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Table of contents

A NOTE ON HOW TO READ THIS BOOK
UNDERSTANDING SPONSORSHIP
What Companies Sponsor
Why Companies Sponsor
How companies select a property to sponsor
What sponsors seek
STARTING THE PROCESS / GETTING UNDER WAY
Defining your mission
Evaluating the program / event
Conducting research
Identifying prospects
Pricing: Determining what a sponsorship is worth
Setting guidelines
Identifying who to send proposals to
Drafting the Proposal, Scheduling the Meeting and Closing the Deal
Developing the initial proposal
Telesales tips to clinch the initial meeting
The initial meeting
The Initial meeting agenda
The presentation
Further meetings
The comprehensive proposal
Negotiating the deal
Negotiation guide
Servicing the sponsorship, measuring results & working with agencies
The Briefing Pack
Fighting ‘ambush marketing’
Measuring sponsorship results
Renewal analysis
Common challenges facing you as you ‘sell’ your property
Being creative in overcoming sponsor’s lack of budget
Working with sponsorship agencies
How sponsorship agencies bill for their services
GLOSSARY
RESOURCES
SAMPLE AUDIENCE PROFILING SURVEY
SAMPLE INITIAL PROPOSAL
SAMPLE COMPREHENSIVE PROPOSAL
SAMPLE SPONSORSHIP AGREEMENT

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Price: $24.95
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