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 maximize their return on investment (ROI) SPONSORSHIP TIPS & TRICKS q List Crea2on q Reten2on q Recruitment q Benefits q Engagement q Exposure Sponsorship opportuni2es engage people of all ages
Time Make A List L IST C REATION List of all the people, business, church, leader, Those who can spend 2me, even while at work can school, neighborhood and nonprofit associa2on help with research, emailing, calling, and organizing. that could help with your fair. If you don’t already Business and neighborhood residents can help on have one, create a member list or database of the these kind of organizing tasks. businesses, neighbors and community leaders in your area. Classify each organiza2on using these 3 characteris2cs: 2me, talent and treasure. Talent (In-kind) Par2cipa2on from those who have special skills to help with events such as construc2on or flagging Coordinate with marke3ng volunteers to get the companies, sound engineers, designers, word out about sponsorship opportuni3es. entertainers and restaurateurs. These people provide in-kind contribu2ons and will reduce the overall cost of a fair. Treasure (Sponsors) 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. There’s no replacing good old fashioned walking around to get people involved in your event! Sponsorship programs are a great if there are many businesses in the area
Sponsor Recruitment Sponsor Tracking R ECRUITMENT 1. Pay aYen2on to poten2al DB Categories sponsors all year long. Resp Note who is expanding or Inkind Sponsor has new products and Tier services. Ac2on 2. Get to know owners and Needs Business staff early in the year. Contact Make asks early, and o]en. Title 3. Corporate businesses E-Mail 2nd Name require an online process Who to seek contribu2ons: Phone • annual calendars by Oct Phone 2 • fiscal calendars by April Address w/ zip 4. New sponsors is all about Website the numbers: 100 emails or Booth calls, gets you 10 follow up Loca2on visits, gets you 1 sponsor. Notes Make a special effort to gain media sponsors by offering them central booth space, access to performers, and aYending VIPs.
Sponsor Tools Common In-kind Dona3ons E NGAGEMENT 1. Ask LeYer – Make the case for their Organiza3on In-kind Items involvement in 1 page or less. Tailor sponsor Refuse Companies Dumpster benefits to appeal to their promo2onal Transit Services Bus passes interests. Sponsor outreach messages should Restaurants Snacks, Ice be professional and consistent with your brand Bars Beer, Wine but remain lively and informal. Schools Parking 2. Sponsor Benefits – This is a shortened version Churches Tables, Chairs of your marke2ng plan with descrip2ons of the Residents Electricity media exposure they will receive. Businesses will be looking for a 3:1 marke2ng value. Divide Follow Up benefits into levels that can be crea2vely • Explain who you are labeled or simple, like: Win, Place and Show; • Get the decision maker on the phone if possible • Share date, 2me and loca2on of the fair Gold, Silver and Bronze; Red, White and Blue. • Tell about the ac2vity that requires a dona2on 3. Sponsor Budget – Create a simplified 1-page • Ask for help providing item(s). budget showing the value of their investments. • Ask for what you want! • Thank them for considering Benefits Structure • Ask when to follow up Sponsor Tiers Sponsorship Cycle Stars Champions Players Ask Booth Space Logo on Ads Name on Materials Booth Space Promo Media Social In Person Follow Up ads Close Call Email Deadlines
Commitment Sponsor Responses R ETENTION 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 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. Free booth space in exchange for In-kind services is a win-win Large sponsors signs at stages, entries & ac2vity areas
Print and Online Before the Fair B ENEFITS Logo (or name) on posters, flyers, postcards Recognize sponsors on public rela2ons and public service announcements Newspaper adver2sements, on radio & TV promos Include logos and info in group emails Logo on website event page Recognize sponsors at pre-event fundraisers & Logo in associa2on newsleYers volunteer trainings Logo on Facebook page 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
See Hear E XPOSURE Adver2sements, posters and flyers are the obvious An MC announces sponsors from the stage or a places for sponsor logos to be promoted prerecorded tape makes announcements at ac2vity areas. Try to make announcements funny. Street Display banners at ac2vity areas &entrances performers can thank sponsors or be posted on 2p Hang signs at stages signs. Print names on programs and on T-shirts or other promo items sold Touch Taste & Smell Pejng zoos or criYer displays are a popular ac2vity, Sponsors can provide samples of snacks, coupons or especially if the sponsor’s target market is kids. water. Sponsored cooking compe22ons provide Sponsors provide water, feed, rides or pictures with free tastes. animals. Aroma is half the pleasure of tas2ng something. Vendor booth spaces can be offered to sponsors in Allow sponsors to cook, give samples and provide exchange for in-kind dona2ons. food demonstra2ons that en2ce audiences their way. Smells are always free.
Recommend
More recommend
