GETTING THAT SPONSORS

WORKSHOP

DATE : 29 TH NOVEMBER 2012

TIME : 9:00PM -10.30PM

VENUE : KOLEJ KEDIAMANPERTAMA, UNIVERSITIMALAYA

Objective

Introduce the fundamental of Sponsorship and CSR

Introduce the concept of cold calling

Understanding the basic of effective presentation

Sponsorship and Corporate Social

Responsibility (CSR):

Concept, Relation and the Mutual

Business Partnership

Concerns :

Sponsorship Myth #1:Only “big names” get sponsored

Sponsorship Myth #2:There are very few sponsorship opportunities

Sponsorship Myth #3:Getting sponsorship takes a lot of work:

What is Sponsorship?

Sponsorship is an investment, in cash or in

kind, in return for access to exploitable

business potential associated with an event or

highly publicized entity.

The key words in this definition are

"investment", "access to", and "exploitable".

What is CSR

“CSR is a concept whereby organizations consider the interest of society by taking responsibility for the impact of their activities on customers, employees, shareholders, communities & the environment in all aspects of their operations.” –Wikipedia

“….a business approach that creates long term shareholders value by embracing opportunities & managing risks deriving from economic, environmental & social development.” - Dow Jones Sustainability Index

“CSR is the commitment of businesses to contribute to sustainable economic development by working with employees, their families, the local community & society at large to improve their lives in ways that is good for business & for development.” - International Financial Corporation (World Bank)

Types of CSR Program

Invitation (Ajakan)

• increase awareness of specific issue at the same time to involve community in term of financial contribution, time & energy. Usually done directly by company or by cooperation of organizations

Awareness (Kesedaran)

• Corporate organization would like to open the mind of community of the designated issue so the community would know the real situation. Usually involve signing petition, memorandum, picket and etc

Marketing (Pemasaran)

• Some companies use CSR as medium to sell/promote products and donate it to charity

Education (Pendidikan) • More to educating community in change management

Contribution (Sumbangan)

• Traditional method where organizations donate money, products, foods and even materials

Voluntary (Sukarelawan)

• Usually organizations will invite their employee and community to do charity work by using their energy and time

CSR in Malaysia

(i) Environment and climate change(ii) Labour rights and human rights(iii) Transparency and accountability(iv) Institutionalization of CR(v) Shareholders engagement(vi) Talent management(vii) Community investment(viii) Supply chain and product safety(ix) Social enterprises(x) Poverty alleviation

Converting Sponsorship

to CSR Initiative

Sponsorship = Donation Less Contribution

Sponsorship = Business Collaboration High

Contribution

Why?

Donation doesn’t involve society and end users

Donation doesn’t involve product marketing

Donation doesn’t involve accreditation of brand

promotion

Donation doesn’t involve future business/income

10 Basic Steps to Get That Sponsor!

1. Determine type of event and who your audience is

2. Do Research

3. Make lots of phone calls

4. Send proposal letters

5. Set sponsorship levels

6. Follow up

7. Cultivate your relationships with sponsors

8. Cultivate your relationships with non-sponsors

9. Give your sponsors plenty of publicity

10. Cultivate relationships with sponsors, Part II

Determine type of event and who your audience is

Sending "blind" proposals usually

does not work well. Knowing your

audience helps you figure out who

to solicit brainstorming. Think

about which companies and local

businesses are likely to be

interested in reaching your

audience

Steps to Determine Type of Event

1) WIIFM – What is It for ME? (Sponsors) ROI Return of Investments, Give Before You Gain

2) What Type of Benefit or Help You want to Contribute. (CSR Concept Helping & Changing)

3) WIIFY – What is It For You (Organizer) Solid objectives , vision and mission

Exposure. Branding and Cost Deduction

Good and Bad Program

Keywords : Involve society not just the organizing committee- individual or organizations

Research

Quality research saves up to 50% of other work

Use local business directories for industry oriented

Use Bursa Malaysia for GLC, MNC and Berhadcompanies

Get the details of the person in charge and decision maker

Learn about your potential sponsors

Download their CSR report or financial report

Create a website/blog for your event

Local Business Directories

Kuala Lumpur Stock Exchange

www.malaysia-business-directory.com/

www.smibusinessdirectory.com.my/

www.malaysiabusinesslisting.com

www.biznesdirectory.com/

www.sourcemalaysia.com/

www.smecorp.gov.my/v4/node/7

www.yellowpages.com.my/

www.hotfrog.com.my/

http://www.securities.com/Public/company-profile/MY/page1.html

Leads Generation

Company

Name

Position

General Line

Direct Line

Mobile

Leads Research

Proposal Letters

It's important that sponsors feel you are asking money specifically from their company, and they're not just part of a massive group.

