December 8th 2008
Q. Is there a contest or promotion you could recommend hosting at basketball games for a furniture store sponsorship?
A. Two of my favorite furniture store contests and promotions are the “Couch Potato Shot of the Game” and the “Best Seats in the House.” Each have been around a long time, crowd favorites, and if you’re not presently conducting them – and haven’t in recent years – I recommend both.
August 27th 2007
Q. Has a sports team ever created a special anniversary year celebration and signed a title or presenting sponsor for the festivities?
A. The University of Florida celebrated 100 years of football during the 2006 season, and the celebration – which included a different celebration theme each home game – was presented by Gatorade. (more…)
June 25th 2007
Q. We’d like to more aggressively sell our in-arena hockey promotions and wondering if you have any suggestions on the best way to promote these opportunities on our website?
A. Check out the Pittsburgh Penguins in-arena promotions & events page here. It’s well done with a great variety of contests and events for fans, and a nice layout/design for each of its sponsors, as well as prospective sponsors.
Ron Goch, The Telios Group
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May 14th 2007
Q. We would like to start a kids club and curious to know what companies – besides the obvious children’s toy and retail stores – have been ideal sponsors?
A. Here are six kid’s club programs – representing college athletics, minor league baseball, MLS, NBA, NFL, and NHL – with presenting sponsorships for you to review: (more…)
April 10th 2007
Q. I’m hopeful you can help us score a sponsorship with a local dentist that is interested in sponsoring our football team. We’re looking for a creative way to package a sponsorship for the dentist. Do you have any ideas?
A. You could have the dentist be the presenting or title sponsor of the “Hardest Hit (collision) of the Game,” which could either be a good tie-in with a dentist, collision insurance, an auto body shop, or if it’s a tooth-rattler, you may want to go with a cosmetic density sponsorship.
February 2nd 2007
Q. I’m new to sponsorship sales, and actually only working as an assistant to fulfill sponsorships, but I really enjoy it and would like to increase my knowledge in sports sponsorships. What resources could you recommend for me?
A. Two newsletters you may want to look into are IEG Sponsorship Report and Team Marketing Report. There are a few books on sport marketing and sales, but these two publications – as well as their online support material – will provide you with both past and present best practices that should assist you greatly.
December 21st 2006
Q. I am looking for ideas for a car wash promotion to include in a sponsorship; any ideas?
A. Here are five ideas to consider:
Coaches Car Wash: Create an annual “Coaches Car Wash,” which Notre Dame did years ago, and enlist your coaches, administration and staff to assist with a charity car wash to take place at one or multiple car wash locations. The car wash company could be the title or presenting sponsor of the annual “Coaches Car Wash” event, and all proceeds could go to charity from the annual event.
Dirtiest Car Contest: Host Dirtiest Car Contests at your sporting events presented by your car wash sponsor. Your staff could comb the parking lot for the dirtiest car and announce the winner – who receives a car wash gift certificate – at each game.
Car Wash Certificates: Sports teams can always use in-game certificates from sponsors for contests and promotions. Sports teams could create a remote car racing contest and tie in the car wash certificates, utilize the car wash passes for a super fan of the game, or use the certificates/passes as an exit giveaway to fans as they leave your sporting event.
Gift with Purchase: Consider including a car wash pass with a ticket package, or your sporting event ticket with a car wash package.
Enter to Win: Incorporate an enter to win contest at each sporting event where fans enter a season-long contest to win a one-year car wash pass from your car wash sponsor. This could be a fun way to build a database for both the car wash and your sports team.
December 14th 2006
Q. Many sports teams do a smile of the game promotion where they videotape people in the stands, place the sponsor’s logo on the video board, people smile and have fun with it. How could we implement this but make it more attractive to a dental sponsor who’s looking for advertising in and outside the arena?
A. One way you could extend this promotion outside your arena is to have a staff member or game ops intern walk the arena and have people, kids and couples pose for the “Smile of the Game” photo and feature them prominently on your web site under a “Smile of the Game” header.
Choose a number of photos to display on your board following each game, encourage fans to visit your web site and vote on the “Smile of the Game,” and award a prize or prizes – teeth whitening, two tickets to the next game, “Smile of the Game” T-shirt with team and dentist’s logo.
October 6th 2006
Q. I’ve been in a sales slump. I had been enjoying prospecting, setting up meetings, proposing sponsorship packages and closing the deals. But I haven’t signed a sponsorship in several weeks. What do you recommend for getting out of my sales slump and back on track to signing deals?
A. First, what have you done lately for those clients you have on board? Have you looked for opportunities to assist them with their business by sending an article of interest, or providing them with a referral?
As I heard Jeffrey Gitomer once say, “The best way to get a referral is to give a referral.”
The best way to help you is to look for ways to help others. If you can find ways to help others with their goals and objectives, you’ll have a constant flow of people helping you with your goals and objectives.
Be a problem solver. Look for ways you can solve your current clients, as well as your prospective clients problems with your services.
If you’re known for helping others and offering solutions to problems, I’m confident you will break out of your sales slump, feel good about helping others, and be rewarded with new sales and an opportunity to help more people.
September 25th 2006
Q. We’ve been looking to sign a hospital sponsorship for quite some time and have been unable to interest the hospitals in our area to invest in a sports sponsorship package. Do you have any ideas for how we could crack this category and net a sponsorship?
A. I can provide you with some thoughts and ideas, but I always recommend you ask the prospective corporate partner questions that will lead you to the information you’ve requested. They know their needs and you know what you can offer to meet their goals and objectives.
One area or strategy you may want to explore is the fact there’s been a shortage of nurses across the country the last several years, and hospitals, medical centers and other health care facilities are implementing recruitment, retention and appreciation programs.
Hospitals have been aggressively advertising for nurses and colleges have been equally aggressive in its recruitment.
May 24th 2006
Q. Are there any new strategies or inventory in the way of sponsorship sales?
A. There’s always new and fresh strategies available for selling sponsorships, as well as inventory you can create and offer to prospective corporate partners.
Last week, I read a story about how Lexus and Toyota were suiting up for Monday Night Football by splitting a sponsorship. You can read more about this here.
The fully integrated multiplatform promotion includes “The Lexus Perfect Play” where fans can vote on their favorite play, as well as “ESPN’s Football Nation presented by Toyota,” a branding initiative developed around all Monday Night Football activities.
If you’re not implementing the perfect play promotion or you haven’t created a branding initiative, these are two examples of strategies and/or inventory you can sell to sponsors, as ESPN did with Lexus and Toyota.
It’s also an interesting approach with Lexus and Toyota splitting the sponsorship versus just one of them investing in the sponsorship rights.