HOW TO MEET AND KEEP SPONSORS Bridget Bayer BAM Business - - PowerPoint PPT Presentation
HOW TO MEET AND KEEP SPONSORS Bridget Bayer BAM Business Associa3on Management Street Fairs for Community and Profit Event Sponsorship Tips & Tricks Recrui2ng sponsors, securing involvement and low cost promo2onal strategies that
Sponsorship opportuni2es engage people of all ages
Time Talent (In-kind) Treasure (Sponsors)
Those who can spend 2me, even while at work can help with research, emailing, calling, and organizing. Business and neighborhood residents can help on these kind of organizing tasks. Par2cipa2on from those who have special skills to help with events such as construc2on or flagging companies, sound engineers, designers, entertainers and restaurateurs. These people provide in-kind contribu2ons and will reduce the
Sponsors and donors contribute financially to help pay for fair expenses and profit. Focus on connec2ng to as many partners and stakeholders to gain the resources for your event. List of all the people, business, church, leader, school, neighborhood and nonprofit associa2on that could help with your fair. If you don’t already have one, create a member list or database of the businesses, neighbors and community leaders in your area. Classify each organiza2on using these 3 characteris2cs: 2me, talent and treasure.
Make A List Sponsorship programs are a great if there are many businesses in the area
Coordinate with marke3ng volunteers to get the word out about sponsorship opportuni3es. There’s no replacing good old fashioned walking around to get people involved in your event!
Sponsor Tracking Sponsor Recruitment
1. Pay aYen2on to poten2al sponsors all year long. Note who is expanding or has new products and services. 2. Get to know owners and staff early in the year. Make asks early, and o]en. 3. Corporate businesses require an online process to seek contribu2ons:
4. New sponsors is all about the numbers: 100 emails or calls, gets you 10 follow up visits, gets you 1 sponsor.
Resp Inkind Sponsor Tier Ac2on Needs Business Contact Title E-Mail 2nd Name Who Phone Phone 2 Address w/ zip Website Booth Loca2on Notes DB Categories
Make a special effort to gain media sponsors by
performers, and aYending VIPs.
Sponsor Tools Benefits Structure
Champions
Logo on Ads Promo Materials Social Media
Stars
Name on ads Booth Space
Players
Booth Space Sponsorship Cycle Common In-kind Dona3ons
Ask Follow Up Call Email Deadlines In Person Close
1. Ask LeYer – Make the case for their involvement in 1 page or less. Tailor sponsor benefits to appeal to their promo2onal
be professional and consistent with your brand but remain lively and informal. 2. Sponsor Benefits – This is a shortened version
media exposure they will receive. Businesses will be looking for a 3:1 marke2ng value. Divide benefits into levels that can be crea2vely labeled or simple, like: Win, Place and Show; Gold, Silver and Bronze; Red, White and Blue. 3. Sponsor Budget – Create a simplified 1-page budget showing the value of their investments.
Organiza3on In-kind Items Refuse Companies Dumpster Transit Services Bus passes Restaurants Snacks, Ice Bars Beer, Wine Schools Parking Churches Tables, Chairs Residents Electricity Follow Up
Sponsor Responses Commitment
Ask poten2al sponsors early to be able to give them the maximum exposure 2me for those making the investment. Sponsor outreach messages should be professional and consistent with your brand but remain lively and informal. Ask sponsors first for commitments then for payment with an invoice
Reward Free booth space in exchange for In-kind services is a win-win Large sponsors signs at stages, entries & ac2vity areas
Make sure benefits promised are delivered. Send a personal invita2on with a program, VIP passes or drink tokens so they are en2ced to come to your fair. Tailor evalua2ons specifically to sponsors and ask for their feedback.
Logo (or name) on posters, flyers, postcards Newspaper adver2sements, on radio & TV promos Logo on website event page Logo in associa2on newsleYers Logo on Facebook page
Before the Fair
Recognize sponsors on public rela2ons and public service announcements Include logos and info in group emails Recognize sponsors at pre-event fundraisers & volunteer trainings Add sponsor’s links to social media posts Create a webpage just for event sponsors with links
At the Fair
Logo on signage at event Stage announcements recognizing sponsors Logo on T-shirts, coasters, cups, give-away SWAG Banners (provided by sponsors) at stages, ac2vi2es, parking & entrance areas Op2on to par2cipate as a street vendor Premium vending loca2ons Access to VIP areas or best seats Vendor discounts Volunteer goody bags
Sponsors are posi2oned by placement & size on websites & print materials Print and Online
See
Adver2sements, posters and flyers are the obvious places for sponsor logos to be promoted Display banners at ac2vity areas &entrances Hang signs at stages Print names on programs and on T-shirts or other promo items sold
Touch
Pejng zoos or criYer displays are a popular ac2vity, especially if the sponsor’s target market is kids. Sponsors provide water, feed, rides or pictures with animals. Vendor booth spaces can be offered to sponsors in exchange for in-kind dona2ons.
Hear
An MC announces sponsors from the stage or a prerecorded tape makes announcements at ac2vity
performers can thank sponsors or be posted on 2p signs.
Taste & Smell
Sponsors can provide samples of snacks, coupons or
free tastes. Aroma is half the pleasure of tas2ng something. Allow sponsors to cook, give samples and provide food demonstra2ons that en2ce audiences their