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“Time for a Sponsorship Reality Check!” Timely Responses to Today’s Sponsorship Challenges

This webinar provides practical examples and solutions for sponsorship challenges, including controlling your destiny and re-examining your assets. It also offers tips for sponsorship renewal.

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“Time for a Sponsorship Reality Check!” Timely Responses to Today’s Sponsorship Challenges

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  1. “Time for a Sponsorship Reality Check!”Timely Responses to Today’s Sponsorship Challenges Chuck O’Connor, CFEE National Cherry Festival Traverse City, Michigan Thursday, June 4, 2009

  2. Webinar Overview • State of the Union • Controlling Your Destiny • Re-examining Your Assets • Practical Examples & Solutions • Sponsorship Renewal Tips • Summary • Q&A

  3. State Of The Sponsorship Union • Some have closed the doors • It’s the economy, stupid! • Layoffs and budget cuts • Sales tracking 25% off not uncommon • What Are Sponsors Saying? • “Properties Not Meeting Our Needs” IEG-SR • Takeaway: Sour economy requires more flexibility in packages and terms • Waste of company resources – ‘short termitis’ • We don’t have the money – no budget

  4. More - State Of The Sponsorship Union • Attitude!! • “…this is not the time for stable companies to drop sponsorships, but to add more value to consumers… smart sponsors will see the economic situation is creating an opportunity for them to connect… on a more personal level, where helping to make life better during a tough time is a common goal”. Jed Pearsall, President – Performance Research

  5. Traditional Media Is In Rough Shape • Broadcast, Cable, Print • Inventory means Opportunity • Shape the deal carefully • They Can Help With Sales • Packaging • Leverage & Activate • Collaborate

  6. Controlling Your Destiny • How Do We Make The Sponsor’s Business Better? • Focus on THEIR needs! • Proposals should focus on solutions to sponsoring company’s problems • Need more creativity and flexibility • Change your pitch etiquette – brief & specific

  7. Controlling Your Destiny • Watch for trends and opportunities • Sponsorship position structuring • Barter / In-kind • Brand Advocacy • Consultant Role • Utilize Resources • IFEA, IEG, Power Sponsorship, EM

  8. Trends And Opportunities • Mergers • Political influencers • Economic consequences • Strong industry categories • Flexibility • Collaboration with your Chamber, CVB • Changing regional event landscape

  9. Hot Categories & Themes • Wireless • Energy • Casinos • Pets • Green • Patriotism • Pharma • Consumables • Heritage Days • MMT – Mobile Marketing

  10. Barter / In-Kind Deals • Start with your budgeting process • Examine your payables • Vehicles • Porta-Johns • Printing • Fencing • Data lines & hardware • Consumables • Travel

  11. PortaJon Ads • Fee paid by UGO • UGO handles Sales

  12. MORE Barter or In-Kind • Media • Staffing – Corp. Teams • Catering • Lodging • Fireworks • EMS – First Aid • Waste Collection / Recycling • EXPENSE RELIEVING!

  13. Sponsor / Brand Advocacy • “Sent from my NCF VZW BB!” • Wear the brand - Logowear • Outgoing Phone Messages • Email signatures • Always ask for sponsor products • Activate & advocate always for your sponsors • Co-Branded Scheduling Information • AT&T Real Yellow Pages • Web sites • Media / PR

  14. Activate Retail For Sponsors • Consumables Concessions Cart • NCF Sells Pepsi, Johnsonville, Country Fresh, Sara Lee • ATM’s • Prizes • Grocers’ Program • Influence consumer preferences

  15. Grocers’ Partnership Program

  16. Be A Consultant • Layoffs and Replacements • Activate each other’s good ideas • Make your written agreements stand out • Corporate Social Responsibility • Convey A Message Of Community • Volunteerism • Inclusiveness • Networking • Seek Sponsor Collaborations • Keep Optimism & Hope Alive!

  17. Examining Your Assets • Audience! • Programming Flexibility & Excellence • Media and PR • CSR / CSI Corporate Social Responsibility (Investment) • Leveraging & Activation • Retail Ties • Real Estate – MMT • B2B and B2C • Agri-Tourism • Intern Program • Social Media • MOJO! – The Emotional Connection

  18. Examining New AssetsProgramming & Ops Related • Brainstorm For Salable Inventory • Global Wine Pavilion • Heroes’ Day • Commissioned Art Applications • Green Day • Health Day • Volunteer Program • V-PASS! • Operations • Press Conference • Branded Product • “Signature” positions • Beer Tent • Real Estate Is King! (Mobile Marketing)

  19. Case Study:Global Wine Pavilion • Opportunity: New Real Estate! • Target new audience profile • Traditional media overlays • PR opportunities • Display and interactive • Existing sponsor activation opportunity • Opened new sponsorship categories

  20. Case Study:Heroes’ Day • Opportunity: New Programming • Target new audience • Increase foot traffic on a slower day • PR opportunities • Integrates with local businesses • Opened new sponsorship inventory • Brought back an old sponsor • Community loves it!

