Most often, entrepreneurs do not realize that the sponsorship offer is not only a nice gesture on their part. It also brings tangible business benefits. And these translate, in effect, into growing sales bars. Is it worth getting involved in this way? You will learn from the article.
Sponsorship offers function both in the realities of local business and international corporations. Behind the cooperation of stars with brands, there is often an appropriate sponsorship offer, although the public is not always aware of this.
What is a sponsorship offer?
A sponsorship offer is a proposal to support an institution, person or organization, most often by an enterprise. It may assume financial support, but not only. An example is often sportsmen who receive equipment or supplements from companies. In effect:
- more people learn about the company,
- it has positive connotations (e.g. with health, sport, a nice athlete and his achievements),
- information about the brand's products is sent to other people who, for example, also play sports and might need nutrients, clothes, accessories.
The sponsorship offer may also include services. Often, celebrities publicly tell about the services of which beauty or hairdressing salon they use in return for free treatments. Such activities are also part of diversified marketing, hitting different customer groups.
What elements should the sponsorship offer contain?
The basic sponsorship offer should cover the scope of the proposed cooperation along with a possible area for negotiation. In this way, both parties can assess whether such activities are profitable for them. The offer usually includes information on how the person or institution will promote their partner. It could be a loose arrangement involving making a warm statement about the company. However, it is good to include as many details as possible, e.g. the size of the banner, the frequency of appearances in social media or the presence of the brand's logo on the clothes of an athlete or a traveler. It is a good idea to mark the duration of the contract to avoid any misunderstandings.
Are you looking for original ways to promote?
Check what we can do for you.
The sponsorship offer is something that more and more often goes to the e-mail boxes of companies and influencers. So you have to prepare it professionally to stand out from the crowd. Therefore, offers that contain the specified purpose and message of cooperation are especially appreciated. It is easier for an influencer or a brand to identify with the other party when they know what they are subscribing to. Recently, brands more and more often emphasize social (e.g. women's rights) or environmental (e.g. bee protection) involvement in order to attract influencers to cooperation. It is also worth highlighting the list of benefits that the other party can count on thanks to cooperation.
Is it worth preparing a sponsorship offer?
Sponsorship offer prepared with specialists as sales support and image are only benefits. It is worth noting that if it is created and targeted at the right people, the company can then choose the influencer or entity that best suits it or who offer the most favorable conditions.
Meanwhile, companies often act the opposite and start cooperation only when they receive a request from a specific person. This may also have its advantages, but it significantly narrows the choice. It happens, after all, that one particular athlete or celebrity is extremely active and establishes numerous sponsorship partnerships. The offer of a given brand may die in this crowd, and a given person is not even necessarily the one with whom it would be most profitable to work with in terms of image.
Sponsorship and charity offer
The most common mistake is confusing sponsorship and charity work. It very often happens that the sponsorship offer concerns a respected athlete or local activist - then you can combine one with the other. Sometimes, however, the personal beliefs and motivations of a business owner do not come into contact with what is profitable to invest in from a business point of view.
Remember that the sponsorship offer should put the sponsor in a good light. It is best if it is risk-free, and the sponsored person or organization has generally accepted positive connotations and associates well. This is often the case with animal protection and sports. This can be the case with cultural creators or scientists, if a properly selected person creates something that correlates with the values of the brand. A sponsorship offer for an entity in the field of religion will not necessarily have the same positive effect, and it is better not to sponsor political activists at all. Their behavior may surprise you in the perspective of even a few weeks, and negative associations may drag you on for a long time. It is worth taking a look at the idea of a sponsorship offer from a distance. It may turn out that a given company or person is not neutral as it seemed at first.
Sponsorship offer as a PR tool
The sponsorship offer may be part of activities such as crisis management or a PR campaign. Very often, a well-known and respected person appears in a brand campaign just when the company's image needs to be improved. The influencer thus shows that it is not afraid of such company. The implication is that the brand still has a good reputation in his opinion. Very often, a well-structured contract is behind the seemingly innocent friendship of sports stars or media with representatives of a particular brand.
Cooperation with influencers
Currently, more and more influencers take their professional activities seriously. Some have a team of employees with whom they create a content calendar or branding. Such a team can also create a cooperation proposal and direct it to brands. A professional sponsorship offer will allow the influencer to negotiate the terms and choose the most advantageous option for them. Cooperation with influencers it should benefit them and the company. Meanwhile, a poorly prepared sponsorship offer has the opposite effect and burns the bridges that could connect the celebrity with the world of paid cooperation with companies.