1.13 Conduct post-sales follow-up activities to foster ongoing relationships with customers

 The sportscape is the physical surroundings of a venue that impact spectators’ desire to attend, stay at, and ultimately return to a venue and/or event.

 Newness of the venue  Aesthetics or beauty of the venue  Seat comfort  Ease of layout  Cleanliness of venue  Perceived crowding  Adequate parking, access to public transportation  Reasonably priced concessions

 Sponsor naming rights for venue  Signage and exclusive advertising  Information booths/tents (a source of sales leads)  Activity centers promoting the sponsor’s goods/services  Exclusive sales rights of sponsor’s products or services

 Emphasize:  Sportscape of the venue  Match-up between event’s needs and venue’s assets  Signage promoting sponsor  Sponsor as sole advertiser  Naming rights given to sponsor  Uniqueness of venue  Ability to match sponsor’s objective’s with venue layout  Giveaways (e.g., special seating, event apparel, VIP lounge, etc.)

 Certification by an advertising agency, or a company providing promotional opportunities, that contracted advertising/promotional services have been rendered.

 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 We brought you the most accurate returns before anyone else."

 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.

 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.