Event Sponsorship (The Wiley Event Management Series)

322 Pages·2003·2.34 MB·English

by  Bruce E. Skinner

Event Sponsorship
Bruce E. Skinner, CFE
Vladimir Rukavina, CFE
JOHN WILEY & SONS, INC.
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Event Sponsorship
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The Wiley Event Management Series
SERIES EDITOR: DR. JOE GOLDBLATT, CSEP
Special Events: Twenty-First Century Global Event Management, Third Edition
by Dr. Joe Goldblatt, CSEP
The International Dictionary of Event Management, Second Edition
by Dr. Joe Goldblatt, CSEP, and Kathleen S. Nelson, CSEP
Corporate Event Project Management
by William O’Toole and Phyllis Mikolaitis, CSEP
Event Marketing: How to Successfully Promote Events,
Festivals, Conventions, and Expositions
by Leonard H. Hoyle, CAE, CMP
Event Risk Management and Safety
by Peter E. Tarlow, Ph.D.
Event Sponsorship
by Bruce E. Skinner, CFE and Vladimir Rukavina, CFE
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Event Sponsorship
Bruce E. Skinner, CFE
Vladimir Rukavina, CFE
JOHN WILEY & SONS, INC.
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(cid:1)
This book is printed on acid-free paper. (cid:1)
Copyright © 2003 by John Wiley & Sons, Inc. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Cataloging-in-Publication Data:
Skinner, Bruce E.
Event sponsorship / Bruce E. Skinner, Vladimir Rukavina.
p. cm.— (The Wiley event management series)
Published simultaneously in Canada.
ISBN 0-471-12601-2 (cloth : alk.paper)
1. Corporate sponsorship. 2. Special events. I. Rukavina, Vladimir.
II. Title. III. Series.
HD59.35 .S55 2003
659.2(cid:2)85—dc21 2002010348
Printed in the United States of America.
10 9 8 7 6 5 4 3 2 1
Contents
Foreword vii
Preface ix
The History of Sponsorship xix
Chapter 1 Outstanding Events Sell Sponsorship 1
Chapter 2 The Sponsorship Marketing Plan 21
Chapter 3 Research: The Sponsor’s Perspective 39
Chapter 4 The Effective Sponsorship Proposal 53
Chapter 5 Benefits: The Formula for Sponsorship Success and Growth 73
Chapter 6 Creating the Proper Image in the Eyes of Your Sponsors 89
Chapter 7 The Creative Approach to Sponsorship 103
Chapter 8 The Keys to Successful Sponsorship Sales 117
Chapter 9 The Legal Issues in Event Sponsorship 131
Chapter 10 The Staff—Sponsor-Client Relationship 151
Chapter 11 The Law of Return: How to Keep Sponsors Coming Back 165
Chapter 12 The Sponsorship Evaluation Process 179
Chapter 13 The Globalization of Event Sponsorship 207
Chapter 14 The Importance of Networking 219
Chapter 15 The Future of Global Event Sponsorship 233
Appendix 1 Resources—Sponsorship Books for Event Managers 249
Appendix 2 Periodicals for Event Managers 253
Appendix 3 Organizations and Resources for Event Managers 255
Appendix 4 Directories for Event Managers 261
Appendix 5 Web Sites for Event Managers 263
Appendix 6 Video Resources for Sponsorship 265
Appendix 7 Sample Sponsorship Proposal 267
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vi Contents
Appendix 8 Sample Letter of Agreement, Creative Strategies
Group, Denver 271
Appendix 9 Sample Contract, Portland Rose Festival 275
Appendix 10 Sample Benefit Report, Three Rivers
Festival, Pittsburgh 283
Index 291
Foreword
The renowned writer Fyodor Dostoevski was once asked to give
his opinion about the value of ideas. Dostoevski promptly an-
swered, “Neither man nor nation can exist without a sublime
idea.” This excellent and comprehensive resource for interna-
tional event organizers and their sponsors is the perfect example
of hundreds of sublime ideas that cross every international border
to advance the art and science of event sponsorship.
Bruce E. Skinner, CFE, of the United States and Vladimir
Rukavina, CFE, of Europe worked together to conduct the ground-
breaking research that unites the entire industry of event sponsor-
ship for the first time in this pioneering new book. They have lit-
erally removed the walls that previously separated countries and
event destinations and produced the first ever comprehensive
guide for event organizers and their sponsors worldwide.
Whether you are a novice event organizer or “an old pro,” you
will greatly benefit from this book. Skinner is one of the most re-
spected and experienced consultants in the field of event man-
agement and event sponsorship in the world. He has studied events
on many continents and consulted with both large and small event
organizations in countries throughout the world. His advice and
counsel are highly valued, and now you can benefit from his con-
sultation in this book.
The field of event sponsorship has dramatically expanded dur-
ing the past 25 years. As traditional advertising has diminished in
popularity, marketers are constantly seeking new marketing chan-
nels to promote their products and services. Skinner and Ruka-
vina have provided a step-by-step, easy-to-use model for shifting
marketing efforts to a more effective and efficient response mech-
anism: international event sponsorship. As global brands have
emerged, so has the need for local promotion of those brands. That
is, in fact, the genius within these pages. You will learn how to as-
sess the need for sponsorship for your event, utilize the proven
tools that have worked for thousands of successful events, and
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viii Foreword
then apply your global perspective to achieve localized results
that will amaze and impress your sponsors.
Another important aspect of this book is that it is designed for
both event organizers and their sponsors. Whether you are vice
president of marketing, a chief executive officer, or a local brand
manager, this book will provide you with the tools, templates, and
techniques to make a productive sponsorship purchase decision.
Furthermore, by learning why and how events ensure effective
marketing outcomes, you will be able to provide even greater value
for your organization as you continually seek new ways to in-
crease name recognition, lengthen brand recall, and produce bet-
ter and faster buying decisions.
Dostoevski also wrote, “The second half of a man’s life is made
up of nothing but the habits he has acquired during the first half.”
Through this most excellent book you will learn the important,
effective, and valuable habits that will enrich you and your orga-
nizations in the future. As we enter a new century, in which life-
long learning is no longer optional but now mandatory for contin-
uous growth and advancement, this book will provide you with the
essential information and inspiration needed to become a global
leader in the field of event sponsorship. The entire event industry
owes an enormous debt of gratitude to Bruce Skinner, CFE, and
Vladimir Rukavina, CFE, for their careful and comprehensive col-
laboration. They are living examples of how an event world with
the artificial borders removed can create a bigger and better mar-
ketplace for all. From the Pacific Northwestern United States to
Maribor, Slovenia, and beyond, this book has encircled the world
with new opportunities for creative, imaginative, and financially
successful events through sponsorship. The next time you see the
words “sponsored by,” you may silently thank Skinner and Ruka-
vina for enlarging and improving this field through their excep-
tionally well-researched and well-written book. May the habits you
form as a result of the many chapters in this book make the next
stage of your event or marketing career even more successful than
those already accomplished. And may you contribute to the con-
tinued globalization of event sponsorship through the lessons you
will learn and use as a direct result of this valuable new book.
Dr. Joe Goldblatt, CSEP
Series Editor, The Wiley Event Management Series
Dean, Alan Shawn Feinstein Graduate School,
Johnson & Wales University