1. WF Sports & Entertainment Marketing II
1.13 Conduct post-sales follow-up activities to foster ongoing relationships with customers

2. Proof-of Performance (P.O.P.)
Certification by an advertising agency, or a company providing promotional opportunities, that contracted advertising/promotional services have been rendered.
To help sponsors justify the investment

3. How does P.O.P help sponsorship sales?
Proof of performance advertising reinforces your media brand by demonstrating how your action impacts their lives.
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."

4. 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.

5. 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.