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Information about Module12

Published on April 28, 2008

Author: Mertice


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

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