Designing Sponsorship Packages Everyone lives by selling something.
-Robert Louis Stevenson 1850-1894)
You are sitting nervously on a couch in the reception room of a large soft-drink distributor waiting to pitch your sporting event to the vice-president of commu nications. You have come prepared with a neatly bound, carefully researched, four-page written document. It contains details about the event, including specta tor and participant size and demographics It demonstrates why your event is po- tentially more effective than other events the company is presently sponsoring Your document also lists the exposure opportunities for the company's products and demonstrates how your event can benefit the company in a cost-effective way. What you have in your hand is a sponsorship proposal It wasn't that long ago when the acts associated with sponsoring a sport were fairly rudimentary and did not require a written document of any great substance. For a small fee, the sponsor's name would appear on T-shirts, on ban- ners, or in the event program. As the popularity of sports sponsorship has grown, though, its framework and the solicitation process have become increasingly elaborate. As we saw in Chapter 8, from the company's perspective sponsorship programs embrace many levels of structural complexity. It is no less complex from your viewpoint. Understanding how you should structure a modern spon- sorship package will help demystify the process and help you devise impressive sponsorship proposals of your own. If you use an agent, it will allow you to judge the quality of his or her work Before we begin, take a few minutes to think back on the last time you ate
Designing Sponsorship Packages Everyone lives by selling something. -Robert Louis Stevenson 1850-1894)You are sitting nervously on a couch in the reception room of a large soft-drink distributor waiting to pitch your sporting event to the vice-president of commu nications. You have come prepared with a neatly bound, carefully researched, four-page written document. It contains details about the event, including specta tor and participant size and demographics It demonstrates why your event is po- tentially more effective than other events the company is presently sponsoring Your document also lists the exposure opportunities for the company's products and demonstrates how your event can benefit the company in a cost-effective way. What you have in your hand is a sponsorship proposal It wasn't that long ago when the acts associated with sponsoring a sport were fairly rudimentary and did not require a written document of any great substance. For a small fee, the sponsor's name would appear on T-shirts, on ban- ners, or in the event program. As the popularity of sports sponsorship has grown, though, its framework and the solicitation process have become increasingly elaborate. As we saw in Chapter 8, from the company's perspective sponsorship programs embrace many levels of structural complexity. It is no less complex from your viewpoint. Understanding how you should structure a modern spon- sorship package will help demystify the process and help you devise impressive sponsorship proposals of your own. If you use an agent, it will allow you to judge the quality of his or her work Before we begin, take a few minutes to think back on the last time you ate
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