Because the GOTS of Pontiac is an annual event, sponsorship is needed.
“We’re fortunate that GOTS is what it is,” Greg Vanderzell Director of OPS explains. “People are calling us – which is great. It’s a marketer’s dream to be part of GOTS.”
When the programming committee for the GOTS meets, they consider all programming and that’s when the sponsorship team begins to integrate these ideas into the their platform.
In 2012NB, the GOTS included four areas: SHOWS, NEWS, SPORTS and NETEX (Network Exchange). The sponsors are identified in the category is simply sponsored by GOTS, and the benefits are measured for the sponsor this year.
For the sponsorship for the first time of GOTS here are the following tips:
- Sponsorships must be identified as part of the initial planning phase.
- Brainstorm program elements early to allow maximum time to secure sponsors.
- Identify the value of each category; reinforce the benefits of a previously held program and its sponsorship levels.
- Create a fact sheet for each property/individual sponsorship category.
- Offer higher level sponsors the right of first refusal. Majority of sponsors are either participating or onsite.
- Hold weekly or regular meetings to communicate sponsor status.
And the most important elements include awareness and financial benefits.
Nevertheless, our event planners who organize community events such as our GOTS Fan Fair will determine sponsorship levels and direct benefits from the organizer to help support those GOTS objectives. Depending on the sponsorship level, visibility included in the GOTS may include any portion or all of the following:
- Signage/banner opportunities (stage, railing, towers, street pole, etc.)
- Corporate logo on main stage
- Category exclusivity
- Promotional tent
- Advertisement in program materials
- Status level on event brochure
- Corporate logo on event advertisements
- Corporate logo at ticket windows
- Mentions in radio advertising
- Priority seating tickets
- Use of corporate hospitality tents
- Main stage presentations
- Main stage mentions
- Opportunity to bring inflatable for increased visibility
- Corporate press releases with event press kits
- Parking and delivery permits
- Invitations to press preview party
- Opportunity to distribute pre-approved sample items
Benefits of Sponsorship
While “cash” may seem like the most obvious reason to secure sponsors, many other benefits exist for incorporating sponsorship categories into a community GOTS Fan Fair, according to Greg:
- Concert sponsorship helps bring top name artists.
- Corporate sponsorships enhance programming.
The Value of In-Kind Offers
To be sure, sponsoring an established event like the GOTS is beneficial to both sponsor and organizer, so in-kind offers can sometimes be viewed as cash. Some examples that Greg suggests include the following:
- Media sponsors to provide TV, radio and print advertising.
- Radio sponsors to offset talent expenses.
- Airline sponsors to provide seats for out of town entertainment.
- Hotels to provide complimentary guest rooms for entertainment.
Another important factor when identifying sponsors for a family event: “We do not have any ‘sin’ categories. We avoid tobacco and sex related sponsors,” Greg says. “And because this is a GOTS Fan Fair, no food sampling is allowed.”
So if you like to be a sponsor please contact G1NBC Customer Service @ 248.812.9190 today!
