

Hospitality and Entertainment Not in and of itself a reason to become a corporate partner, but a factor to be considered. Luxury suites are considered "satellite offices" Hospitality and Entertainment can be used as an incentive for employees as well as for awards/prizes for consumer promotions. Opportunities to Merchandise Since more buying decisions are made in retail stores at the point of purchase, merchandising tie-ins are very valuable. Sports tie-ins generate excitement because of the use of team logos, team colours, personal appearances, etc. Sports and sports-related merchandise is considered current and "in demand". Sponsorships to Show Off A Product or Service Sponsors can feature their products in a way that shows how they would be used: A watch-maker provides timing equipment for a track meet A motor oil company sponsors motor racing Sponsors can focus on specific product attributes

The Growth of Sponsorship The Foundation of Sponsorship is Borrowed Equity Equity is another word for value Since fans are more loyal to teams than products, business hopes to borrow some of that loyalty (or equity) by association (sponsoring) the team. Frustration with Traditional Media Costs continue to rise, while readership, viewership, listeners decreases. Market is fragmented (more channels with cable, satellite, new networks, etc.) Clutter is everywhere Talking TO and Not AT! Sponsorship provides a very personal approach and depends a great deal upon relationship selling It is a very direct channel of communication Sponsorship provides opportunities for two-way communication Sponsorships are not viewed as being as intrusive as other forms of promotion Higher Consumer Acceptance Studies indicate that public acceptance of sponsorship is better than traditional promotional channels Consumers appear to believe that without sponsors the event they are attending would not be available or the cost to attend would be greater 6

Sponsorships - Finding and Selling Marketing Partnerships

Leveraging Sponsorship To fully benefit from a sponsorship, a business must make it the focal point of their promotional efforts. From the property perspective, the same is true. For a win-win relationship, the sponsorship must be leveraged. Leveraging is the process of increasing the value of a sponsorship. Common Methods of Leveraging Drive consumer sales This has become an essential component of most sponsorship agreements. Examples include: Free tickets with proof of purchase Donation to a charity with every purchase Contest with entry at store/business In each case, a purchase is "necessary" (or at least a visit to the business) so the result will be an increase in sales Added-Value for Consumers This will generate revenue, but also give consumers a sense of "getting something extra" Family Night promotion, including discounted food Offer of vouchers for a discount on tickets Self-Liquidators Provides the sponsor with an opportunity to sell event-related or co-branded merchandise to help recover all or some of the sponsorship fee. Soundtrack or videotape based on the event Co-branded item available with a $x purchase Collectors set of Olympic pins available at a retailer Retailer Incentives Increasing in-store presence is a typical goal. A sponsorship may offer the opportunity to: Have unique POP (point-of-purchase) displays Increase shelf-space Athlete appearances Contests and sweepstakes Cross Promotions Properties should encourage their corporate sponsors the opportunity to partner with each other in cross promotions: A rental car company and a hotel cooperate to offer benefits to each other's customers A flower shop and formal hire rental store sponsor homecoming and combine to offer a special "package" deal to consumers

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Sponsorships - Finding and Selling Marketing Partnerships Media Involvement It is very important for the property to have a media partner, even if they prefer to negotiate a "trade-out" rather than a cash investment. A media partner allows a property to offer several opportunities to leverage. Can typically have/afford more commercials Benefit from on-air promotions such as contests, interviews, ticket give-aways, etc. Deciding What To Sponsor With literally unlimited opportunities to sponsor sports related events, leagues, teams, athletes, etc.; but limited resources, it is critical that companies carefully select the properties to sponsor. Property and Company Image When selecting a property, a business wants to make sure it matches the image they want to portray. The Audience Audience is defined as anyone who attends the event, as well as those who read about it, watch it or listen to it. The fans of an event should match the target audience of the business A potential sponsor will also consider how loyal a property's audience is For example: NASCAR and America's Cup draw sponsors because their fans are among the most loyal in sports Also consider "extended reach" which refers to those individuals exposed to the sponsors message beyond those in attendance. The concern over extended reach is what makes television contracts and rating so critical. Working With Retailers Properties that offer an opportunity for a business to secure new retail outlets for their products or cement their current relationships have a distinct advantage. Media Impact Will the property you are considering attract media coverage? Remember . . . It does no good to attract the media if your company logo/message is not visible. Exclusivity Most properties offer some degree of exclusivity, and most companies want it. The dilemma: Properties want a narrow definition of categories and sponsors want a broad definition Be sure, as a potential sponsor, to determine how "your" category is defined The number of sponsors is a critical consideration. You do not want to get lost in the crowd. If there are a lot of narrowly defined sponsor categories you may get lost in the crowd 8

Sponsorships - Finding and Selling Marketing Partnerships

Increase Consumer Sales If a property provides an opportunity for a consumer-oriented promotion, that is a plus! Proof-of-Purchase in exchange for ticket voucher Selling branded items Vending rights at a venue Sports Marketing Sports marketing consists of all the activities designed to meet the needs and wants of sports consumers through exchange processes. There are two major thrusts: 1. The marketing of sports products and services directly to consumers. 2. Marketing of other consumer and industrial products through the use of sports promotions. Sports marketing is the specific application of marketing principles and processes to sport products and to the marketing of non-sports products through association with sport. Sports marketing is simply any sales or publicity-related activity associated with an organised sporting event, its personalities, or celebrity lifestyle of its participants. The Marketing of Sports This is generally looked at as applying the basic marketing principles (the 4 P’s - product, place, price, promotion) to a team, league, venue, event, etc. Advertising your team Selling season tickets Promoting licensed apparel Writing a press release Developing a publicity stunt Marketing Through Sports The marketing of a non-sport product through sports Naming rights to a venue Pouring rights at an arena Title sponsor to a college bowl game A pro athlete endorsing a product

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2 Developing Sponsorships

Sponsorship is an investment, in cash or in kind, in return for access to exploitable business potential associated with an event or highly publicised entity.

Sponsorships - Finding and Selling Marketing Partnerships

Sponsorships as a Marketing Tool How to build a mutually satisfying relationship Businesses receive requests for sponsorships and donations daily. This has prompted this article which I have drawn up in the form of a guideline to focus on the expectations of both the sponsor and the beneficiary of the sponsorship. Both companies and non-profit organisations can use these guidelines as an aid to plan future sponsorships. Granting sponsorships and donations is becoming an important marketing communication tool often replacing advertising. Sponsorships and donations must be canvassed and administered professionally, guaranteeing transparency and sound management principles at all times. Both the interests and objectives of the sponsor and the benefiting organisation must be considered when developing a strategy that offers a workable solution to the problem of finding sponsorships or donations and building long term relationships with sponsors. Sport sponsorships enjoy great priority and are used as an example on how the partnership of sponsor and beneficiary can be optimised. Any company is in business to make a profit - to generate turnover - to ensure growth of market share - to generate funds for product development - to generate dividends for shareholders and to enhance its corporate image and good citizen standing. If a company is marketing oriented, that company is aware of its social responsibility of looking after and putting something back into society at large who represent existing and potential future clients. Any company has many choices for sponsorships apart from sport: education, pre-primary schools, primary health care, old age homes, AIDS awareness campaigns and a whole number of non government organisations involved in small business development. And the company has a choice of sport codes which all need additional financial support. It is important to remember that companies will not sponsor events already part-sponsored by a competitor. Any sponsorship granted is part of the company's marketing strategy and must fulfil a supportive and productive role towards increasing turnover and market share in order to make the company grow. Granting a sponsorship is therefore a business decision made with the aim of creating growth to further profits. The application of these sponsorship moneys for sporting activities must generate visibility, turnover, goodwill, publicity amongst the public (who represent existing customers who must be encouraged to buy more - and future customers who must be encouraged to purchase and try the product for the first time) that will lead to increased sales for the sponsor. The negotiation, report-back and liaison with the sponsor and his team must be conducted in a business-like manner with transparent financial reporting, an insight and understanding of the sponsor's interest and a clear outline of the planned activities which will benefit from the sponsors investment (for that is what a sponsorship is). Both parties need clear objectives. 11

Sponsorships - Finding and Selling Marketing Partnerships

What will my Sponsorship / Marketing Partner expect? A natural link with their product or service Creative ideas for utilisation of the sponsorship Exclusivity Cross-promotional opportunities with other sponsor partners Naming rights On-site sales opportunities Key customer hospitality Main media promotion time/space (logo exposure will not count) The opportunity to specifically target their primary demographics The opportunity to brand their product or service as "Product or service Partner of X event" Provision of promotional prizes Revenues from the event or other sponsor partners

Ambush Marketing Do you remember when (the now defunct) Ansett Airlines sponsored the 2000 Sydney Olympic Games at a cost reputed to be around $100 million dollars? Many observers question whether Ansett Airlines received an appropriate return on this marketing investment (ROI), or indeed any meaningful return at all. Their major competitor, Qantas, chose to advertise very heavily on the television channel broadcasting the opening ceremony and totally eclipsed any coverage that Ansett Airlines may have expected on that major occasion. Almost exactly one year later Ansett Airlines collapsed! Ambush Marketing of major events all around the world is common place with many innovate methods being employed. In Sydney it was found necessary to ban the airship advertising a rival brewers product from overflying the test cricket. A rival brewer came up with the concept of ‘beach cricket’ in order to counteract another brewers mainstream cricket sponsorship. Also at the cricket fans hold up signs when a boundary is scored showing an ambush marketers name.

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Sponsorships - Finding and Selling Marketing Partnerships

A Marketing Partnership Checklist The following information will be required to enable a thorough evaluation of your proposal for sponsorship: A description and history of the sponsorship property An overview of the marketing plan – including what is and is not confirmed and an estimated advertising budget Estimated attendance Market research – demographics and psychographics List of sponsors who have committed to date A comprehensive list of benefits, including signage opportunities, hospitality and overall value. Value of benefits should be commensurate with desired sponsorship investment. Timeline, including important deadlines Potential for this sponsorship to generate sales

Sponsorship / Marketing Partnerships are part of the Promotional Marketing Mix Use your powers of observation: What are our competitors doing to obtain sponsorships? What sponsorships have you noticed today? What is the win-win factor in those sponsorships

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Sponsorships - Finding and Selling Marketing Partnerships

Strategies For Selling Sponsorships Four General Steps to Follow: 1. Think about why suppliers want to sponsor your event/meeting. 2. Think about how you can help them get their name out. 3. Create a menu of items available for sponsorship. 4. Never pass up a chance to show appreciation. Why do Sponsors Want to Sponsor Your Event/Meeting? Increase visibility for their company. Introduce a new product or service. Showcase their speciality with product demos. Educate current and potential customers about those products. Enter a new market. Chances are they’re looking for ways to accomplish one or more of the following: Develop sales leads by getting closer to potential customers faster. Get ahead of competitors who are also sponsoring at your event. You can never be sure exactly what the potential sponsor is thinking so Be Smart… ASK! How can you help your sponsors get their name out? To accomplish this you need to have a clear sense why they want to be involved and ways to involve them. Ideas for involvement - Small Sponsorships: Name Badges Neck Lanyards Pens & Pads Tote Bags & fillers for the bags T-shirts Hotel Key Cards Directional Signs Fax Broadcasts Email blasts Message areas

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Sponsorships - Finding and Selling Marketing Partnerships

Ideas for involvement - Large Sponsorships Banners Cyber café Keynote Speeches Receptions Awards dinners Photographic services Program booklets Transportation (buses-shuttle service) Speaker gifts Room drops Creating a menu of items available for sponsorship It is a good idea to develop a menu of items available for sponsorship. Send this information to your members at least once a year even to those who would not normally sponsor an event. You never know who they know who might be interested in your event. Pricing sponsorships Find out the total cost of the item to be sponsored. Include shipping and banner hanging costs. Include any late marketing costs (It is your job to promote the sponsors involvement) Figure in other relevant factors like what your competitors charge for the same sponsorship, additional costs sponsors will have to absorb like travel to the meeting, hotel room costs etc. Remember items that give the most exposure should be priced higher. Place a fee on the item. Show your appreciation! Thank the sponsor when they commit in writing. It is appropriate to send an invoice, in fact some organisations require it. Thank the sponsor publicly at the event and in the on site program. Thank the sponsor after the event in writing. Remember you can’t ask for participation at future events if you do not say Thanks! Parting shot! Once a sponsor commits try to get their mailing list to promote them as a sponsor to their current customer base, but ultimately to introduce and market your event and organisation to a new audience. 15

Sponsorships - Finding and Selling Marketing Partnerships

Expressions of Interest An excellent and effective way of making contact, gaining interest and possible support from potential sponsors is to place an advertisement asking for Expressions of Interest in suitable newspapers and magazines and on your website. For instance a person or organisation seeking sponsorship for a project might place an advertisement in a major newspaper. You could also write to targeted potential sponsors with your Expressions of Interest. A good deal of time, thought and effort should be put into writing the advertisement, and a profile of ‘the ideal sponsor’ developed. A sample advertisement follows:

Expressions of Interest are invited from businesses and organisations interested in forming marketing partnerships, strategic alliances, promoting regional marketing opportunities or exploring sponsorship opportunities with our organisation. (Insert a profile of your organisation explaining who you are, what you have achieved and what you want to achieve.) We believe we have something to offer your company / organisation to enable you to place your name before a significant percentage of your target market in xxxxxxxxxxxxxxxx and across Australia. For a confidential discussion and to explore how a marketing partnership, strategic alliance, regional marketing opportunity or sponsorship package with our organisation can benefit your business or organisation contact xxxxxxxxxxxxxxxx: Phone ......................................... or email ......................................

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Sponsorships - Finding and Selling Marketing Partnerships

What type of business or organisation encourages Sponsorships, Community Obligations and Charities? Many organisations express their acceptance of their obligations to the community in which they operate by apportioning a percentage of after tax profits for allocation to appropriate causes and projects. This expression of the organisation’s acceptance of its obligations to the community in which it operates should create or reinforce the operations and activities of the organisation in a variety of ways to create benefits for both the organisation and the beneficiaries. Some goals in this respect might be: To reinforce organisational philosophy and values, particularly that of being a responsible unit in society. To plan and integrate organisational participation in charity, community, professional development and management development activities which are to the mutual benefit to all concerned. To increase identification of employees with the organisation and the community, with charity projects supported by the organisation with a positive motivational impact. To underline the importance of profits from another perspective, by relating implementation of charity donations to profitability. To give tangible expression to the organisation’s belief in private enterprise, responsibility, creativity and entrepreneurial action, by fostering self reliance rather than dependence, particularly on government. To strengthen the organisational image as a market leader. To increase the organisation’s identification with a particular segment. e.g. Aged care support, through specially targeted support to segments or niche areas.

Australia has a highly competitive charity sector with as many as 40,000 causes competing for the donor dollar. There are 150 charities helping with breast cancer alone!

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Sponsorships - Finding and Selling Marketing Partnerships

Ask not what your sponsor can do for you - ask what you can do for your sponsor This article is based on raising sponsorships for a generic motor car racing organisation: the same basic principles will apply for any business or organisation seeking sponsorships. How will the sponsor benefit from my race? Always talk about how the sponsor will benefit and what it will get, not how the sponsorship will help you. Remember, the sponsor is concerned about increasing sales of its product or services. It is not concerned about the quality of your race operations or the worthiness of your cause. Large sponsors usually are not interested in "exposure". They are already well-known. They must be able to prove that sponsoring your event will result in greater sales of their product or services. Companies that are smaller, newer, or not the leader in their field, may be in greater need of "exposure". Who is the sponsor's audience? Is it the runners? Spectators (if there are any)? The general public? Some sponsors see the runners as an important niche audience and pitch their message to participants in the race. But most races do not have enough runners to attract sponsorship, so the sponsor may want to use the race as a springboard to a wider audience. What is the reach of your event? What does my race have to offer a sponsor? 1. Sponsor Designation - title sponsorship or name on a facet of the event 2. Sponsor hospitality - VIP tents; employee volunteer opportunities 3. Event-related promotion - event included in sponsor advertising; special in-store promotions tied to event; co-promotion, with two or more sponsors; ad and hotline referral to sponsor stores or web sites; save on entry with purchase offer. 4. On-Site promotion - sponsor-specific special events; on-site product displays, sampling, and sales. 5. Public relations - print and broadcast advertising; television special; logo, ad, etc., on your web site; logo in event print advertising. 6. Event collateral - inclusion in pre- and post-event media coverage; inclusion in public relations; logo in event collateral (brochure, posters, flyers, results books, etc.); special offer in collateral or advertising. 7. Signage - logo in event signage; on-site inflatables; banners on-site. 8. Event premiums - logo on event premium items. 9. Announcer mentions - at expo, start and finish line. 18

Sponsorships - Finding and Selling Marketing Partnerships

Sponsorship Tips Which companies should I contact? The companies that have shown an interest in your audience(s) or you think would be interested in your audience(s) if they knew how to reach them. Do not contact a company that is already sponsoring a lot of events in your community. It may have already saturated the market. Solicit its competitors. Try: media, consumer products and services, new product launches, competing brands, companies targeting your audience, companies involved in event marketing, companies targeting your community (maybe), those associated with your charity. Be imaginative and persistent. When should I start contacting sponsors? Large, national companies often set their budgets in the previous year, so contact them early. They sometimes have discretionary funds that are saved for late breaking opportunities or money left over at the end of the year. Don’t count on those dollars. Get to sponsors early. Small, local companies may need much less advance time to commit to an event. You can simultaneously contact sponsors in the same category, but you may be put in the position of having to turn one down. Instead, you may want to target your first priorities in each category and still leave enough time to contact competitors, if the first sponsor turns you down. A sponsor planning to say "no" to you will wait as long as possible to prevent you from signing its competitor. What should I ask for? How much money? There is no rule or standard. Each sponsor, race, and community is different and it simply depends on the going rates in your community, what you are offering, what the sponsor wants, and how well you can sell your opportunities. It is best to approach a sponsor with one, customised proposal. But be prepared to offer an alternative level of sponsorship, in case the sponsor doesn't want to spend as much as you ask for. Have in mind different sponsorship levels with the largest number of entitlements going to the category requiring the largest payment. Be prepared to negotiate. Sponsors often want to pay the lowest level fee but receive the highest level sponsorship. Should I accept product instead of cash? If it is something you would have paid for then it is as good as cash. If it is something you would not pay for but you need, like water, then accept it. Some sponsors only give product. Be sure to include a level of sponsorship for product. Sponsors expect something in return for hundreds or thousands of dollars worth of product and the cost of delivering it to you. 19

Sponsorships - Finding and Selling Marketing Partnerships

How should I contact prospective sponsors? Personal contact is always best. If someone from your race knows the key person in a company, or works for a company that may sponsor your event, work through that person, or at least have that person guide you to the proper contact in the company. If you are making a "cold call" (57% of all initial sponsor contacts), try to reach a person by telephone. If you send a letter, keep it brief and to the point, and state that you will follow up with a telephone call. Be sure to call when you said you would. If the sponsor wants more information, you will probably be asked for a more complete proposal. Companies that receive many sponsorship solicitations may have written or voicemail instructions explaining how to apply, and whether or not to send a full proposal. Follow those guidelines. What should be in my proposal? Whatever will convince the company to become a sponsor. Each proposal should be tailored to that company's specific needs. Do not send out a mass mailing for sponsorship. Only the garbage man will see your proposal. Keep in mind the company's corporate goals when crafting your proposal. A proposal could include pictures of previous events; press coverage (metropolitan press is much, much better than local newspapers), examples of sponsor entitlements, race applications, etc.; demographics - age, gender, geography of participants, buying habits of participants, number of participants in previous events; previous sponsors; mentions of your race in sponsor materials - that shows that other sponsors valued their involvement and promoted the race through their own publicity vehicles. Can I turn down a sponsor? Of course. Some sponsors ask for more benefits than you may think they are worth. Others may offer you product that you do not want or need. A sponsor may place conditions on participation that would be difficult or unwise for you to agree to. Do I have to guarantee a sponsor exclusivity? Almost always. A sponsor expects a guarantee that its competitors will not be involved in the race. So you should have only one shoe company, one running store, one fluid replacement, etc. Often a weaker company will be happy to become a sponsor even though its stronger competitor is also a sponsor (it wants a piece of the market), but the stronger company will not tolerate a competitor's involvement. Stick to exclusive agreements.

