The modern commercial use of the term ‘sponsorship’ requires sponsorship givers as well as receivers to treat sponsorship as a business activity with measurable value in marketing or communication terms. But you need to be sure what is sponsorship and what is not. ‘Sponsorship’ is actually something else when there is no reciprocal marketing or communication benefit to the sponsor, or because the activities require more than mere association between sponsor and the sponsored organization. Read in this article how to clarify this important issue.
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Sponsors expect more from their sponsorship investment these days. One of the biggest and most common mistakes in seeking sponsorship is to think only of your own needs and wants. But you should be focusing on the commercial benefit you can offer sponsors and their target market. As a sponsorship seeker you should tailor your offer to fit each potential sponsor rather than think of what sponsors can give you.
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A very positive sign is when a potential sponsor agrees to meet with you. In these meetings, you need to use the available time efficiently. This article explains the most important points you need to cover in these meetings.
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Negotiation with potential major sponsors is usually one-sided. The sponsor holds the upper hand because they know there are dozens of other sponsorship opportunities available. This article reveals 6 key secrets to help you overcome a weak sponsorship negotiating position.
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Deciding on the sponsorship fee for an activity is quite a balancing act. It is crucial to the success of the activity and can be difficult to calculate. Find out in this article how you can calculate an effective sponsorship fee. This important information is available to you in a special Kindle collection of 10 top articles on winning sponsorship for only $11.99 including tax. Click here to buy.
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Sponsors want creative ways to develop a stronger relationship with current and potential customers – to connect more strongly with them. If you are trying to work out what creative goodies you can offer potential sponsors, you can use the 64 great ideas in this article as thought starters. The article is available to you in a special Kindle collection of 10 top articles on winning corporate sponsorship for only $11.99 including tax. Click here to buy.
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Usually a sponsor will spend more to maximize (to “leverage”) the return on their investment. Therefore, you should keep some of the sponsorship fee to help the sponsor leverage the benefits they receive from the arrangement. Read in this article how you can use some of your funding for leverage to produce greater value to sponsors.
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Many large organizations receive hundreds of sponsorship proposals every year. Most of these proposals are a real pest because they aren’t tailored to your needs. I know – as a corporate affairs manager, I used to receive many of these types of proposals and begging letters. Most of them, unfortunately, were a waste of everyone’s time because they weren’t targeted to our requirements. That’s why this article outlines how sponsors can attract better proposals from sponsorship seekers.
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Sponsorship proposals are like job applications – you will always get more knock-backs than acceptances. However, rejection can be a learning opportunity, and you could develop a future relationship with the company. Read in this article what to do when your sponsorship proposal is rejected. The article is available to you in a special Kindle collection of 10 top articles on winning corporate sponsorship for only $11.99 including tax. Click here to buy.
Read moreGood communication is vital in planning for a sponsored event or activity. Sponsorship receivers/rights holders/ property holders should add value by bringing all the sponsors of an event together. These meetings are often called ‘Sponsor Summits,’ which I think is a terrible name. It leads to perceptions of large, expensive, extravagant, formal sales events. I think other names could simply be based on sponsor or partner ‘conference,’ ‘meeting,’ ‘briefing’ preceded by the name of ...
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