Presentation Transcript
Determining the value of a Sponsorship: Determining the value of a Sponsorship Presented by:
Corina De Guire
MARPAC Authorized Sponsorship Agent
12.1 Determining the value of a Sponsorship : 12.1 Determining the value of a Sponsorship Cost-Plus Strategy
Tangible + Intangible
12.1 Determining the value of a Sponsorship : 12.1 Determining the value of a Sponsorship Inventory values
Value sponsorship properties: Value sponsorship properties Standard industry practice
Value= Number of Impressions x Cost per Impression
EXAMPLE:
20 posters (marketing item)
x 100 (impressions)
x 27 days
54,000 Impressions x $0.026 = $1,404 Value
Value properties (continued): Value properties (continued) Value = $1,404
Cost to sponsor = Value($1,404) / 3 = $468
You should receive cash or in-kind with a $468 value for putting the sponsors logo on the poster
Value properties (continued): Value properties (continued)
Intangible: Intangible What non-sponsors can’t buy
What do your sponsors want?
Understand their motivation
Pricing Trends: Pricing Trends Greater demand for accountability
Exclusivity is less important
Measurement of intangibles
Need to have a full understanding of alternative spending opportunities (both sponsorship and non-sponsorship)
Price comparisons
Less clutter/better ability to exploit
How far are you willing to go?
Figuring out what you have: Figuring out what you have Break out session
Take the deliverables from your last session and figure out their value
Report back