Non-Dues Revenue Andrew Flank Senior Director, Business Development National Association of Home Builders aflank@nahb.org I 202-266-8059
Average share of HBA Gross Revenue Affinity Revenue Education Insurance Other 1% 1% 2% 3% Rental Income 3% Sponsorships / Dues advertising 34% 7% Parade of Homes 12% Fundraisers / Events 13% Home Show 24%
Creating A Sponsorship Program
Sponsorship Sales Life Cycle Determine Assets Measurement, Develop Reporting and Opportunities Feedback Identify Deliver Prospects Market and Sell (or renew)
Asset Audit What are your Tangible Assets? In Person / Events Membership Meetings, Trade Shows, Home Shows, Parade of Homes, Special Events (golf tournaments, Awards, etc.), Councils Audience Members, Non-Member Trade, Consumers Advertising – Print and Digital Print or digital pubs, E-newsletters, Member mailings , websites, social media, webinars.
Asset Audit What are your Intangible Assets? IEG Measures the following: 1. Prestige 2. Recognizability/Awareness 3. Loyalty/Engagement 4. Category Exclusivity 5. Clutter (# of sponsors) 6. Networking through Access 7. Ability to Activate 8. Media Coverage 9. Track Record
Develop Opportunities What Do Sponsors Want? Results Sales Action Awareness Networking Speaking Exclusivity Execution Thought Enhancing Displays Leadership Experiences Emotional Supporting Importance Favor Beliefs Connection
Developing Your Opportunities Basic Benefits Logo or Ad on website Registrations/Tickets to Events Ad in Print Publication Brand Logo usage Logo/Ad in newsletter Enhanced Directory Listing Logo/Ad in e-newsletter Mailing lists Logo on signage at every event Association Membership Hole in Golf Tournament Affiliate Memberships
Developing Your Opportunities Enhanced Benefits Logo on signage at every event Remarks at meeting Verbal recognition at meetings Member Mailing Tabletops at meetings Sponsor Pin/Ribbon Ad in Printed Member Directory Sponsor Plaque or Window Decal Verbal Recognition at Events Co-branded sponsor logo Registration lists for events Company brochures in HBA lobby Reserved Seating or Table at Events Logo in foyer 10-50% off advertising Tabletop at all events Use of HBA event space (limited #) Logo in signature line of emails Dollar allocation to sponsor event of VIP Parking at HBA or event venues choice Social Media Posts Permit Dues Allocation e-blasts to members Content Creation
Developing Your Opportunities Top Level or Unique Benefits 1-2 minutes of mic time at all events Personal introduction to members 5-10 minute presentation at Company content in newsletters meeting One hour Think Tank with Board Will be put on Do Not Call list for members once a year more sponsorships Exhibit Space in HBA lobby for the Custom magnetic name badges year created 4 minute segment on TV News Category Exclusivity Co-branded title sponsors / Naming Logo on invoices Logo on digital signage outside HBA Booth at home/trade show Invite to reception with executive Recognition in local Media Buys board
New Opportunities Non-dues Revenue Idea Bank NAHB.org/IdeaBank
Bundling Your Assets Create or Improve
Pri ricing Strategy • Price on value, not cost. • If it sells out - raise the price! • Add Value, Not Discounts • 2 years with no sale? Reduce price, change, or eliminate
Marketing Your Opportunities Develop Media Kit • Event Overview • Dates/Times • Audience • Other Sponsors • Benefits / costs • Photos
Customize Packages
Customizing Packages Platinum partners ($25,000 or more) also Event / Benefit Pricing receive Top Level Benefit 2 $5,000 X Invite to HBA board meetings Recognition in Media Buys Top Level Benefit 1 $2,000 All benefits of lower level Parade - Option A $10,000 X 10% discount on package and a la cart sponsorships added later Parade – Option B $5,000 Event A – Option A $5,000 Gold partners ($12,500 or more also recieves ) Event B – Option B $1,500 X Verbal Recognition at all meetings TOTAL Commitment $16,500 Full Page Ad in Magazine 5% discount Silver partners receive ($5,000 or more) Logos on website, signage, newsletters
Customized Partnerships High Dollar Programs Leveraging Intangible Assets
Promote your Programs
Recap your Events
Selling Best Practices Relationships are Everything • Build and leverage relationships • Convey the value of your audience • Use a CRM (Insightly.com, Salesforce, Excel, etc.) Going to market • Start with local reps and companies • Personal emails, followed up by phone • Face-to-face (meetings and events) • Member recommendations • Short list of sponsor references Closing the Sale • Sponsorship Agreement • Send immediately after agreement is reached
Concept: Le Leveraging Members HBA Tulsa: Total Resource Campaign Goal: $432,000 / Total $513,000 Strategy: Enlist several teams of members to act as sales force Incentives: • Cash Incentive : Volunteers will earn cash incentives based on cash sales. • Trip Incentive: At cash or budget reduction trade sales levels of $10,000 and above, producers will earn one trip including airfare and hotel accommodations to Playa Mujeres, Mexico • Captains Incentive : A team captain will receive an award of $500 when team reaches a sales goal of $75,000. • Top Seller Incentive: The volunteer that produces highest individual sales total will receive award of $500. • Rookie Incentive: The rookie volunteer that produces the sales total will receive $500.
Delivery ry and Feedback Sponsorship Implementation • Review and fulfill all benefits of contract • Treat sponsors like celebrities, not a burden • “Value Add” benefits whenever possible • Under promise / Over deliver
Delivery and Feedback Sponsorship Fulfillment Reports • Be specific to address original goals. • Take photos. Save screenshots and clips. • Keep up along the way vs. looking back at end • Fulfillment meeting • Fulfillment report can include • Overview of HBA / recap or program, testimonials • Audience and demographic figures, reach, charts • Fulfillment report – checklist of what you delivered, overdelivered, or failed to deliver • Photos and screenshots of benefits
More Tip ips • Get to know their business and needs first • Develop personal relationships • Give non-public access to information and research • Invite big sponsors to events or meetings as your guest • Send Thank You cards • Matchmaking - introductions to important members/builders • Frequent contact with sponsors – not just asking for money
Thir ird Party y Partners HBA receives a 15-50% commission from sale Products: Buyer’s Guides, Print or Digital Advertising, Newsletters, Programmatic Retargeting, Video, Sponsorships Companies: Association Revenue Partners, Multiview, YourMembership, GrowthZone, Independent Consultants TIPS: Set clear expectations, realistic budget goals, do not contact lists
Summary • Your assets and brand drive sponsorship Determine Assets • Present an exciting product Measurement Develop , Reporting Opportunities and Feedback • Relationships are everything • Frequent touch points with sponsors Identify • Deliver Be their partner in success Prospects Market and • Innovate and implement best practices Sell (or renew)
What’s working. What’s not working. 1. What is your most successful sponsorship program? 2. How are you handling a la cart, versus packages, versus customization at your HBAs? 3. What roadblock(s) might you need to overcome in order to implement changes?
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