  21. Case Study: Chateau Grand Traverse • Existing wine sponsorship • Tie to new Global Wine event • Co-brand with commissioned Charles Murphy painting • New media extensions • Co-branded Marketing & Distribution • Expands sponsorship window • sustainability

  22. Case Study:DTE Energy • Green Initiative • PR Overlays • Platform for Charitable Giving / Cause • Collaboration with Like-Minded WM • DTE Green Day • Recycling Program • Parade Title Sponsor

  23. Case Study: BCBS of Michigan • Longtime sponsor with budget issues • Local reps co-champion strategy • Meeting with decision-makers • Enter: “Health By The Bay” event • Met the need • Win – Win! • Renewed commitment

  24. Case Study: Art Van Furniture • Sponsor of NCF Ambassador Corp • AVO – co-announce our sign-up party • Held event at their store location • Invite other sponsors to participate • Creates loyalty to affinity group • Cybercafé • Expand window of opportunity • Sales!!

  25. Case Study: Verizon Wireless • Official Position – Qualified Exclusivity • Named asset benefit – V-PASS! • Inclusion at volunteer functions • Integrated into programming • Commemorative Pin • Cherry Idol • Press conference • Media – TV, Radio, Print • VIP Hosting • Music Stage • Business B4 Hours • Promotional Display via Marketing Werks • Totally integrated & co-branded business partner

  26. Case Study:Country Fresh Ice Cream • Official Ice Cream • Ice Cream Socials • Integration throughout year • CF Diner • Grocers’ Program Retail activation • Freezer trucks

  27. Case Study: Great Wolf Lodge • Existing UAD Sponsor • NEW! - NCF Royalty Program • Bartered Queen’s Program Lodging • Silent Auction • Catering • GWL listing as Host Hotel • Shared branding • Q Candidates participate in GWL programming • Media stories / PR Benefits

  28. Case Study:Cherry Dollar Time Capsule!

  29. Branded Product • Cherry Sauce & Simply Cherries • “Signature” Cherry Pie – G.T. Pie Co. • Signature wines

  30. OPPORTUNITY:Mobile Marketing • Great Activation & Guest Experience Opp. • Tractor-Trailer Tours / Rigs • Pop-Ups / Product Displays • Cooking Demos • Sampling Venues • Sports & Team Attractions • Military Exhibits • Promotional Partnerships vs. Sponsorships

  31. Mobile Marketing Agencies • IMS Marketing • GMR Live • Action Marketing Group • Mobile Media Enterprises • Marketing Werks • Barkley • Pierce Promotions • Moroch • Infinity Marketing • Momentum Worldwide • Octagon • Fieldstone • Aspen Events • Gigunda Group • MI State Lottery

  32. Social Media Communities • Facebook – 200 million users • MySpace – 110 million users • LinkedIn – about 30 million users • Twitter – about 7 million users • YouTube – 70 million videos • Flickr – hosts over 2 billion images • Blogs – over 200 million

  33. Useful Tips For Sponsorship Renewal • Start early & stay in contact • Be creative • Utilize internal advocates • Co-develop the deliverables • Make multi-year deals appealing • Be flexible • Develop professional contracts • Be a champion for their sponsor brands

  34. Sponsorship Reality Check Webinar Summary • Sponsorship sales is challenging in the current economy • There are great opportunities to collaborate with traditional media and other like-minded organizations • It’s a great time to re-assess your salable assets • Must stay abreast of trends & themes • Must remain professional & optimistic • Must be creative and flexible • Must be an outspoken advocate for sponsors

  35. The Good News! • Among all marketing channels, “...Events are the discipline that can be leveraged now to best boost ROI, and accelerate and deepen brand relationships.” • Event Marketer Survey – EventView 2009

  36. “Time for a Sponsorship Reality Check!”Questions & Answers Chuck O’Connor, CFEE National Cherry Festival Traverse City, Michigan chuck@cherryfestival.org (231)-947-4230 x101

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