Sidebar
Insider Perspective: Tips for Sponsorship Sellers
1/25/10: With more than 15 years on the buying side of sponsorship, Bruce knows what corporate decision-makers want to hear in a pitch. Below, he shares four insights on selling sponsorship in today’s marketplace.
Look at companies holistically. When making a pitch, properties should highlight how the sponsorship can be leveraged across multiple departments within the company, not just a specific brand.
That means properties should try to develop packages that offer benefits and activation platforms across marketing, sales, corporate relations, employee relations, corporate social responsibility and other relevant areas within the company.
“Properties should look at prospects as a company, not just a brand,” Bruce said.
Access multiple budgets. Taking a holistic approach to the sponsorship sales process also gives properties another major benefit: access to new budgets.
Properties can increase the odds of a deal being funded by understanding the needs of each department and developing tailored packages, Bruce said.
For example, when pitching a foundation, properties should feature how the partnership can strengthen the company’s local relevance. That’s a major advantage smaller properties have over pro sports teams and other larger properties, he said.
“Many times, smaller properties that make a marketing argument will get de-prioritized because the company will end up going with a larger, more obvious property. If a smaller property talks to a foundation or philanthropic group, they suddenly become more relevant.”
To develop packages that can be leveraged across multiple departments, sellers should conduct research to gain an in-depth knowledge of the company’s products, how it goes to market and its distribution channels. That research will enable the property to determine where the sponsorship can make the biggest impact, Bruce said.
Add digital inventory to sponsorship packages. Where possible, properties should try to include social media and other online benefits into sponsorship packages.
“Properties that can integrate digital assets into sponsorship packages have huge upside in the coming year,” said Bruce, pointing to FIFA World Cup’s robust social media platforms as an example.
“FIFA World Cup will be the most digitally viewed sporting event in the world. The ability to add digital to the mix is key.”
Help sponsors measure success. With more sponsors focusing on measurement, it is increasingly important for properties to develop benchmarks and other metrics to help track success.
While most sponsors don’t expect properties to provide a dollar-for-dollar ROI analysis, those that can say “we will help you measure,” increase their chances of securing new sponsors and retaining existing partners, Bruce said.
“It is becoming incumbent upon properties to provide ways to measure success. They need to show clients that measurement doesn’t have to be a one-way street.”