We are looking for an enthusiastic club member who could look after our club sponsors.
Attached is a Section from the PCA-RPM Manual about Club Sponsorship.
REGION SPONSORSHIP INITIATIVES (PDF format)
In this day of reduced sponsorship funds from traditional sources, Regions are being forced to better identify, approach, and maintain productive long-term relationships with local vendors and dealers. Without vendor sponsorship and support, many Regions would be forced to reduce the level or quality of activities, which are offered to its membership. Automobile-related businesses are a great resource to Regions, but Regions should also be alert to non-traditional sponsorship opportunities. Every business in your Region’s area should be evaluated as a potential sponsorship partner.
Sponsorship support can be in many forms:
- Financial – Consider developing various annual sponsorship levels for the Region (i.e., Gold = $1000, Silver = $500, Bronze = $250) and in exchange, the Region promising and delivering appropriate public recognition for the support. This recognition goes beyond mere acknowledgment at an event or in the newsletter or website, or even post-event “thank you letters.” Ensuring that this support occurs in these various Region outlets reaffirms to the sponsor that the financial contribution is sincerely appreciated and that the Region is now a “partner” in its yearly business plan, going forward.
- Membership Partners – Supportive dealers may purchase or distribute PCA memberships for its customers. Region membership lists represent a “gold mine” to businesses, since PCA member family units tend to be more affluent and are precisely the targeted audience they seek. PCA membership lists, however, cannot be shared or distributed to third parties. That being said, the Region may distribute dealer information directly to its members, on behalf of the dealer/sponsor, so long as the members’ privacy is protected.
- Event Hosts – Consider holding a PCA event at the sponsor’s place of business. For example; monthly meetings, social events, concours, tech sessions, new members’ party, new model launch, etc., are all-natural tie-ins with the dealership, as well as many other business that cater to Porsche owners’ needs and lifestyles.
- Exhibitors – Invite your sponsors to exhibit their products or services at your events for a nominal fee. Allow them to do product demonstrations, demonstrate its services, or to display products at your events. Be sure to have your attendees engage with them during these sessions. Seek feedback from Region members later so as to better judge the efficiency of the sponsor’s efforts and to report back to the sponsors, if asked later. Non-traditional sponsors sometimes have more success at such events, as they are unexpected at PCA events, and the attendees are often fascinated to see them there, as compared to more traditional vendors. Being at a PCA event can also provide a sense of “pre-approval” to attendees, making the initial approach for both parties easier.
- Prize Giveaways – Everyone loves raffles and door prizes! This is a great way to engage members and give sponsors recognition before all the attendees.
- Display and Demo Vehicles – Many dealers and vendors would love to display their cars at a PCA event. It’s an easy way to draw attention to their business and they may even make a sale out of it. Merely allowing access on the day of the event is not enough. It is important to the companies that their presence and contributions be recognized later in the write-up of the event, on the website, and/or in the newsletter. Doing so will certainly make another approach later much more likely to succeed. In the case of car displays, tempering the expectations of the car dealers is important. The dealer should not always expect to make a sale at such events, and it is not an unsuccessful event if no car is sold. Remind the vendor that name recognition and fostering of goodwill are also long-term benefits of appearances.
The critical key to making these sponsor partnerships successful is that the relationship must be mutually beneficial to the Region and to the sponsor. Regions should work to ensure that the event yields positive results for the partners or they won’t be back. In that regard, it may be useful to ask the sponsor what are its expectations from its appearance or involvement. This way, unreasonable expectations can be muted in advance, while the Region, in turn, may be able to provide a general overview about its members to the vendor about which it may not have been aware.
There is a tendency to look at sponsorship as a single event contribution, when, in fact, it should be treated as long term, mutually beneficial relationship. Regions should nurture the relationship throughout the year. Regions should remain in contact with their partners especially when there is no specific need for the Region to do so.
Due to its critical nature to Region activities and membership satisfaction, Regions with successful sponsor programs typically have a dedicated volunteer on its board of directors who is solely or jointly responsible for Sponsorship. This person preferably is distinct from the Region member who seeks advertising for the newsletter or website.
If that is the position for you please contact any member on the board or our president Jeff Buck