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Sports & Entertainment Marketing Mr. Bernstein Sponsorship Proposal Basics Kim Skildum-Reid, www.powersponsorship.com April 1, 2013 Sports & Entertainment Marketing Mr. Bernstein 99% of Sponsorship Proposals Fail Focus on the sponsor’s needs, not yours Don’t make the sponsor do homework Make a business case why they should sponsor you 2 Sports & Entertainment Marketing Mr. Bernstein Suggested Strategy Submit fewer but highly targeted proposals Customize the proposal Ask a higher price Make it easy to visualize how it will work for them Make it easy for them to sell it internally 3 Sports & Entertainment Marketing Mr. Bernstein Overview of Opportunity Use descriptive words Describe what your target market loves about your product Do not position your self as needy or worthy Do not refer to specific financial needs or goals This is not about underwriting a cause, its about a marketing opportunity 4 Sports & Entertainment Marketing Mr. Bernstein Provide the Facts Date(s) Location Expected Attendance Cost of Endorsement or Sponsorship 5 Sports & Entertainment Marketing Mr. Bernstein Target Market Segmentation Present the Psychographic segments Motivations, Priorities, Lifestyles 6 Sports & Entertainment Marketing Mr. Bernstein How can the Sponsor Leverage the Opportunity? Brainstorm, create ideas Put yourself in their shoes Come up with creative ideas beyond joint logos and free tickets Provide examples of other companies who have benefitted from similar sponsorships Measurable attributes preferred 7