Event Communication & Sponsoring 19/12/21
Introduction
- How to find sponsors?
- How to find visitors?
Evaluation: 100% written exam: Online
Inhoud
Sponsoring of events ..........................................................................................................................3
1. What is sponsoring? ................................................................................................................3
2. Understanding the perspective of the sponsor ........................................................................3
What do sponsors invest? ...........................................................................................................3
What do sponsors expect in return? (4) .......................................................................................3
How to measure impact? ............................................................................................................4
3. From my perspective as event manager ..................................................................................4
1. Do I need sponsors? ............................................................................................................4
2. Which direct benefits can I offer? ........................................................................................5
3. Which indirect benefits can I offer? .....................................................................................5
4. Types of partners ....................................................................................................................6
1. Partners investing cash ........................................................................................................6
2. Partners investing in kind (Partners die in natura investeren) ...............................................6
3. Partners investing in a reduction .........................................................................................7
4. Corporate partners (non-commercial) (Zakelijke partners) ...................................................7
5. (Authorities) ........................................................................................................................7
Sponsor plan & Sponsor proposal .......................................................................................................8
Sponsor Plan: ......................................................................................................................................8
1. Preparation Phase ...................................................................................................................8
1.1. Self-analysis (3) ................................................................................................................8
1.2. Sponsor goal ....................................................................................................................9
1.3. Sponsor levels..................................................................................................................9
1.4. Sponsor model............................................................................................................... 10
1.5. Sponsor packages .......................................................................................................... 11
2. Acquisition Phase .................................................................................................................. 13
2.1. Prospection lists ............................................................................................................ 13
2.2. Approach plan ............................................................................................................... 13
2.3. Value of having sponsors? ............................................................................................. 14
Sponsor Proposal .............................................................................................................................. 15
The document you’ll approach prospects with .............................................................................. 15
1
, Content of a sponsor proposal ...................................................................................................... 15
Sell, negotiate and close................................................................................................................ 15
The Communication plan (How to attract visitors) ............................................................................ 16
1. Communication plan: Chapters ............................................................................................. 16
Chapter 1: Description of the situation (Beschrijving van de situatie)......................................... 16
Chapter 2: Target group(s) ........................................................................................................ 16
Chapter 3: Communication goal(s) ............................................................................................ 18
Chapter 4: The key message(s) .................................................................................................. 18
Chapter 5: Communication tools ............................................................................................... 19
Chapter 6: Team activity planning ............................................................................................. 36
Chapter 7: Communication budget ............................................................................................ 36
Exercises: ...................................................................................................................................... 37
2
,Event Communication & Sponsoring LES 1
Sponsoring of events
1. What is sponsoring?
= Investing in an event in order to get certain benefits form the event.
2. Understanding the perspective of the sponsor
What do sponsors invest?
- ?
- ?
Often a mix!
What do sponsors expect in return? (4)
1. Brand awareness & brand attitude (Merkbekendheid & merkattitude)
• Awareness: Make people know the brand
- Outside the event: Event ads, website
- At the event: Logo on stage, on banners, on screen…
Brand awareness -> LOGO in the marketing communication of the event (website)
• Attitude: Make people love the brand
- Live interaction needed!
2. Association with a value
• Possible values?
Values: Sustainability, ecology, charity, solidarity, integration, fairness, social relevance,
tolerance, health, community building, education, social diversity, authenticity, etc
• Growing importance of values in event mgt
• AWAV only has results on the LT > Consistency!
Example: Coca-Cola proudly sponsors the Special Olympics
3
, 3. Short Term sales (Growing importance for sponsors)
How can sponsors grow their sales, thanks to sponsoring an event?
Sales Sales
Short Term! Long Term?
1) Sales deal Thanks to…
-> Made between organisator &
sponsor 1) Branding
2) ON site sales actions 2) ass, with a value
3) OFF site sales actions
Measurable (Meetbaar) Difficult to measure (Moeilijker te meten)
4. Hospitality
1. Client relationship
2. Employer relationship
How to measure impact?
Some sponsors do, others don’t.
1. They measure the financial value of sponsor driven media coverage versus what they’ve
paid.
Example: Logo in marketing campagna of event, Logo in articles, news items about event
2. They measure the change (before – after) in…
- Awareness of the brand
- Attitude towards brand
3. They measure the change (before – after) in
- ST sales
3. From my perspective as event manager
1. Do I need sponsors?
Event revenue (event inkomsten)
- Tickets
- Sponsoring
- Catering
- (Subsidies?)