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Sponsorships - Finding and Selling Marketing Partnerships

Should I give one sponsor the right to sign another sponsor? Some sponsors, usually media, retailers, and grocers, will ask for the right to bring in another sponsor. This enables them to offer an added value to an existing customer and gives them an opportunity to recoup the money they paid you by charging that amount (or more) to the sponsor they sign. For example, a grocer pays your race a sponsorship fee and signs a yogurt company as an additional sponsor. The yogurt company pays the grocer a fee (sometimes more than the grocer paid you) for the right to become a sponsor and provides your race with yogurt. You provide the grocer with the same benefits you would offer any other cash sponsor and you provide the yogurt company with the same benefits you would offer any other product sponsor. Or, a radio station becomes a sponsor of your race by offering you "free" air time then sells this "free" air time to a beer company. The beer company pays the radio station, gives beer to your race, and promotes your race on its radio spots. You provide the radio station with whatever benefits you would give for the value of the air time and you give the beer sponsor the same benefits you would offer any other product sponsor. I can not do this. Should I hire someone else to solicit sponsors? Be sure you have a written agreement that specifies fees, responsibilities, reporting systems, and restrictions (if any) on who can be solicited. Most sponsorship agents charge 15% commission for cash sponsorship. Sometimes your agent will also want a flat fee, since s/he spends time on the effort regardless of the outcome. If you do not pay a commission for product sponsors, your agent will not seek any. But, if you do pay a commission for product sponsors, you are spending extra money. Nobody can guarantee they'll bring you sponsors. Look at an agent's track record - it does not have to be limited to races - and find out how successful it has been. Contact agents' former clients for references. How important is a media sponsor? It is the most important sponsor you can have. Most races are not worth sponsor dollars, since they only reach a small audience. But radio or large-circulation print media open sponsor opportunities to a much wider audience. You can sell more cash sponsorships if you can offer media as one of the entitlements. If possible, buy your media, so you can control it, say whatever you want in it, and offer it to other sponsors. Media is never donated. If your race does not pay for it, the media outlet is selling it to someone else. The media outlet controls it and decides who and what is promoted.

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Sponsorships - Finding and Selling Marketing Partnerships

What is the most important part of sponsorship? Fulfilment - You must fulfil your agreement to provide entitlements to the sponsor. You cannot leave a logo off a race application or forget to put banners on the course. You must do whatever you agreed to do for the sponsor. What should I do when the event is over? Stay in touch with the sponsor! 1. Call the sponsors to personally thank them for their involvement. 2. Return all sponsor banners. They will need them for other events. 3. Write a short report to the sponsor, providing highlights of the event - number of participants, notable achievements, etc. - and include samples of sponsor promotions and pictures of sponsor name/logo displays. 4. If you have not already done so, send race t-shirts to all of the key people in sponsor companies. 5. Invite sponsors to a post-race party or some other event to thank them for their participation and keep them connected to the event. 6. Ask them to sponsor the event again next year.

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Sponsorships - Finding and Selling Marketing Partnerships

Case Study - How one Australian business can become your sponsor One well known Australian business states the case and requirements for their sponsorship on their website. An edited version follows. Sponsorship will only be considered if it is the most cost-effective means of achieving some or all of the publication's marketing and communication objectives, and/or provides a real benefit to its readers and the broader community. This document outlines all the relevant items that should be considered in preparing an application for sponsorship. What will be sponsored? Proposals will be considered in all categories except the sponsorship of individuals. Sponsorships should compliment the existing brand values of the publication, enhance its image, and provide a platform for increased readership and circulation. Our sponsorship program seeks to achieve a balance between sport, arts/cultural events and activities, excellence and recognition, and issue-based or cause-related activities. Sponsorship is the provision of cash or in-kind services and support for an organisation, team, event or program to promote a corporation's name, image, product and services. Sponsorship is not a donation (in cash or kind) for which little or no commercial return is expected. A minimum of 8-weeks lead time is required prior to the event or commencement date of the potential sponsorship. Proposals received with a shorter lead time are unlikely to be considered. What will not be sponsored? We will not sponsor programs or events that: Support political and religious organisations; Denigrate, exclude or offend minority community groups; Create environment hazards. Sponsorships must provide a selection of the following: A natural link with our business Creative ideas for utilisation of the sponsorship Exclusivity Cross-promotional opportunities with other sponsor partners Naming rights On-site sales opportunity Key customer hospitality Main media promotion time/space (logo exposure does not count) Specifically target one of our primary demographics The opportunity to brand our business as "Partner of X event" Provision of reader promotion prizes Advertising revenues from the event or other sponsor partners 23

Sponsorships - Finding and Selling Marketing Partnerships

Application Checklist The following information will be required to enable a thorough evaluation of your proposal for sponsorship: Description and history of the sponsorship property Overview of the marketing plan – including what is and is not confirmed and an estimated advertising budget Estimated attendance Market research – demographics and psychographics List of sponsors who have committed to date A comprehensive list of benefits, including signage opportunities, hospitality and overall value. Value of benefits should be commensurate with desired sponsorship investment. Timeline, including important deadlines Potential for this sponsorship to generate sales Processes for Consideration All proposals must be submitted in writing, either by mail or email. All proposals are reviewed by the Partnership Manager to assess suitability, feasibility, and resources required. Recommended proposals are presented to the Editor-in-Chief, Editor and Marketing Manager for approval. You will be notified of our decision within 4 weeks. Proposals should be mailed to the following address: .................................................................................. .................................................................................. ..................................................................................

While more research is needed to identify the reasons for the lack of differentiation between sponsorship and advertising, it is suggested that large advertising agencies understand advertising and public relations, but not necessarily the role of sponsorship. As a result, “they may fail to see that sponsorship meets the needs of sponsor and sponsee driven by the passion of both the property and the consumer, as opposed to an advertising deal which is one directional.”

McIntyre, personal communication, 2005

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Sponsorships - Finding and Selling Marketing Partnerships

Sending out Kits of Information to potential sponsors If you know the person: Send an e-mail telling the potential sponsor that a packet is one the way Write a cover letter saying when you will follow up Send a package Record that package was sent Mark a follow-up date Follow Up! If you don’t know the person, but have a proper contact name: Send an E-mail or phone asking if you can send a packet and confirm address. Upon Confirmation: Write cover letter saying when you will follow up Send package Record that package was sent Mark a follow-up date Follow Up! If you don’t have the name of who you should send your package to: Send an E-mail, or call and ask, “Who would I speak to about sending [my CD for review] [a sponsorship proposal]?” Send an E-mail or phone asking if you can send a packet and confirm address. Upon Confirmation: Write cover letter saying when you will follow up Send package Record that package was sent Mark a follow-up date Follow Up Make sure that you find out specifically, who you should send the proposal to. Very often, you will send it to someone who says they will forward it. Call to confirm receipt and that they are still going to hand it off. You could also offer to send a second copy if they’d like to keep a copy for themselves. Cover Letter A cover letter is an important part of your package. It should be short and to the point, giving the reader a quick summation of what they have in their hands and what you want from them. It is also important that this piece be somewhat personalised, try to reference you phone conversation or email in some way. You can also indicate when you will follow up.

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Sponsorships - Finding and Selling Marketing Partnerships

Email Some people would rather have you email them information than getting a hard copy in the mail. If you’ve used special fonts that might not be universal to everyone’s computer, I suggest that you create duplicate profiles. One for printing, and one for emailing. Times New Roman is a good safe font to use for emailed materials. Otherwise, the person getting your email might not have the exact font that you used and the computer will make a substitution that will alter your documents formatting. Follow up! Make sure that you follow up a few days after they’ve received the materials. Ask them if this is a good time for them to talk or whether they need a little more time to review the materials. If they need more time, ask them if a few days would be enough or whether you should call back next week. Never rush someone if they haven’t had a chance to look your proposal over, but continue to check back periodically. Remember Always be pleasant! People generally respond well to kindness. Note: Some people are just jerks. Do not let them spoil your day, just forget about it and more forward. Source: Carolyn Ballen

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Sponsorships - Finding and Selling Marketing Partnerships

Objectives of Sponsorships for sporting codes To finance sport development through sponsorships on a broad basis To facilitate active participation of organised sports in competitions To develop competitive skills aimed at realising individual and national dreams To justify participation at local, national, regional and international level, and; To provide entertainment to and develop national pride in our achievements To develop well-adjusted young people who can face the challenges of the future; and To develop team spirit and the leaders of tomorrow. Objectives of the sponsor are granted - to promote the company and the brand, to create awareness and goodwill towards the sponsor which should result in an enhanced corporate image and an increase in sales of product and/or services in the short, medium and long term; and - to realise the sponsors social responsibility (inherent in any business) by allocating a percentage of profits to development of the community at large in a field of the sponsors choice but with a focus on national priorities in the community at large.

Guidelines - a company uses as a framework when evaluating involvement in sport: 1. The AIMS + OBJECTIVES of the company 2. The direct and indirect costs of the sponsorship (total: 2 x sponsorship) 3. The type and character of the sponsorship and its arrangements 4. The structure, both nationally and provincially, of the administrative controlling body 5. The participants in the sponsorship 6. The officials in charge of the sponsored event 7. The venue controllers, where the sponsored event takes place 8. The degree of interest by the media in the sponsored event 9. The audience attracted by the sponsored event, both live and through the media 10. The government's involvement.

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Sponsorships - Finding and Selling Marketing Partnerships

Guidelines that a company uses on what to sponsor 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

12. 13. 14.

Can the company afford to fulfil the obligation? Is the event / organisation compatible with the company's values and mission statement? Does the event reach the company's target audience (target market)? Is there enough time before the event to maximise the company's use of the sponsorship? Are the organisers of the event experienced and organised? Is the event newsworthy enough to provide the company with opportunities for publicity Will the event be televised? Will the sales force support the event and use it to increase sales? Does the event give the company the chance to develop new contacts and create new business opportunities? Can the company commit to this event on a long term basis? Is there an opportunity for employee involvement? Corporate sponsorships can promote employee goodwill and teamwork. Employee involvement can also contribute to the success of the event. Is the event compatible with the "identity" of the company's products? Is it possible to reduce the cash outlay for the company and enhance the marketing appeal of the event by trading off products and in-kind services? Will management support the event ?

If the answer is Yes to the above questions, chances are good that management support for the sponsorship will be fairly high. Source: Liesel Schwertfeger

Sponsorship / Marketing Partnerships are part of the Promotional Marketing Mix Use your powers of observation: What are our competitors doing to obtain sponsorships? What sponsorships have you noticed today? What is the win-win factor in those sponsorships

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Sponsorships - Finding and Selling Marketing Partnerships

Partnership Models Finding the Best Partnership Model for your Business Finding the community business partnership model that best suited your business by identifying what your business could offer a partnership, as well as what you wanted or needed from it. Now that you have thought about these points, the time is right to find the best community business partnership model for you. The table below will help you by matching your business' abilities and needs with a variety of community business partnership models. Partnership Model - Volunteerism Most Suitable for a Business with ... Volunteerism is ideal for a business that has staff/management willing and able to give their time, and that wants to be involved in the community group's activities. Volunteerism is a popular and relatively easy way for businesses to support a community group, and can be adapted on a number of levels - from a mutually beneficial working bee with an environmental group to clean up the environment and beautify an area around your business, to a more long-term volunteer program involving you and your staff. A growing number of businesses encourage volunteer programs, with research suggesting that as well as communities benefiting from volunteer time and effort, business volunteerism can improve staff morale, productivity and loyalty. Volunteerism can also raise the profile of your business through association with the good work the partnership is getting done. The idea of joining a community group, or the Board of a community group, is linked to volunteerism and needs a genuine commitment of time and effort - both inside and outside business hours - from those at your business willing to join the community group. A suitable business would also need to allow for a flexible work situation or hours. Partnership Model - Monetary Donations/Sponsorships Most Suitable for a Business with ... Good for businesses with plenty of money to give, or those who have a greater capability or desire to give money than other resources. Obviously, donations or monetary sponsorships are not ideal for a firm that is unable to raise money easily. However, monetary donations can be tailored to involve a staff donation scheme or to elicit donations from business clients. Both donations and monetary sponsorships can offer businesses a high-profile way of showing their support to a community group - for example, sponsor's logos on sports uniforms, the sponsoring of a community event or a donation tin at the front counter of your business.

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Sponsorships - Finding and Selling Marketing Partnerships Partnership Model - Other Donations/In-kind support Most Suitable for a Business with ... Suitable for a business with not as many financial resources, but which has a solid base of goods, services, labour or resources it can offer. Would be a worthwhile option for smaller or medium-sized businesses. Goods, like money, can simply be donated, but an arrangement of in-kind support means a commitment of goods, services or resources - for example: computers, haircuts, items for auction, books or lawn mowing - to help a community group or project beneficial to all partners. This is a very flexible community business partnership model, with the ability of being tailored to the needs of both partners. Again, these options can provide a business with a chance to publicly show their support for their community group partner. Partnership Model - Other Donations/In-kind support Most Suitable for a Business with ... Related to the idea of in-kind support, a pro bono arrangement is where business staff with skills, knowledge or experience provide services to a community group for free - thus empowering that group and allowing it to concentrate its resources on other tasks. A modified arrangement similar to this would see those services heavily discounted. This benefits the business involved - as it still gains some income from its services - and the community group through savings on normal cost levels. Pro bono or discounted services are suitable for businesses with adequate staff resources and time, or those that are in good enough financial shape to offer a discount on their services to their community group. It can benefit business through increased exposure, good publicity and the possibility of increased customer or client numbers through goodwill and referrals. Partnership Model - Business as A Collection Point Most Suitable for a Business with ... Options like having a collection tin in your store or office, or having your business as a base for the dropping off of donations or goods (like a Christmas tree for customers to put presents under for disadvantaged children) are among those that fit into this type of partnership. Another related partnership option is one which sees a business provide a percentage of the sale price on an item/items to their community group partner, or even a percentage on a service completed. An example of something like this is a business donating to their partner a 50c gift for every one of a specially marketed item (cakes, wine) sold. This sort of partnership works best for businesses that have well-visited premises with plenty of foot traffic, or have the resources or profile to effectively cross-promote with a community group. Apart from offering a successful and highly visible partnership with a community group, this 30

Sponsorships - Finding and Selling Marketing Partnerships model of partnership has the potential for attracting more customers to a business premises and improving a firm's reputation and profile. Partnership Model - Employment/Work Experience Offering work experience to community group members is a partnership option best suited to a business with the resources and willingness to provide guidance to those on work experience. Another option for a business willing to examine its employment practices and employee diversity is to seek advice from an advocacy group partner looking after young, indigenous or disabled people on how it can legitimately look at employing people from these sectors in the future. Partnership Model - Skills and Knowledge Sharing/Secondment Most Suitable for a Business with ... For businesses which feel they have some knowledge or skills that would benefit a community group, and the wider community, this type of partnership model is ideal. While a business can share skills with a community group, the opposite is also true providing the opportunity for a really mutually beneficial partnership. Offering secondment of staff to a community group partner is another way of skill sharing, but also a model offering concrete assistance at certain times - for example, an accountancy firm seconding staff to a community group during tax time. This option is best suited to a business with the staff resources to allow it. Partnership Model - Mentoring Most Suitable for a Business with ... Related to skills sharing, a mentoring arrangement is an option for your business if you believe your company is able to share knowledge useful to an individual's personal and professional development. Mentoring can form the basis of a community business partnership in which those with less knowledge on certain topics can acquire new knowledge through a mentor from their community business partner. Mentoring could occur between a business and a community group member or a person the community group has identified it is supporting and is suitable. Mentoring encourages personal growth and development in the individual, but also builds the capacity of the community in which that person lives and works. It can generate good publicity for your business, help people who could possibly help your firm one day, and improve the community in which you do business. Partnership Model - Community Involvement Programs Most Suitable for a Business with ... Such programs, expressed through written intentions and/or actions are most suitable for a firm with the time and resources - be they staffing, goods, or other - to offer a partnership. 31

Sponsorships - Finding and Selling Marketing Partnerships These sorts of partnerships are again based around community capacity building and improvement, and can offer your business a chance to harness the support of certain groups in the community or grow good publicity for your business - particularly if your partnership under this model is addressing important issues in the community. Partnership Model - Sharing or Donation of Premises/Infrastructure Most Suitable for a Business with ... The option of allowing a community group partner to use spare office or storage space hinges on one key factor - whether your business has that spare room. If your business fits the bill, allowing free or discounted use of the office space offers a business the potential to attract more customers or higher visibility in the community particularly if the community group sharing the space is one visited by a large number of people - as well as a very public show of support of the aims of your community group partner. The sharing or donation of infrastructure is an arrangement which allows for some “crosspromotion'' through the joint use of one partner's key promotional vehicles (a newsletter, for example). This type of partnership obviously needs, as its basis, a suitable promotional vehicle. These sharing arrangements work best if both community business partners are based in the same local area. Partnership Model - Scholarships and Awards Most Suitable for a Business with ... If a business is looking to establish a scholarship or award, it needs to strongly believe in a common theme which will form the basis of that scholarship or award - meaning a close relationship with a community group partner is vital. The business involved needs to have the money or resources to put towards the scholarship or award This type of partnership gives a business good exposure and name recognition in the community - particularly students, who are most likely to be the targets of such a partnership model. What is also needed is a tangible reward which makes up the scholarship or award. Again, agreement between partners is vital, and there may be the need to talk to third parties about the partnership - schools for example - to attract interest from students. If, after working through the table, you find more than one community-business partnership model that is suitable for your business. Think about the model that would not only provide the most benefit for your business, but would be the most attractive to offer a prospective community partner. Consider which partnership model would bring about the most benefit for the community in which both partners exist.

