SponsorCrunch

Crafting Your Sponsorship Pitch

Fri, 25 May 2012 15:05:48 -0400

Okay, first let me state that I have worked for several big brands in my lifetime, and I’ve seen the deluge of sponsorship proposals that they get on a weekly basis. It’s literally in the hundreds, if not thousands, per week.

I’ve also had the privilege of seeing some real doozies for proposals in my time, so know that your crappy proposal also has some distant cousins. But crafting a pitch that catches someone’s eye at a big brand is not that difficult.

photo credit

#sellingtag

New Nike App Aims To Help You Fine Tune Your Golf Swing

Fri, 25 May 2012 11:29:08 -0400

Nike's new NG360°s app for iPhone may seem like a dream come true for those that are sick of trying to keep track of paper scorecards, but it ultimately aims to be much more than that. The new free app released this week will let golfers capture videos of their swing, upload them and get instruction from Nike Golf’s team of certified instructors.

“This is about serving the golf athlete. It’s about knowing your game to better your performance,” said Nate Randle, U.S. Marketing Director for Nike Golf. “The NG360 App lets golfers look at their game through a 360-degree lens. This is only the beginning of amazing things to come from Nike Golf as it relates to digital sport and the experience on and off the course.”

Naturally, golfers are also able to navigate Nike products through the app that are suitable to their needs, while also receiving product recommendations from the Nike Swoosh Staff, but golfers can also upload the contents of their bags in the “What’s in their Bag” section of the networking app.

The company says that new NG360 App is one piece of a bigger initiative that is a holistic approach to improving golfers' performance through physical evaluation and training, custom fitting of equipment and digital tracking applications.

The app is now available for download in the iTunes store. Check out the demo below...

#trendstag

The Sports Sponsor Of The Year Is...

Thu, 24 May 2012 16:36:47 -0400

Via Sports Business Journal, Bridgestone last night took home Sports Sponsor of the Year at the publication's annual Sports Business Awards here in New York. In the video below, VP Consumer Marketing Phil Pacsi explains to SBJ how the Nashville-based tire company created a successful sponsorship strategy that goes extends well beyond endemic motorsports to include strong ties to sports like football, hockey and golf.

#activationstag

[VIDEO] Beckham Plays Beethoven For Samsung Olympics Activation

Thu, 24 May 2012 10:35:19 -0400

Check out this awesome viral ad created by Samsung with Olympic Games Ambassador David Beckham. Using some precise footwork and a 15-foot wall of drums, Beckham used the GALAXY Note and the illustrative capabilities enabled by the S Pen to recreate Beethoven's Ode To Joy.

#activationstag

Watch: Nike's New Soccer Ad

Thu, 24 May 2012 09:17:10 -0400

Nike's new viral ad for Euro 2012, which includes a LeBron James cameo, asks fans to find the hidden tunnels and unlock exclusive content marking a major shift in ad strategy according to Wieden+Kennedy London which created the spot.

“Instead of making a big ad for TV then putting together a bolt-on interactive version, what we have done is make a interactive film and experience, then created an edit for TV," W+K London head of interactive and innovation Graeme Douglas told Fast Company. "That’s a fundamental shift.”

In less than 5 days, the video has already racked up over 12 million views on YouTube and while there's a lot going on in the video, perhaps that's the intention since it essentially acts as a gateway to tons of additional interactive content. Watch the video below and see if you can make sense of it all here.

#activationstag

With New Packaging, High-End Tequila Takes Aim At Events

Wed, 23 May 2012 12:26:31 -0400

Dobel Tequila and Perry Farrell, the creator of the Lollapalooza Music Festivals and front-man of the rock band Jane’s Addiction, have teamed up on a $10 million experiential marketing campaign, which will have heavy focus on events. As part of the campaign, Dobel has become the official tequila of Lollapalooza Music Festival.

Elwyn Gladstone, Proximo Spirits SVP of marketing, told Shanken News Daily “the brand is doing exceptionally well across the country in the high-end on-premise,” helped by a group of dedicated brand ambassadors in Chicago, L.A., New York, Miami and Dallas. “We’re going to invest heavily in advertising and events looking ahead,” Gladstone said.

In addition to events, the campaign will also include television, print and digital advertising buys.

