How to write an Event Sponsorship Proposal

Anda EO- Event Organizer?

Anda EO- Event Organizer?

pasti sudah barang tentu anda jawab IYA.

dewasa ini Berjamuran EO, di Indonesia...seperti kacang goreng...

dari EO kecil sampai EO besar...tapi ada sedikit kesalahan EO-EO tersebut yaitu:

1. Merasa percaya diri di cari Perusahaan yang membutuhkannya

2. Merasa dirinya paling baik padahal eo sekarang banyak sekali dan selalu mengaku baik.

3. Tak berani share akan port folio di website atau media lain ya memang tidak dapat di pungkiri sekarang banyak sekali persaingan EO bahkan tidak sehat.

4. Tidak memiliki Profile yang baik dari companynya, hanya e-mail pada calon client dan mengatakan saya EO, pernah mengerjakan ini, itu, onoh...well...realistic dude...send ur profile it a must...

okay...jika anda eo, silahkan anda post di bawah ini siapa anda, saya contohkan...

EO ASAL-ASALAN

jl.asal bagus no.34 Jakarta

Tlp. 021-3854753

HP.08110138495

profile : http://www.scribd.com/doc/22738773/Proposal-Eng (silahkan download)

toh tidak sulit bukan?

promotion - sales promotion

Introduction

A good definition of sales promotion would be as follows:

“An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods”.

More than any other element of the promotional mix, sales promotion is about “action”. It is about stimulating customers to buy a product. It is not designed to be informative – a role which advertising is much better suited to.

Sales promotion is commonly referred to as “Below the Line” promotion.

Sales promotion can be directed at:

• The ultimate consumer (a “pull strategy” encouraging purchase)

• The distribution channel (a “push strategy” encouraging the channels to stock the product). This is usually known as “selling into the trade”

Methods of sales promotion

There are many consumer sales promotional techniques available, summarised in the table below:

Price promotions

Price promotions are also commonly known as” price discounting”

These offer either (1) a discount to the normal selling price of a product, or (2) more of the product at the normal price.

Increased sales gained from price promotions are at the expense of a loss in profit – so these promotions must be used with care.

A producer must also guard against the possible negative effect of discounting on a brand’s reputation

Coupons

Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons:

- On a pack to encourage repeat purchase
- In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer
- A cut-out coupon as part of an advert
- On the back of till receipts

The key objective with a coupon promotion is to maximise the redemption rate – this is the proportion of customers actually using the coupon.

One problem with coupons is that they may simply encourage customers to buy what they would have bought anyway. Another problem occurs when retailers do not hold sufficient stocks of the promoted product – causing customer disappointment.

Use of coupon promotions is, therefore, often best for new products or perhaps to encourage sales of existing products that are slowing down.

Gift with purchase

The “gift with purchase” is a very common promotional technique. It is also known as a “premium promotion” in that the customer gets something in addition to the main purchase. This type of promotion is widely used for:

- Subscription-based products (e.g. magazines)
- Consumer luxuries (e.g. perfumes)

Competitions and prizes

Another popular promotion tool with many variants. Most competition and prize promotions are subject to legal restrictions.

Money refunds

Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer.
These schemes are often viewed with some suspicion by customers – particularly if the method of obtaining a refund looks unusual or onerous.

Frequent user / loyalty incentives

Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire companies etc.

Point-of-sale displays

Research into customer buying behaviour in retail stores suggests that a significant proportion of purchases results from promotions that customers see in the store. Attractive, informative and well-positioned point-of-sale displays are, therefore, very important part of the sales promotional activity in retail outlets.

Below the Line Promotion and Marketing With Articles

Article writing can be useful when you are using it as a promotional tool. You can use it to sell a product or to promote an idea. With the advent of the internet, article writing is becoming a very valuable way to communicate when promoting and marketing.
Information can be disseminated in many types of markets. In promotion there are two types:

Above the line. Media such as television, radio, internet, mobile phones and newspapers is direct. The consumer recognizes that the product is being promoted. The consumer recognizes that the product is being sold to them in a commercial or an advertisement.

Below the line promotion. This approach is more subtle and uses product placement, direct mail, trade shows and sponsorship. You will see this approach in movies and television shows. It is becoming more popular as the consumer is able to bypass watching commercials with new technology.
Below the line promotion is more appropriate when it comes to articles. When using article writing to promote a product it is important to keep it short and to the point. Try to stay within 250-500 words because it is important to remember that this is the information age and there is a plethora of information available to the average person. Make it interesting and concise. You must be able to explain what it is you are promoting and also make sure to mention key points. It seems like an impossible task but with some practice it will become second nature.

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Looking below the line

In today’s cut-throat competition, below-the-line promotions have become indispensable tools for both start-ups and large organizations, thanks to the low cost factor. “At least 70% of the decisions on whether to buy something or not is made at the shop floor,” says Vijay Singh, MD & CEO of 141 Sercon, a below-the-line (BTL) promotion agency. DARE explores the possibilities and limitations of this powerful tool.

What is BTL?
It is everywhere and almost everyone is doing it yet to define the scope of BTL is quite a difficult task. While some include everything that is not mass media advertising in BTL promotions, others include only activities that are done for a certain class of consumers or target audience. It helps marketers establish one-to-one relationship with consumers while mass promotions, by definition, make it difficult to gauge consumer-response, except at the time of sales. Examples include tele-marketing, road shows, promotions, in- shop and shop-front activities, display units and entertainment events.

