Know-How Exchange : Advertising/PR

It sounds like there is a lot going on in the purpose of the event (create awareness, build community, support a charity). I'm not sure how this all benefits the business club--hopefully you know. If not, start there and narrow down your goals so you'll know who you should contact.

Make a list of 5 - 10 reasons why they should participate. Consider why it's good for them, their customers, their community.

Since it's your second annual event, start with last year's participants and supporters.

Create multi-level packages so businesses can choose a package in their price range. Can they come to the event and exhibit? Have one "Premier" Sponsorship package available for a large amount of money like $25,000 (I don't know how much you're trying to raise, so that may be too much or too little.) For them, you could have tee shirts for the players that have their name on it, banners, etc.

As WMMA mentioned, go door to door...you may want to start with a letter, then a phone call or personal visit. Watch for "No solicitor" signs and check town ordinances. Definitely network everyone you know.

I'm not sure what the Business Club does, but perhaps there is an opportunity for the club to do something for sponsors...For example, offer the choice of a) conducting market research b) planning an employee training event c) examining relevant industry trends.

Restaurants & local shops will be good for free pizzas, gift baskets and gift certificates. Go to travel agencies for free trips or airline tickets. Look for local dj and equipment rental places and ask them to donate time/equipment in exchange for signage.

Give each attendee an item and imprint sponsor name (water bottles, visors, balloons, etc.)

If there will be a program (get a local printer to donate the printing costs) with participant names, sell business card ads and boosters.

Hope this helps.

CHook

Definitely start with the teams, with the team and their families will be business people who would be looking for sports related advertising.

Its worth talking to the big brands too, just send them a nice email or letter, I have done this before, and been pleasantly surprised at what these businesses will provide. Maybe not advertising money, but other things that you can auction, sell or have as prizes.

Remember, it's not just a one-off event, I am sure the news and reports could last months, if not 12 months. So offer 12 months of advertising.

Good Luck, be bold, you will get some good offers.

Hi,

Nice question for event management point of view. As I am going through your question and feel interesting because I was arranging so many events during my collage days. But this is your second time to arrange annual basketball tournaments; I hope that you don’t have that difficulty to approach to your previous organisers as you had first time.

Let’s start with the possible option to target new/old organiser and community leaders to bring success during the event. As you know in today’s cluttered marketing environment simply airing your commercial on television or radio will not assure success. Today’s market place is too segmented.

Because of that segmentation, it has become necessary to find ways of reaching the public that go beyond the ‘traditional.’ It was becoming increasingly expensive to reach people and increasingly tough to break through the “jungle of jingles”.

Following details will give you the inside view of the requirement of the case study.

Event details:

1. Second annual basketball tournament.

2. Student from all community going to participate and no limit for entrance.

3. Need sponsorship?

4. Need to do promotion for Business Club at the school with bringing Community together to improve friendly relationship within the community.

5. Charity collection is another purpose of community gathering.

6. What is the best way to go about obtaining sponsors and who should target?

7. How to approach and convince sponsors? For basketball tournament.


Assumptions to raise money:

1. Sponsorship will cover all the expanses.

2. Student Age groups: 16-20 year old

3. Community members and other politicians.

4. 10,000 families will attendant the show.

5. 50 exhibition stands representing products and services:
Charges depend upon space. 10 Sqr feet = £1000.00

6. Ticket price is £15.00 Per Person

7. Food will provide by official stalls

8. Registration : Possible for cheap yearly membership

9. 25% Discount on each membership – Normal Reg. Fees £20.00 /YEAR

10.Event place is close to the Town


Supportive Theory:

1. Planners, caterers and designers generally know where to go for rental supplies, since they tend to use these products frequently.

2. Timing and crowd movement must be considered before planning. Allow for easy traffic patterns, busy areas and quiet areas.

3. Sales demonstrations and exhibitors should be located in a high-traffic area.


Silver dream,

I would like to define the sponsorship in different way; it is all about the support of an activity which the sponsor expects to derive a tangible benefit.’ Let me tell you one thing - today’ corporations are spending over $5 billion on Sponsorship. The main benefit of sponsorship is that it develops its own uniqueness that is not transferable.

• You have all the previous records people who attended the match – send them invitation for the match.

• Request your Local politician or Political Party for inauguration- it will help you for publicity via news paper.

• Discuss the importance of the event with Community leader and with media.

• Invite other sport clubs for the there events with entertainment.

• Ask different sport company for the events and there importance for them.

• Show what you can offer the sponsor in return for their investment

• All letters should be typed and always address your letter to a named person phone up the company and ask who deals with sponsorship/marketing

• Contact your local papers/radio stations and ask for help

• Target companies with a history of sponsorship and/or ties with your sport (also consider their competitors)

• Request for the advice from local business person or individual who supports your sport.

A good example of this is Richard Branson’s efforts to promote his Virgin Airways by record breaking attempt on the Blue Riband Trans Atlantic Record achieving enormously publicity when he sank close to the finish line. This was worth $123 million at rate card, against a sponsorship of only $½ million.

Let me tell you about charitable events - ‘Charitable events prove we’re truly in the hospitality business.

I hope this will help!

Have a nice Day

Mansing Bhor