SELLING CORPORATE SPONSORSHIP

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SELLING CORPORATE SPONSORSHIP

• Presented By
• Judy Haber
• Performance Sponsorship Group
• www.performancesponsorship.com
• 519 940-4442

2
CATEGORY TACTICS

• Issues For Consideration When Selling Sponsorship
• Most companies have certain times of the year
  where they do more product promotions
• Most companies prefer a national/regional program
  in order to involve all dealers/retailers/customer
  s across the country
•  
• Most companies have several different target
  markets/constituencies they must consider
  including consumer, b b, shareholders,
  dealers, employees and media
•  
• Most companies have several products/categories
  that need to be integrated into the sponsorship
  program and,
• Most companies target certain populations (age,
  gender, ethnic) and therefore will discount those
  individuals not directly on target.
• Most companies have s of the year where they do
  more product promotions

3
Industry Specific Preferences

• Automotive
• Build dealer traffic
• Test drive both on and offsite (provide
  product/incentive to increase test drive)
•  
• Reward customers (access to exclusive tickets,
  VIP and/or preferred parking)
•  
• Ideally provide national program to involve
  dealers from across the country
•  
• Display new models
•  
• Interest in providing a branded showcase
  experience within the program and,
•  
• Communicate brand attributes.

4
Industry Specific Preferences

• Financial Institutions
• 1) On and offsite acquisition (credit card,
  business account, consumer banking)
•  
• 2) Increase usage of products with various
  constituents
•  
• 3) Opportunity for employee participation
•  
• 4) Opportunity to showcase community
  responsibility
• 5) Reward and entertain clients, new business
  prospects and,
• 6) Preferred supplier status.
•  

5
Industry Specific Preferences

• Packaged Goods
• (to include food and beverage OTC pharmaceutical,
  personal beauty and household products)
• 1) Secure prominent retail space and position
  (end aisle)
• 2) Build relationship with retailers
• 3) Entertain key accounts
• 4) Incent sales force
• 5) Drive consumer sales
•  
• 6) Reward consumer loyalty
•  
• 7) Sampling, couponing, vending and,
•  
• 8) Promote new product offering.

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Industry Specific Preferences

• Media
• 1) Access to advertisers
•  
• 2) Provide pass through rights to advertisers
•  
• 3) Hospitality
• 4) Increase circulation and,
•  
• 5) Communicate corporate values.

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Industry Specific Preferences

• Personal Computer Markets (Electronics)
•  
• 1) Showcase technology
•  
• 2) Educate consumers
• 3) Entertain business partners and,
•  
• 4) Pass through rights to suppliers,
  distributors and retailers.
•  

8
TRENDS AND FUTURE EXPECTATIONS

• Companies will continue to increase their
  sponsorship budgets
•  
• Companies will continue to spend around their
  participation, otherwise known as activation
• Corporate citizenship will increase as a
  sponsorship goal
• Marketing and corporate affairs will be more
  collaborative amongst the more sophisticated
  marketers
•  
• Not-for-profits will be required to demonstrate
  their level of performance
•  
• Increase in support from a company will
  increasingly be linked to performance
•  
• Transaction based sponsorship will increase
•   

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TRENDS AND FUTURE EXPECTATIONS

• Companies will continue to attempt to do less
  better
• Image compatibility and brand relevance will
  increasingly become more important in choosing
  the property/cause to align with and,
• Companies will demand measurable results/data
  supporting their motivations to participate.
•