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Investment Trips

Estimated Cost of Activity: - Rs. 4,00,000

Venue of Activity: Town Hall, Jodhpur

Strength of Audience: - 250 Students of Aravali Institute of Management + 20 Faculties and Guests

+ 330 General Audience from Jodhpur = Total 600 Audience

Major Sponsorship Charge: - Rs. 50,000 (ICICI Securities Ltd.)

Benefits with cost:

1. Banner for Stage Background (10 * 12 foot) : 120 sq.ft. * Rs. 11 per sq.ft.= Rs. 1,320

2. Four Small size Banners (5*7 foots) : (35 sq.ft.*4*Rs. 11)= Rs. 1,540

3. Canopy in Town Hall : Only Logistic Charge Rs. 150

I. Two Sales Executives for Canopy : Rs. 500 each per day = Rs. 1000

4. Printed Company’s name on Tea and Coffee Cups : 700 cups * .75 paisa = Rs. 525

5. Printed Company’s name on Refreshment Plates : 700 plates * .50 = Rs. 350

6. Leaf Lets for Investors (1000*Rs. 7) : Rs. 7,000

7. Refreshment (Samosa @Rs. 5 each, Sweet @ Rs 6, wafers) : Rs. 12 per plate * 700= 8400

8. Accommodation, Food and Travelling charges for guest from company:

1. Hotel Charges (Taj Hari Mahal, Jodhpur) : Rs. 10,000

2. Travelling charges (Mumbai to Jodhpur, Suryanagri Exp.- I AC) = Rs. 1500*2 = Rs.
3,000

3. Car on Rent : Rs. 2000 per day

4. Lunch and Dinner in Hotel : Rs. 2000

Total : Rs. 17,000

Total Expenses for Activity: sum (1:7) = Rs. 37,285

Revenue (After one month):

Estimated Number of audience for enquiry: 60% Audience 360 peoples

(A)- Number of conversion of enquiries into sales: 100% Conversion

I. 50% Mutual Fund (SIP) = Rs. 1000*180= Rs. 1, 80,000

II. 30% Insurance Policies = Rs. 2000 premium for Sum Assure Rs. 50,000 (108*Rs. 2000 =
Rs. 2, 16,000)
III 20% Demat Accounts = Rs. 750*72= Rs. 54,000

Total Business generated from Activity: Rs. `4, 50,000

(B)- Return on Investment (ROI)

If 100% conversion:

450000-50000/50000= 800%

If 50% conversion:

225000-50000/50000= 350%

Five criteria for sponsoring

Sponsorship is a friendly way of marketing. It's friendlier than advertising.

Test your sponsorship opportunities against these five criteria:

A negative rating for any one of these criteria could be enough to disqualify this particular
sponsorship

1. Relative cost to exposure

Is the cost relatively small compared to other venues of reaching this group? Are you getting more
exposure or better targeted exposure from the sponsorship compared to other marketing avenues?

Related to this point, is how well can you leverage the sponsorship? Can you get a list of names? Can you
market to them before or after the event? Will it help you to list this sponsorship in your other marketing
materials?

2. Audience targeted to your best prospects

The best prospects for my marketing training and consulting are business owners of mid-size companies.
So, I would rather sponsor a forum that reaches 100 business owners versus 1,000 front line customer
service reps or 10,000 students. Be clear on who your sponsorship message will reach.

3. Your relative exposure among the sponsors


How many sponsors will there be? How well will you stand out and be noticed among the other sponsors?
Being one sponsor among three is much better then being one among 20 sponsors. Don't get lost in the
mob.

4. Do the other sponsors lift your profile?

Will you be in the company of other sponsors who make you look good? If you are a small business you
might want to be seen in the company of large well known corporations that elevate your influence. You
might choose to be associated with fellow sponsors Microsoft, Chase Manhattan Bank, and Coke over
Unknown Consultants, Everyday Franchise and Local Taxi Cab.

Even the cause you sponsor can help or hurt your image. We judge you by the company you keep. Whose
company are you keeping?

5. Do you support the cause?

If you don't believe in the program, group or their battle cry - then stay away from it. If you fake your
support you will be uncovered and it will haunt you and hurt you.

Sponsorship can be an important element in your marketing activities. Sponsorship can provide you with
a profitable return if you have clear expectations of the results and your motivation. Use the five criteria
described above to help you make smarter choices in your sponsorship marketing.

Article Source:
http://www.bestmanagementarticles.com
http://marketing.bestmanagementarticles.com

To truly understand how your sponsorship works, you need a powerful tool to map the
linkages and outcomes. Sponsorship’s positive impact is maximized when:

(a) The sponsorship achieves high recall;


(b) The target audience is highly involved with the property;
(c) There is a strong measure of gratitude or appreciation to the sponsors for the
sponsorship of the property or experience;
(d) The property’s values can enhance the sponsor’s brand values.

To derive a customer value figure for a particular event or series of events we simply determine
the increment in consumers driven by the sponsorship and use this to calculate sales by
multiplying against average customer value. This analysis is providing a more financial estimate,
which is a key question many ask when the merits of sponsorship investments are evaluated.
This is illustrated in the diagram below. In this case the client conducted both SponsorMap™ to
assess the market potential and SponsorMap™ at major events. The matrix shown is a simplified
analysis for the mobile telecommunications market sponsorship ROI.
[singlepic=1,480,360,watermark,center]

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