Some hints and tips from a recent match sponsorWe recently caught up with David Conn, Director of Tavistock-based sales and marketing consultancy Broadley Speaking. He told us of his recent match sponsorship experience, which Broadley Speaking did jointly with Linton Lubricants, and shared some tips for getting a great return on investment.
David stated by saying; “we are medium sized company so we have a marketing and hospitality budget that has to be spent wisely. It has to be said I don't think we could have got any bigger bang for our bucks than sponsoring the recent game against Shrewsbury”.
He went on to say “the hospitality and catering were first class. We were able to spend valuable time with our clients in a relaxed atmosphere and, of course, the game was brilliant. Even without the great result our clients, all professional people, commented that it was the most enjoyable corporate hospitality they had had the pleasure of being involved in for a long time.
All in all it was a great environment for us to entertain valued clients in. Of course we always think of the return in investment on any marketing spend and in this instance the ROI was clear by the end of the afternoon!”
If you’re thinking of sponsoring a match at St James Park these are David’s top tips for ensuring it gives you a good return:
• Make sure you plan the event in advance- don’t leave it until the last minute to invite people, you’ll end up with those that can make it rather than those who you really value and want to spend time with.
• Invite a good mix of people who you are confident will get along.
• Invite a mix of clients, suppliers and employees –it allows you to show off the calibre of your team and gives your suppliers the opportunity to meet new prospective clients.
• Invite guests in pairs, people feel more comfortable coming if they know they will know at least one other person!
• The weekend is family time for lots of people so suggest to guests that they are welcome to bring a child or their partner if they wish
• Share the sponsorship package with another business you know well - (perhaps a close supplier or client) this means in effect you get to sponsor two games a season for the price of one and only need to invite 10 guests for each game rather than 20!