Creative Sponsorship Sales Partnering ProspectingPreparing PersonalizingProblem-solving Chapter 8

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Sponsorship Partners A good way to gain practical insights into building good sponsorship partners is to invite a panel of team or corporate sponsorship executives to class. The following slides are designed to lead panel or class discussion.

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Activation 1.Activation refers to putting the sponsorship into action. 2.Sponsorships are not static (e.g., signs/billboards). Fans’ looking at signs or ads is not activation. 3.Activation occurs when fans recognize and make the connection between the sponsor and the property, allowing for fan identification and affinity with the property to transfer to the sponsor. Affinity transfer is key. 4.Activation plays an integral role in the sponsor’s leveraging the sponsorship tie-in within the sponsor’s overall advertising or promotional campaign. 5.The role of the property is to activate the benefits offered by the sponsor in the minds of the property’s customers (the fans). How is activation the key to successful sponsorship?

Partnering

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Sponsorship Selling Why is it important for properties to approach potential partners with a unique value proposition?

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving A Partnership Approach …recognizes the unique need of the sponsor as its starting point for developing a sponsorship package that offers a unique value proposition suited specifically to the sponsor. A good partnership is based on trust.

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Trust 1.Long term commitment 2.Honesty 3.Benevolence (Golden Rule) How are these three aspects of trust vital in working with sponsorship partners?

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Special Benefits of a Relationship Confidence benefits—the sponsor has comfort in knowing what to expect from the property and has no anxiety when meeting with you, Social benefits—the sponsor becomes emotionally attached to the people working for the property; employees of the sponsor and the property are comfortable and familiar with each other; close friendships are created, and Special treatment benefits—the sponsor receives better prices or concessions, faster service, and individualized attention. Explain how these relational benefits work out for the property & its partners.

Prospecting After you understand the partnership approach, you can start prospecting…

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Prospecting Who is prominent in the community? In what other ways (besides sponsorships) do they market, advertise, and promote their products? How will they use our relationship to sell their products? Why would these be good guidelines for properties to use when considering possible sponsors?

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Prospecting Relatedness—the sponsor & property are perceived as belonging together. Image—sponsor’s business fits & is appropriate for primary target audience (families) Prominence—the sponsor’s brand is prominent and familiar to fans How does it help for sponsors to have these characteristics? How can good activation make sponsors seem related to the property?

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Sponsor Selectivity An Example of Negative Image A Higher State Of Hair Care™ Why might this be a poor sponsor choice for professional sports teams?

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Characteristic of Typical Sponsors Frequently purchased packaged goods and services, that are Mass-marketed to consumers in highly competitive markets, and are Frequently consumed at sporting events. What are some examples of sponsors with these characteristics? Why are they good sponsorship prospects?

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Typical Product/Service Categories of Sponsors Primary CategoriesSecondary Categories Auto Beer Candy/Snacks Soda Telecom Home Improvement Banks/Financial Sporting Goods & Retailers Grocery Markets Quick Service Restaurants (QSR) Airlines Media Office Supplies/Overnight delivery Mass Market Retailers Local Corporations Insurance How is exclusivity managed across these categories? How is exclusivity negotiated?

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Preparing Table 8..1 Sponsorship Components Visual/Audio MediaProduct/Business Promotion Presenting or Naming rightsCross promotions---networked promotions Signage/venue branding exposureEvents-within-events (live marketing) Licensing/Right to use of trademarks/logosHigh profile pre-event marketing ID in promotional materialsCustomer recruitment (database building) Program adsExhibiting Broadcast Media ads or mentionsTrial/Sampling/Product launch PA announcements or scoreboard zip ads Client entertainment/hospitalityResearch PartiesPre-event research LunchesEvent surveys Special Dinners (including athletes)Post event research Private meeting facilities Skyboxes/seats/tickets How should properties prepare for their first visit to a prospective property? What do they need to know about their inventory?

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Personalizing What are typical marketing objectives for sponsors? What are some creative examples of how the property has personalized the package to the needs/objectives of the sponsor? How & why is communication between the property & the sponsor important in achieving objectives?

Partnering  Prospecting  Preparing  Personalizing  Problem-Solving Problem Solving What kinds of problems crop up in sponsorship agreements? How are the problems resolved? Top 10 Causes of Divorce 1.Lack of interdependence 2.Premature partnership 3.Economic factors 4.Poor communication skills 5.Ease of legal exit 6.Sexual incompatibility 7.Role conflicts 8.Personal problems (alcoholism and substance abuse) 9.Differences in risk-taking behavior 10. Personality/value differences Note: Not in particular order. Source: Lowenstein, Ludwig F. (2005), “Causes and Associated Features of Divorce as Seen by Recent Research,” Journal of Divorce and Remarriage, 42 (3-4),

If we are together nothing is impossible. If we are divided all will fail. ~Winston Churchill