“When you’re going to tell your friends about a product, you gotta have belief in it,” said Perry Farrell. “I like drinking Maestro Dobel – It gets me set for creative designery. I savor it at the start and end of every show.”

Ralph Lauren To Launch 'Sports of Summer' Sponsorship Campaign In Late June

Wed, 23 May 2012 07:38:37 -0400

Upscale fashion brand Ralph Lauren plans to incrementally up its investment in advertising and marketing this Summer. What better way to do that than by leveraging and celebrating its ties to sport? The Sports of Summer campaign will kick off in late June and promoting the company's official associations to golf, tennis, polo and the Olympics.

"Beginning with Father's Day, we will be celebrating what we call the Sports of Summer as a proud sponsor of this summer's great global sporting events from the U.S. Open and British Open golf championships and the U.S. Open and Wimbledon tennis championships to Black Watch Polo and most notably, the London Olympic Games. Event-specific merchandise will highlight the heritage of each sport and the unique connection between the sensibility of the Ralph Lauren brand and these iconic athletic lifestyles.

"We'll be supporting each program with advertising and marketing that reflects our multi-channel distribution," Executive Vice President, Jackwyn L. Nemerov, explained. "The Sports of Summer will reinforce our position as the preeminent sports lifestyle brand and create global visibility and a powerful halo for all Ralph Lauren merchandise around the world."

Ralph Lauren, which currently owns and operates 379 stores and 474 concession shop locations worldwide, will use its marquee partnerships to drive home its 'Sports of Summer' messaging. Using its golf sponsorships (U.S. Open, British Open), tennis deals (U.S. Open, Wimbledon), Black Watch Polo and USOC supplier relationship, Ralph Lauren intends to put its ad muscle behind marketing event-specific merchandise that will solidify the brand's attempt to create a bridge between fashion and athletic lifestyles.

source: seekingalpha.com

#leadstag

IOC To Rethink Olympic Partner Program

Tue, 22 May 2012 11:59:02 -0400

Spurred by the rise of social media and price inflation for domestic sponsorship deals, the IOC has decide to take a break from signing new deals to its Olympic Partner program. The Financial Times reports that the IOC will re-evaluate every aspect of its sponsorship program from categories to pricing as it looks to give a makeover to a marketing program that earns the IOC more than $1 billion every four years.

With unique content, in many cases distributed through social media, becomes a critical component of sponsor activations, the IOC will also consider where to draw the rapidly shifting line between broadcaster rights and sponsor rights according to the piece.

Current TOP partners include Coca-Cola, Acer, Atos, Dow, General Electric, McDonald's, Omega, Panasonic, P&G, Samsung and Visa. Each are reported to pay around $100 million for the privilege of sponsoring a four year Olympics cycle.

#trendstag

Amex To Offer Customers Farmville Rewards For Everyday Spending

Tue, 22 May 2012 08:46:40 -0400

American Express and Zynga, creator of some of today's most popular social games, today announced a new partnership that will offer Zynga's 300 million active users with in-game incentives for everyday spending. The partnership is aimed at boosting American Express Serve, a new line of reloadable prepaid cards from the New York-based financial services company.

Gamers that sign-up for Zynga Serve Rewards program will be eligible to receive a Zynga-American Express co-branded prepaid card in the mail. The user will then have to add money via a bank account, debit card or other means. The card can then be used at all American Express merchants and in return the user will receive Farm Cash, in-game rewards in Zynga's hit game Farmville.

"We're excited to partner with American Express to invent new ways for people to experience Zynga play in more parts of their day," said Mark Pincus CEO and Founder of Zynga. "Together we can add surprise and delight to everyday shopping."

"We're thrilled to expand our relationship with Zynga and provide an easy way for players to earn Zynga virtual game cash by learning about Serve and signing up to receive the many benefits of our digital wallet," said Dan Schulman, President of Enterprise Growth, American Express. "As the commerce landscape continues to change, and online and offline spending converges, Serve is focused on partnering with companies like Zynga to create unique value for our customers in the environments they love."

More information can be found at serve.com/Zynga.

