BICS Forum September ‘16 Jim Kelly oconnorandkelly.ie
What You’ll Take Away Today • A changed attitude towards sponsorship • A Presentation Template • An Introduction Letter • A Proposal
Milestones for today • What is a brand • Understand the difference between fundraising and sponsorship. • Work through your own customised presentation • Practical work on sponsorship • Presentation preparation • Tips on presenting • Your presentation
“No f ree lunches here” About Us • Promise • Specialities • Contact Us
The O’C&K P romise….. “We will become an integral part of how clients think about and grow their business when outsourcing some or all of their marketing communication”.
We specialise in…..
Check us out (& our Tips and Timesavers) Our website: oconnorandkelly.ie Our twitter: @oconnorandkelly Our blog: oconnorandkelly.ie/blog/ Please.
First of all…. • Different style • Business angle • Your attitude today • Your Society Your Brand
Manage Your Society’s Brand !
Origin of Brands
Emotional stuff …. • Does a brand fire up emotions in your mind • What’s your attitude to that brand • What’s your behaviour as a result of that attitude • Branding is a shortcut
A brand vs branding A brand isn’t a mark, a logo or an ad. It’s a combination: – of expectations, – of past and anticipated experiences and – of promises the company makes and keeps. You and your society are brands – manage them .
O’C&K’s simple brand diagram What we do Relevant OC&K What What others we say think Real Attitude
Brands relationships • A brand can only help to build a community of members and supporters. • I t’s the relationship that helps to keep them Therefore: • Engagement Loyalty
Fundraising
Fundraising Types • Raising funds for your own society by: - participation in 3 rd party activity - participation in your own activity • Raising funds through financial partnerships
Fundraising must knows! • Budgeting • Fundraising • Charity events • Political societies
Fundraising ideas ….. • Raffles • Golf days • Bucket collections • Coffee mornings • Supermarket bag packs • Pub quizzes • Ceiles/Discos/Dances • Themed Events • Race nights Other Fundraising Ideas •
GRASS can be greener for donors • Gratitude (make them feel thanked, included, and loved) • Results (tell them what you are doing with their money and what difference it makes) • Action alerts (show them how they can get involved personally) • Success stories (personal stories that show the effect they are having on student’s lives) • Share funny, inspiring, or otherwise noteworthy items (so good they can't resist passing on to friends)
We don’t care about YOUR dreams • Christmas day is in our grasp • As long as we have our hands to clasp
Sponsorship
Be relevant or lose me…. • People are demanding that they be communicated with in a NEW WAY • Communication grounded in an appreciation of them, not just as customers but, as HUMAN BEINGS • With a focus on creating meaningful RELATIONSHIPS with them and the society in which you and they live together Source:Neill Duffy Passion Branding
Be relevant…. • “…I get what sponsorship is all about, I mean I like what it does but I don’t really care about it unless it is relevant to me personally …” • B&A focus group – female 35
An easy touch …. “… sponsorship has also come to be seen as a ticket for easy pickings amongst the misinformed, deluded, misguided and downright mischievous who believe that corporations can somehow be persuaded to fund their fancy on some spurious premise or other…” Paul Pednault – Sponsorium, 2007
There is a huge difference .… between raising funds and agreeing a sponsorship mainly - objectives - relevancy - relationship
The sponsor’s view… • This is not a fundraising activity, it is a joint marketing activity • The sponsee, must have the ability and desire to enter wholeheartedly into a marketing partnership
Basic rules apply - still To be real & relevant, sponsors must bring an added-value component to the targeted audience. ..then they must get the credit from the audience for bringing or enhancing the experience.
The O’C&K Partnership Model….
Remember – it’s a joint agreement…. - both property owners and sponsors must agree that they are equally responsible for: - providing those relevant and enhanced consumer experiences - making sure the sponsor gets the credit
Sponsors are looking for … • A good working partner • Something they can amplify their relevance to individual people’s lives • Reasons not to give up sponsorship as a marketing tool, by choice
Sponsorship outlook…. • Companies will continue to invest in sponsorship • New sponsorships will be highly and creatively leveraged • Consumers will appreciate relevant sponsorships
A structured process
Checklist …. • ID your assets • Agree packages • Audit your relationships • Agree target list • Desk-top research • ID good ‘fits’
Checklist …. cnt’d • Customise approach • Tailor proposal • Have the meeting • Amend as agreed • Outline expectations • Sign agreement
Introduction letter (do’s) • Figure out who’s their best person to approach • Lead with their stated business objectives • Structure within their values • Use their words • Ask for the opportunity to show how good a partner you’d be
Introduction letter (don’ts) • Send a general letter to the CEO / MD • Talk about yourselves up front • Enclose a standard presentation • Explain their business objectives to them • Tell them what good value you represent
Proposal insights 1 …. • Get the proper name and title of the brand manager. • Match specific brand(s) to the sponsorship opportunity (some have different product brands). • Find the brand’s target markets that you can match. • Link to overall marketing objectives for the brand(s) that you are targeting.
Proposal insights 2…. • Study how they use other sponsorships to achieve their objectives. • Check whether they have any sponsorship exclusions (e.g. they mightn’t sponsor student events). • Determine how much lead time they need before the sponsorship term starts.
Proposal template …. • IMHO there is none, however • Prove that you understand their company. • Highlight potential areas where you can add value / deliver for them. • Outline how you can grow together. • Explain the finances. • Put everything else in the appendices.
Take - Aways • Decide whether you’re going to fundraise or get a partner. • Manage all expectations • Decide to manage your own brand by being professional. • Always make new mistakes
…for opening your minds oconnorandkelly.ie
Presentation Effectiveness - Your Audience - The Agenda - PowerPoint - Practice - The Pre-game - Game time - Post game
Agenda - write out an agenda telling your story - each section should tell an element of the story
Know your audience - research them in advance, if possible - learn what they expect to gain from your presentation - understand their background and needs
PowerPoint - should be used as a guide and not a crutch - graphs / text should be viewable (fonts, colours, tiny figures) - keep words to 3 points per slide, where possible
Practice - good idea to record yourself and listen back - at a minimum present to yourself in front of a mirror - 60-90% of communication is non-verbal
The Pre-Game - check all equipment and viewpoints from room - take a few minutes to breath and do power poses (if you like)
Game Time - start strong (loud voice and confident body language) - start with a story / bit of fun / surprising fact - walk around (if possible), point out (not read) important content on screen - Never, ever read the points off your slide / keep to the story guidelines - end with a strong clear action or takeaway for the audience
Post-Game - Provide your contact details - Send email with PDF of your presentation - Follow-up any outstanding queries
Thank You oconnorandkelly.ie
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