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Sponsorships - Finding and Selling Marketing Partnerships

Ways to Be Involved A List of Community Business Partnership Models When considering a community business partnership model, community groups and businesses have a number to choose from. However, within each partnership category or model, there are literally thousands of variations available - meaning that partners can tailor what may appear to be a most basic arrangement into a partnership that suits both of their wants, abilities and strengths. Volunteerism: Volunteerism is a popular way for many businesses to support the community, with a volunteer program able to occur on a number of levels: Individually or in groups On a whole-of-business basis like a company working bee or a "Workplace Day Out'' Joining a community group, or the Board or committee of a community group or business A number of businesses also encourage volunteerism among their executives and management staff, with a growing body of research showing that as well as communities benefiting from volunteer time and effort, business volunteerism can improve staff morale and productivity and engender greater staff loyalty. Business as collection point: A partnership of this nature can involve: Business collecting on behalf of a group - either all the time or at special times during the year. Having the business as a collection point can benefit both groups - it provides the business with the potential for increased sales or patronage through association with a community group or cause while giving the community group the chance to raise money or collect goods without daunting infrastructure requirements or the need for storage space. In-kind support: In-kind support is a very popular form of partnership, and one which can be quite attractive to a small or medium-sized business. It can take on a number of forms: Donation of goods Donation of service Donation of resources. The adaptability of in-kind donations is a prime reason for its attractiveness to business and community groups. Pro-bono or discounted services and products: Pro-bono support is related to the concept of in-kind donations, and sees the provision of: Skills Knowledge Experience Provision of these services, either free of charge or in a discounted manner, not only spreads knowledge and empowers both parties, but allows the recipient to concentrate their resources on other tasks. 33

Sponsorships - Finding and Selling Marketing Partnerships Sponsorship: Sponsorships can be flexible, and can involve: The sponsorship of a team through "branding'' a logo on a sporting jersey. Securing "naming rights'' for a single event. Sponsorship of projects and even publications. Sponsorships do not have to be based purely around cash - they are often more effective when based around models such as in-kind support. Skills and knowledge sharing/secondment: The sharing of skills and knowledge can occur both ways in a community business partnership. Meanwhile, secondment can be used to ensure knowledge and skills are used to the best advantage of a community group when they are most needed - for example, an accountant being seconded to a community group at tax time. Mentoring: Mentoring is: An educational process whereby a mentor serves as teacher and provides opportunities for professional development, growth and support to those with less experience. Those being mentored receive information, encouragement and advice. Mentoring can form the basis of a community business partnership in which those with less knowledge on certain topics can learn from a community business partner mentor. A community group could also encourage a mentoring arrangement between a person it is supporting and a business partner. Sharing/donation of premises/infrastructure: This sort of partnership is based around: Sharing or donation of premises. Sharing or donation of "space'' - office space, meeting space or storage space. Sharing or donation of infrastructure - where there can be cross-promotion between community business partners in one partner's newsletter. A business donating or subsidising office or storage space brings about better use of that space, and the potential for more customers or higher visibility in the community. For the community group the benefit is receiving a no-cost or low-cost facility. Employment and work experience: These sorts of partnerships can be created in a number of ways, including: Considering your partners when looking at prospective employees. Seeking advice from partners about how best to cater for potential employees - particularly if they have a disability or are from a non-English speaking background. Offering work experience to those involved in your community group partner. Both options offer meaningful employment or the chance to spread skills and abilities between business partners and into the wider community.

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Sponsorships - Finding and Selling Marketing Partnerships Scholarships and Awards This partnership model can see the creation of a: Scholarship - where business and community group partners setdown a new scholarship, providing individuals with the chance to extend their studies, research or other endeavours. The community will benefit from expanded knowledge. Award - where partners decide on an award that promotes and acknowledges the work of individuals in groups. It could, for example, partner a local youth group for a regional Young Leaders Award. Community Involvement Programs This sort of partnership can be based around: Formalised programs Consultation arrangements A formalised program can see a business or community group state its intentions to better the community through a scheme or program, or through working closely with business to create social benefits and local networks - empowering and improving the community. Donations The most basic kind of donation is monetary - yet that sort of donation can take on many forms in a community business partnership, including: One-off company monetary donations. Employee donation schemes. Money specifically towards programs or projects. Regular staff collections or money-raising events. It should be noted that one-off monetary donations are not strictly a partnership on their own, but can be part of a wider partnership or just the first engagement that may lead to a more meaningful partnership. The most important thing is to find the model that is right for both your group and your prospective partner - succeeding in this search is a key plank in laying the groundwork for a successful community business partnership.

What is your success secret? 1. You know that you are heading in the right direction if: 2. The idea that you have is beyond self-interest 3. That it is the focus for your talent and your energy 4. That it is a release for your passion 5. And if, for you, it comes easily. Harry M. Miller, self described personality manager, marketing and sponsorship consultant 35

Sponsorships - Finding and Selling Marketing Partnerships

Cause-related Marketing Sponsorships Cause-related marketing has the potential to create and implement a win-win value added programs. Cause-related marketing should bring the for-profit world together with the nonprofit sector in a mutually beneficial alliance. Cause-related marketing has the potential to generate organisational identity, awareness, and dollars, to reach supporters and corporate customers efficiently and effectively while creating an emotional link between products and causes. Forming promotional partnerships to market a product or service for mutual benefit has the potential to be a "win-win" for your business and the cause-related organisation. Causerelated marketing partnerships can distinguish your products and services in today’s competitive marketplace. Socially responsible companies reap tangible benefits. Why be part of Cause-related marketing? Cause-related marketing programs are low cost and offer high return. Build a cause-related component into existing marketing programs and benefit from increased sales. Achieve your business objectives A partnership with a cause-related marketing program can help your company achieve its business objectives. Enhance your corporate image Consumers have a more positive image of companies associated with a good cause. Support for a cause-related marketing program directly associates your company with that organisation, their mission, record of success and daily contributions to their fight or their cause. Add value to your brand Consumers will switch to a brand associated with a good cause. Associating with a causerelated marketing program bolsters your brand and distinguishes you from your competitors. Partnering a cause can help your company attract new customers and retain existing ones. Increase sales Support for a cause-related marketing program delivers promotional value. It gets your name, products and services out in the community. The cause’s events, programs, services and publications have the potential to attract wide and diverse audiences. Differentiate your products and services from your competition Where quality and price are equal, consumers are more likely to purchase from a company that distinguishes itself through support of a good cause.

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Sponsorships - Finding and Selling Marketing Partnerships Foster employee goodwill and teamwork Demonstrate an interest in the causes that your employees care about. Employee participation promotes corporate spirit and builds teamwork across an organisation. Attract and retain employees People want to work for companies that care about causes they believe in and for those that demonstrate a commitment to the quality of life in their community. Your staff will take pride in working for a socially responsible company. A cause-related marketing program has the potential to create strategic alliances between the non-profit sector, for-profit corporations, and media that provide sound bottom line results and greater return through the combination of marketing and strategic philanthropic efforts.

Case study - Motor Racing Sponsorships

Around thirty years ago sponsorship on racing cars was not allowed, but these days without vast amounts of sponsorship this high profile sport could not exist. Formula One racing cars are the world’s fastest and most expensive international billboards. As an Australian example of sponsorship, the Mitre 10 race team which competes in the Shell Championship Series for V8 Supercars, Australia’s major domestic motor sport championship, is backed by the hardware-franchise chain. Their car stands out with its multi-coloured livery and array of building and trade supplier sponsors. It is reported that the Victorian based hardware company opted to put most of its sponsorship resources, of around $1.2 million per year, into touring car racing rather than football because it felt it would stand out from the crowd and it was convinced a long-term involvement would pay dividends. Mitre 10 says it is associated with a competitive top-10 team, and that it has built up a brand identity through the longevity of the sponsorship. They claim to reinforce the association with the race team and the driver through advertising, consumer promotion and offers. Their marketing manager says they also wanted to drive productivity and morale improvements within the Mitre 10 chain work force, promote their product range and change the attitudes of potential customers who support motor racing to ensure they consider Mitre 10 for their next hardware purchase decision. Mitre 10 claim independent audits for the 1998 season, covering the Shell championship series, feature races at the Australian Grand Prix and Indycar carnivals and endurance races like the FAI Bathurst 1000 and Tickford Sandown 500, indicated the value of TV exposure to Mitre 10 topped $1.8 million. This screen time exposure is calculated at 50% of appropriate advertising rates. Exposure is also provided on Network Ten’s RPM/Sports Tonight/News program interviews. For 1999 they expected that to be worth more. They say that organisers are expecting crowd aggregates of around two million. There is a four year deal with network Ten which will show almost all the action live, while Shell have recently renewed a multi million dollar contract to back the championship. Mitre 10 have an in-car racecam in their car which they paid extra for. They claim that this generates a lot more images of their car and the Mitre 10 name on the screen, with ancillary benefits flowing from promotional material. 37

Sponsorships - Finding and Selling Marketing Partnerships

10 top tips for raising successful charity sponsorship 1. Aim high! Set yourself a target and you will probably exceed it. Tell everybody you meet how much you plan to raise. Get people excited: you are doing an amazing thing. 2. Be proud. Remember you are not asking for yourself; the money you raise in sponsorship will go towards xxxxxx work to support (for instance) homeless children and young people. 3. Ask for a specific amount. Ask for pledges at an appropriate level - for example $5 per kilometre or $10 per goal. 4. Learn about our charity. Although many people will simply be interested in your event or activity, many will want to know where the money is going. Read about how the money you raise will help. We can send you a fact sheet to give to your sponsors. Contact us on xxxxxxxxxxxxx. 5. Ask everyone you know. Make a list of everybody in your life: friends, family, work, and clubs - even if you think they are unlikely to give. You will be surprised how many people you know - and they can not say yes unless you ask them! 6. Enlist your greatest supporters. Ask your friends and family to use their contacts to collect sponsorship on your behalf. Give them some sponsor forms and a fundraising target - encourage them to get competitive! 7. Never miss an opportunity. Start collecting sponsorship as soon as possible and carry a sponsorship form with you at all times, never miss an opportunity. Remember you can also set up a sponsorship page on your website. 8. Try to ensure that the first person on your sponsorship form has made a large donation, as others will often follow their example. Collect donations rather than promises if possible. 9. Do not forget Christmas and special occasions. Work events, family parties or social nights out - these will be your biggest opportunities to speak to people in a relaxed environment. And you know what to put in your Christmas cards this year! 10. Keep in contact with your sponsors. In our experience, it helps if you keep in contact with people who have sponsored you. You could send an email or produce a one-page newsletter about your progress. After you have completed the event, send them a thank you letter and maybe a picture in order to follow up your pledges. Your supporters will feel part of your team and even more committed to your endeavours.

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Marketing for Non-Profit Organisations Many non-profit organisations and institutions use marketing as part of their thrust to attract funding, sponsorship, employees, recruits and audiences. In some of these cases, themes emphasising national pride are used. Many non profit organisations which flourished in times past have been forced to re-examine their operations in order to survive in an increasingly competitive world. Some examples: Art galleries, Special and major exhibitions at art galleries Museums The performing arts - Opera, Ballet, Theatre The services - Army, Navy, Air Force Political parties Hospitals Sporting organisations National sports teams Environmental groups Universities Private colleges Power authorities Government departments Case study - SIDS The Sudden Infant Death Foundation - a non profit organisation - uses a number of marketing aids to further its cause. Where once it had access to a large volunteer workforce, the organisation now finds that many of its potential volunteers are in the work force. Their best known marketing is their ‘hero’ product, Red Nose Day, when people from all over Australia buy, display and wear a red nose. SIDS also sells badges and makes a point of introducing a number of new elements each year such as earrings and new button badges. Other marketing efforts involve awards programmes for volunteers, continuous raffles, auctions, writing letters asking for money and the direct marketing of greeting cards. SIDS asks business organisations for donations, the loan of staff for specialist jobs, and goods which it can use or resell. Part of their marketing involves talking to Health professionals to increase the awareness of SIDS. The marketing strategies of The Sudden Infant Death Foundation involve six basic functions which are shared with many other marketers of non-profit organisations. Responses. An important aspect is the constant evaluation by non-profit organisations of their marketing efforts by measuring: 1. How much it costs. 2. How much it makes. 3. How many names and addresses are generated for future mailings. 4. What other information is generated - do people become donors? 5. How much publicity was generated and what was its dollar value? 39

Sponsorships - Finding and Selling Marketing Partnerships

Naming Rights Can you sell the naming rights to your location? Virtually every major sporting stadium in Australia has a sponsor whose name has become synonymous with the stadium as well as generating major income for the stadium. And of course every time the stadium is mentioned in the media the sponsor’s name is mentioned. Without doubt the economics of professional sports has changed significantly over the past 10 years. As teams struggle to keep revenues on pace with increasing player salaries and operating expenses, new sources of revenue must be identified to improve profitability and/or reduce losses. Against this background, rights holders in the US, Europe, Australasia and the Far East face the challenge of marketing their naming rights to suitable brand owners. Professionals in the business of sport needing to make informed decisions about whether, and how, to enter a naming rights alliance. The global market for venue/stadia sponsorship (naming rights) is estimated to be approaching $4 billion worldwide, with 75% of the market in the US. To a large extent the growth of the market has been driven by the need of sports properties to finance the refurbishment and replacement of old and crumbling stadia as well as the building of new sports stadia and facilities. While the US market for naming rights is relatively mature, Europe, Australasia and the Far East are now set to become the new ‘greenfield’ sites for global brands looking to leave a mark on these cathedrals of sport and entertainment. As audiences and media become more fragmented, naming rights as part of a sponsorship package can offer an attractive alternative to stand alone advertising and marketing campaigns and, if exploited correctly, can deliver a high return on investment for the more visionary and committed brand owners.