Keep your letters short

Concentrate on the exposure the company will receive for their money, not on how the money will help you

Set sponsorship levels

Make sure the benefits at each level are distinct and enticing enough to encourage previous sponsors to move up a level.

Put a price on each benefit you'll offer and add the prices in each level

Be flexible and customize levels for some sponsors to meet their marketing needs

Introduction to Cold

Calling: Fundamental of

Sales Pitch

Sales Pitch

The most time-consuming—but ultimately money-saving—step: Get on the phone and pitch your event as a great marketing opportunity.

Sales pitch structure

Introduction

Impact Statement

Pre-Qualifying

Feature and Benefits

Probing

Follow up

Closing

Your calls will vary with the type and size of company you contact

KNOW YOUR SPONSOR'S BUSINESS BETTER THAN THEY DO THEMSELVES

Preparation before Pitching

Believe System will open the path on reaching the right person

Best source info is the phone Operator. Get name and right designation before going through

Secretary. Function is to guard the boss.

Your Goals

Reach the right person/ DM (decision maker)

Obtain direct number . Mobile number better

Identify when DM will be available

Tips Comfortable and Confidence Voice tone . Sound professional Release of info to control conversation. (Name, Company

name, Purpose of call) Call at SMART time (early morning, 1 hour before lunch hour, after

working hours to avoid gatekeeper)

Dont’s Leave voice mails Leave name with gatekeeper and ask to call back Make appointment with gatekeeper to reach DM Send email to DM that have not call or qualified yet Speak with irrelevant person i.e Secretary, Junior exec, Irrelevant

department

Sales Pitch Element

Introduction Who are you, your company/organization

Purpose of call

Impact Statement Short statement to get client hooked/ creates interest to the client. Get

ATTENTION

Spend some time to create your impact statement

Brainstorm on the phrases that could attract them

Pre Qualifying Don’t waste time. Find out if he/she is the right person or relevant

Qualifying for industry relevancy, event suitability , DM etc

Qualifying for interest vs willingness to involve

Qualifying for objection and handling

Features and Benefits Talk about the event not the achievement of your organization Relate with impact statement Emphasize on Return of Investment for them (WIIFM)

Probing Identify the need of the client How will they benefit from this event Use Open End Questions

Closing/Trial Close Validate the buying signal. ABC (Always be Closing) Interest will go down with time. 3 Calls (Pitch trial close, Call Back next day, Book/Blow)

Follow Up Arrange call back date and time

Example of Sales Pitch

Introduction

a-Hi Mr Ahmad, this is Nadia calling from University

of Malaya. I thought you might be interested in

marketing your company's products/services at an

upcoming event we're hosting...do you have a few

seconds

b-My name is Nadia from University of Malaya. I

wonder if you might help me. The reason I'm calling

is that I understand that you're the person who's in

charge of sponsorship/CSR event for A company. Is

that true? If its not, may I know who would be the

right person?

Impact Statement

I’m calling in regards to business sponsorship that I

would like to discuss with your company. University

Malaya will be conducting a Corporate Social

Responsibility Program for the secondary school

students in the importance of English Language. From

the CSR Report that I saw in your website recently, I

believe that you also conduct this type of event. This

would be a good platform for a business partnership.

The purpose of my call is to discuss further on CSR

initiative that your company and University of Malaya can

collaborate on. We will be conducing a English Language

camp for school students and from your CSR report I

believe that this might be something you would like to

look into

Pre Qualifying We are looking for an exclusive corporate partnership

with your company as we are only looking for one partner to conduct this event. From the profile of your company, we believe you would be the right company to join venture this event with

Would you be the right person when it comes to sponsorship matter?

How can I get hold of him? Can I have his number?

I understand you would be the right person who initiates and heading the sponsorship matter, am I right?

