Be My Sponsorship Valentine 14th February, 2012

Although I can already hear the grumbles of how Valentine’s Day is just another retail scheme to get our sterling, I happen to love it.  And it just so happens that keeping your Valentine happy follows a similar strategy to sponsorship renewals.

Getting sponsors can be tricky; however, keeping sponsors should be relatively easy if you follow our Valentines rules:

1. The little things mean a lot.

Sponsors should be treated as business partners.  You should take a keen interest  and really embrace their involvement with your platform.  If there are ever opportunities for you to invite them to other events or even take them out for coffee when they are in town, do so – don’t wait until the event that they sponsor to try and build the relationship on the night.

2. Find special gifts that are unique to them.

Sponsors’ businesses are ever changing and it would be impossible for you to keep up with their evolution.  However, by having an open dialogue and regular communication this will allow you to truly understand their strategies and objectives – making it easier for you to recognise when an added value opportunity within your platform could help their business.

3. Surprise them.

Everyone loves a surprise so try and surprise them with added value throughout the term of the agreement.  This could include new promotional advertisements you’ve managed to secure or even a Sponsors Lunch – additional benefits that weren’t on the original sponsorship proposal.

4. Don’t expect the world when you haven’t given it.

All too often sponsors are given the sales pitch about how this sponsorship will go above and beyond;  how they will work with the sponsor on PR and put together new ideas throughout the year.  However, more commonly the pitch is given, the sponsor signs on this basis, and then never hears from the property again – except of course for when it is time to renew.  It is important that when you make promises, you keep them.

5. The relationship should be easy.

Sponsorship should be an easy commitment if you are doing all the above.  Ensuring the basics are managed is a simple task and should not be left up to the sponsor. This leaves them with the time to be more creative and work with you on adding value elsewhere.  The easier the activation is for them, the easier it will be for everyone.

Good luck with your Valentine’s Day today and hopefully these tips will also come in handy when it comes to sponsorship renewals!