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Sponsorships - Finding and Selling Marketing Partnerships

Motor Racing Sponsorships - Tips and Thoughts First things first! Basically, you are just another salesman. All good sales people are clean cut, well dressed and speak well. You need to have these basics just to be even with the competition. With out these basics, the first impression you create will kill your sales presentation. A major tip to getting a sponsor for your race car, is to think like a business owner. Say you own Joe's Auto Parts. From a business stand point why would you want to sponsor a race car. Before you say "visibility," think how much radio and print advertising your parts store could buy for the money you would spend on sponsoring a race car. Just the name of your store on the car will not make people come in and buy parts, but an advertisement on radio or in the newspaper does tend to make people come in and buy parts. Just a rolling billboard is not reason enough to sponsor a race car. Why sponsor a race car? It does help if your sponsor's product or business is something the people in the stands would use, but it is not absolutely necessary. If that sounds funny, look at the companies sponsoring Indy cars, you have never heard of half of them or know what they sell. Again, if you are a rolling billboard, the cost of sponsoring a race car is more than the cost of a billboard next to the highway and many more people will come down the highway than sit in the stands. It is a common misconception among racers that advertising to the people in the stands is good business. No race track has enough seats to justify the cost of sponsoring the type of car racing there, even NASCAR tracks which pull the biggest crowds do not have enough bodies to justify the sponsorship of a Winston Cup team. The track owners and promoters are making the money off of those seats, not the sponsors. The trick is that you have to do more! Think of the sponsor as your partner. Think of ways to improve your sponsor's business. In doing things to help your partner's business it will take more money than just for the race car. So, realise you are asking for more money than just the cost of a new engine. "Unique Visibility" is one aspect of sponsorship, but, go the extra step. Use the race car for more than just a show car at a grand opening or big sale. Paint the race car and your street car/truck exactly the same (right down to the numbers and stickers). Offer to paint the sponsor's delivery vehicles to match. Or go the other way! Paint your vehicle to match the sponsor's and give them the numbers and stickers. This does require that your car live up to the sponsor's image. For example, do you want some old wrinkly beat to hell s--- box representing your business. The race car needs to be clean cut, just as you the salesman need to be sharply dressed. Now, use this unique visibility! The rolling billboard can be used at more than the race track. It can be used at the sponsors business, or away from the business. Shopping centres, intersections or any place that has good traffic is a target for your billboard, but go the extra step. Have a professionally painted sign saying "Come into sponsors name and get discount tickets to see the sponsor name race car in action." Or "Come into sponsor name and sign up 41

Sponsorships - Finding and Selling Marketing Partnerships for a chance to..." or "Come in to sponsor name for this weeks special on ..." or any other idea that will cause people to go to the sponsors business. The race car is an eye catcher so use it to convey a message. By having the extra vehicles painted just like the race car you can get more opportunities at unique visibility. Now, use the unique visibility to get people in the sponsors front door. The unique visibility can be double played, too. Offer a package deal in the sponsorship that includes prepaid newspaper ads to run when the sponsor wants to run them. Have professional ads done using the car as an eye catcher and run it in the local or regional newspaper. The message in the ad can be the sponsor's choosing or you can do the same message as on the sign placed with the race car. You may be tempted to run this ad the racing program, but that may have a small coverage for the price in comparison to newspapers. So, be careful not to stub your toe on this one! Think about cost per impression, how many people will see the message and at what price. The possibilities are unlimited once you start thinking how the unique visibility can be use. But, this is not the end it is just the beginning! What else can you do for your sponsor/partner? If a company sponsors a softball team it is not for advertising value. Typically, several or all of the team members are company employees. The "team experience" and "morale builder" are the company's reward for sponsoring the team, not the advertising. Likewise you can establish a similar program with your race team. Provide pit passes or tickets for the grand stands to the sponsor. These items can be used as incentives by the sponsor for the company employees. But do not expect the sponsor to do all of the thinking, remember he is your partner, so help him. If there is a company problem with absenteeism or tardiness the program could be "any employee that has perfect attendance, and never tardy, gets their name in a drawing for the tickets." If the problem is low productivity the same approach could be used; any employee meeting specific production levels gets tickets or pit passes. You could even have them be part of the team. Tickets can also be used as customer "Premiums" by the sponsor. "Buy five tanks of gas and get a free ticket to the races." Remember, the eye catching unique visibility gets a potential customer's attention. A message (sign) coaxes the potential customer into the sponsors business. Now, you convert the potential customer into a repeat customer with the (buy this many and get the free ticket) deal. There is no limit to this approach. Say you were sponsored by a sandwich shop. You could offer to print the sandwich wrappers with the gimmick "Return 10 wrappers for a free ticket to the races." This way the sponsor gets repeat customers and you are providing him with materials he doesn't have to buy. Of course you don't tell him, but that is where you spend some of that extra money you got from the sponsorship. But, you sell this as a double advantage to the sponsor. The biggest tip is to think like a business person and not like a race fan. Built a package for your sponsor that covers as many aspects as possible. Here you have seen how unique visibility can catch a potential customers attention. Also, how to use that moment to convey a 42

Sponsorships - Finding and Selling Marketing Partnerships message. You have also seen the concept of creating repeat customers for the sponsor. Any trick to improve productivity, or service within the sponsor's business is also good. If a fan from the race track happens to be converted to a customer it is just a bonus. Using you imagination you can develop a sponsorship package that really works. Some more Sponsorship Tips Having, for a number of years been involved in sponsorship deals from a sponsor's point of view I have one or two pointers which may help some of you based our organisation’s sponsorship of an annual debating tournament. 1. Letters addressed to "Chief Executive of Company " or "Head of Sponsorship" do not work; if you are serious about getting cash do some research and find out exactly who's going to make the decision. Speak to your mates who have gone to work for big firms (often new recruits go straight on to recruitment teams - so leveraging these contacts is probably the easiest way to get a foot in the door). 2. Sponsors (generally) do not do things out of the goodness of their hearts; we give money because we think that there is something we can get out of it. I suppose this differs from company to company but by far the biggest group are potential graduate recruiters (I suppose a few sponsors are after custom rather than recruits - but I will concentrate on "recruitment sponsors" as that's where my experience lies), now obviously what recruiters are ultimately interested in is getting people with whom they make contact to work for them. Several things are important here, personal contact with "high quality students" is probably the most important - so talk this up in proposals, try to give the feeling the you are brokering a deal to put the recruiters in contact with their target audience. 3. On many (most ?) occasions sponsors are more interested in recruiting from the host society rather than the people who speak at debating tournaments so give them plenty of opportunity to come and meet the committee/society if they want to. 4. For goodness sake apply to those companies who sponsor your tournaments - what is the worst that could happen? - you get a job !! If sponsorship is to be a long term thing then the sponsors must see results. Our organisation have sponsored a particular debating tournament for 8 years now because every year we get a flood of applications from their debates society and most years we offer someone a job. If this were to dry up then we could not justify continuing with the cash. 5. We usually want to know where our money is going - make that clear from proposals. 6. Ask for a specific figure but be prepared to negotiate - " in the region of" is the key phrase. 7. Speak to the person who you have written to - either before or after the proposal goes in: it makes a difference. 8. Offer things to the sponsor over and above the actual debating tournament sponsorship for example offer to help them publicise their recruitment events on campus - putting up posters costs you nothing but will help them out. 9. Obviously a high quality debating tournament is important but recognise that sponsors are trying to get different things out of the debating tournament than debaters - a large 43

Sponsorships - Finding and Selling Marketing Partnerships crowd at the final or a pre final reception where the sponsors get to meet a large number of people who express interest are more important to them than a mathematically precise tab. 10. Come up with some sort of selling point. The event we sponsor has for years been either "The biggest debating tournament in Scotland" or "The biggest one day debating tournament in the UK." 11. Do not lose contact - immediately after the debating tournament follow up with a thank you letter and offer to help them with something else. 12. Success breeds success - let your targets know who else is sponsoring other debating tournaments - if, say, all high street banks apart from Barclays are sponsoring debating tournaments then you can bet that this will raise a few eyebrows with Barclays - to that end a register of existing sponsors would be a useful thing to maintain. Source: Tommy Tonner

Marketing Partnership Checklist The following information will be required to enable a thorough evaluation of your proposal for sponsorship: A description and history of the sponsorship property An overview of the marketing plan – including what is and is not confirmed and an estimated advertising budget Estimated attendance Market research – demographics and psychographics List of sponsors who have committed to date A comprehensive list of benefits, including signage opportunities, hospitality and overall value. Value of benefits should be commensurate with desired sponsorship investment. Timeline, including important deadlines Potential for this sponsorship to generate sales

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Sponsorships - Finding and Selling Marketing Partnerships

Branding Events have brands too, whether they are rock concerts, the Olympics, a space-rocket launch or a town-hall dance. Event brands are strongly connected with the experience of the people attending, for example with musical pleasure or amazement at human feats. Product, service and other brands realise the power of event brands and seek to have their brands associated with the event brands. Thus sponsorship of events is now big business as one brand tries to get leverage from the essence of the event, such as excitement and danger of car racing.

What will my Sponsorship / Marketing Partner expect? A natural link with their product or service Creative ideas for utilisation of the sponsorship Exclusivity Cross-promotional opportunities with other sponsor partners Naming rights On-site sales opportunities Key customer hospitality Main media promotion time/space (logo exposure will not count) The opportunity to specifically target their primary demographics The opportunity to brand their product or service as "Product or service Partner of X event" Provision of promotional prizes Revenues from the event or other sponsor partners

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3 Selling Sponsorships

Finding and selling sponsorships marketing partnerships - is a difficult task at any time. Two key words are marketing

partnerships. A good sponsorship arrangement will be a win-win situation for both parties. If your business or organisation is not aggressively seeking and working with event sponsors, you may be missing an important revenue stream for your event, your organisation and your community.

Sponsorships - Finding and Selling Marketing Partnerships

Developing sponsorships in today's economic climate is a battle for that small share of advertising budget that may be available for your product or service. The basic steps in securing sponsorships are: 1. Determine your target market - Deliver the right demographic to your potential sponsor 2. Prepare a first class presentation 3. Close the deal !! Keeping your sponsor happy: 1. Deliver on your promises 2. Produce quantifiable results

Sponsorship / Marketing Partnership selling principles Rule one - offer an opportunity and not a problem Rule two - make sure it fits Rule three - offer an appropriate package Rule four - stand out from the clutter Rule five - be professional Rule six - be persistent, not a pest

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Sponsorships - Finding and Selling Marketing Partnerships

What will my Sponsorship / Marketing Partner expect? A natural link with their product or service Creative ideas for utilisation of the sponsorship Exclusivity Cross-promotional opportunities with other sponsor partners Naming rights On-site sales opportunities Key customer hospitality Main media promotion time/space (logo exposure will not count) The opportunity to specifically target their primary demographics The opportunity to brand their product or service as "Product or service Partner of X event" Provision of promotional prizes Revenues from the event or other sponsor partners

Marketing Partnership Checklist The following information will be required to enable a thorough evaluation of your proposal for sponsorship: A description and history of the sponsorship property An overview of the marketing plan – including what is and is not confirmed and an estimated advertising budget Estimated attendance Market research – demographics and psychographics List of sponsors who have committed to date A comprehensive list of benefits, including signage opportunities, hospitality and overall value. Value of benefits should be commensurate with desired sponsorship investment. Timeline, including important deadlines Potential for this sponsorship to generate sales

Sponsorship / Marketing Partnerships are part of the Promotional Marketing Mix Use your powers of observation: What are our competitors doing to obtain sponsorships? What sponsorships have you noticed today? What is the win-win factor in those sponsorships

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Sponsorships - Finding and Selling Marketing Partnerships

Strategies For Selling Sponsorships Four General Steps to Follow:

1. Think about why suppliers want to sponsor your event/meeting. 2. Think about how you can help them get their name out. 3. Create a menu of items available for sponsorship. 4. Never pass up a chance to show appreciation. Why do Sponsors Want to Sponsor Your Event/Meeting? Increase visibility for their company. Introduce a new product or service. Showcase their speciality with product demos. Educate current and potential customers about those products. Enter a new market. Chances are they’re looking for ways to accomplish one or more of the following: Develop sales leads by getting closer to potential customers faster. Get ahead of competitors who are also sponsoring at your event. You can never be sure exactly what the potential sponsor is thinking so Be Smart… ASK! How can you help your sponsors their name out? To accomplish this you need to have a clear sense why they want to be involved and ways to involve them. Creating a menu of items available for sponsorship It is a good idea to develop a menu of items available for sponsorship. Send this information to your members at least once a year even to those who would not normally sponsor an event. You never know who they know who might be interested in your event. Pricing sponsorships: Find out the total cost of the item to be sponsored. Include shipping and banner hanging costs. Include any late marketing costs (It is your job to promote the sponsors involvement) Figure in other relevant factors like what your competitors charge for the same sponsorship, additional costs sponsors will have to absorb like travel to the meeting, hotel room costs etc. Remember items that give the most exposure should be priced higher. Place a fee on the item.

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Sponsorships - Finding and Selling Marketing Partnerships

Ideas for involvement - Small Sponsorships Name Badges Neck Lanyards Pens & Pads Tote Bags & fillers for the bags T-shirts Hotel Key Cards Directional Signs Fax Broadcasts Email blasts Message areas Ideas for involvement - Large Sponsorships: Banners Cyber café Keynote Speeches Receptions Awards dinners Photographic services Program booklets Transportation (buses-shuttle service) Speaker gifts Room drops Show your appreciation! Thank the sponsor when they commit in writing. It is appropriate to send an invoice, in fact some organisations require it. Thank the sponsor publicly at the event and in the on site program. Thank the sponsor after the event in writing. Remember you can’t ask for participation at future events if you do not say Thanks! Parting shot! Once a sponsor commits try to get their mailing list to promote them as a sponsor to their current customer base, but ultimately to introduce and market your event and organisation to a new audience.

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Sponsorships - Finding and Selling Marketing Partnerships

The Sponsorship / Marketing Partnership Sales Cycle Inquiry and Research

Contact

Develop Proposal Client Relationship Cycle

Present Proposal Implementation Sponsorship Agreement

Planning

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Sponsorships - Finding and Selling Marketing Partnerships

Case study - Selling sponsorships for Car Racing Selling sponsorship is tough, even under the best circumstances. Some say the economy is improving and some say it is not, but corporate layoffs are causing potential sponsors to be more cautious about their business decisions. I will discuss the importance of keeping a record of your race team's history to be used as evidence of commitment to current sponsors, and as a marketing tool to gain new sponsors. A racer who cannot prove that he has contributed significantly to his sponsor's bottom line has an especially difficult task at hand. Both long- and short-term sponsors need to see the racers they are invested in demonstrating a constant hunger for their business. It is important to remember to pitch the business every year as if you were closing the deal for the first time. The best protection against losing a sponsor is to instil a culture of joint accountability and communication with the sponsors. A race team must aggressively take credit for its contributions to a sponsor's bottom line. Do so regularly but tastefully, using language and criteria the sponsor understands. A detailed record of a racer's activities will not only provide existing sponsors with concrete evidence of his contributions to their businesses, but will also serve as a promotional tool to be used in gaining new sponsorship. The following information should be included in this record: Available attendance figures, demographics and trends in the industry Local, regional, national and international news media print coverage Statistics showing television ratings and demographics A video of the telecast and clips of local affiliates' coverage of the events the race team participated in A scrapbook of news releases and news clips that mentioned the sponsor's names A record of public address announcements that were made for the sponsors Information on merchandising product displays and signage with photographs should also be included in the record as a way to advertise extra benefits that can be negotiated if a deal is made. Samples of coupons that you gave out at the events you took part in can be another valuable asset to your record. Part of your sponsorship deal for local and regional sponsorships should include disbursement of coupons and literature on the sponsor's business. Offering a service like this will reaffirm your commitment to existing sponsors while showing potential sponsors that they stand to benefit form your partnership. Every effort should be made to be included in event programs and promotional materials. Offering a story on your race team for use in the program book will not only get your current sponsors more recognition, but will demonstrate commitment to potential sponsors. Event programs and promotional materials that feature a racer's name and sponsors are also important to include in the race team's history record. If you have a website, do not forget to mention this in the record. Provide information that discusses the amount of exposure generated for the sponsor, including figures on the number of visitors to the site. The more material you have that can show what your sponsorship has done to benefit the sponsor, the better chance you have of getting resigned. If you have done 52

Sponsorships - Finding and Selling Marketing Partnerships more than was required, you will be in a better position to ask for increased participation. This record of the race team's history should also include a complete list of sponsors. It is important to use caution when approaching a potential sponsor who is in competition with an existing sponsor. Two companies in the same business should not be on your race car or your race event unless both companies agree that it is not a problem. A continual, strong business case must be made for the value of a race team's sponsorship, and it is the race team's responsibility to make this case. The race team's presentation of the history record discussed in this column should be delivered during a meeting with the sponsor soon after the season is complete, or better yet, about midway during the season (to show how well the sponsorship deal is working) and again at the end of the season. This gives you two great opportunities to make your pitch for the sponsor to resign the deal. It goes without saying, racers who can prove a compelling history of value will always find it easier to get sponsors.

How do I figure out what to charge for my sponsorship? That is tough to answer because every case is different. You have to take into consideration what you are willing to do for sponsors and, even more important, what the sponsors want you to do for them. What kind of media exposure is involved? How many people attend the events? What is the demographic makeup of the fans? Find out what the local media is earning by reaching the same number of people. Figure your costs for everything, including things like hospitality, billboards, and lettering the race car. Make sure you have all of this covered in your estimate. Every deal is different. There is no set answer but I hope this will get you headed in the right direction.