Feature and Benefits

a-This would be a good platform in term of your company’s product marketing. I believe that by participating in this program you could reach your potential customers at the same time fulfilling the CSR initiatives.

b-Your company would be known by the participants involve and this could increase your sales performance.

c-But the most important benefit, your company would have easier work process in conducting a CSR Program that is required yearly by partnering with University Malaya. UM would be responsible in doing all the administration works, process flows, manpower and follow up on behalf of A company. This would be a win-win situation for both our side.

Probing

a- I was just wondering, when it comes to CSR program, does your company usually sponsors and partner with university? May I know which university you have collaborated with?

b- Usually when it comes to CSR program or sponsorship, how is the process in your company like? Would you mind sharing with me so I can follow the process accordingly?

C-Usually what type of program that your company would accept when it comes to sponsorship or CSR program?

d-Do you have any CSR program that your company have plan as we also have other activities in UM that can match with your company need.

Set Up Follow Up Call

I would send the sponsorship proposal

for your perusal and if let’s say you like

our idea/proposal, we can come to your

office and conduct the presentation

there? When do you prefer to conduct

the presentation ya? By the way can I

have your email and your mobile

number?

Closing

I really appreciate that you could spend

some time with me on the phone. Do

you mind if I call you back by next week

Friday in the morning to get some

feedback on the proposal? Great. Its

been a pleasure speaking to you.

Thank you very much and have a good

day

Purpose of Cold Call

Conversation Expectations/Probing

Sales Techniques

Follow up

Don't be afraid to call potential sponsors to find out their thoughts on sponsorship

Call the next day to inform upon receive of your proposal Set time for follow up Some interested companies may request face-to-face meetings, but

most sponsor communication will be done via phone, fax and e-mail. "This is Such And Such from My Organization. I just wanted to follow

up on the sponsorship request I sent. Do you have a few seconds?" If they don't, ask when would be a better time to call back. Then be sure

to call back at the requested time. If they say yes, your response might be: "Do you have any questions?

Does it look like something you might be interested in for this year?" If they aren't interested, find out why not.

Provide potential sponsors with a link to your organization's website, instructions for signing up to become a sponsor, and the deadline for submitting sponsorship information

Making the Great First

Impression: Conducting

Presentation and

Appointment

Conducting Presentation

Do Your Research Look Professional Get There Early Build Rapport Start with an Agenda Statement Illustrate Your Point Ask for Feedback Watch Body Language Use a Trial Close at the End Leave Time to Chat

Do Your Research

Know what your audience is looking for, and tailor your presentation to fit. Not only will this interest your audience, it will add to your credibility if they know you've done your homework.

Look Professional

If you want your audience to take you seriously, you need to look serious. When in doubt, wear a suit. If the occasion is more casual, at least make sure you look pulled together – not sloppy.

Get There Early

Plan your arrival so you'll be on time, allowing for possible delays such as traffic and construction. Few things give a worse first impression than making your audience wait for you.

Build Rapport

Find out who exactly will be at the meeting, and try to collect personal information about the major decision makers. T

The Internet makes this fairly simple. Don't just Google these folks; check out Facebook, LinkedIn, Twitter, etc. for more information. Knowing the CEO loves fly fishing gives you a great conversation point.

Start with an Agenda Statement

An agenda statement is a one-sentence summary of your presentation. It gives you control of the presentation in a friendly way, and makes a great first impression.

Illustrate Your Point

Have something for your audience to look at – photos, graphs, slides, whatever. Brochures work well because you can leave them with your audience as a reminder of your presentation.

Ask for Feedback

When you finish discussing an important point, pause and ask if your audience has any questions. By inviting a response, you draw them into the presentation and get them thinking.

Watch Body Language

If your audience is leaning forward in their seats and nodding, they like what you have to say. If they're leaning back with arms crossed, they're skeptical. Snoring is also a bad sign.

Use a Trial Close at the End

This means taking your audience's temperature on what you've just presented. You can say something like, “Does this sound right?” or “So is that what you're looking for?”

Leave Time to Chat

After your formal presentation is over, try to get some less formal talking time with the decision makers to help build more rapport. This might be a Q&A session, or just a chat. If you're talking to a prospective customer, you might ask for a tour of their building.

Thank You !