Your sponsors are just like you. Their resources are stretched and many of their team members are wearing many hats.
Like you, their time is at a premium.
Here’s an idea that will save both of you time and ultimately drive more value for your sponsor.
We all know that all sponsorships are facing the scrutiny of your sponsor’s marketing department. Every sponsorship must pass the sniff test for return on investment (ROI). Ideally, every partnership opportunity is measured for effectiveness. Branding buys are hard to measure. This means event signage or putting a logo on a lanyard are no longer the “slam dunks” of the expected sponsorship expenditure. Sponsors are looking for ways to touch your membership multiple times to get their message across. More so, they are looking for media opportunities (like video) that are engaging, measurable and create a positive member experience. If you can create annual packaging that is weighted in video sponsorship opportunities such as a monthly expert video series, multiple event video sponsorships, and other channel exposure such as print, would that be something a sponsor would be interested in?
Absolutely.
A marketing department will probably spend just a little more time on an entire year’s commitment compared to a single opportunity. The annual buy will allow for continuity of messaging and a possible year-long campaign. Many progressive associations have been pioneering this approach with sponsors and enjoying great success!
If you need help wrapping your head around an annual sponsorship package, Association TV® can help. We can assist by providing templated content calendars, expected measurables, media kit construction and pricing. We can even host a webinar that your sponsors can be invited to so they can learn about your program.
To learn more about how to increase your sponsorship and create annualized plans click on the button below;
Association TV® is part of WorkerBee.TV
John Heppenstall is Director of Marketing for WorkerBee.TV