Source: Ernie Saxton

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Why should anybody consider your Sponsorship? Develop Primary and Secondary Selling Opportunities detailing your unique business sponsorship opportunity - and always remember - People don’t sell, People buy! A. Planning Decide on a budget. Decide what a sponsor will receive Set pricing for different sponsorship levels B. Strategy Build a team sales strategy Positioning - explain where your business or organisation is positioned in the market place Structure an ideal sponsor/marketing partner combination. C. Prospecting Define your target companies/individuals. Research them. D. Contact Begin the sales process. Contact. Introduction of your reason for calling. E. Introductory sales steps Gain first meeting Recruiting a "coach" or mentor in the prospect account. Discovery Forming the first ideas. F. Presentations/proposals/objections Response. Present Response and gain permission to invest time and money in putting together a proposal. Craft a proposal. Present the proposal Modify and reflect their feedback. G. Trial close/objections/close Negotiate contract and reach agreement Sign contract. Get paid. H. Follow up/fulfilment/account management Fulfil contract by going racing Manage account to next stage of the relationship 54

Sponsorships - Finding and Selling Marketing Partnerships

12 Steps To Sponsorship Success Selling sponsorships is not a matter of buying a mailing list of potential buyers, writing a direct-mail letter, putting together a “package,” mailing everything out and waiting for the telephone to ring with people offering you money. It is a nice dream, but the reality is much more complicated (and time-consuming) than that. Before getting started you should have a definition of sponsorship. The following definition is by no means perfect; however, there are some choice words that help you pursue your sponsorship sales with a good foundation. Sponsorship is an investment, in cash or in kind, in return for access to exploitable business potential associated with an event or highly publicised entity. The key words in this definition are “investment,” “access to,” and “exploitable.” First, investment. By constantly looking at sponsorship as an investment opportunity, where there is a viable payback, no longer are you talking to someone about a payment of cash or money. Rather, use the word investment, which automatically implies that value will be returned to the investor. Second, access to, which means the ability to be associated with a particular offering (event, sport, festival, fair, you name it). Lastly, exploitable, a positive word which means, “to take the greatest advantage of” the relationship. In other words, allowing the sponsor to make the greatest use of their investment and capitalise on their relationship. With this definition in mind you can now go forward and take the 12 steps to sponsorship success. If you take these basic 12 steps you will be assured of greater success in your sponsorship endeavours. Step 1 Take inventory What are you selling? You have a number of elements in your event that have value to the sponsor. They include, but are not restricted to, the following: TV and print partners Retail outlet Collateral material, posters, flyers, brochures Banners Tickets: quantity for giving to sponsor Ticket backs VIP seating VIP parking Hospitality - for the trade, for customers, for employees On-site banner exposure Booth Audio announcements Payroll stuffers Billboards 55

Sponsorships - Finding and Selling Marketing Partnerships Product sales/product displays Celebrity appearances/interviews Internet exposure Public relations Employee incentives There are more - just use your imagination! You can probably think of more. Look at your event as a store and take inventory of the many things that will have value to your sponsors, whether it be for the marketing value or hospitality value. Take your time in making up this list. Time spent at the beginning will be rewarded by more effective sponsorships when you get into the selling process. Step 2 Develop your media and retail partners Next, approach your media and retail partners. They should be treated the same way as all other sponsors, with the same rights and benefits. In fact, after taking your inventory steps 2 and 3 are done almost simultaneously, as you must have something to give to your potential media and retail partners that describes the sponsorship. Briefly, here is what is important to these two key partners. Media Your event offers the media an opportunity to increase their non-traditional revenue (NTR). You have an audience, sampling opportunities, sales opportunities and multiple media exposure that the media people can offer to their own advertisers. Many times an advertiser asks for additional merchandising opportunities. From TV you want airtime that can then be included in your sponsorship offerings. From print you want ad space and/or an advertorial (a special section). In both instances, you are getting valuable media to include in your sponsorship offerings. Treat your media just like your other sponsors. Give them the attendant benefits that go with the value of their sponsorship. When the event is over, they should provide you with proof of performance (radio and TV, an affidavit of performance; print should give you tear sheets) and, conversely, you should provide them with a post-event report. Retail A retail partner: supermarket, pharmacy, fast-food outlet could offer you some additional benefits that can be passed on to your sponsors. With a retail outlet, you can approach manufacturers and offer them some of these benefits. For example, once you have a retail partner the following opportunities exist: End cap or aisle displays Register tape promotions In-store displays Store audio announcements 56

Sponsorships - Finding and Selling Marketing Partnerships Inclusion in weekly flyers Weekly advertising Cross-promotion opportunities Bag stuffers Placemats (fast food outlets) Shopping bags Again, as with the media, even though this might be straight barter, treat the retail outlet as you would a paying sponsor. They are providing you with terrific benefits that can be passed on to your other sponsors, a tremendous value in attracting retail products. And, as with the media, have them provide you with documentation of their support, such as samples of bags, flyers, inserts, etc. In return, you will provide them with a post-event report, documenting the benefits they received and the value of those benefits. Step 3 Develop your sponsorship offerings Now you can put together the various components of your sponsorship offerings so you are prepared to offer valuable sponsorships. Try to avoid too many levels and too “cutesy” headings. Do not use gold, silver and bronze. Do not use industry-specific terms your buyer might not understand. (If the buyer doesn't understand the words they probably won't take a look at the offering!). Simply, you can have title, presenting, associate, product specific and event specific categories. They are easy to understand and easy to sell. Of course, title is the most expensive and most effective. Think of the Emirates Melbourne Cup or the Fosters Grand Prix. The minute the name of your event is “married” to the sponsor's name the media have to give the whole title. Great exposure for your title sponsor. The first step in preparing for your initial sponsor contact is to prepare a one-page fact sheet that clearly and succinctly outlines the basics of your event (the who, what, where, and when of your property) and highlights the various benefits of being associated with that event (radio, TV, print, on-site, etc.). Step 4 Research your sponsors Learn about your potential sponsors. Get on the Internet, read the annual reports, do a data search on the company, use the Team Marketing Report sourcebook. Find out what the companies are currently sponsoring, what their branding strategies are, what their business objectives are. Become an expert on your prospects. The more you know about them, the better prepared you will be for their questions and the easier it will be for you to craft a sponsorship offering that meets their specific needs. Step 5 Do initial sponsor contact Then, pick up the telephone. Try to reach the proper person. When you reach the correct person, do not launch right into a sales pitch. Rather, ask them several questions about their business that will indicate to you whether or not they are a viable sponsor for you project. (If you have done your homework, the answer will be “yes” and you can continue.) 57

Sponsorships - Finding and Selling Marketing Partnerships Step 6 Go for the appointment Once you have had a brief discussion, try to get the appointment. If they say, “Send me a ‘package'” respond with “I will do even better than that. I have prepared a succinct one-page Fact Sheet that highlights the various marketing and promotion components of my event. May I fax or email it to you?” Then, ask for the fax number or email address, send it to them right away and then call back shortly to make sure they received it. If they have received it go for the appointment. Explain that the fact sheet is merely a one-dimensional outline that cannot begin to describe the total event and you would like to meet with them, at their convenience, to show them pictures, previous press coverage, a video, whatever you have. Follow the basic sales techniques of choices Monday or Friday, morning or afternoon. Do not give them a chance to say they cannot see you. Step 7 Be creative Once in front of the sponsor, be prepared. Demonstrate your knowledge of their business by offering a sponsorship that meets their specific needs. Help them come up with a new and unique way to enhance their sponsorship beyond the event. For example, if it is a pet store, come up with a contest that involves the customers and their pets. Or, devise a contest where people have to fill out an entry form to win something. Think about hospitality opportunities, such as rewards for leading salespeople, special customer rewards, incentives for the trade. Be prepared to offer these ideas, and more, to help the sponsor understand how this sponsorship offers the person great benefit. Step 8 Make the sale The moment of truth! You have to ask for the sale. You cannot wait for the sponsor to offer; rather you have to ask “Will we be working together on this project?” or something like that. You will have to develop your own closing questions. Hopefully, as you went through the sales process, you determined their needs and developed a program to meet those needs. And, you certainly should have done enough questioning to determine what their level of participation would be. Keep in mind that different personality styles buy differently which means you must select from a variety of closing techniques to ensure the right “fit” with the different personalities. As with any sale, once you have concluded the sale follow up with a detailed contract that outlines each parties obligations. A handshake is nice but if the various elements are not spelled out there can be a bad case of “but you said” when people sometimes hear what they want to hear, not necessarily what was spoken. Make sure you include a payment schedule that ensures you receive all your money before the event. If not, you could suffer from the “call-girl principle.” Step 9 Keep the sponsor in the loop Once you have gone through the sales process you want to keep your sponsor involved up to, and through, your event. See if their public relations department will put out a press release on their involvement. 58

Sponsorships - Finding and Selling Marketing Partnerships Show them collateral as it is being developed to make sure they are happy with their logo placement. (With fax and e-mail this is now a very simple process.) Make sure they are keep up-to-date on new sponsors, new activities … whatever is happening. The more you involve them in the process the more involved (and committed) they become. Step 10 Involve the sponsor in the event Make sure your sponsor is involved in the event. Do not let a sponsor hand you a cheque and say, “Let me know what happens”. You are doomed to failure. Get them to participate by being on site. Walk around with them. Discuss their various banner locations, the quality of the audience, the lines at their booth, whatever is appropriate to their participation. Step 11 Provide sponsors with a post-event report There is a very old saying regarding presentations: “Tell them what you are going to tell them, tell them, then tell them what you told them.” The post-event report is the last segment of this saying. Provide your sponsors with complete documentation of their participation. This should include copies of all collateral material, affidavit of performance from your radio and TV partners, tear sheets, retail brochures, tickets, banners, press stories. Whatever has their company name and/or logo prominently mentioned or displayed. This should all be included in a kit, with a written post-event report that lists the valuation of the various components, and presented to the sponsor with a certificate of appreciation for their participation. Step 12 Renew for next year Now, if you've followed these 12 steps carefully renewal is easy. In fact, you can get your sponsor to give you a verbal renewal during your event (if it is going well) and certainly after you have provide that sponsor with a post-event report that documents the value of all the marketing components he received. You should try for a three to one return on their investment. In many instances it will be even more than that if you have delivered as promised! Conclusion Selling is not easy; however, if you follow these 12 steps it will be easier because you will have done your homework and will be prepared to discuss the sponsorship intelligently. These 12 steps make selling fun! Source: [email protected]

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Event Planning - Five key strategies to sell new event sponsorships

If you are an event manager seriously looking for a revenue stream, then you know you must actively pursue corporate sponsorship support. What you may not realise is there are five key tactics to remember as you market your event to make it highly attractive to sponsors. It may seem easy to arrange sponsorships, but we have worked with both sides - events looking for sponsors, and sponsors looking for events. I know that event managers often drop the ball and end up wondering why they didn't get the money they needed. Do not let this happen to your event. 1. Give a timely response to any initial inquiry and show genuine interest in developing a marketing partnership (sponsorship). You wouldn't believe how many event managers we contact on behalf of our corporate clients who do not do this. Whether it is due to a lack of organisation or a problem with communication, many managers do not return phone calls quickly; some wait up to a week. Then when they do finally get back to us, they may even seem unenthusiastic about working with our corporate client. By this time, of course, we've contacted 20 other event managers who have shown much more initiative and excitement about the sponsorship opportunity. If you want to remain competitive, you simply must follow up any inquiries within 24 hours if possible. Be ready to go after sponsorship dollars with everything you've got, and you'll send the right message to the prospect. 2. Know your event attendees After the initial contact, a potential sponsor will want to know exactly who attends your event and if these people match their consumer base. Prepare a one-page report on your demographics, which you can obtain either by hiring a market research firm or from your own exit surveys. At a minimum, a potential sponsor will need to know the gender mix, ages and geographic data of your attendees. Education and average family income would also be good data to supply, if possible. 3. Provide a specific, detailed and easy-to-understand sponsorship proposal These should include three general headings: event facts and figures (dates, times, locations, attendance, parking and price of admission); marketing benefits the corporation would receive from sponsorship (mentions in print ads, on-site signs and live announcements, free tickets or other hospitality benefits); and the responsibilities of each party (the cost of the sponsorship, who is responsible for producing signs or setting up and staffing on-site displays). 4. Demonstrate cooperation and flexibility in the negotiation process Once it has been established the event provides the corporation a good marketing venue for its brand, you can still lose the sponsorship if you're unwilling to compromise. Many times the potential sponsor truly wants to meet only one or two specific marketing goals. For instance, you may offer print ads, signs and announcements, but all the sponsor 60

Sponsorships - Finding and Selling Marketing Partnerships may really want is a booth at the entrance for consumer sampling of the company's products. Time and time again, I have seen event managers lose sponsorship opportunities because they are not willing to negotiate such issues, and they lose sight of what is really important to the sponsor. Listen to what the sponsor's marketing objectives are and find a way to meet them. Perhaps you can not locate the sponsor's booth at the entrance because that spot has already been taken. Could you instead place it at the exit or in the centre of the event's grounds? You might even offer to increase the number of announcements and include the location of the booths in the copy. This kind of flexibility will open many doors and help to build long-term relationships. 5. Make sure on-site execution is as simple and smooth as possible for the sponsor Arrange in advance any parking passes they might need, for instance, and have a staff member greet them upon arrival. The sponsor's people should always be able to contact you with questions about logistics or for troubleshooting. Have someone on hand who can run quick errands for the people staffing the booth, if need be. Check with them periodically to make sure you're meeting their needs. In the end, all of this work should pay off for you as well as the sponsor. Provide a good experience for sponsors and attendees, and you'll build a solid foundation for sponsorship opportunities, and, more importantly, renewals for next year's event. Source: Jeff Milgrom, Event Marketing Strategies

Sponsorship / Marketing Partnership selling principles Rule one - offer an opportunity and not a problem Rule two - make sure it fits Rule three - offer an appropriate package Rule four - stand out from the clutter Rule five - be professional Rule six - be persistent, not a pest

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Finding Sponsorships There are some companies that will be able to provide you with value other than cash. This could be the case for print sponsorships, radio sponsorships or any company that has promotion value to offer. All cross promotions are different. Each company will evaluate the benefits that the other has to offer and decide on a reasonable barter. To expedite this process, I recommend putting together a separate Event and Cross Promotion Profile. The first thing you should do is cut and paste all of the unique benefits that you had listed in your Sponsorship Profile. After you have one long list, you will want to separate your benefits into categories. For a small cross promotion, you won’t want to offer one of your strongest benefits. I have mine broken down into three simple categories: 1. Basic Cross Promotion 2. Bigger Cross Promotion 3. Biggest Cross Promotion While the exact specifics of your final cross promotion my not be exactly what you have listed, it will be a good jumping off point for negotiations. It will give an interested person a good idea of all the benefits that you have to offer as well as the benefits that you are looking to get. Keep your eyes open, there might be a cross promotion opportunity that you haven’t thought of. Join their mailing list and see what they are sending out. It will be up to you to decide what benefits you are willing to provide according the cross promotion opportunities the other company has to offer. Personal or Event Background/Past Achievements This is where you can give some background about yourself, your band or your organisation, your past achievements and accomplishments. If you are just starting your event, don’t worry if this section is more about yourself than the event. Past Speakers/Past Event Description and Schedule Obviously, if you have not had an event yet, you would leave this section out. Press Clippings (If Available) Be sure that you present these neatly and make sure that they are legible. When using an internet article, you’ll be able to cut and paste nicely into your desired format. It is important for this section to give an accurate portrayal of your event. If you don’t have press, it is okay, you can create a strong Sponsorship Profile without it, just add it in the future. Who should I submit materials to? My suggestion for people to call: Products or services that you use and like! It can be music related, but it doesn't have to be. You want a company that you will be proud to call your sponsor and that you could genuinely endorse and say good things about. You use so many products and services, you probably don’t even think about them. 62

Sponsorships - Finding and Selling Marketing Partnerships Alcohol companies often sponsor artists. What is your favourite drink? Go after them. If you are drinking their product during or after the show and talking about it on stage, that is important promotion for your potential sponsor. However, keep in mind that some venues are sponsored by alcohol companies as well and they might have a problem with you promoting a competing company. Make sure to check this out in advance. Is there a Web site that you use and love, and can direct people to? Do you wear a certain brand of clothing all the time? Shoes? Bags? Food? It could be anything. Is there a local restaurant or pizza joint in your neighbourhood that you could meet up with some of the fans at after the show? This is especially great if you’d be going there anyway. Get a lot of paying customers into a place and they’ll love you! What about the gear and equipment that you use and love? Get creative. Start examining the things that you gladly spend money on and consider contacting those companies. Getting to the right person It is important that you don’t waste your time or someone else’s, so you want to make sure that you are communicating with the right person before you invest a lot of time and energy into explaining yourself and your goals. Find out who at the company handles sponsorships. If you don’t have a personal connection, send a general email asking, "Who would I contact about submitting a sponsorship proposal?" You can also call and ask the same question. Writing tips Writing is difficult, but remember this, editing is the key! Sit down to write, you know all there is to know about the event/band that you are trying to pitch, just start writing down some of the key elements. It doesn’t matter what it sounds like, you will never show it to a living soul, but you will be getting your thoughts on paper. You can organise and improve later, for now, just be happy with the fact that you have started something. Then, the hard part will be over. After you have as many ideas down as you can, go back over it and add thoughts and ideas that you might have left out. Then put it away. Do not look at it again for at least a couple hours, even a day. When you go back over it, you’ll start making corrections and getting things better laid out and more organised. You might even thing of some more ideas and subject matter that you can include. Remember, you are still at a very rough version of your final product, but notice the improvement over what you had before … you are on your way … keep doing this until you have something that you would be willing to show to someone else. At this point you might want to consider asking for editorial help if you think it needs it. Presentation People will judge you based on how professional your materials look and the time and care that went into creating them. 63

Sponsorships - Finding and Selling Marketing Partnerships Make them look as great as it possibly can! This doesn’t have to mean more money. If you don’t have access to a professional designer, simpler is generally better. Pick one font and one font size to use throughout your proposal. It’s important that the document not look cluttered or busy. You don’t want to distract the reader from the content. You can use it for absolutely everything you do. (Proposals, Press Releases, Letters, Mailing List, Thank You Cards) You are materials will stay consistent and your contact information will automatically be on everything.

Some Sponsorship trends The rise of sponsorship has provided an ideal avenue for sponsors to demonstrate what they are really doing for consumers and to address parallel social and marketing trends. Sponsorship also fits with the trend towards below-the-line activities claiming a bigger share of the advertising / marketing dollar. Marketers have found that branding by association can be a powerful tool, particularly when speaking to niche markets - a brand becomes aligned with a good cause and thereby attains both kudos and branding. People are cynical about sponsorships and want to see that sponsorship involves more than ‘slapping on a logo’. The sponsorship has to be seen to be adding value to the sponsored organisation or it is in danger of being viewed as merely opportunistic. Sports sponsorship used to be about adding a logo. Today, if you are not seen to adding value you will not be supported. There is evidence that if you are adding value, audiences are more interested in the sponsorship and are therefore likely to buy the product. Organisations are more likely to seek sponsorship from corporations that might have products or expertise which they can use. Contra takes many forms - but cash is king. Sponsorships involve management and accountability and many organisations will use market research to test and measure the effectiveness of their sponsorships against goals. Sponsored organisations are working to ensure that they find sponsors who fulfil their needs beyond the obvious and who have a genuine connection with what they sponsoring.

