Sponsorship revenue is an ever-increasing part of the revenue mix, but securing it requires different skills to selling advertising or telesales. To get the most sponsorship, you need to be working with clients before, during and after the event, and really understand what their expectations are. A well motivated and results driven sales team is one of the key success factors for an events business. Make sure your team doesn’t miss out!

Course outline:

Exploring the sponsors mindset — understanding sponsorship from the sponsors perspective:

+ Defining the different objectives of event sponsorship for diff erent clients — strategic,
   feature and functional and understanding the implications for you

+ Exploring the integrated marketing mix

+ Top tips for understanding decision making processes, purchasing tree’s and horizontal sales

From sponsorship to partnership — elevating the sponsorship value proposition:

+ Understanding brand values and brand experiences and how to use them in sponsorship sales

+ Conceiving, building and defining the strategic value proposition

+ Integrating added value to form partnership based relationships

Developing creative sponsorship packages:

+ Alternatives to the standard platinum, gold and silver packages

+ Conceiving and communicating creative ideas to enhance solutions value proposition

+ Maximising the effectiveness of your sponsor beyond their financial input

+ Embracing and integrating new technologies within sponsorship solutions

Enhancing the eff ectiveness of the sponsorship sales process

+ Top tips for communicating strategically — key phrases, words and methodology to help
   engage and work with sponsors on a strategic basis

+ Structuring a successful proposal — top tips for proposal writing and presentation

+ Effective sponsorship marketing — experiences and advice to help maximise every
   sponsorship asset

Exploring Return On Investment and Return On Objectives and what it means to sponsors

+ Definitions and methods of analysis

+ Clarifying the difference between Return on Investment and Return on Objectives and the
   implications for you and your clients

+ Managing ROI and ROO requirements of different stakeholders throughout the lifecycle of
   an event

Managing ROI and ROO with integrated and on-going KPI’s

+ Defining which KPI’s are most relevant

+ Integrating KPI’s to help manage expectations

+ Moving towards long-term, high value sponsorship relationships

Developing long-term, profitable sponsorship relationships

+ Developing strategies for long-term relationships

+ Understanding the brand implications

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