Training about sponsorship marketing (24/09/2011 01:34:18)


Today, 23 Sept 2011, at the NCK meeting room, there were a training about 10 tips for all marketing staff and coordinators for commercial event and festival sponsorship.

According to NCK's Business Development director, Mr. Minh, who is the trainer today, he said commercial sponsorship has been evolving and becoming increasingly sophisticated, targeted and closely integrated with the overall marketing plan for the sponsors. All sponsors are recognized worldwide that sponsorship, creating an enormous results when it is done methodically and is considered one of the media and marketing method as the most effective marketing today. However, in practice for the use of grants to benefit it most is still a major challenge for marketing managers. In Vietnam, it still seems to be the business blindly using sponsorships and no clear plan. The invitation to participate in sponsored programs and events from small to large scale, local to international scale units are also still done with very little of professionalism and very sensible in the evaluation, selection, organization that what is really suitable program and bring the best results for businesses as sponsors. The company has very little real research-intensive sectors in order to provide for businesses, but the appropriate selection and effective calculation.

For those units, commercial sponsorship means you can bring much value to sponsors; and what is expectation from the event holder and how to turn those things into an efficient connection to spectaculars or viewers who are the target customers of the sponsors. The important thing here is that the parties are required to achieve their goals and are satisfied with the achieved value. Relationship that is win - win - win not just a win - win.

Tip 1

Sponsorship is not about your need; it’s about achieving the sponsor’s objectives. If you can’t – or are unwilling to

– accept this, don’t even try to gain sponsorship. There is no such thing as free money.

Tip 2

Sponsors don’t need to share your passion for your event or organization in order to sponsor you. They just need

to be able to see the commercial benefit. Focus on that in any proposal you provide.

Tip 3

Do your very best to gain sponsorship from companies or brands that are a natural fit with your event or

organisation. They more they look like they are an authentic part of an audience’s experience, the better

marketing platform sponsors will have and the less potential they have to detract from your credibility.

Tip 4

Be sure your whole organization understands why sponsorship is important to you and is prepared to treat your

sponsors like marketing partners. If your colleagues think sponsorship is just free money or a necessary evil, the

sponsors will know and your relationship will be difficult.

Tip 5

Putting logos on things for awareness and exposure is very old school and is no longer a primary goal of

sponsorship. Go ahead and offer to put logos wherever you want – just make sure your proposals offer far more

substance to sponsors. Exposure is not the cake, it’s not the frosting, it’s simply the cherry on the top.

Tip 6

Start at least twelve months before an event if you are seeking any kind of substantial sponsorship. It can take

some sponsors months to make a decision and they usually need at least six months to get their leverage program

together before the event. This is for your benefit, as well as the sponsors’. If you get knocked back, you need to

have enough time to source another sponsor.

Tip 7

Keep in mind that you may be working with a very big, very bureaucratic organisation. Be sure your proposal can

stand on its own without the personal enthusiasm you may put into your first presentation, as it will likely be

passed around to a dozen or more people who will all have input into the decision.

Tip 8

It’s better to get a couple of big sponsors than lots of small ones, if at all possible. There is less clutter for them

and less sponsor management for you. Small sponsors are just as hard to look after as big ones and can quickly

drain your time and energy.

Tip 9

Don’t ever think that once you’ve got the cheque your job is done. If you don’t service sponsors properly, they will

never give you another cent and will talk about you unfavourably to their peers. At worst, you will end up in litigation.

Tip 10

Be sure you understand the basics of sponsorship before you try your hand at it. Go to a workshop, read a book or

two, and start networking with people in the business. This is a very rewarding field, but one that requires some

very specific skills to be successful. If you don’t do it properly, you will not get the money you are looking for, and

may well burn bridges for funding in the future.




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