February 2016 - Parks & Recreation - 49
Step 8:
Make the Sale
You have to ask for the sale. You
can't wait for the sponsor to offer;
rather, you have to ask, " Will we be
working together on this project? "
Develop your own closing questions.
Hopefully, as you went through the
sales process, you determined their
needs and developed a program to
meet those needs. And, you certainly should have done enough questioning to determine what their level
of participation would be. Keep in
mind that different personality styles
buy differently, which means you
must select from a variety of closing
techniques to ensure the right " fit "
with the different personalities.
As with any sale, once you have
concluded the sale, follow up with a
detailed contract that outlines each
party's obligations. A handshake is
nice, but if the various elements aren't
spelled out there can be a bad case of
" but you said " when people sometimes hear what they want to hear,
not necessarily what was spoken.
Make sure you include a payment
schedule that ensures you receive all
the money before your event. If not,
you could suffer from the " call girl
principle. " The only exception to this
rule is if you are working with a Fortune 500 company. They will want to
hold back 10 percent until after the
event as insurance against not getting
full delivery. It's a normal practice
and, if you've done your job, nothing
to worry about.
Step 9: Keep the
Sponsor in the Loop
Once you have gone through the
sales process, you will want to keep
your sponsors involved up to, and
through, your event. Ask if their
public relations department will
send out a press release about their
involvement. If they do, make sure
you have approval rights before it
is sent out. (You want to make sure
that your event is being presented in
the proper light, just as you want to
assure your sponsors, with your releases, that their marketing message
is being presented properly.) Show
them the collateral material as it is
being developed - posters, flyers,
invitations, etc. - to ensure they
are happy with their logo placement
(with fax and email, this is now a
very simple process). Keep them
up to date on new sponsors, new
activities - whatever is happening.
Discuss their marketing needs with
them - make sure of proper follow-through on the contest or other
activity they are doing.
Step 10:
Involve the
Sponsor in the Event
The more you involve sponsors in
the process, the more involved (and
committed) they become. Get them
to participate by being on site: walk
around with them; discuss their various banner locations, the traffic at
their booth and the attendance at the
luncheon they sponsored, whatever
is appropriate to their participation.
Take time to participate in the various hospitality offerings with them.
Introduce them to other sponsors
- talk to their representatives. Do
everything possible to ensure positive
participation and, of course, reinforce this participation as a prelude
to renewal!
Step 11:
Provide Sponsors
with a Post-Event Report
There's a very old saying regarding
presentations: " Tell them what you
are going to tell them, tell them and
then tell them what you told them. "
The post-event report is the last segment of this saying. Provide your
sponsors with complete documentation of their participation. This
should include copies of all collater-
al material, affidavit of performance
from your radio and TV partners,
tear sheets, tickets, banners, press
stories...whatever has their company
name and/or logo prominently mentioned or displayed. This should all be
included in a kit, with a written postevent report that lists the valuation of
the various components, and presented to the sponsor with a certificate of
appreciation for their participation.
Use a formula that encompasses cost
per thousand (CPM) because that is
the language your sponsors understand from their media buys. If you
have done your pricing properly, you
can use those same figures in your
post-event report. Be consistent and
be honest. If you are doing it the right
way, you will deliver at three times
their investment, just in marketing
value. And, a 3:1 ROI is great...certainly assurance of renewal!
Step 12:
Renew for Next Year
If you've followed these preceding
steps carefully, renewal is easy. In
fact, you may be able to get your
sponsor to give you a verbal renewal
during your event (if it is going well)
and certainly after you have provided
that post-event report that documents
the value of all the marketing components he or she received. You should
try for a 3:1 ROI. In many instances,
it will be even more than that if you
have delivered as promised!
Selling isn't easy; however, it can
be an easier and a fun experience
once you have done your homework
and are prepared to intelligently discuss the sponsorship.
Sylvia Allen is the author of How to
Be Successful at Sponsorship Sales
- learn more about her work at www.
allenconsulting.com.
Sylvia Allen is President of Allen Consulting
(sylvia@allenconsulting.com).
