Transcript SEMII.1.12-T.McNeill - J

SEM II-1.12
Prospect for Corporate Sponsorships
Objectives:
1.Explain the importance of ongoing prospecting
for corporate sponsors.
2. Factors to consider in selecting potential
corporate sponsors.
3. Identify techniques for identifying potential
corporate sponsors.
4. Procedures for prospecting for corporate
sponsors
Determine your audience
• Do your homework!
– What are current trends at both the regional and
national level?
– How many people are involved in your event?
– Go outside your comfort zone!
Set Sponsorship Packages/Levels
• Base packages/levels on the benefits to the
companies.
– Put a price on each benefit you’ll offer and the prices
into the cost of the level.
– Be flexible with levels, customizing levels may be
beneficial to your event.
– Sell the brand exposure through the packages
Set Sponsorship Packages/Levels

Standard inclusions/items which may be included in
pricing, but not limited to:
– Branding inside the event
– Press wall branding
– Gift bag inclusions
– Logos on invites
– Signage or banners
– Dinner table, hole sponsor, etc
– Business Name on/in Program
– Ads in newspapers, magazines, online with sponsor
names
Set Sponsorship Packages/Levels
•
•
•
•
Normally set in three tiers:
Platinum-top
Gold-middle
Silver-bottom
Make Contact
• Send emails and call potential sponsors.
– Keep your pitch to 20 seconds or less.
– Make contact with the public relations or
marketing department at the company.
– Always include your event/company bio and
introduce yourself.
Give “Added Value”
• How will you broaden potential sponsors
“reach” at your event.
– Will there be celebrities or other influential
people attending. They are known as
“tastemakers”
Follow Up
• Within a week after the event
• Send a thank you in a post event package
• Post Event Package should include all the facts
from your event:
– Attendance, media coverage, all the “tastemakers”
that attended, etc
– Assurance to your sponsor that their sponsorship
was worth every penny!