Finding and Selling Marketing Partnerships

Rodney Overton,

Sponsorships: Finding and Selling Marketing Partnerships
Finding and selling sponsorships - marketing partnerships - is a difficult task at any time. Two key words are marketing partnerships. A good sponsorship arrangement will be a win-win situation for both parties. In my experience the methods employed to gain sponsorships range from the very basic, such as standing in the bar and asking friends and associates for sponsorship dollars with no proposal or any mention of benefits, to the use of very sophisticated techniques. Sponsorship is an investment, in cash or in kind, in return for access to exploitable business potential associated with an event or highly publicised entity. If your business or organisation is not aggressively seeking and working with event sponsors, you may be missing an important revenue stream for your event, your organisation and your community. As part of their marketing activities to increase secondary income and provide support for day-to-day expenses a wide range of clubs and organisations choose to actively seek sponsorships. These sponsorships may be lead, major and minor sponsors and often involve a whole range of other sponsorship packages. Sponsorships have the potential to raise significant amounts of secondary income and other forms of support for any club or organisation. When selling sponsorships it is critically important to bear in mind that you will be dealing with professional business people in larger organisations who will need to justify their potential sponsorship (to their superiors, a board of directors and some cases to a board in a distant city or another state, or even another country) and who will want to see a tangible and measurable return on any sponsorship investment. You are also competing with many other professional and community organisations for sponsorship dollars. Finding sponsors can be broken down into a number of steps which are detailed in this book.

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