W W W. N R PA . O R G | F E B R UA R Y 2 0 1 6 |
Parks & Recreation
47
February 2016 - Parks & Recreation
Table of Contents for the Digital Edition of February 2016 - Parks & Recreation
February 2016 - Parks & Recreation - 1
February 2016 - Parks & Recreation - 2
February 2016 - Parks & Recreation - 3
February 2016 - Parks & Recreation - 4
February 2016 - Parks & Recreation - 5
February 2016 - Parks & Recreation - 6
February 2016 - Parks & Recreation - 7
February 2016 - Parks & Recreation - 8
February 2016 - Parks & Recreation - 9
February 2016 - Parks & Recreation - 10
February 2016 - Parks & Recreation - 11
February 2016 - Parks & Recreation - 12
February 2016 - Parks & Recreation - 13
February 2016 - Parks & Recreation - 14
February 2016 - Parks & Recreation - 15
February 2016 - Parks & Recreation - 16
February 2016 - Parks & Recreation - 17
February 2016 - Parks & Recreation - 18
February 2016 - Parks & Recreation - 19
February 2016 - Parks & Recreation - 20
February 2016 - Parks & Recreation - 21
February 2016 - Parks & Recreation - 22
February 2016 - Parks & Recreation - 23
February 2016 - Parks & Recreation - 24
February 2016 - Parks & Recreation - 25
February 2016 - Parks & Recreation - 26
February 2016 - Parks & Recreation - 27
February 2016 - Parks & Recreation - 28
February 2016 - Parks & Recreation - 29
February 2016 - Parks & Recreation - 30
February 2016 - Parks & Recreation - 31
February 2016 - Parks & Recreation - 32
February 2016 - Parks & Recreation - 33
February 2016 - Parks & Recreation - 34
February 2016 - Parks & Recreation - 35
February 2016 - Parks & Recreation - 36
February 2016 - Parks & Recreation - 37
February 2016 - Parks & Recreation - 38
February 2016 - Parks & Recreation - 39
February 2016 - Parks & Recreation - 40
February 2016 - Parks & Recreation - 41
February 2016 - Parks & Recreation - 42
February 2016 - Parks & Recreation - 43
February 2016 - Parks & Recreation - 44
February 2016 - Parks & Recreation - 45
February 2016 - Parks & Recreation - 46
February 2016 - Parks & Recreation - 47
February 2016 - Parks & Recreation - 48
February 2016 - Parks & Recreation - 49
February 2016 - Parks & Recreation - 50
February 2016 - Parks & Recreation - 51
February 2016 - Parks & Recreation - 52
February 2016 - Parks & Recreation - 53
February 2016 - Parks & Recreation - 54
February 2016 - Parks & Recreation - 55
February 2016 - Parks & Recreation - 56
February 2016 - Parks & Recreation - 57
February 2016 - Parks & Recreation - 58
February 2016 - Parks & Recreation - 59
February 2016 - Parks & Recreation - 60
February 2016 - Parks & Recreation - 61
February 2016 - Parks & Recreation - 62
February 2016 - Parks & Recreation - 63
February 2016 - Parks & Recreation - 64
February 2016 - Parks & Recreation - 65
February 2016 - Parks & Recreation - 66
February 2016 - Parks & Recreation - 67
February 2016 - Parks & Recreation - 68
February 2016 - Parks & Recreation - 69
February 2016 - Parks & Recreation - 70
February 2016 - Parks & Recreation - 71
February 2016 - Parks & Recreation - 72
February 2016 - Parks & Recreation - 73
February 2016 - Parks & Recreation - 74
February 2016 - Parks & Recreation - 75
February 2016 - Parks & Recreation - 76
February 2016 - Parks & Recreation - 77
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2021
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2021
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2020
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2019
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2018
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2017
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2016
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2015
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2014
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2013
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2011
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/august-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/july-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/june-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/may-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/april-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/march-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/february-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/january-2010
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2009
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2009
https://www.nxtbookmedia.com