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Sponsorship
AST Management can
help find
companies prepared to sponsor the event. We can also
conduct the sales programs for your Trade Show or Exhibition,
prepare proposals and trade kits.
When evaluating sponsorship,
companies now look a number of
issues.
Sponsorship is an integral part of
the Event Marketing Mix.
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In the past ten
years
AST has secured
over
$10 million in
conference
sponsorship and
sold over 2,500
exhibition
booths |
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Step one
Establish and document quantifiable
marketing and/or communications
objectives to be achieved through
the support of the event or
conference.
Step two
Conduct some research to establish
that the event has the capability to
deliver the required marketing and
communication objectives.
Step three
The following points can be used for
guidance in measuring the various
outcomes of sponsorship. Measure
your target audience
actions/opinions due to past
sponsorship.
Have they purchased or used any of
your past sponsors product or
services?
Do they intend to?
Measure the amount of publicity
received and take particular note of
whether your key messages were
accurately transmitted to your
target audience.
After every event make a habit of
writing down everything that worked,
everything that didn't and identify
ways of improving the sponsorship
program. These Improvements can then
be incorporated in to the next years
Business Plan.
Step four
The evaluation should result in a
cost benefit analysis associated
with securing the sponsorship.
Step five
Revisit all previous sponsors and
ask them for suggestions/feedback
that can be used in attracting new
supporters.
It is importnat to set measurable
performance targets, it will give
you a point of reference to strive
for when setting objectives in your
Business Plan.
Making the comparison generally
improves the level of performance of
your Project Manager and gives
quantifiable points of reference to
compare with.
Sponsorship, when used as a
marketing or communications tool,
must be subject to the same
accountability as the use of
advertising or public relations.
This requires:
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Setting of relevant quantifiable
objectives
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Establishment of acceptable
methods of Evaluation
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Undertaking ongoing research
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Measuring actual Return on
Investment in Dollar terms
National companies, while still
actively involved in sponsorship,
will seek to justify expenditure
based on this criteria, therefore
proposals should address these
points in the first instance!
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