Transcript Document
Sponsorship Step 1 - Understand what you have to offer a sponsor • What do you have to offer? Your Clubs Attributes • Unique and marketable look • Large social media presence Target Audience • Local community groups • Young families • Mature adults Marketing initiatives • Facebook • Community newsletters • Signage and banners • Advertising on boats and sails Outcomes/Values for the sponsor • Increased sales • Loyal fans and distributers • Increased staff moral Step 2 – Research your potential sponsors • Create a list of potential sponsors • Research each sponsor Sponsors Name Mc Donalds Location Primary and Secondary contact Name: Gold Cost QLD Position: Contact Number: Email: Step 3 – Contact the person who can say yes to your sponsorship proposal • Cold Calling • Aim to develop a rapport with the sponsor – NOT TO SELL THEM YOUR PROPOSAL • 1st – Research the company- Find a contact number • 2nd – call head office and find out the name of who you need to speak to and the receptionist name • 3rd – Request a copy of their sponsership guidelines • 4th – Continue to prepare you sponsership brief before speaking directly to the person in charge. Step 3 – Contact the person who can say yes to your sponsorship proposal • Lumpy Mail Follow up • Demonstrates your unique marketing skills • Creates a great talking point • Highlights your club when the sponsor is starring at the clever marketing initiative you sent that is now sitting on there desk – Ideas » A hat with your clubs logo with a note – e.g. you’ve partnered with Frankston Yacht Club home to the fastest boats on the bay etc. Step 3 – Contact the person who can say yes to your sponsorship proposal • Networking • • • • Making direct connections with potential sponsors Attended local trade shows – hold your own stall Join up to Linkedin Attend your communities chamber of Business meetings • Word of Mouth • The Holy Grail of Sponsorship proposals Step 4 - Develop a trusting relationship with the sponsor • Don't go the hard sell • Listen to what they have to say • Demonstrate you've done the research • Make good use of your established brand to reinforce your professionalism • Provide referrals and testimonials when asked (note: don't burn your bridges) • Prepare marketing material that emphasises benefits and value to the sponsor • Have a history that illustrates you'll be around for the long haul Step 5 – Establish the sponsor's marketing objectives • Most Sponsorship applications fail at this point • Sponsorship is as much about the sponsor as it is about your club • Take time to establish the sponsors marketing objective and how your unique marketing initiative can help reach these objectives Step 6 – Ascertain the value to the sponsor • How can meeting our needs help our Sponsors? – E.g. $12,000 investment to purchase new boats allows us to increase our target market by 20% Step 7 - Key Sections of you Sponsorship Proposal • • • • • • 1 – Sponsorship Opportunity 2- Marketing Objectives 3 – Measure of Success 4 – Value to the Sponsor 5 – Unique marketing innitiatives 6 – Terms and Agreements Keep it Simple Include images of how the sponsors logs will be used Step 8 – Deliver the proposal and follow up • Ensure the document has been proof read and edited. • Presentation should be clear and easy to read • Include date, version number and names and contact numbers of those involved. Good Luck