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Car Sponsorship Guide

Car Sponsorship Guide

Postby michaels artic frost » Wed Sep 29, 2004 9:20 am

Since there were some that had questions about sponsorships in the past, I think this would be helpful.

I copied and pasted the infos just in case the site is ever down.

http://www.enjoythedrive.com/content/?id=9663

How To Get Sponsored

... from a sponsor’s perspective.

By Bill Bainbridge



Do you want to get sponsorship for your show car, race car or sound-off special? Here’s a quick overview of why sponsorship sometimes works and sometimes fails, with info on what sponsors are looking for.

Bear in mind that sponsors expect something in return for their money or product. They’re not giving you something for nothing. They have sound business reasons for wanting to sponsor a vehicle.

Also remember that sponsorship is not advertising. Advertising is the direct promotion of a company and/or its product through media.

Sponsorship is a mutually beneficial contract.

Table of content
Why Sponsorship Works
What Sponsors Evaluate
How to Present Yourself to a Potential Sponsor
Why Sponsorships Fail
Sponsorship Resources
Sponsorship Definitions


Why Sponsorship Works
Decreasing efficiency of print, TV, radio and other media.
Direct two-way communication.
High consumer acceptance.
Integrated marketing strategies.
Why companies sponsor vehicles:

To build brand image and awareness.
To shape consumer attitudes.
For focused communication.
To differentiate their company from its competitors.
To merchandise product.
To demonstrate technology and product attributes.
To combat their competitors’ larger ad budgets.


What Sponsors Evaluate
Image compatibility.
Audience composition.
Ability to drive sales.
Ability to leverage.
Advertising/editorial opportunities.
Product showcase.
Efficiency and measurability of results.
Continuity and ease of administration.
Their goal is to achieve a good return on investment (ROI).


How to Present Yourself to a Potential Sponsor
Now is the time to sell yourself, since you will be asking for money, product and/or services. The first step is to develop a proposal. And remember, you're not the only applicant!

This is where you need to communicate your:

Attitude. How much I want to help you.
Commitment. What I'm willing to do to help you.
Follow-up. This is how I will keep you informed of our progress.
The bottom line is to convince a potential sponsor that you provide considerable benefits and a favorable return on investment (ROI).

Specifically, your proposal should include:

A brief description of yourself and your abilities, including your resume.
Your past accomplishments.
Your references, to establish credibility Photographs of yourself and your vehicle.
Your plans and activities. Be specific: what, where, when and why? How the sponsor will benefit from your association, the ROI.How much media coverage can the sponsor expect? What sorts of public relations efforts will you be putting forth (or paying for)?
Your wants and needs, as well as the potential sponsor’s.
Info on other marketing partnerships and associate sponsors, as well as the options for this potential sponsor.
A discussion of your mutual commitments in this relationship, should it come to fruition.
Your "marriage vows."
How you will handle follow-up communications and activities reporting.
The terms of the agreement.
The bottom line: How much and how long?

Why Sponsorships Fail
Greenwashing.
Over-promise and under-deliver.
Failure to commit.
Failure to communicate.
Failure to demonstrate.
Failure to follow up.
In short: Failure to provide a measurable return on investment!


Sponsorship Resources
IEG Inc.
640 North LaSalle
Suite 600
Chicago, IL 60610
800-834-4850 (tel)
312-944-1897 (fax)
www.sponsorship.com

IEG Sponsorship Report
IEG Complete Guide to Sponsorship
IEG Legal Guide to Sponsorship
IEG Consulting

Ernie Saxton Communications, Inc.
1448 Hollywood Avenue
Langhorne, PA 19047
215-752-7797 (tel)
215-752-1518 (fax)
members.aol.com/~esaxtoncom

Motorsports Sponsorship Marketing Newsletter
Sponsorship Services and Consulting
Public Relations


Sponsorship Definitions
Sponsee: You and/or your vehicle.

In-kind sponsorship: Payment (full or partial) of sponsorship fee in goods or services, rather than cash.

Contingency sponsorship: Payment (full or partial) of sponsorship reward/earnings in cash or goods only after a specific level of performance has been achieved.

Primary sponsor: The sponsor paying the largest fee in exchange for association with a sponsee/property and receiving the most prominent identification.

Associate sponsor: A sponsor who, along with others, is paying a sponsorship fee in exchange for association with a sponsee/property.

Local, regional or national marketing: A promotional strategy that increases brand/product consumer awareness and enhances brand/product image.

Cause marketing: A promotional strategy that links a company’s marketing efforts to a non-profit organization.
Updated 06/01/12: Michael T's
Updated 06/01/12: JUICED! 232whp 294ft/lbs of torque
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