Sponsorship sales revenue is a vital part of the revenue mix for all events but, with budget conscious clients, you need to demonstrate an even greater understanding of not only your clients and their and objectives, but also how to use sponsorship effectively. This course takes you through the evolution of sponsorship in recent years, covers how to put together creative sponsorship packages and summarise in a powerful written proposal, and looks at the most successful sales methods, including dealing with objections, particularly over pricing and timing.
Maximise Sponsorship Sales training will also deal with the thorny issue of Return on Investment, and how to ensure that clients are clear on how to measure the results of their involvement in your events, using it to strengthen your relationships in the long term. There will be case studies and activities to ensure you get real practical benefit from the day, giving you specific sponsorship tools to use as soon as you are back in the office.
Who Should Attend?
This course is designed for sales and event professionals who are looking to extend their sales skills and develop long-term profitable sponsorship sales relationships.
This course is relevant for all conference and event professionals whether you are in conferences, large scale events, exhibitions, associations or charities.
What is it? What does it do?
Examining the latest sponsorship trends
Exploring the sponsor’s mindset — seeing it from the sponsor’s perspective:
Defining the different objectives of event sponsorship for different clients and understanding the implications for you
Exploring the integrated marketing mix and sponsorship’s position within it
The importance of preparation — knowing your strengths and your competitive position
Top tips for understanding a client’s rationale and its decision making process
From sponsorship to partnership:
Conceiving, building and defining the strategic value proposition
Integrating added value to form partnership based relationships
Developing creative sponsorship packages:
Alternatives to the standard platinum, gold and silver packages, and the importance of differentiation
Conceiving and communicating creative ideas to enhance the value proposition
Adding meaningful value to the client’s sponsorship experience
Enhancing the effectiveness of the sponsorship sales process:
Communicating strategically — key phrases, words and methodology to engage and work with sponsors on a strategic basis
Engaging closely with prospects, and dealing with common objections
Using social media to open doors to prospective sponsors
Developing long-term, profitable relationships with sponsors
Structuring a successful proposal — best practice proposal writing and presentation
Exploring Return On Investment and Return On Objectives and what it means to sponsors:
Definitions and methods of analysis
Clarifying the difference between ROI and ROO, and the implications for you and your clients
Managing ROI and ROO requirements of different stakeholders throughout the lifecycle of an event
NOT INTERESTED IN THIS COURSE?
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