Selling Sponsorships Be Creative! By: Robert Logan

Transcription

1 By: Robert Logan

2 Selling Sponsorship: Identify all the opportunities Establish goals for the event Pre-qualify prospects for sponsorships Pitch with an open mind Case Study: Toronto Raptors Intra- Squad Game at Halifax Metro Centre Questions?

3 Identify the Sponsorship Opportunities What assets do you have to work with? Signage opportunities Media exposure Tickets and hosting Leveraging opportunities? Most important asset is the intellectual property rights!

4 Establishing Goals Define Success What is needed to achieve success? Revenue goals Operational expenses off-set Enhanced customer experience Promotion/awareness of the event Establishing goals can help develop an effective target list for potential sponsors

5 Pre-Qualify Prospective Sponsors Do your homework! Prospect sponsors who are able to say yes. Research companies ahead of time: Who is their customer? Company website Past sponsorships Affiliation to your event or property? Internal champion?

6 Understanding Sponsor Objectives Meeting Corporate Awareness Objectives Meeting Image Enhancement Objectives Meeting Employee Program Objectives Sponsorship Property Meeting Business to Business Marketing Objectives Meeting Sales Objectives Meeting Block Marketing Objectives

7 Pitch with an Open Mind When approaching a sponsor, be open for new ideas and opportunities in order to form the partnership. Sophisticated sponsors may come to you with enhanced practices that will make your event better. Be flexible to allow for creativity by the sponsor to become involved.

8 3 Keys to Success 1) Research Background information Understand the objectives 2) Tailored Pitch Shape the package to match their objectives 3) Close the Sale

9 Toronto Raptors in Halifax An Opportunity that posed many challenges that created opportunities

10 The Opportunity Toronto Raptors considering Halifax for part of their training camp Require a high-end facility with two full-sized basketball courts Occupy the facility for a full week without public access Intra-Squad game at the end of the week open to the public

11 Goals for the Intra-Squad Game Successful community event Promote Toronto Raptors fan base as Canada s Team Increase awareness of basketball as a sport Has to break-even financially Leave a legacy in Halifax

12 The Challenges $25,000 game-day budget Not allowed to sell tickets Not allowed to have any official sponsors Distribution network for ticket access Create awareness of event with no media budget

13 How to Generate Revenue Create an event to support local charities Provincial in scope Identified four charities to benefit from net proceeds: Feed Nova Scotia Kidsport Nova Scotia Nova Scotia Sports Hall of Fame Education Program YWCA Supportive Housing for Young Mothers

14 Know Your Market Attendance Goal 5,000+ Determined that the suggested donation should be $10 per ticket

15 Establishing a Distribution Network Able to sell up to 10,000 tickets Non-traditional sales For a recommended donation Controls?? Formed a partnership with AML Communications

16 Makes Good Sense The theme of the game fit with their corporate philosophy in helping community Had experience accepting donations at retail Able to track donations in real time through their POS system

17 Ensuring Breakeven - Maximizing Revenue Created community partnerships in lieu of traditional sponsorships Community Partnership package included: 500 GA tickets to the game 10 Courtside floor tickets 10 tickets to pre-game VIP reception Recognition at the event $5,000 per package

18 Public Awareness for Ticket Access There was no cash to leverage for a media buy Created media partnership packages with value: Floor seats Pre-game reception Contesting On-site activation

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20 On-sale Results Advertising for one week in The Chronicle Herald, and on C100 and The Bounce In the first week of the onsale, more than 3,500 tickets had been committed with revenue exceeding $30,000.

21 Game Day Results Game Attendance of 8,777 largest intra-squad game in the history of the Toronto Raptors

22 Game Day Results Full game experience Toronto Raptor Dance Pack Mascot Raptor Several in-game promotions to entertain the fans including four fan frenzies (t-shirt tosses)

23 Legacy Four Provincial Charities Net Proceeds after expenses: $56,400 Each charity received a cheque for $14,100 Donations for tickets were within 1% of everyone donating $10 per ticket.

24 Thank You Questions?