4
Introduction
- How to find sponsors?
- How to find visitors?
Evaluation: 100% written exam: Online
Inhoud
Sponsoring of events ..........................................................................................................................3
1. What is sponsoring? ................................................................................................................3
2. Understanding the perspective of the sponsor ........................................................................3
What do sponsors invest? ...........................................................................................................3
What do sponsors expect in return? (4) .......................................................................................3
How to measure impact? ............................................................................................................4
3. From my perspective as event manager ..................................................................................4
1. Do I need sponsors? ............................................................................................................4
2. Which direct benefits can I offer? ........................................................................................5
3. Which indirect benefits can I offer? .....................................................................................5
4. Types of partners ....................................................................................................................6
1. Partners investing cash ........................................................................................................6
2. Partners investing in kind (Partners die in natura investeren) ...............................................6
3. Partners investing in a reduction .........................................................................................7
4. Corporate partners (non-commercial) (Zakelijke partners) ...................................................7
5. (Authorities) ........................................................................................................................7
Sponsor plan & Sponsor proposal .......................................................................................................8
Sponsor Plan: ......................................................................................................................................8
1. Preparation Phase ...................................................................................................................8
1.1. Self-analysis (3) ................................................................................................................8
1.2. Sponsor goal ....................................................................................................................9
1.3. Sponsor levels..................................................................................................................9
1.4. Sponsor model............................................................................................................... 10
1.5. Sponsor packages .......................................................................................................... 11
2. Acquisition Phase .................................................................................................................. 13
2.1. Prospection lists ............................................................................................................ 13
2.2. Approach plan ............................................................................................................... 13
2.3. Value of having sponsors? ............................................................................................. 14
Sponsor Proposal .............................................................................................................................. 15
The document you’ll approach prospects with .............................................................................. 15
1
, Content of a sponsor proposal ...................................................................................................... 15
Sell, negotiate and close................................................................................................................ 15
The Communication plan (How to attract visitors) ............................................................................ 16
1. Communication plan: Chapters ............................................................................................. 16
Chapter 1: Description of the situation (Beschrijving van de situatie)......................................... 16
Chapter 2: Target group(s) ........................................................................................................ 16
Chapter 3: Communication goal(s) ............................................................................................ 18
Chapter 4: The key message(s) .................................................................................................. 18
Chapter 5: Communication tools ............................................................................................... 19
Chapter 6: Team activity planning ............................................................................................. 36
Chapter 7: Communication budget ............................................................................................ 36
Exercises: ...................................................................................................................................... 37
2
,Event Communication & Sponsoring LES 1
Sponsoring of events
1. What is sponsoring?
= Investing in an event in order to get certain benefits form the event.
2. Understanding the perspective of the sponsor
What do sponsors invest?
- ?
- ?
Often a mix!
What do sponsors expect in return? (4)
1. Brand awareness & brand attitude (Merkbekendheid & merkattitude)
• Awareness: Make people know the brand
- Outside the event: Event ads, website
- At the event: Logo on stage, on banners, on screen…
Brand awareness -> LOGO in the marketing communication of the event (website)
• Attitude: Make people love the brand
- Live interaction needed!
2. Association with a value
• Possible values?
Values: Sustainability, ecology, charity, solidarity, integration, fairness, social relevance,
tolerance, health, community building, education, social diversity, authenticity, etc
• Growing importance of values in event mgt
• AWAV only has results on the LT > Consistency!
Example: Coca-Cola proudly sponsors the Special Olympics
3
, 3. Short Term sales (Growing importance for sponsors)
How can sponsors grow their sales, thanks to sponsoring an event?
Sales Sales
Short Term! Long Term?
1) Sales deal Thanks to…
-> Made between organisator &
sponsor 1) Branding
2) ON site sales actions 2) ass, with a value
3) OFF site sales actions
Measurable (Meetbaar) Difficult to measure (Moeilijker te meten)
4. Hospitality
1. Client relationship
2. Employer relationship
How to measure impact?
Some sponsors do, others don’t.
1. They measure the financial value of sponsor driven media coverage versus what they’ve
paid.
Example: Logo in marketing campagna of event, Logo in articles, news items about event
2. They measure the change (before – after) in…
- Awareness of the brand
- Attitude towards brand
3. They measure the change (before – after) in
- ST sales
3. From my perspective as event manager
1. Do I need sponsors?
Event revenue (event inkomsten)
- Tickets
- Sponsoring
- Catering
- (Subsidies?)
4