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Stages in Sponsorship Success The concept of sponsorship marketing as a fund-raising tool for amateur sport organisations While the goals of sponsorship seekers are generally to generate revenue (cash sponsorships) or eliminate expenses (goods-in-kind or contra sponsorships) the process for selling sponsorships may vary from one situation to the next. Organisations who have previously used sponsorship as a form of fund-raising, for example, will begin the process at a later stage than organisations who are new to sponsorship marketing. Similarly, the stage at which the organisation is successful in meeting with a prospective sponsor (e.g. before or after submitting the proposal) may vary according to the company's procedural policy for sponsorship investments. Despite the variances in the sponsorship acquisition process, there are some essential stages which most organisations will go through to ensure successful sponsorship acquisition. A brief description of these stages is outlined below. Stage 1 - Resource Analysis. For organisations which are new to sponsor acquisition, the process begins with defining what you have to offer a potential company. This means creating an inventory of every benefit that your organisation can potentially offer a corporate sponsor. Examples of benefits include giving the sponsor access to a target audience (athletes, coaches, officials), use of your organisation's logo in the sponsor's advertising and promotion, advertising in publications and product promotion at special events. Once you get started, you'll be surprised at the number of benefits you can come up with. Creativity counts! Stage 2 - Package and Prioritise Properties. If you are seeking multiple sponsors or have different levels of sponsorships, you want to select and combine your benefits in a way that maximises value. Your marketable property (i.e. the organisation, program or event for which you are seeking sponsorship) may have many benefits associated with it. It is important that you reserve the most valuable benefits (e.g. company name in the event title) for higher-level packages, creating an incentive for a company to pay more. Stage 3 - Add Value. Adding media or retail partners can certainly add value to your property. A newspaper partner who gives you free advertising space in return for sponsorship status, for example, will allow you to provide more exposure opportunities for your sponsors. Your media partner should be your first sponsor. Stage 4 - Target and Research Companies. While any company can represent a potential target for sponsorship, there are some which are more likely to sponsor. They include: any existing sponsors that you already have, sponsors of properties (i.e. team/program/event) which are similar to yours, sponsors of other properties, competitors of existing sponsors, companies which have a target audience match similar to yours and companies from any new or increasing industries. Stage 5 - Make the Call. While some companies will meet with you prior to receiving a proposal, most require a proposal before you are able to meet with them (you should find out which method the company prefers prior to making the call). Either way, a phone call 65

Sponsorships - Finding and Selling Marketing Partnerships should be placed to let them know that a proposal is on the way. When calling a prospective sponsor for the first time, try to use some inside influence. There is no doubt that sponsorship seekers which utilise personal contacts have more success. Simply request a moment of the their time, indicate your objective and ask if you can send some information. Call before 9:00 a.m. or after 5:00 p.m. and be brief! Stage 7 - Cultivation Meeting. If you are successful in getting a meeting prior to writing your proposal, you want to take full advantage of the opportunity to learn as much as possible about the company. The cultivation meeting is simply an information gathering session so that you may customise your sponsorship proposal to meet the sponsor's specific objectives. In the cultivation meeting, you want to define the objective of the meeting, provide information about yourself and learn their objectives. The purpose of the cultivation meeting is to exchange information, not to propose or negotiate a sponsorship. Stage 6 - Write and Send Proposal. Your proposal should be as brief and specific as possible (no more that a couple of pages is necessary). It should contain an introduction of your organisation, an outline of the project, a description of the benefits and the cost. You should also include a cover letter which indicates why you are writing and provides some highlights of the proposal. Be sure to indicate that you are flexible and that you will call to follow-up. Stage 8 - Negotiate and Close the Deal. On many occasions, the sponsor will request something different than what you are offering. Be flexible, but remember not to give up too much without increasing the investment requirement. Everything you agree to should be in writing. Lawyers are not required but your document should include: definition of the property; responsibilities of both parties; term and payment schedule; brief problem solving process; unrestricted rights fee clause (which indicates that the sponsorship investment does not have to be spent on the specific property being sponsored); signature/date; and reporting mechanism. Stage 9 - Service. The most important step in sponsorship marketing is servicing. Servicing simply means following through on your agreement and delivering everything you promised. The organisation should designate one individual to liaise with the sponsor over the entire term of the agreement. Any problems should be addressed immediately. Communication is the key! Stage 10 - Report and Renew. At the end of every sponsorship agreement, a final report should be prepared for the sponsor. Identify everything that was included in your agreement and indicate whether or not it was completed. You should also include photos and copies of all materials bearing the sponsors logo. Hopefully you will have delivered everything you promised (if not more). Present the report to the sponsor and begin negotiations for future years! Source: Jeff LeDrew

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Selling Sponsorships - A Sponsorship Program / Plan Sponsorship decisions are major purchasing decisions for potential sponsors that involve careful consideration. As part of their marketing activities to increase secondary income and provide support for dayto-day expenses a wide range of clubs and organisations choose to actively seek sponsorships. These sponsorships may be lead, major and minor sponsors and often a whole range of other sponsorship packages. Sponsorships have the potential to raise significant amounts of secondary income and other forms of support for any club or organisation. When selling sponsorships it is critically important to bear in mind that you will be dealing with professional business people in larger organisations who will need to justify their potential sponsorship (to their superiors, a board of directors and some cases to a board in a distant city or another state, or even another country) and who will want to see a tangible and measurable return on any sponsorship investment. You are also competing with many other professional and community organisations for sponsorship dollars. Finding sponsors can be broken down into a number of steps: Identify and target the top 20 businesses in your area of influence with the objective of attracting sponsorships and forming strategic alliances - e.g. local TV, radio, newspaper, motor vehicle dealerships, hotels, motels, real estate agents, council promotions officers, local electricity supplier - who has a beneficial interest in developing sponsorships and strategic alliances with your business or organisation? Develop your sponsorship proposal and offers to attract new lead, major and minor sponsors - always remember that you are selling an intangible product - your prospect cannot touch, feel or feel your sponsorship offer - some examples of a sponsorship proposals are provided else where in this Planning Kit. These sponsorship proposals should be printed on quality paper and outline a certain number of strong reasons for becoming a sponsor. If you highlight a specific number of reasons for becoming a sponsor, this should reinforce your proposal more than just a list of reasons. As a matter of interest some small sporting club list more than 40 major and gold sponsors on their marketing materials as well as accommodating other levels of sponsorship such as silver packages and bronze packages. The opportunity exists for your business or organisation to set various levels of sponsorships - you will need to set your own price / participation levels which your business or organisation can justify to potential sponsors. Some suggestions: 1. 2. 3. 4. 5. 6.

Lead sponsors Major sponsors Minor sponsors Sponsorships for an entire month or season Sponsorships for individual events Platinum sponsors 67

Sponsorships - Finding and Selling Marketing Partnerships 7. Gold sponsors 8. Silver sponsors 9. Bronze sponsors 10. Associate sponsors The price and value of your sponsorships will obviously depend on what your business or organisation can offer and the organisations that you are dealing with. There needs to be a win-win situation. Remember - your potential sponsor will want to know and will be asking - Why would I give you my money? What is in it for me? Identify and develop opportunities for potential sponsors - e.g. some or a combination of the following: Naming rights to ... Involvement in a presentation Buildings, vehicles, races to carry your organisations name or brand in the next year Product display in a prominent position Your signage in a prime location for exposure to ..... Your organisations name or brand mentioned on or in .... Admission of x guests to sponsors room or area for drinks / dinner Admission of guests to ... Sponsors message on ... Drive the sponsors vehicle around ... A permanent sign written on a sponsor vehicle used by your business or organisation Display sponsors product at ... Demonstrate the sponsors product on or at ... Develop and create win-win situations Tell the potential sponsor the features and benefits of being a sponsor of your business or organisation You will need to communicate the message that being associated with your business or organisation is an invaluable way to communicate the sponsors (marketing partners) marketing message with benefits for both parties as well as customers of your potential sponsor. Be flexible and have a range of Sponsorship options available - very few organisations will want to buy exactly you want to sell. Your Sponsorship Proposal should be professionally presented and printed on quality paper or board and be targeted specifically at the organisation your are talking to.

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Before you sell your Sponsorship Presentation There are seven steps to the successful sale of sponsorships which are fully described in the next chapter. Some important steps before selling your presentation are: 1 Prospecting Identifying suitable organisations to approach with a sponsorship proposal Qualify leads to prospects - Can they afford to purchase and pay for the sponsorship?, make sure that you are dealing with right person, do they have the authority to buy or influence the purchase?, matching the needs and benefits of the customer A potential sponsor is qualified when they have the need or desire for what you have to offer, have the necessary budget, and the authority to buy. 2 Pre-approach planning To provide additional information about the customer needs, organisation and the competition. Build your understanding of the potential sponsor To build confidence and prevent errors.

Analyse your potential sponsors worth Current worth

Potential worth

The likelihood of increasing their worth unlikely fair strong excellent

The level of effort required strategic

Is the potential sponsor a good fit with our business or organisation?

little

no

medium

could be

strong

yes

Highlighting the best opportunities will also highlight the potential sponsors that you should be focusing on

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Case study - The Great Money Hunt for Motor Racing Sponsorships They are no longer "sponsors…" they are marketing partners I have been raising money for drivers and race teams for six years and I am totally blown away by the things (about business and selling) that many racers don’t know. That’s not to say there are not some absolutely exemplary exceptions. Frank Williams, Ron Dennis, Tom Walkinshaw in F1; Roger Penske, Carl Haas and Steve Horne in Indy Cars to identify a few. Sadly these names are particularly outstanding in racing because they are an exception. They are exceptions because they have made racing a successful business. A top F1 two car team budget exceeds US$60,000,000. A top one car Indy team; US$10,000,000 and a similar number for a front running Winston Cup team. An Indy Lights season or Formula Atlantic will set you back US$750,000. And that’s one season only. And then often with used equipment! Take a look at F1. In 1998, Gerhard Berger, (1997 F1 race winner,) was out of work. Take Indy cars, which are a little more forgiving, though guys like Raul Boesel, Robeto Guerrero and Eddie Cheever have gone or are driving in secondary leagues, and worse. The list could go on and on. We don’t have the recession of the early 90’s to blame and new names graduating into the slots vacated by those leaving. There must be sponsorship money somewhere? Yes, but it has become a lot more analytical and demanding of a measurable return on their motor sports investments. All these named drivers have a couple of things in common; they are great drivers whom I suspect have never taken the time to develop the business skills necessary to build up a following of sponsors. So you are a "hot shoe" or a team with an ambition to make racing a career. Congratulations! Great, but before you get carried away with the idea of toppling Jacques Villeneuve, Alex Zanardi or Jeff Gordon form their respective thrones, there is one small thing you need; Money. Scads of it! If you don’t believe that, try this little reality from a motor racing legend: The days of "Buddy, can you spare a motor sports dime," are over. To win sponsors you must work out what they do, how they do it. Then, how you can help them do more of it better, with your race program. This book is here to help. It is a compilation of ideas from many sources. It is a collection of basic business rules and common sense. It’s designed to help you, the racer, build a business style and argument to attract sponsors into the sport so you can go racing. Then after getting them aboard, keeping them in the sport by delivering the value in the form of measurable business returns. New language rule – They are no longer "sponsors…" they are marketing partners. Dump the term "sponsor." Using the term sponsor sounds like you are some penniless child in the wastelands of the third world, looking for a monthly handout to eat and get a minimal education, sponsored by some guilt ridden hard working capitalist with disposable income. Nonsense. Your motor racing ambition is the basis of an exciting and creative enterprise with a novel way of helping business win more business. You have a powerful method of building customers and market share. After saying all this sponsors don’t seem to mind being called sponsors, so when in Rome…. I still use the term, but do so with dislike for the broad connotation of a donation. The complete racer. There is a simple point here. A successful racer isn’t just measured by his 70

Sponsorships - Finding and Selling Marketing Partnerships on track performance, but also equally by his ability to please people. Prospects and sponsors alike. The people and companies who buy motor sports sponsorship are not that much different from racers. They prepare, build their version of a pole and race winner and compete as vigourously for markets as you do for a chequered flag. The words, phrases, measurements and prizes are not that different from yours. Once you grasp that, and learn these frames of business reference, you are well on your way to winning sponsorships. What you are not selling. One of the first realities you are going to discover, no matter how good a racer (boxer, sprinter, jockey, etc.) you are, there is someone out there with your picture on their wall and a plan to beat you. You are not just selling your track record. If you have a great performance record, that’s great. If not, that is also not an insurmountable objection to selling sponsorship. Also, you are not just selling advertising and exposure or advertising impressions. Racing is not just an alternate advertising medium. There are a lot better and more cost effective traditional advertising channels. Not only are they better, but more scientifically measured and a whole lot less controversial than motor sports. What you are selling. You are selling a complex set of marketing tools and the ability to deliver a very specific audience that the racing series you have chosen to compete in, attracts. A target audience has the ability to buy things, and sales are very measurable. Who do you know who wants access to these markets? Your racing program offers a unique platform and a package of business and marketing benefits that most businesses can use to build their sales…if they only understood how to use it. Understand what you have to offer, what a prospect may need, how to articulate this in the context of a prospects business and how to put it together. Then deliver on the expectation you have created. A personal reminder and sponsorship sales help. Remind yourself of how to go through the fundamental steps of a typical complex product sales cycle methodology to sell a sponsor. Apply these methods to motor racing. It applies almost equally to any other sporting or charitable sponsorship sale. Just the language and benefits vary somewhat. My sales background began selling complicated computer systems to business. To do this successfully, a seller of the computer system typically has to work out what the prospective buyer needs and then applies the system they are representing as a solution. Selling racing as an image making business building method and multimedia alternative to billboards, print, radio, TV advertising, trade shows, corporate entertainment and merchandising, is a complex task. But not impossible. And certainly something you can learn how to do. Learning how is necessary as business has changed. We have woken up and discovered it is a new millennium. Business expects a healthy return on their marketing investments. They have re-engineered, downsized and right-sized. Buying into racing, a corporation must be sure they have defensible business logic for doing this. It is up to us to find this and articulate it so a board of directors believes this too. To go racing with corporate sponsorship you need to recognise that marketing investments require measurable returns and work to provide these. Ignore this at your jeopardy. Source: Andrew Waite of Andrew J. Waite, Phoenix, Arizona 71

Sponsorships - Finding and Selling Marketing Partnerships

Conclusions Develop your sponsorship proposal and offers to attract new lead, major and minor sponsors - always remember that you are selling an intangible product - your prospect cannot touch, feel or feel your sponsorship offer. Be flexible and have a range of Sponsorship options available - very few organisations will want to buy exactly you want to sell. The opportunity exists for your business or organisation to set various levels of sponsorship - you will need to set your own price levels which your can justify to potential sponsors. The price and value of your sponsorships will obviously depend on what your business or organisation can offer and the organisations that you are dealing with. There needs to be a win-win situation. Always bear in mind that you will be dealing with professional business people in larger organisations who will need to justify their potential sponsorship (to their superiors, a board of directors and some cases to a board in a distant city or another state or even another country) and who will want to see a tangible and measurable return on any sponsorship investment. You are also competing with countless other professional and community organisations for sponsorship dollars Identify and target the top 20 businesses in your area of influence with the objective of attracting sponsorships and forming strategic alliances Who has a beneficial interest in developing sponsorships and strategic alliances with your business or organisation? Develop your sponsorship proposal and offers to attract new lead, major and minor sponsors - always remember that you are selling an intangible product - your prospect cannot touch, feel or feel your sponsorship offer. Identify opportunities for potential sponsors Your Sponsorship Proposal should be professionally presented and printed on quality paper or board and be targeted specifically at the organisation your are talking to. Rehearse your sponsorship presentations Follow the seven steps to the successful sale of sponsorships: 1. Prospecting 2. Pre-approach planning 3. Approach 4. Presentation 5. handling objections 6. Close the sale 7. Follow up and after sales service Keep a record of all of your meetings with potential sponsors and analyse the results. Be professional in your approach - you are competing with professionals for sponsorship dollars And remember - you will never get a second chance to make a first impression! 72

4 The Sponsorship Presentation

When selling sponsorships it is critically important to bear in mind that you will be dealing with professional business people in larger organisations who will need to justify their potential sponsorship (to their superiors, a board of directors and some cases to a board in a distant city or another state, or even another country) and who will want to see a tangible and measurable return on any sponsorship investment.

Sponsorships - Finding and Selling Marketing Partnerships

The expectations of your potential Sponsorship / Marketing Partner When making your presentation be aware of the expectations of your potential Sponsorship / Marketing Partner A natural link with their product or service Creative ideas for utilisation of the sponsorship Exclusivity Cross-promotional opportunities with other sponsor partners Naming rights On-site sales opportunities Key customer hospitality Main media promotion time/space (logo exposure will not count) The opportunity to specifically target their primary demographics The opportunity to brand their product or service as "Product or service Partner of X event" Provision of promotional prizes Revenues from the event or other sponsor partners Your potential sponsor will probably be thinking, “Why should I give you my money?”

Sponsorship - selling principles Rule one - offer an opportunity and not a problem Rule two - make sure it fits Rule three - offer an appropriate package Rule four - stand out from the clutter Rule five - be professional Rule six - be persistent, not a pest

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Sponsorships - Finding and Selling Marketing Partnerships

Making your Sponsorship Presentation There are seven steps to the successful presentation and sale of sponsorships: 1 Prospecting Identifying suitable organisations to approach with a sponsorship proposal Qualify leads to prospects - Can they afford to purchase and pay for the sponsorship?, make sure that you are dealing with right person, do they have the authority to buy or influence the purchase?, matching the needs and benefits of the customer A potential sponsor is qualified when they have the need or desire for what you have to offer, have the necessary budget, and the authority to buy. 2 Pre-approach planning To provide additional information about the customer needs, organisation and the competition. Build your understanding of the potential sponsor To build confidence and prevent errors. 3 Approach Secure an appointment with the potential sponsor. You need to get the potential sponsors Attention, Interest, Desire and Action - AIDA. Methods can include , Benefit, Curiosity, Showmanship, Survey, Compliment, etc 4 Presentation The sales presentation is the selling step that will communicate the benefits of your sponsorship proposal to the buyer. The sales presentation should: Be accurate, ethical and truthful Outline the benefits to the buyer Follow a logical sequence Before the presentation the salesperson should be prepared for any probable objections. The sales presentation will assist in a purchase decision being made. The object is to get an order or commitment from the buyer! (A commitment might be the chance to quote on the customer’s usage of your product, an appointment for a further meeting, a trial of your sponsorship proposal or various other forms of on going involvement). Don’t forget to ask the prospect, whether they intend working with you or not, for some referrals for your sponsorship proposal. Make the sales pitch by use of a professional presentation with the object of getting a sale or commitment from the potential sponsor. Visual aids should be used to assist in communicating the benefits, features and advantages. 75

Sponsorships - Finding and Selling Marketing Partnerships Visual aids could include Videos Lap top computer presentations Overhead slides Brochures and price lists Photographs Testimonials Track visits Websites Remember that you are selling an intangible product with a high dollar value Dress and present to suit the potential sponsor’s expectations, be on time for your appointment and always remember that you will be dealing with professional business people in larger organisations who will need to justify their potential sponsorship (to their superiors, a board and some cases to a board in a distant city or another state) and who will want to see a tangible and measurable return on any sponsorship investment. Your potential sponsor operates in a crowded marketplace - many other organisations are competing for your sponsorship dollars! 5 Handling objections Potential sponsors will raise objections for a number of reasons. Objections should be treated positively as they will usually indicate that your potential sponsor has some interest in your proposal. 6 Close the sale Ask for, or obtain a commitment to your sponsorship proposal. Remember potential sponsors buy benefits. 7 Follow up and after sales service Provide on going interest and support with the aim of gaining repeat sponsorships in the future. Keep a record of all of your meetings with potential sponsors and analyse the results.