#dealstag

Anatomy of a Sponsorship Proposal - What Worked and What Didn't

Mon, 21 May 2012 12:46:29 -0400

Back in 2011 I decided to investigate sponsorship opportunities for my drag racing team. I looked around the internet for resources, found some information and put together my first sponsorship proposal.

Long story short, it failed to get a response. Not because I didn’t put in the effort. But because I was selective in my approach and didn’t follow through on some of the fundamental aspects of what goes into a successful sponsorship proposal. Since then I’ve put together Practical Sponsorship Ideas to help me (and you) learn about how to get sponsored.

Part of that journey is to look back at what worked and what didn’t with my first sponsorship proposal. I blazed away assuming what a sponsor would want without ever asking, building rapport (to get to know, like and trust you) and doing the detailed research. I hope you can learn from my mistakes and save yourself some time and effort when creating your sponsorship proposals.

As detailed in 10 essential steps to create a winning sponsorship proposal I sent this sponsorship proposal without ever:

• Establishing the sponsor's marketing objectives

• Agreeing on how we will measure sponsorship success

• Ascertaining the value to the sponsor

My initial sponsorship effort was akin to a “direct marketing campaign to a single recipient.” The response rate for a typical direct marketing campaign is about 1% to 2%. I didn't give myself much of a chance.

Obviously my first sponsorship proposal failed completely. But it’s not all bad. I learnt a great deal from this first try even though I didn’t get the result I wanted.

The only things I’ve removed are the company logos (I don’t want to get into any strife if I haven’t used them correctly) and the price. Frankly, I’m embarrassed about my initial asking price. It was way too high considering I hadn’t established any rapport with the sponsor or demonstrated the value of a marketing relationship.

Click on the cover art below to open the sponsorship proposal.

Open publication - Free publishing

Let’s look at the sponsorship proposal in more detail; what worked, what didn’t and what I’ve learnt to improve my chances of getting sponsored.

1.1 What worked (in my opinion)

• For a novice sponsorship seeker the proposal looks professional enough

• There was no lack of effort when it came to creating the sponsorship proposal. The effort was just misguided and a little naive

• I really like the idea of creating personas to represent your target audience. They compliment the demographics and statistics to create a compelling picture of who the target audience is

• Using mockups of what the drag car and trailer will look like in the sponsor’s livery creates impact and visual appeal

• Actually producing and delivering a sponsorship proposal is a plus. Every failure is one step closer to success

1.2 What didn’t work

• I didn’t build rapport with the sponsor before sending them the proposal

• The proposal doesn’t address their marketing objectives, measures of success and ultimately the value to the sponsor. I wasn’t able to articulate my unique selling proposition clearly

• I didn’t do enough research. If I had then I would have quickly realised that the national office was not interested in regional activities

• It’s too much about me and not enough about the sponsor. You’ve got to answer the question – What’s in it for them?

• The proposal is way too long and text heavy. Less is more

• I tried to include too many options which just confuses the message

• The sections aren’t in the right order. They need to be focused on the value to the sponsor

1.3 What I’ve learnt

Since creating my first sponsorship proposal I’ve learnt a lot and improving how I go about getting sponsored.

• Research, research, research

• Contact the sponsor and build rapport before sending a proposal. Here’s my cold calling technique

• It’s a numbers game. Just like the classic sales funnel, you need potential sponsors at various stages in your sponsorship funnel. Don’t bet the house on 1 or 2 opportunities

• Focus on the sponsor’s objectives, measures of success and value

At the moment I have a few proposals with potential sponsors and they’re much better than my first attempt. I’m still learning all of the time… a tip here, a tweak there. Each step takes me closer to getting sponsored.

Got some ideas or feedback? Please leave a comment below. Your input will be gratefully appreciated.

Oh, and your more than welcome to use parts of the sponsorship proposal if it will help you. Happy sponsorship seeking… cheers, Kym.

Kym Oberauer is the author and head sponsorship seeker at Practical Sponsorship Ideas; dedicated to sharing experiences, tools and resources to help you find, attract and keep your sponsors happy. This is the seventh installment of a weekly Monday series called Confessions (and Learnings) of a First Time Sponsorship Seeker. We'd also suggest having a look at some of his other articles in the series: Part I, Part II, Part III, Part IV, Part V and Part VI.

#sellingtag

photo credit