In this episode, event sponsorship expert Troy Schooley from Pittsburgh Three Rivers Marathon (P3R) joins us to answer some of the most frequently asked event sponsorship questions from event directors. Troy is the senior vice president of partnerships and sales at P3R and is responsible for doubling the size of the sponsorship portfolio since joining in 2013. Notable P3R events include the DICK’S Sporting Goods Pittsburgh Marathon, GNC Live Well Liberty Mile, EQT Pittsburgh 10 Miler, and new for 2018, the Great Allegheny Passage Relay.
Time Stamped Show Notes
(Just click on the timestamp to skip to that portion of the show) 👇🏽
[01:56] – What Troy’s event sponsorship philosophy is?
[03:18] – What do you say to potential partners who are hesitant to get involved in sponsoring a one or two day event?
[05:33] – Have you added different events (beyond your main event) to make a sponsorship more fruitful?
[06:37] – What are the best ways to find potential sponsorship partners?
[08:39] – Have you found success finding sponsorship partners on LinkedIn?
[09:50] – What kind of pricing structure do you use for your partnerships?
[11:54] – In an initial sponsorship conversation with a potential partner, what should you show them in order get them excited about your event?
[15:23] – How do you assign values to partnerships?
Tool: Hootkit Analytics The world leader in providing data and insights to expand the value of sponsorships,
[19:01] – What do endurance partners want and expect?
[20:58] – What questions would you ask potential sponsorship partners in the initial conversation?
[22:20] – What are some examples of partnership activations that have been very successful?
[25:45] – What are in-kind partnerships? Are they worth it or should we only push for cash sponsorship
[30:14] – What should we be doing in our sponsorship follow after the event occurs?
Are there any event sponsorship questions that you'd like answers to? Post them in the comments below or on our facebook page here.
Tools and Resources Mentioned
How to Connect with Troy
LinkedIn: View Troy Schooley on LinkedIn here
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Andy Reilly is the founder of Eventgrow and a digital marketing specialist for events. He's helped grow events like Spartan Race, The Color Run, and Rock ‘n' Roll Marathon series. He spends most of his time with his family, playing baseball or geeking out on the next marketing campaign that will change it all.