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Articulating the value of cycling sponsorship

How do you define the value of your club or team in order to secure cycling sponsorship?

There are a few simple rules you can follow to accomplish this effectively. First, always start by understanding the prospective sponsor’s objectives; and what they are trying to accomplish? What’s the business problem they want to solve? Second, describe how you can help them achieve their objectives. In other words, describe how your activities; participation in events, involvement in the local community; can provide a way for the sponsor to achieve their objectives. Third, and probably most important, is to always begin by taking the prospective sponsors view.

Here’s a very simple approach you can follow.

Let’s say there’s a prospective sponsor that wants to increase visibility of their brand, products and services with consumers in the growing health & wellness segment.  The table below walks you through the process of building effective value statements. The first column shows the company’s objective. The second column lists a couple of reasons driving the company’s business objective. I mentioned in an earlier post that companies are motivated by three basic rules – “How can we make money?”, “How can we save money?”, “How can we project our intended image?”

Business Objective Reason (Motivation) How your cycling club/team can help them? Why they should care?
Increase visibility & awareness of our products and services in the growing health & wellness segment Increase consumer interest, traffic, sales, revenue & market share.Align offerings within a growing segment; creates greater opportunity for sales of product & services Involvement in events; rides, rally’s, races, clinics, education…Community Service & local initiatives (“Share the Road”, trail building, Development programs, Street Adoption….)Communication & Social Media – websites, social networking, newsletters… Participation in events provides greater exposure in segment; drives visibility & salesInvolvement in community; serving the “greater good”; is great PR for sponsorsCreates B2B oppty. w/other sponsorsCommunication vehicles & SM provide additional channels for delivering their messages

The last two columns describe how cycling sponsorship can help the prospective sponsor achieve their business objective. In this case, it’s increasing visibility and awareness in a targeted segment. Your club or teams participation in events, community service and local initiatives, and use of communications & social media, provides the foundation for increasing visibility.

However, your value proposition has to state the benefit of sponsoring your cycling club or team, in terms that clearly articulate why a company should write you a big fat check. You MUST be able to describe how sponsoring you will help them achieve their objectives – raising visibility, which can lead to greater awareness, interest, traffic and ultimately sales. A simple way to build an effective value statement is:

(company objective + their motivation) + (your ability to solve a problem + the benefit to them) = VALUE

A value statement as simple as the one below does the job!

“Our participation in events, activities, and initiatives within the community will help (company name) achieve your objective of increasing visibility, traffic and sales for its brand, products & services in the health & wellness segment.”

Use your words to portray how your club’s involvement in weekly rides, races, community activities and events can help them reach their desired goal.

If you build your value statements following these simple recommendations you will shift the focus from what the sponsor can do for you, to what you can do for the sponsor. And, why they should write you a big fat sponsorship check. Taking this type of approach provides you with credibility, while differentiating you from other organizations requesting sponsorship & funding. Furthermore, it provides reasons the prospective sponsor should engage you in deeper discussions.

The key, as I have always written, is to focus on them!

As always, feel free to leave comments or send an e-mail to al-at-Sponsor-My-Cycling-Club dot com.

Thanks again for visiting. Remember, until next time, to “keep the rubber side down!”

Happy New Year!

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