Sponsorship-Are you selling what “They” want to buy?

By: Ahriana Platten, President
VitAlex Inc.

No matter what aspect of the leisure, tourism or entertainment industry you are involved in, the acquisition of sponsorship is a powerful way to increase your profitability.  Is your venue sponsorable?  In most cases, the answer is “YES”.  Almost every theme park, waterpark, theater, or tourist attraction is sponsorable.  However, being “sponsorable” does not always mean you will find a sponsor!  The trick is figuring out exactly what assets you have to offer, and offering  them to the right company.

In order to determine what you have, you must first understand what sponsors are looking for.  Sponsoring corporations measure the viability of a proposal by asking several questions, for example:

• Will this program increase the sponsor’s market visibility?
• Will involvement generate traffic at the sponsor’s place of business?
• Will participation increase the sponsor’s retail sales?
• Will association with this venue improve the sponsor’s public image?

In order to answer these questions, sponsors analyze the content of each proposal they receive to see if the benefits offered meet their marketing objectives.  Attractions seeking sponsorship will often include a combination of  benefits in their proposals. 

Assets and Benefits

• On site signage at the venue – Sponsors can place banners, permanent signs, and other logo bearing items on display at your facility.  Each time your customer sees the sponsor’s name, you have increased the sponsor’s visibility.

• Inclusion in the media campaign – Logos in television spots, 5-10 second tags on radio commercials, and  couponing in your print ads are all valuable benefits  to the sponsor who is looking to get his message out to more people. Media tie ins can increase the sponsor’s visibility, drive traffic,  and increase sales.

• Web site links –  Each day, more and more people catch “web-fever” ( the undeniable urge to sit in front of the computer for hours at end “searching” for facts and features on every subject under the sun).  Corporations are spending a small fortune creating web pages to get their advertising message out to the public.  By linking your customer to the sponsor’s web page, you provide yet another method of increased product exposure for your sponsor!

• Database access – The cost for purchasing mailing lists can be exorbitant.  If you maintain a healthy database listing names and addresses of your customers, that list will have a significant value to those companies targeting a similar demographic.

• Involvement in promotions and special events – The nice thing about a special event is that you have a “captured” audience. Sponsors seek participation in promotional activities and special events because they want a chance to make one-to- one contact with your customer.  This increases brand awareness, enhances public image, and, if their product is available at the event, can increase the chance for additional product sales.

• Tickets and other VIP perks – Sponsors use tickets and other perks as productivity incentives for their staff, sales incentives for their customers, and to entertain VIPs and Dignitaries.  The nice thing about tickets is, on most days, they don’t really cost the venue much.  The doors are already open, and the staff is already working. In addition, those customers who visit your facility using Sponsor’s tickets often spend money, increasing per capita income.

Each proposal you prepare will include a different combination of these and other assets because the needs of every sponsor are different.  Here are a few examples of what might be included in proposals for different sponsor categories.

Banks

• ATM’s on site- This is a highly visible form of on site signage for the sponsor, and  it provides an additional convenience for your customer!
• Bank logo in all print media and a 5 second tag in select radio commercials.
• Web Links.
• Distribution of Credit Card applications at all ticket windows.
• Placement of your company’s accounts with that bank.

Auto Dealerships

• On site vehicle display. Be sure to require that the dealer insure any vehicle and that you assume no risk for any damage resulting from the display.
• Use of one of the dealer’s vehicles in your TV commercial.  This can be as easy as showing a customer driving through your gates.
• Web Links.
• Tickets to your venue. Tickets are a great incentive for people to test drive a vehicle.

Beverages

• Exclusive sale of that brand of beverage at your venue, and signage to support its distribution outlets.
• Involvement in promotions and special events where the beverage can be sold or given out as a sample.
• Database access. The beverage company could offer a special discount to your customers and involve other locations that sell their product.

As you can see, every combination is slightly different.  That’s because every sponsor is a little different from any other. In order to obtain sponsorship, you have to know  what you are selling – and what the sponsor is interested in buying.   Its tough to sell a  Jeep to someone who is looking for a Mercedes, right?  If you want to be successful in your search for sponsors, it is critical that you take the time to research the marketing objectives of the corporations you plan to approach.  This can be a very time consuming process. 

Because time is the greatest commodity most of us have, it is advisable to seek the assistance of a professional sponsorship development firm to represent you.  In addition to the time factor, a professional sponsorship company will be familiar with the terminology specific to its industry, and will provide much needed expertise regarding the complicated legal considerations pertinent to sponsorship.

While the sponsorship process may sound simple, finding sponsors is a very difficult task which requires knowledge of the evolution of the sponsorship industry, dedication of time and resources, and a serious commitment to follow-through.   By establishing a working relationship with a company familiar with the nuances of sponsorship and knowledgeable about the marketing objectives of most major sponsors, you can save valuable time and implement an effective and successfulsponsorship campaign!