Seeking sponsorship

David Gration
Event Tourism Associates

2
 SCENE WORKSHOP
June 15th, 2016

David Gration
MBA PhD
© 2016 Events Tourism Associates
Contact:
grations@bigpond.com
1
 “The purchase (either with
cash or in-kind support) of
exploitable rights and
marketing benefits (tangible
and intangible) that arise from
direct involvement with a
personality/player, special
event, program, club or
agency”
(Masterman, 2007)

David Gration
MBA PhD
© 2016 Events Tourism Associates 2
 “A cash and/or in-kind fee paid to a property (typically
in sports, arts, entertainment or causes) in return for
access to the exploitable commercial potential
associated with that property” (IEG, 2015)

 Decreasing efficiency of measured media

 Changing social priorities (CSR)
 Shifting personal values (consumer value)
 Increasing need for 2 way communication
 High consumer acceptance (positive towards company involvement)
 High level of positive association between brand and post-event recognition
(IEG, 2015)

David Gration
MBA PhD
© 2016 Events Tourism Associates 3
  Increase brand loyalty
 Create awareness and visibility
 Change/reinforce image
 Drive retail traffic
 Showcase community responsibility
 Sample/display brand attributes
 Entertain clients
 Narrowcasting (to niche markets)
 Recruit/maintain employees
 Merchandising opportunities
 Incentivising retailers, dealers and distributors
 Differentiate product from competitors
 Combating larger advertising budgets of competitors
(IEG, 2015)

David Gration
MBA PhD
© 2016 Events Tourism Associates 4
David Gration
MBA PhD
© 2016 Events Tourism Associates 5
 1. Why was your event created?
2. Why is your event important?
3. Who are your key event stakeholders?
4. How would you describe your event?
5. In 5 years how would you like to describe
your event?
6. If your event was a person – what would
they look like?
7. What are your biggest event risks?

David Gration
MBA PhD
© 2016 Events Tourism Associates 6
 1.Run to
2.Run away
3.Avoid decisions
4.Accept
5.Share

David Gration
MBA PhD
© 2016 Events Tourism Associates 7
 1. Who are your eventgoers?
2. What parts of your event are
the most appealing to
eventgoers?
3. What parts of your event are
the most media attractive?
4. What parts of your event are
social media up-loadable
musts?
5. Who are your event
competitors

David Gration
MBA PhD
© 2016 Events Tourism Associates 8
 Think about what parts of your event you are willing to share
ownership with a sponsor:
1. Identify go and no-go areas
2. Identify how flexible you are willing to go

1. List high, middle and low event bundles for sponsoring

2. Identify what you want to ask them for

David Gration
MBA PhD
© 2016 Events Tourism Associates 9
 Think about what type of sponsorship assistance you want:
1. Cash
2. In-kind
3. Reputational alignment

David Gration
MBA PhD
© 2016 Events Tourism Associates 10
 Few very high $ packages
(extreme show offs =
push down!)

Some medium $ packages

(the most appealing –
your real target)

Few very cheap $ packages

(entry level or too
tacky = push up)

David Gration
MBA PhD
© 2016 Events Tourism Associates 11
  Pity partner
 Friend of a friend
 Blind date
 Cruising the clubs
 Friend with benefits
 Tindering or tendering
 The perfect match
1. Share an audience?
2. Share a vision/mission?
3. Problem & Solution
balance?
4. Accessible?
5. Desire, need and ability to
sponsor?
David Gration
MBA PhD
© 2016 Events Tourism Associates 12
 BUNDLE BUNDLE EVENT SPONSOR AUDIENCE OTHERS
LEVEL ORGANISER
High

Medium

Low

David Gration
MBA PhD
© 2016 Events Tourism Associates 13
  You are offering an opportunity or solution not pleading a case
 You can clearly state why your event is unique and a perfect
match for the potential sponsor
 You can give the facts and figures that support your event’s
successes or potential success.
 You know the potential sponsor and what their goals and present
circumstances are
 You know what you want sponsored and the value of it
 You know what benefits can be offered to the potential sponsor
 You can prove that you share customers and/or stakeholders
 You can visually show your event opportunity
 You can provide evidence of your ability to deliver what you
promise
 You have a personal and/or professional introduction to a
decision-making potential sponsor
David Gration
MBA PhD
© 2016 Events Tourism Associates 14
 Geldard & Sinclair (2004)
Sponsorship Proposal needs to address the following questions:
 What is the organisation being asked to sponsor?
 What will the organisation receive for its sponsorship?
 What is it going to cost?
Proposal normally includes:
 Event overview
 The sponsorship package on offer and it’s associated cost
 The proposed duration of the sponsorship
 The strategic fit between the event sponsorship proposal and the business
and marketing needs of the organisation
 The events contact details and timeline for negotiations

