98 Chapter 4 Funding the Event Marketing Program
affiliation with the event and any sales promotions that are run-
ning in conjunction with the event. An even greater incentive to
the sponsor would be for the organization to buy a block of time
and resell it to the sponsor at a discounted price.
Cross-promotional opportunities allow sponsors to work to-
gether to market to niche or lifestyle markets. An example of this
type of promotion would be a sporting goods company and a
sports drink company combining their efforts; with proof of pur-
chase from the sporting goods company, the consumer would re-
ceive a coupon for a free sports drink. (Research Note:This is an
excellent example of why research is so important. The creative
marketer will look for these types of opportunities while doing re-
search to increase his or her sponsorship potential.)
Hospitality opportunities are probably the largest incentive for
potential sponsors. The opportunity to entertain either clients or
staff allows the sponsor the chance to increase market share in ex-
isting markets, build new relationships, or thank employees and
distributors. These types of activities can run the entire range, in-
cluding a private hospitality tent, cocktail party, VIP seating, park-
ing passes, or special valet parking. Any activity that is special to
the sponsors and makes the event more enjoyable for them and
their guests is an added incentive.
The ability of a corporation to utilize your event for passing
out product samples, whether an existing product or a new prod-
uct rollout, is a value-added incentive. Along with consumer re-
search, it allows the corporation a direct contact with the con-
sumer. It can also help establish a new consumer database through
information gathered as a result of on-site surveys.
The more incentives that you can offer a potential sponsor, the
better the chances that you will seal the deal. As with all business
arrangements, each party is looking for the best possible advan-
tage. Through the use of incentives, you can offer value added to
that which the sponsor receives.AppendixB Resources
An area of event sponsorship that is sometimes grossly overlooked
is that of nonfinancial sponsors, or in-kind sponsors. This type of
sponsorship is particularly appealing to new or small business en-