Sports & Entertainment Marketing II 1.13 Develop proof-of-performance packages for sponsors

Proof-of-Performance (P-o-p) A sponsorship summary that documents the overall event results as well as the individual sponsorship deliverables. A book should be created for each sponsor and is ideally provided within 5 weeks of the day of the event.

How does P-o-p help sponsorship sales? Proof of performance advertising reinforces your media brand by demonstrating how your action impacts their lives. While care must be taken not to sound too arrogant, this form of promotion is very effective at cementing your position as a market leader. Example: On the day after an important election, a radio station could air a spot that says, "When you want to know who won, who lost, and you want to know first, turn to Westchester's NewsRadio 92.3. We brought you the most accurate returns before anyone else."

The Components of a P-o-p Package Choose a format 3-ring, photo journal, scrapbook, bound, etc. Thank You Letter/Note Overall Summary of the Event Important to show “Big Picture “success of the event. Include, number of participants, money raised, media coverage, and other successful highlights Copy of the entire contract Or at least, the agreed upon deliverables. Great for sponsor to have information in one place during the review process.

The Components of a P-o-p Package (cont.) Written description of the how the deliverables were executed. Be as specific and thorough as possible with results. Provide samples of giveaway items with sponsor recognition. T-shirt, hat, pen that includes the sponsors name. Thank you gift for company Moderately priced and personalized Schedule an in-person meeting to review the book together. Critical for highlighting successes and provides an opportunity to discuss “next year’s” event. Receive valuable sponsor feedback.

Real-Life Example http://prezi.com/rupn7xfbjlqm/bud-light-tri-city-storm-proof-of-performance/ http://www.usyouthsoccer.org/assets/1/1/2011_Proof_of_Performance.doc