Evidence Based Proposals - Sponsorship in Marketing Cornwell

Summary

Bettina Cornwell discusses crafting evidence-based sponsorship proposals in marketing. She emphasizes the importance of a creative opening, clear communication of mutual benefits, and situation analysis. Cornwell advises exploring synergies, aligning with brand image, and detailing strategies and tactics. She stresses the need for specific implementation plans, budget considerations, and measurable outcomes. The key is to differentiate between mere descriptions and concrete evidence, such as tracking data and survey results, to demonstrate the value of sponsorships effectively.

Takeaways

• 🎯 The script focuses on creating evidence-based proposals for brand sponsorships in sports, arts, entertainment, or causes.
• 📝 Importance is placed on an engaging and creative opening to capture attention during a pitch.
• 💡 The proposal should communicate the big idea and the benefits the brand will receive from the sponsorship.
• 🔍 A situation analysis is crucial, looking for synergies within the sponsor's or property's existing portfolio.
• 🖼️ The proposal should discuss how the sponsorship aligns with or enhances the brand's current image.
• 📈 Strategies and tactics should be outlined to show how objectives will be met.
• 📅 Implementation details, including timing, are important for a comprehensive proposal.
• 💰 Budget considerations are a key component of the proposal.
• 📏 Measurement of success is essential, with specific metrics to be tracked for the sponsor.
• 📊 The distinction between description and evidence is highlighted, with a preference for evidence such as tracking and statistics.
• 📊 Evidence can include tracking the effectiveness of past promotions or surveys to demonstrate potential sponsor benefits.
• 📋 Surveys are valuable for understanding the interests of event attendees or fans, which can help match sponsors effectively.

Q & A

What is the primary focus of the video script?

The primary focus of the video script is on creating evidence-based sponsorship proposals, particularly in the context of brand engagement with sports, arts, or entertainment.

What is the significance of an opening hook in a sponsorship proposal?

An opening hook is significant as it sets the tone for the pitch, aiming to engage the audience with an entertaining or creative start that communicates the big idea of what the sponsorship relationship should bring.

What is a situation analysis in the context of sponsorship proposals?

A situation analysis involves examining the current state of affairs, looking for synergies within the sponsor's portfolio or the property's roster, and assessing how the new sponsorship might enhance or depart from the current image.

Why is it important to discuss synergies in a sponsorship proposal?

Discussing synergies is important because it shows how the new sponsorship can add value by leveraging existing relationships and assets within the sponsor's or property's network.

How does the script suggest evaluating whether a sponsorship will depart from or match the current brand image?

The script suggests evaluating the impact of a sponsorship on the brand image by considering whether it will make the brand appear more rugged, sophisticated, or if it will simply maintain and match the existing image.

What are strategies and tactics in the context of a sponsorship proposal?

Strategies and tactics refer to the planned approaches and actions to achieve the objectives of the sponsorship, including how to implement the sponsorship effectively.

Why is timing important in the implementation of a sponsorship?

Timing is important to ensure that the sponsorship activities align with the brand's marketing calendar, the property's event schedule, and to maximize the impact of the sponsorship.

What does the script mean by the distinction between description and evidence?

The script distinguishes between description, which outlines the assets and activities of a sponsorship, and evidence, which provides measurable data such as tracking results or statistics to demonstrate the effectiveness and value of the sponsorship.

How can tracking be used as evidence in a sponsorship proposal?

Tracking can be used as evidence by reporting on specific metrics such as the redemption rate of coupons distributed by a sponsor, which shows the tangible impact of the sponsorship on consumer behavior.

What role do statistics play in an evidence-based proposal?

Statistics play a crucial role by providing historical data that demonstrates the success of similar past sponsorships, such as the percentage of corporate participants who return to an event year after year.

Why is conducting a survey valuable for a first-time sponsor event?

Conducting a survey is valuable for a first-time sponsor event because it helps understand the potential attendees' interests and preferences, allowing the event organizers to match sponsors effectively with the target audience.

How should measurement be approached in an evidence-based proposal?

Measurement should be approached by setting specific, measurable objectives for the sponsor, such as tracking the return on investment or the engagement levels of the target audience, rather than just summarizing the sponsorship.