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A Check List for after The Sponsorship Interview Yes Before the meeting had you qualified the prospect? Done appropriate pre planning on the prospect? Were you punctual? Was your appearance appropriate? Were you confident when you made your entrance? Were you confident when you shook hands? Did you maintain good posture? Did you display positive body language and no nervousness? Did you maintain eye contact with your prospect and smile? Did you listen to what the prospect had to say? Did you answer the prospects questions and handle objections well? Did you sell your self, your club and your proposal truthfully? Were your ethics beyond reproach? Did you tell the prospect about your business or organisations: successes? qualifications? satisfied customers? marketing and advertising campaigns? customer policies? Did you demonstrate the benefits of your sponsorship proposal? Did you have a card, company profile and price structure to leave with the prospect? Was your pre planning and qualifying of the prospect useful? Did you ask for the sponsorship? Did you get a commitment? Did you end the discussion on an amicable basis? Was the verbal and other communication of a high standard - both ways? Will you be welcome to call again? Would you want to call again? What follow up should you and will you make? Would a letter outlining and firming up your proposal be appropriate? Will you make another, follow up appointment?

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No

Sponsorships - Finding and Selling Marketing Partnerships

Measure Your Results Jan

Feb Mar

Apr May

Jun Jul

Aug

Sep

Oct Nov

Results

Contacts

Presentations

Sales

Comments

Follow up required

Note - You should set up similar table on your computer system to track your potential sponsors and your results.

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An Example of a Sponsorship Proposal The following sponsorship proposal is a real example of a sponsorship proposal developed by the Greyhound Racing Industry. It was printed on heavy, glossy A3 board in colour and folded to A4 size (rather than staple A4 sheets together) to ensure that it was well presented and made a lasting impression. The proposal was targeted at potential major sponsors with the potential to invest a five figure sum.

Sponsorship Proposal

18 strong reasons for becoming a Sponsor of XYZ Greyhound Club Presented to: xxxxxxxxxxxxxxxxxxx

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Sponsorships - Finding and Selling Marketing Partnerships To promote your company / product name within the Greyhound Industry and on the other part to assist in the promotion of Greyhound Racing conducted by A 10% discount on food and beverages at race meetings by showing your Sponsorship card. Sponsorship Fee: GST

xxxxx Thousand Dollars ($xxxxx) plus

A twelve month agreement with an option for a further term would be desirable.

Summary Our Club is recognised as one of the most progressive greyhound racing clubs in Australia and we are continually seeking means of raising the profile of our race club. We have just undertaken a major Business Planning and Marketing Planning review in conjunction with Greyhound Racing NSW. Our club anticipates being able to use our grounds and premises for a wider range of non-racing functions in the near future, thus maximising exposure of your Sponsorship. We believe we have something to offer your Company to enable you to place your name before a significant percentage of your target market in our area of influence and across Australia.

Our Greyhound Racing Club Sponsorship contact personnel Contact details Address CLUB SECRETARY xxxxxxxxxxxxxxxxxxx Phone Fax Mobile AREA DIRECTOR Phone Mobile EMAIL WEBSITE 80

Sponsorships - Finding and Selling Marketing Partnerships

18 strong reasons for becoming a Sponsor with our Greyhound Racing Club A sure way to communicate with your target audience add value, to raise the profile of your business and to promote your business, its products and services

Introduction Greyhound Racing Sponsorship is an invaluable way to communicate your marketing message whilst entertaining valued guests in an environment they will long remember. Greyhound Racing offers a colourful and memorable experience for your guests that is fun, action packed and exciting – our Greyhound Racing Club offers patrons outstanding entertaining and viewing facilities. xxxday / night Racing at our Greyhound Racing Club course offers the experience of a sensational day/ night of first class entertainment. Our unique atmosphere creates ideal opportunities to promote your company, service or product. Sponsorship packages are available throughout the year Our Greyhound Racing Club situated in xxxxxxxxxxxxxxxxxxxxxxxxt, has been in operation since xxxx. Tell the sponsor some interesting things about your club Our Greyhound Racing Club conducts xxxx TAB meetings a year racing every xxxx day / night. These race meetings receive TAB coverage throughout Australia through the relevant TAB’s and all race meetings are beamed across Australia through the SKY network.

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Sponsorship returns - What’s in it for your organisation? Our proposal extends for the period xxxxxx through to xxxxxxxxxxx. 1. Your company / product name will be used / featured in three advertising signs which you would provide. Each sign will be prominently displayed adjacent to the starting boxes at each of the 420m, 520m and 720m starts. 2. Each race night our race caller will refer to the relevant boxes as Your company / product name as runners are called over for the commencement of each race. 3. These advertising signs will be prominently displayed so that they will be captured by the Sky Channel cameras at the commencement of each greyhound race. Feature Race Meeting 4. Our Greyhound Racing Club will conduct a Christmas Maiden Series which would be sponsored by Your company / product name. This event will carry a total of $10,000 in prize money and will be conducted during December. 5. The supporting races on the programme on the night of the final will be reserved for naming by your company. 6. As many complimentary admission passes as required will be supplied to your company, and the event would be extensively advertised through our usual media outlets. Other benefits 7. Through the medium of TAB Agencies, Pub Tabs, Club Tabs, Radio 2KY and associated Satellite Radio Stations, SKY Channel and the printed media Your company / product name will receive extensive exposure to the general public and our on course patrons in particular. 8. Our area of NSW is the biggest, best etc region for greyhound racing in NSW. A huge number of participants have moved into the area because of the good prize-money on offer locally, the climate and great location, etc. The benefits, entitlements and privileges with Sponsorship of Our Greyhound Racing Club 9. Annual Sponsorship of the our Greyhound Racing Club entitles you and up to 12 people from your organisation admission to the racecourse and to the Members’ Reserve for any of the xxx race meetings conducted by the club, including reserved parking. 10. You may also purchase passes for additional guests, family, friends and colleagues to the Members’ Reserve at all our Greyhound Racing Club meetings. 11. Sponsors are invited to join the Chairman and Committee for raceday drinks at our Greyhound Racing Club. Invitations are extended on a roster basis.

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Sponsorships - Finding and Selling Marketing Partnerships 12. Monthly copies of the Chaser magazine from Greyhound Racing NSW 13. A 10% discount on food and beverages at race meetings by showing your Sponsorship card 14. Priority invitations to the glamorous Annual Ball and Awards night where you may entertain your guests at this prestigious function. 15. Opportunities to run other promotions linking Your company / product name with our organisation. 16. We will work and consult with your organisation to ensure Sponsorship synergy between our organisations and to assist with adding value to the Sponsorship. 17. We will work with you to provide opportunities for you to display and or demonstrate your products or services at our meetings. 18. We will work with you to provide opportunities for you to liaise with dog owners and trainers at your premises or functions.

Case Study: Holden at Werribee Open Range Zoo Project: The new lion experience at Werribee Open Range Zoo Background: The new lion experience at Werribee Open Range Zoo in Victoria is a joint $4 million Holden and State Government funded project. The new exhibit will feature as many 10 lions and simulate a natural environment which will allow visitors to enjoy an up-close and personal experience with wildlife. It is a flagship project for Werribee Open Range Zoo, being the first in a series of major new developments that will redefine the zoo experience. Result: Zoos Victoria and Holden worked together to tailor a solution that met Holden's commitment to educating the community in environmental conservation. The partnership includes community involvement programs for Holden employees and stakeholders and provides the opportunity for Holden to demonstrate their commitment to the future of Victoria.

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Sponsorships - Finding and Selling Marketing Partnerships

Another Example of a Sponsorship Proposal The following one page sponsorship proposal is another real example of a sponsorship proposal developed by the Greyhound Racing Industry. It was printed on heavy, glossy A4 board in colour to ensure that it was well presented and made a lasting impression. The proposal was targeted at potential smaller sponsors with the potential to invest much less than five figure sum.

Gold Sponsorship Proposal Greyhound Racing Sponsorship is an invaluable way to communicate your marketing message whilst entertaining valued guests in an environment they will long remember. Our unique atmosphere creates ideal opportunities to promote your company, service or product. Sponsorship packages are available throughout the year Our Greyhound Racing Club situated in xxxxxxxxxxxxxxxxxxxxxxxxt, has been in operation since xxxx. Tell the sponsor some interesting things about your club Our Greyhound Racing Club conducts xxxx TAB meetings a year racing every xxxx day / night. These race meetings receive TAB coverage throughout Australia through the relevant TAB’s and all race meetings are beamed across Australia through the SKY network. Some examples of what you might offer: Naming rights to say three heats and a final and involvement in a track side presentation x number of races to carry your organisations name or brand in the next year Product display in a prominent position Your signage in a prime location for exposure on SKY TV Your organisations name or brand mentioned on race night Admission of x guests to sponsors room or area for drinks / dinner Admission of all guests to racecourse Sponsors message on handlers jackets Drive the sponsors vehicle around the track A permanent sign written sponsor vehicle used full time by the club Drive the sponsors vehicle around the track on race day / night Use the sponsor’s sign written tractor at the track Display sponsors product close to the winning post Demonstrate the sponsors product on the inside of the track Develop and create win-win situations - 10 events a week are telecast to a large audience from your track. Tell the potential sponsor the features and benefits of being a sponsor of your club! We will work with you to provide opportunities for you to liaise with dog owners and trainers at your premises or functions. For further information in regard to our unique sponsorship offer, please contact the club secretary xxxxxx 84

Sponsorships - Finding and Selling Marketing Partnerships

A Sample Sponsorship Agreement for an Event This is a sample only - legal advice should be obtained by any organisation wishing to use all or part of this agreement. The fee for the 2 day (Insert event name) includes the exhibitors share of costs associated with organising, promoting and staging the event, excluding individual travel/lodging, non-standard audio-visual equipment expenses and freight charges. (Optional requirement, depends on the audience: As part of the sponsorship and exhibiting, sponsor customer lists and all other appropriate source lists will be used for marketing the event.)

Sponsorship and pavilion opportunities $75,000 – Diamond Sponsorship (3) - Premium visibility in conference handout collateral and Internet promotional materials (including logo and website link); Keynote presentation; logo visible on the presentation stage; exhibit signage; double width display table; hanging banner; full page 4 colour handout ad; bag insertion; 15 attendees; Post event use of registration database. Choose One: ___Breakout room (two 25-minute presentations to conference registrants) Forum Theatre Presentations (two 25-minute presentations in exhibit hall to exhibit and conference attendees) $55,000 - Platinum Sponsor (4) - Top level visibility in conference handout collateral and Internet promotional materials (including logo and website link); one speaker position on a panel; logo visible on the presentation stage; exhibit signage; double width exhibit table; hanging banner; full page 4 colour handout ad; bag insertion; 12 attendees. Post event use of registration database. Choose One: Breakout room (two 25-minute presentations to conference registrants) Forum Theatre Presentations (two 25-minute presentations in exhibit hall to exhibit and conference attendees) $30,000 - Gold Sponsor (8) - Visibility in conference handout collateral and Internet promotional materials (including logo and website link); exhibit signage; logo (2 per) on hanging banner; exhibit draped table; full page b/w handout ad; and 8 employee attendees. Post event use of registration database. Choose One: Breakout room (one 25-minute presentation to conference registrants) Forum Theatre Presentations (two 10-minute presentations in exhibit hall to exhibit and conference attendees) $20,000 – Silver Sponsor (10) - Name listed on conference collateral and Internet promotional materials; exhibit signage; logo (3 per) on hanging banner; exhibit draped table; half page b/w handout ad; and one 10-minute presentation in the Forum Presentation Theatre. One time direct mail list use. $65,000 Partner Island Host – Visibility as a Island host in all collaterals; 8 partner exhibit display spaces, exclusive hosting of the associated ‘selling’ lounge for use by Island exhibitors and their customers only; Island signage branded to the host company; 32 staff/partner full conference registrations; 8 quarter-page b/w 85

Sponsorships - Finding and Selling Marketing Partnerships program ad; 1 full page colour ad for host company; partner company bios listed in program and on web. Choose One: One speaker position on a panel Forum Theatre Presentations Breakout rooms are equipped with an overhead projector and screen. No microphones or speakers are provided; room size does not require audio enhancement. Additional AV available, see following options.

Exhibit space $ 7,000 – Display Space: 4 staff registrations; Quarter-page b/w handout ad; table top exhibit space, company name in conference handout and included in all conference internet based promotions, (including name listing and website link).

Additional options $7,500 – Conference ‘bag’ sponsorship. Exclusive sponsorship of carrier distributed to each attendee. $3,500 – Conference Badge Lanyard $12,500 – Upgrade to central conversation lounge sponsorship (available only to Diamond and Platinum sponsors, co-host opportunity) $8,000 – Large hanging canvas banners (sponsor supplies art in .eps format) $4,000 – Additional canvas banner, to create "two-sided" image (logo only). $1,500 – Conference bag insert, 1 piece (w/exhibit) up to 10 pages stapled, not to exceed ‘8.5x11’ folded $2,500 – Conference bag insert, 1 piece (no exhibit) up to 10 pages stapled, not to exceed ‘8.5x11’ folded $750 – Incremental cost to upgrade to 3-dimensional conference bag insert. $3,500 – Conference program ad -full page, four colour, art provided by advertiser. $1,000 – Incremental cost to upgrade to inside full page four colour, (from full page black and white). $2,500 – Conference program ad – full page, black and white, no bleeds, art provided by advertiser. $1,000 – Incremental cost to upgrade to inside full page, black and white (from _ page). $1,500 – Conference program ad: - page (w/exhibit), black and white. $2,000 – Conference program ad: - page (no exhibit), black and white. $1,000 – Conference program ad: - page (w/exhibit), black and white. $1,500 – Conference program ad: - page (no exhibit), black and white. $2,000 – Incremental cost to upgrade to inside front or back cover of onsite conference program. $2,500 – Incremental cost to upgrade to outside back cover of onsite conference program. $10,000 – Pre-event cocktail party – multi-sponsor event $5,000 each – Continental Breakfast – two (2) available $4,000 each – Breaks - three (3) available, $20,000 – Lunch, co-hosted, two days, includes all events. Additional sponsor or exhibitor attendees $100 off published registration price. 86

Sponsorships - Finding and Selling Marketing Partnerships Customised branding opportunities available, priced accordingly Payment and logistics (including terms on page two (2): Fee is due 30 days after approval of this agreement. In the event payment is not received within the due date period, (Producing Company Name) reserves the right to release the sponsored/hosted event or sponsorship to another sponsor. All payments are due prior to the event. Sponsor will support the event with appropriate mailings and/or email lists supplied either direct or to a bonded warehouse that is used for mailing conference collateral materials. We cannot include your company in the program or preliminary promotional opportunities without receipt of this agreement and payment. the agreement will be considered binding when it has been accepted and signed by (Producing Company Name). Make all cheques payable to : Company name and ACN Number Please sign and return this form by fax or mail to: Event name, Company name, address, telephone, fax, contact email and web address. Accepted and Agreed (including terms below): Authorised Signature Name (Please print) Title Company Name: Address City State

Postcode

Phone

FAX

Email

Primary Contact for this event is - Name (Please print) Title Address City State

Postcode

Phone

FAX

Email

Accepted by (Producing Company Name) Additional Terms: 87

Date

Sponsorships - Finding and Selling Marketing Partnerships

Conclusions Develop your sponsorship proposal and offers to attract new lead, major and minor sponsors - always remember that you are selling an intangible product - your prospect cannot touch, feel or feel your sponsorship offer. Be flexible and have a range of Sponsorship options available - very few organisations will want to buy exactly you want to sell. The opportunity exists for your business or organisation to set various levels of sponsorship - you will need to set your own price levels which your club can justify to potential sponsors. The price and value of your sponsorships will obviously depend on what your business or organisation can offer and the organisations that you are dealing with. There needs to be a win-win situation. Always bear in mind that you will be dealing with professional business people in larger organisations who will need to justify their potential sponsorship (to their superiors, a board of directors and some cases to a board in a distant city or another state or even another country) and who will want to see a tangible and measurable return on any sponsorship investment. You are also competing with countless other professional and community organisations for sponsorship dollars Find sponsors by following the steps which we have outlined. Identify and target the top 20 businesses in your area of influence with the objective of attracting sponsorships and forming strategic alliances Who has a beneficial interest in developing sponsorships and strategic alliances with your business or organisation? Develop your sponsorship proposal and offers to attract new lead, major and minor sponsors - always remember that you are selling an intangible product - your prospect cannot touch, feel or feel your sponsorship offer. Identify opportunities for potential sponsors Your Sponsorship Proposal should be professionally presented and printed on quality paper or board and be targeted specifically at the organisation your are talking to. Rehearse your sponsorship presentations Follow the seven steps to the successful sale of sponsorships: 1. Prospecting 2. Pre-approach planning 3. Approach 4. Presentation 5. Handling objections 6. Close the sale 7. Follow up and after sales service Keep a record of all of your meetings with potential sponsors and analyse the results. Be professional in your approach - you are competing with professionals for sponsorship dollars And remember - you will never get a second chance to make a first impression! 88

Sponsorships - Finding and Selling Marketing Partnerships

After the event What should I do when the event is over? Stay in touch with the sponsor! 1. Call the sponsors to personally thank them for their involvement. 2. Return all sponsor banners. They will need them for other events. 3. Write a short report to the sponsor, providing highlights of the event - number of participants, notable achievements, etc. - and include samples of sponsor promotions and pictures of sponsor name/logo displays. 4. If you have not already done so, send race t-shirts to all of the key people in sponsor companies. 5. Invite sponsors to a post-race party or some other event to thank them for their participation and keep them connected to the event. 6. Ask them to sponsor the event again next year. 7. Create and keep a file of event and sponsorship coverage. 8. update your website to take advantage of the event.

