LECTURE 3

SPONSORSHIP
GETTING THE FIRST MEETING WITH A COMPANY
 WAYS OF MAKING CONTACT ?

q LETTER
q COURIER
q E-MAIL
q 3RD PARTY INTRODUCTIONS
q PHONE
q NETWORKING
q SOCIAL MEDIA

GOLDEN RULE:

DON’T TRY SELLING YOUR SPONSORSHIP……

SELL THE BENEFITS OF A MEETING

 A VALUABLE TIP ON “GETTING A MEETING”:
WHO CAN BE YOUR BEST POINT of CONTACT?

WHO HAS THEIR FINGER ON THE PULSE

OF ALMOST EVERYTHING
THAT GOES ON WITHIN A BUSINESS?

PA TREAT THAT PERSON

to the
AS AN ASSET,
CEO
NOT AN OBSTACLE!

INVOLVE THEM IN WHY YOU ARE

APPROACHING THE COMPANY…

SEEK THEIR ADVICE!

 VISUAL PRESENTATIONS

q YOU DON’T NEED TO GO OVERBOARD WITH AN EXPENSIVE, TIME-CONSUMING PRESENTATION

q POWERPOINT IS STILL ONE OF THE MOST EFFECTIVE PRESENTATION FORMATS

q IT CAN BE CHANGED TO MEET THE NEEDS OF EACH SPECIFIC COMPANY

q IT CAN BE PERSONALISED AND UPDATED, QUICKLY AND EASILY

q IT SHOULD BE DESIGNED TO USE AS A CHECK LIST OF WHAT INTERESTS THE PROSPECT

q DON’T USE TOO MANY WORDS

q MAKE IT FOCUS ON WHAT BUSINESS – OPPORTUNITIES THE SPONSORSHIP CAN DELIVER

q DON’T USE IT AS A CRUTCH, BE PREPARED TO DISCARD IT IF NECESSARY

q ALWAYS LEAVE A COPY (PRINT AND/OR DVD)

 THE MEETING:

PRIMARY OBJECTIVE:

TO GAIN A COMMITMENT OF INTEREST

The 2 most important items to take into the meeting?

q Control the meeting

q Ask questions and LISTEN to the answer
q Match entitlements to requirements
q Discard entitlements that aren’t benefits
q Get a commitment to present a tailored proposal
 FOLLOW-UP

IT’S VITALLY IMPORT TO MAINTAIN COMMUNICATION

q A “THANK YOU” MATTERS TO MOST PEOPLE

q CONFIRM THE TIME AND DATE OF THE FOLLOW UP MEETING,

AT WHICH YOU WILL PRESENT YOUR PERSONALISED, DETAILED PROPOSAL
CONCLUSION

“THINK OF THE
NEEDS OF THE
POTENTIAL
SPONSOR…NOT
YOUR OWN”
 CASE STUDIES

“EXAMPLES FROM THE REAL WORLD

OF SPONSORSHIP ACQUISITION”
CREATING STRATEGIC ALLIANCES
 CREATING STRATEGIC ALLIANCES

The “suppliers” subsidise the TARGET involvement as TITLE sponsor

by each paying a sponsorship fee that provides access to a number of
unique commercial benefits with TARGET:

q preferential merchandising
q direct mail campaigns
q store displays with race car / drivers
q joint advertising
q promotional campaigns
 CREATING STRATEGIC ALLIANCES

q K-Mart saw market share, not just for their 2,500 stores,
but for their partner brands, increase over four per cent

q Traffic in stores around activation events went up tenfold

whether the race was in that region or not that weekend

q Employee moral rose dramatically, and the K-Mart brand

had a double digit growth in consumer awareness than prior to the partnership
A INNOVATIVE DEAL THAT RESULTED FROM IDENTIFYING
THE PROSPECT’S REAL NEEDS
 “RAZOR AND BLADES” MARKETING

IDENTIFIED REQUIREMENTS

q Brand Awareness
q Product Sampling
q Young, Exciting Image
q Database Generation
q Sales Force Incentives
q Staff Motivation
q Consumer Involvement
 • HIGH PROFILE MEDIA LAUNCH
• NATIONAL CONSUMER COMPETITION
• ENTRY FORM COLLARS ON CONCENTRATE BOTTLES
• IN-STORE SHOW CAR / PRODUCT SAMPLING
• MERCHANDISE RANGE
• DEALER INCENTIVE PROGRAMME
• STAFF RACE DAYS
• TICKET TIE-IN WITH RACE CIRCUIT ( 2 FOR 1 )

q BRAND AWARENESS
q PRODUCT SAMPLING
q YOUNG, EXCITING IMAGE
q DATABASE GENERATION
q SALES FORCE INCENTIVES
q STAFF MOTIVATION
q CONSUMER INVOLVEMENT
 “BRAND AWARENESS”
IS RARELY THE PRIMARY REASON FOR SPONSORSHIP

Gillette’s Real Need:

q A way of reducing the high cost of broadcasting TV
“product” commercials

Proposed Solution:
q Offer the Right to TV access to the team for 6 races
lifestyle interest only
q 6 x 30 minute TV programmes…A Year in the Fast lane
q Offer to F1 broadcasters FOC…top, middle and end ad slots
 NOTHING BEATS A MEASURABLE RETURN ON INVESTMENT

• HISCOX: Sell low risk insurance cover

• TEAM OWNER: Owns accountancy services business with high volume web site

• SPONSORSHIP PROPOSAL: (42 Month Agreement)

• HISCOX: Is offered an advertising space on home page of website + Enquiry link

Is offered branding on race car
Is offered hospitality at race events

• TEAM RECEIVE: Small sponsorship fee PLUS a commission on every insurance sold
via the website advertisement
 THOROUGH RESEARCH

FedEx’s Real Need:

q A way of securing business to business opportunities through sponsorship

Proposed Solution:
q Research to identify current Benetton Group spending on freight and parcels despatch
q Research to identify similar spend by existing Benetton F1 partners
q Offer to establish high level business meetings for FedEx Sales Director
 ANOTHER EXAMPLE SHOWING THAT BRAND AWARENESS
IS NOT ALWAYS THE PRIMARY REASON FOR SPONSORSHIP

PRIMARY REASON FOR SPONSORSHIP:

The Right to develop case studies

based on the ways in which the Sponsor
worked with the team

The Right to use these

for marketing purposes
THANK YOU!
www. briansims.co.uk

@BrianSims4