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Elements of a successfull sports event business plan
Describe sport event including date, time, location, history and purpose
List the ppl responsible/managing event
- ID what you have to sale and know your rights
- determine what rights are for sale
know demo
describe markt, sales, adv, pr, hospitality
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Qualities of a successfull sponsorship proposal
satisfies wants and needs
differentiates
ids cross promotions (B to B)
says what your selling, costs, ROI
calls for action, close
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Elements of sponsoprship plan that will convince a funder to fund an event
Feature showcase, differentiate, associate and move product
increase media
entertain public and clients
enhance or change image
reach certian target, or all targets
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Audence demo includes
age, sex, location, income, education
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Ways to find a sponsor
Primary and secondary research
see who else is sponsoring what
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Primary research for finding a sponsor includes
surveys, interviews, studies, personal observations, attending events
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secondary research for finding a sponsor include
newspapers, internet, trade publications
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Follow ups
- wait 10-14 days
- reach them on the phone or leave a voice mail.
- wait a week and then call again
- sent article of interest
- create opportunity to meet in person
- verbal agreement with a follow up in writing.
- *contract
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List ways in which an organizer should service an agreement with a sponsor.
easier to resign than find a new one. make them your most precious asset
wine and dine
get input/vested output
make sure sponsor gets most oout of sponsorship
give sponsoer PLANNED guidelines
prevent ambush mrkt
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Pricing
no magic formula
- evaluate the beneifits
- Media coverage - inches and min
- number of impressions
- know what market will bear
- other events and orgs
- cost of media in the market
- any on site sales
- value of intangibles
- cause related marketing
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components of a contract
- legal parties
- category describtion and exclusivity
performance responsibilities
date, time
location, financial, terms of payement, risk management, trademark, logo, experation date, date of execution
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ways to control costs in staging event and managing the sponsorship
make all employees sales ppl
reduce costs with inkind services and products
always ask for discounts, borrow or barter
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Advantage of outside agency securing sponsor
expertise
corporate conflicsts
workforce
commision
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disadvantages
potential conflict
loss of control
conlict on roles and responsibiltiy
event organizer also gets a sponsor
less incentive
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differentiate levels of sponsors
title vs presenting
Sponsorship titles are not consistent throughout the industry ⁃
Each level of sponsorship should offer different amounts of benefits based on the value of the sponsorship ⁃
There should be only one sponsor per product category, but many categories can be divided into various components ⁃
The higher the level of sponsorship, the more benefits should be received.
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