Show your appreciation! Thank the sponsor when they commit in writing. It is appropriate to send an invoice, in fact some organisations require it. Thank the sponsor publicly at the event and in the on site program. Thank the sponsor after the event in writing. Remember you can’t ask for participation at future events if you do not say Thanks!

Parting shot! Once a sponsor commits try to get their mailing list to promote them as a sponsor to their current customer base, but ultimately to introduce and market your event and organisation to a new audience.

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A check-list for after the event Did I meet the expectations of my Sponsorship / Marketing Partner? A natural link with their product or service Creative ideas for utilisation of the sponsorship Exclusivity Cross-promotional opportunities with other sponsor partners Naming rights On-site sales opportunities Key customer hospitality Main media promotion time/space (logo exposure will not count) The opportunity to specifically target their primary demographics The opportunity to brand their product or service as "Product or service Partner of X event" Provision of promotional prizes Revenues from the event or other sponsor partners Why would suppliers want to sponsor future events/meetings? How can I help my sponsors get their name out better next time? Did my event increase visibility for my sponsor?

Did I follow the Sponsorship / Marketing Partnership selling principles? Rule one - offer an opportunity and not a problem Rule two - make sure it fits Rule three - offer an appropriate package Rule four - stand out from the clutter Rule five - be professional Rule six - be persistent, not a pest

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Sponsorships - Finding and Selling Marketing Partnerships

The Sponsorship / Marketing Partnership Sales Cycle Inquiry and Research

Contact

Develop Proposal Client Relationship Cycle

Present Proposal Implementation Sponsorship Agreement

Planning

Did I use and implement all of the steps in the Sponsorship / Marketing partnership sales cycle?

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Sponsorships - Finding and Selling Marketing Partnerships

Prospecting for Sponsors Where will you find 10 sponsors next year? Set yourself an Action Plan to make X number of contacts / appointments per day / week Monday

Tuesday

Wednesday

January

February

March

April

May

June

July

August

September

October

November

December

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Thursday

Friday

Sponsorships - Finding and Selling Marketing Partnerships

Measure Your Results Jan

Feb Mar

Apr May

Jun Jul

Aug

Sep

Oct Nov

Results

Contacts

Presentations

Sales

Comments

Follow up required

Note - You should set up similar table on your computer system to track your potential sponsors and your results.

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Dec

Sponsorships - Finding and Selling Marketing Partnerships

Some recent examples of Sponsorships as announced by the sponsor’s communications NGK expands rally presence with growing Pirtek team Spark plug brand NGK has significantly increased its presence in the Australian rally driving scene by signing as a major sponsor of the Pirtek Rally. Suzuki to launch new SUV through beach volleyball Vehicle manufacturer Suzuki is planning to use its ongoing sponsorship of the Vodafone Beach Volleyball series to launch its new sports crossover, the SX4. Uncle Tobys pick up FINA world champs deal Organisers of the 2007 FINA World Championships, to be held in Melbourne from March 17 to April 1, have finalised a partner level sponsorship deal. New corporate sailing option featuring at Sydney Harbour Regatta Middle Harbour Yacht Club (MHYC) has announced the inauguration of a Corporate Racing Class for the Audi Sydney Harbour Regatta, to be held March 3-4. Australian Open latest to lock in streaming deal On top of the major new Optus sponsorship mentioned above, the 2007 Australian Open has also witnessed Tennis Australia signing an exclusive four year TV. Multi-level Optus tennis deal continues The completion of the 2007 Australian Open Tennis Grand Slam on the weekend has been accompanied by some major new commercial deals.

Sponsorship Tips for Fishing Over the past year or so I’ve done some extensive research on attaining both tackle and monetary style sponsorships. My time and effort has culminated in several sponsorship deals, including my first big monetary contract. Due to my recent success, I’ve since had several anglers ask for advice and tips in gaining sponsors. I think the most important thing you have to ask yourself when trying to obtain a sponsor is why? Why should a company give you anything? I hear this all the time: I’ve won a few tournaments, so isn’t that enough? If you haven’t already guessed, the answer is No. Companies could care less how many local tournaments you have won. All they really care about is how you are going to market their product. So what is the first step? The answer is simple: Get Involved! Getting sponsors doesn’t happen in a week’s time, and they aren’t about to work with somebody that doesn’t do things outside of just fishing tournaments. Fishing alone isn’t enough. Get involved with Online forums. Help participate with weigh-ins. Go to outdoor expos and seminars, things of that nature. Become a figure in the fishing industry. 94

Sponsorships - Finding and Selling Marketing Partnerships Another idea is to build yourself a website. A website is a great tool for promotion opportunities. Not only are they inexpensive to create, they are accessible to millions of people. Use your website as a tool to promote yourself and the companies that sponsor you. If building a website isn’t your thing, there are lots of places out there that will build a page for you. My returns have been incredible. I get amazing network traffic, and I recommend a website to everyone. So you think you’ve built yourself a decent resume? How do you go about approaching somebody? I would recommend starting off small. Maybe you know a local bait dealer or tackle company. Go to them and offer your services. Offer to hand out brochures/flyers. Talk to them and be open with ideas. They might not want to give you money but may offer you some discount tackle or products. Don’t turn things like this down. This is where it all begins. Start building a relationship with them and it will benefit you in the long run with a good reference when you do try to land that “big fish” sponsor. Now you’re ready to approach that potential monetary sponsor. What’s your game plan? The first thing you want to do is find the correct person of contact. Make some calls. I have found that you are typically looking to speak with the Director of Sales and Marketing or a Sales Manager. Remember that you are basically trying to become and independent promotional contractor for their company, so act and speak professionally. Be prepared when you call to speak with them. Give them a little background information on yourself and why you are calling. Give them the option of a face to face meeting for your proposal, or offer that you email them your cover letter and resume. Try not to do your proposal over the phone unless they initiate it! Don’t be afraid to go over a mock interview with somebody to help prepare. The last thing you want is to be caught off-guard with a question and sound like Porky the Pig as you stutter for an answer. Also, just like In a job interview. Don’t come out right away and discuss money. It will be an immediate turn off and odds are the potential sponsor won’t be interested. Trust me; they will inevitably bring up the question one way or another – “What are you looking for in return?” Be careful with your answer, if you shoot for the fence, you’ll probably end up striking out. Don’t be afraid to show them a list of your fishing expenses however. Include tournament entries, food, lodging, fishing tackle, list things of that magnitude. Remember just starting out you aren’t going to get tens of thousands of dollars. Be open to negotiations and come up with an agreeable sum that benefits both parties. Last but not least, keep your word. If you promise a sponsor that you plan on doing something. Do it. If they want you to hand out flyers or whatever, it’s your obligation to get it done. If for some reason something comes up that you can’t fulfil your obligation, call your sponsor and work on something else to take its place. Be pro-active! This is my approach. It may not suit others, but it is a method that has worked for me so far and I’m going to build on it. What ever happens, don’t be discouraged. You will get rejected, get used to it. As you find your “sales niche,” things will eventually go your way. Keep trying and Best of luck fishing; I’ll see you on the water!!! Source: Jeremiah Shaver

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Sponsorships - Finding and Selling Marketing Partnerships INDEX A check-list for after the event 90 Check List for after The Sponsorship Interview 77 Marketing Partnership Checklist 13 Personal reminder and sponsorship sales help 71 Sample Sponsorship Agreement for an Event 85-87 Account management 54 Achieve your business objectives 36 Add Value 65 Add Value to your brand 36 Added-Value for Consumers 7 After the event 89 Ambush Marketing 12 An Example of a Sponsorship Proposal 7983 Analyse your potential sponsors worth 69 Analysis, resource 65 Another Example of a Sponsorship Proposal 84 Ansett Airlines 12 Application Checklist 24 Approach 75 Ask not what your sponsor can do for you ask what you can do for your sponsor 18 Associate with Particular Lifestyles 5 Attract and retain employees 37 Audience, The 8 Australian Open 94 Awards 32, 35 Ballen, Carolyn 26 Basic steps in securing

sponsorships are 47 Be creative 58 Before you sell your Sponsorship Presentation 69 Branding 45 Business as A Collection Point 30, 33 Business-To-Business Marketing 5 Can I turn down a sponsor? 20 Case Study Greyhound Racing 7983 Holden at Werribee Open Range Zoo 83 How one Australian business can become your sponsor 23, 24 Motor Racing Sponsorships 37 Selling sponsorships for Car Racing 52, 53 The Great Money Hunt for Motor Racing Sponsorships 70, 71 SIDS 39 Cause-related Marketing Sponsorships 36 Charity sector 17 Check Lists Application 24 for after the event 90 for after The Sponsorship Interview 77 Marketing Partnership 13, 44, 48 Close the sale 76 Common Methods of Leveraging 7 Community Business Partnership Models 33 Involvement Programs 31, 35 Conclusions 59, 72, 88 Contact 54 Cover letter 25 Creating a menu of items 96

available for sponsorship 15, 49 Cricket 68 Cultivation Meeting 66 Deciding What To Sponsor 8 Demonstrate cooperation and flexibility in the negotiation process 60 Develop your media and retail partners 56 your sponsorship offerings 57 Developing sponsorships in today's economic climate 47 Did I Did I follow the Sponsorship / Marketing Partnership selling principles? 90 meet the expectations of my Sponsorship / Marketing Partner? 90 Differentiate your products and services from your competition 36 Distinguish From The Competition 5 Do I have to guarantee a sponsor exclusivity? 20 Donations 35 Drag racing 64, 65 Drive sales 5 consumer sales 7 Email 26 Employee goodwill and teamwork 37 Employees 37 Employment/Work Experience 31, 34 Enhance your corporate image 36 Entertainment Sponsors 59 Event Marketing Strategies 61 Planning - Five key

Sponsorships - Finding and Selling Marketing Partnerships strategies to sell new event sponsorships 60, 61 Triangle 4 Exclusivity 8, 20 Expressions of Interest 16 FINA 94 Finding Sponsorships 62-64 the Best Partnership Model for your Business 29 Fishing 94 Follow up 26, 54 and after sales service 76 Foster employee goodwill and teamwork 37 Four General Steps to Follow 14 Frustration with Traditional Media 6 Getting to the right person 63 Give a timely response 60 Go for the appointment 58 Gold Sponsorship Proposal 84 Guidelines 27 that a company uses on what to sponsor 28 Handling objections 76 Higher Consumer Acceptance 6 Holden at Werribee Open Range Zoo 83 Hospitality and Entertainment 6 How can you help your sponsors get their name out? 14, 49 do I figure out what to charge for my sponsorship? 53 important is a media sponsor? 21 much money? 19 one Australian business

can become your sponsor 23, 24 How should I contact prospective sponsors? 20 to build a mutually satisfying relationship 11 will the sponsor benefit from my race? 18 Ideas for involvement Large Sponsorships 14, 15 Small Sponsorships 50 Identify and develop opportunities for potential sponsors 68 If you don’t have the name of who you should send your package to 25 don’t know the person 25 know the person 25 In-kind support 30, 33 Increase Consumer Sales 9 sales 36 Visibility 5 Initial sponsor contact 57 Introductory sales steps 54 Inventory, take 55 Involve the sponsor in the event 59 Keep the sponsor in the loop 58 Keeping your sponsor happy 47 Know your event attendees 60

as simple and smooth as possible for the sponsor 61 the Call 65 the sale 58 them look as great as it possibly can 64 Making your Sponsorship Presentation 75, 76 Marketing Business-To-Business 5 for Non-Profit Organisations 39 Cause-related 36 Partner expectations 45, 74 Partnership Checklist 13, 44 Partnership selling principles 47 Partnerships are part of the Promotional Marketing Mix 13, 28, 48 Sports 9 Tool 11 Measure Your Results 78 Measure your results 93 Media 56 Impact 8 Involvement 8 Sponsor 21 Mentoring 31, 34 Milgrom, Jeff 61 Miller, Harry M 35 Monetary Donations/Sponsorships 29 Motor Racing Sponsorships - Tips and Thoughts 41-44

LeDrew, Jeff 66 Leveraging Sponsorship 7

Naming Rights 40 Negotiate and Close the Deal 66 New language rule 3 NGK 94

McIntyre, personal communication 24 Make sure on-site execution is

Objections, handling 76 Objectives of Sponsorships for sporting codes 27

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Sponsorships - Finding and Selling Marketing Partnerships Olympic Games 12 Opportunities to Merchandise 6 Optus 94 Other Donations/In-kind support 30 Package and Prioritise Properties 65 Parting shot 15, 89 Partnership Models 29-32 Past Speakers/Past Event Description and Schedule 62 Personal or Event Background / Past Achievements 62 Event description 62 Speakers 62 Planning 54 Pre-approach planning 69, 75 Presentation 63, 75 Presentations / proposals/ objections 54 Press Clippings 62 Pricing sponsorships 15, 49 Pro-bono or discounted services and products 33 Processes for Consideration 24 Property and Company Image 8 Proposal, what should be in my? 20 Prospecting 54, 69 for Sponsors 75, 92 Provide a specific, detailed and easy-to-understand 60 sponsorship proposal sponsors with a postevent report 59 Qantas 12 Remember 26 the Golden Rule of Sponsorship 3 Renew for next year 59

Report and Renew 66 Research your sponsors 57 Resource Analysis 65 Retail 56 Retailer Incentives 7 Retailers, Working with 8 Saxton, Ernie 53 Schwertfeger, Liesel 28 Scholarships and Awards 32, 35 Secondment 31 Self-Liquidators 7 Selling sponsorships A Program / Plan 67, 68 for Car Racing 52, 53 Sending out Kits of Information to potential sponsors 25, 26 Service 66 Seven steps to the successful presentation and sale of sponsorships 75 Sharing or Donation of Premises/Infrastructure 32, 34 Shaver, Jeremiah 95 Should I accept product instead of cash? 19 give one sponsor the right to sign another sponsor? 21 hire someone else to solicit sponsors? 21 Show your appreciation 15, 89 Skills and Knowledge Sharing/Secondment 31, 34 Some goals in this respect might be 17 Sponsorship trends 64 Sponsorship(s) Agreement, sample, for an Event 85-87 and pavilion opportunities 85 98

as a Marketing Tool 11 Before you sell your Presentation 69 can be flexible, and can involve 34 Cause-related Marketing 36 decisions are major purchasing decisions 67 Developing in today's economic climate 47 Expectations 74 Finding 62-64 Five key strategies to sell new event 60, 61 Golden rule 8 Growth, the, of 6 Guidelines that a company uses on 28 is an investment, in cash or in kind 2 Making your Presentation 75, 76 Marketing Partnership Cycle 51, 91 Marketing Partnership selling principles 47 Marketing Partnerships 13, 28 Marketing Partnership selling principles 47 Motor Racing Sponsorships 37 Some more Sponsorship Tips 43 must provide a selection of the following 23 Objectives of, for sporting codes 27 Proposals, sample 7983, 84 Returns 82 Selling, A Sponsorship Program / Plan 67, 68 Tips 19-22 Tips for fishing 94 to Show Off A Product or Service 6 Trends 64 Strategies For Selling 14, 49

Sponsorships - Finding and Selling Marketing Partnerships What are? 2 What is? 5 Sports Marketing 9 Stages in Sponsorship Success 65, 66 Stay in touch with the sponsor 89 Steps To Sponsorship Success 55-59 Strategies For Selling Sponsorships 14, 49 Strategy 54 Suzuki 94 Sydney Harbour Regatta 94 [email protected] m 59 Talking TO and Not AT 6 Target and Research Companies 65 10 top tips for raising successful charity sponsorship 38 The Audience 8 Complete racer 70 Event triangle 4 expectations of your potential Sponsorship / Marketing Partner 74 Foundation of Sponsorship is Borrowed Equity 6 Great Money Hunt for Motor Racing Sponsorships 70, 112 The Growth of Sponsorship 6 Sponsorship / Marketing Partnership Cycle 51, 91 trick is that you have to do more 41 There are two major thrusts 9 They are no longer "sponsors…" they are marketing partners 70 Tips, Sponsorship 19-22 Tonner, Tommy 44 Trends, sponsorship 64

Trail close 54 Uncle Tobys 94 Visibility, to increase 5 Visual aids 76 Volunteerism 29, 33 Waite, Andrew 71 Ways to be involved 33, 38 Who should I submit materials to? 62 What are Sponsorships? 2 does my race have to offer a sponsor? 18 else can you do for your sponsor/partner? 42 is sponsorship? 5 is the most important part of sponsorship? 22 is your success secret 35 should be in my proposal? 20 should I ask for? 19 should I do when the event is over? 22, 89 type of business or organisation encourages Sponsorships, Community Obligations and Charities? 17 will my Sponsorship / Marketing Partner expect? 12, 45, 48 will be sponsored? 23 will my Sponsorship / Marketing Partner expect? 45 will not be sponsored? 23 you are not selling 71 you are selling 71 When should I start contacting sponsors? 19 Which companies should I contact? 19 Who 99

is the sponsor's audience? 18 should I submit materials to? 62 Why be part of Cause-related marketing? 36 companies sponsor 5 do Sponsors Want to Sponsor Your Event/Meeting? 14 should anybody consider your Sponsorship? 54 sponsor a race car? 41 Work Experience 31, 34 Working With Retailers 8 Write and Send Proposal 66 Writing tips 63