LEVERAGING SPONSORSHIP OPPORTUNITES Christina Pappas Open the Door, Inc.

Overview & Trends $17 billion sponsorship spend in 2011 Developing long term relationships Niche market development Exclusivity

Committing to the Process Hard work Time Consuming Be Selective Set revenue goals How Much Money do I Need Many Sponsors, Few Sponsors Outsourcing Costly Less Personal

SPONSORSHIP Relationship between sponsors and target markets Find the right perspective: Meeting the sponsors needs Providing value for sponsors Create unique and individualized opportunities Rethink traditional sponsorships

Planning Internal Planning/Event Self Audit: Who, What, Where, When, Why, How Event to guests Event to organization Values to Organization Sponsorship Policy Sponsorship Strategy Marketing Plan

Finding The Right Sponsor Identify attributes attractive to sponsors Align values Create a compatibility list: Audience Matching Objective Matching Attribute Matching Don’t narrow potential pool

What Sponsors Expect Increase brand loyalty Improve/enhance image Become more visible/consumer awareness Increase sales Increase retail traffic Merchandising opportunities

Value Your Assets Do the math Don’t buy or trade for assets you don’t need Don’t continue to recognize sponsors after they’ve stopped paying for sponsorships Be a good partner Don’t double dip

Create & Service Unique Benefits Signage, SWAG, Giveaways/Raffles Eblasts, Newsletters, Media Online, Social Media VIP Treatment Exclusivity Offer seat on planning board Multi event sponsorship Sponsor input and recommendations

Post Event Evaluation & feedback Sponsor Feedback Attendee Feedback Results Generated list of attendees Future Events

For More Information Chris Pappas