Ukman (1995)
Six Attributes of a successful proposal:
1. Sell benefits, not features (e.g. opportunities to sell products, not great shows)
2. Address the sponsor’s needs, not those of the event (should be seen as a partnership)
3. Taylor the proposal to the business category (e.g. categories might be mass market or niche market)
4. Include promotional extensions (e.g. sponsor leveraging through competitions)
5. Minimise risk (e.g. show how sponsor will be serviced and ROI outcomes assessed – (build confidence)
6. Include added value (e.g. differentiate your offer through additional benefits)

David Gration
MBA PhD
© 2016 Events Tourism Associates 15
  Deliver what you promise + a little bit more
 Put aside at least 10% of your sponsorship income for
sponsor servicing
 Record everything
 Make sure you have agreed KPI for measuring success
 Keep existing sponsors and use them to network to their
contacts
 Protect your sponsors from adverse coverage and
ambush marketing
 Make sure you don’t have conflicting sponsorship deals
– protect sponsors
 Make sure your contracts allow and encourage
extensions
 Make sure your contracts provide sensible out-clauses
 Provide regular feedback to sponsors
 Make sponsors a part of your strategic planning
(sponsors partners)
 If you have a break-up do all In your power to make it
amicable

Do you still want a sponsor?

David Gration
MBA PhD
Is the risk worth the reward?
© 2016 Events Tourism Associates 16
Sponsor’s perspective
Hayley Saunders
Bendigo Bank

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Bigger than a bank
Sunshine Coast Events Network
A brief history
• Founded in Bendigo goldfields 1858

• Celebrated 150th Anniversary 2008

• Formerly Bendigo Building Society

• Became a Bank on 1 July 1995

• Only Australian bank headquartered outside a

capital city
Today
• Over 500 branches Australia-wide
• Over 1.5 million customers
• 90,000 Shareholders
• Top 60 ASX listed company
• 5th largest Retail Bank in Australia

And yes, we have all the products and services

you would expect of any bank!
What is a Community Bank®?

• Developed by Bendigo Bank in 1998

• Locally owned, full service bank

• Full range of competitive banking products & services

• Profits shared with local community

• Decisions on where profits are spent made locally

• Today there are more than 300 Community Bank® branches

across Australia
After 16 years, our unique banking model has seen
our Community Bank® partners across Australia
return over………..

$110 million in
community
contributions
Value position
Good for Business

Good for Community

The exciting part…

• 300 Community Bank® branches
• 12 Branches on the Sunshine Coast
• Over $20b in business
• Over 70,000 local shareholders
• Nearly $20m in dividends

• $100,000,000 in local community investment
Who benefits in the Community?

• Community groups
• Emergency Services
• Schools, education
• Sporting clubs
• Health services
• Youth organisations
• Kindergartens/pre-schools
What are sponsors looking for?
What are sponsors looking for?
Brand Position and Alignment
What are sponsors looking for?
Brand Position and Alignment
Exclusivity
What are sponsors looking for?
Brand Position and Alignment
Exclusivity
Unique Experiences
What are sponsors looking for?
Brand Position and Alignment
Exclusivity
Unique Experiences
Touch Points
What are sponsors looking for?
Brand Position and Alignment
Exclusivity
Unique Experiences
Touch Points
Signage and Branding
What are sponsors looking for?
Brand Position and Alignment
Exclusivity
Unique Experiences
Touch Points
Signage and Branding
Cross Promotion Opportunities
What are sponsors looking for?
Brand Position and Alignment
Exclusivity
Unique Experiences
Touch Points
Signage and Branding
Cross Promotion Opportunities
Return on Relationship 
What not to do…
I am part of the F1 in schools projects. Last year we
recived sponsorship from bendigo bank, and we are
again asking for support. Our contact was
Hayley Turner. If you could contact me, if you are
still intrested in supporting us this year.
 Volunteers & Finance Workshop
17 August 2016
1 – 4.30pm
TAFE QLD East Coast

Volunteering Sunshine Coast – recruit and retain your volunteers

CPR Group – Event budgeting and finance

Volunteers are one of the key pillars of events. Find out how to recruit, develop
and retain them with Volunteering Sunshine Coast.

An integral part of event management, join the CPR Group to ensure your event
has the appropriate budgets and financing, come away with all the resources
you will need.

We hope to see you there!