Purists like Singh insist all micro promotions, in which a narrow group is targeted, do not qualify as BTL marketing. “All agencies that were small startups, event companies, promotion companies etc. have suddenly become big BTL houses. But that’s not all what BTL is,” he says, emphasizing the two-way nature of the process. “BTL is about ensuring interaction. You need to define new consumers and do activities where there is an experience of interaction. BTL, by definition, has to be a long interaction and it has to be told. You need to tell the consumer something and the consumer needs to experience it and ask you question”.

BTL and the Start Up“Given the proliferation of media and brands using them, the media market has become extremely cluttered,” says Pankajj Chaturvedi, Executive Director (South Asia), Baskin Robbins. “This has made addressing your core target audience a difficult and expensive task. As a result, BTL advertising is increasing its share in marketing budgets. Even the larger brands are spending a fair share on BTL,” he points out.

Above-the-Line Media…	Below-the-Line Media…
Are tailored to reach a mass audience	Are targeted at individual consumers, based on their expressed needs and preferences
Establish brand identity or reinforce emotional concept surrounding a product or brand	Issue a “call-to-action,” inspiring specific customer activity or tailored messages about a product or a brand
May or may not drive customer response	Drive individual responses
Are difficult – if not impossible – to measure with any accuracy	Are highly measurable, allowing marketers insight into their return-on-investment, as well as those tactics that are (and are not) working
Cater to the mass market	Establish one-to-one relationships between consumers and marketers
Source: V12 Group

While most big consumer brands like LG, Samsung and Nokia have a range of BTL activities; this method of promotion is especially suited to newer companies and products. For a new product, consumer interaction and feedback during a BTL campaign helps in fine-tuning the offering and positioning of the brand.

Vijay Singh MD & CEO, 141 Sercon Why is BTL gaining more importance these days?The BTL industry has been around for a very long time, it’s just that now there is a little more recognition that what was earlier very fragmented is actually a fairly structured BTL business. Traditionally brand managers have been spending money on three broad areas -- one is ATL, second is marketing services or BTL and the third being PR. Earlier, rather than it being a structured as marketing services, people used to look at it as promotions being done separately, shop-front activities being done differently, product placements, etc. been done differently, etc. Now more and more brand managers are clubbing it into a single BTL format. They want an agency that can possibly give a solution for all that. Is the increasing presence of BTL felt only in the FMCG and the durables market?No. The B2B business already has the majority of the spend. What was not happening was that FMCG in terms of percentage was not spending as high a percentage as what they are doing now on BTL. Also BTL is not just about niche products. Look at soap, it is definitely not niche as everyone uses it. If you were to reduce the BTL spend on soaps, let’s say you don’t do any shop-front activities, you don’t do any inside the shop activities, so and so forth, you will need to bring down your sales focus. What kind of ATL and BTL mix would work for a startup operation?It is dependent on the product category and the kind of consumer you have. A startup I am assuming doesn’t have a lot of money so a startup typically would want to ensure that whatever the expense it gets some quick results that is where a BTL would come in. But if it is a startup with a lot of money, for instance, someone got lucky and got a lot of funding and is first looking at building the brand and then do sales then I would assume that he would first want to use some TV commercials, a lot of focus on print ads then from there start doing demand generation. How many companies are spending a substantial amount of money on BTL these days?In India our current estimate is on an average it is about 45% of the spend on BTL and I am including areas such as research marketing, a little bit of digital, etc. The difference with ATL is that the vehicles of delivery are fairly very well established. For e.g., out of a great idea and great strategy, I create a great TVC and I give it to established television channels to run it on their vehicles, and nothing goes wrong. When it comes to BTL, I still need to have a great strategy and a great creative idea but I need to implement it on ground. I’ll need to do promotions, I’ll need to do road shows, and I’ll need to do one-on-one interaction. And if I don’t implement it well, the possibility of a BTL campaign backfiring is very high. If I am a consumer and the person interacting with me doesn’t do a great job, that particular campaign will fall flat on its face. So the moments of truth on a BTL are too many. What is the ROI on these BTL initiatives?If you ask an ATL guy, he is normally going to talk in terms of increase in brand recall. If you talk to a BTL person he’ll give you hard numbers, in terms of revenue increase. Recently, for example, we ran the “Grand Kerala Shopping Festival” campaign with the Kerala government and they spent close to Rs 15 crore on the entire festival. It was a six- month initiative, and at the end we were able to increase the VAT collection of the state to the extent of approximately Rs 75 crore. This is hard money-to-money comparison but we also had to built the brand and do a lot of ATL with that campaign. The deal is if you cannot really measure the return on investment on a BTL campaign, then it’s not really a good campaign. As compared to ATL, what is one big advantage and disadvantage of BTL?The big disadvantage is that BTL is not the best information vehicle, a mass information vehicle. If the idea is just to convey the brand, then BTL is not the right solution. Turn it on its head, if the objective is to create a conversation about the brand and to get engagement with the consumer then BTL is the right solution.

While there’s nothing stopping you from launching a conventional mass-media based strategy, which would only help you in your brand creation, according to experts, it might be a good idea to initiate a BTL campaign and check which way the wind would blow as per your sales.

“We are an innovation driven company, so we are continuously launching new products. Our products have new and exciting features, which are required to be communicated to the consumer and therefore require investment in the form of above-the-line (ATL) AND BTL”, says V Ramachandran, director, marketing, LG Electronics India.

Besides fine-tuning the product and brand, another big reason for a startup to favorably consider this tool is the cost factor. BTL offers a wide spectrum of dirt cheap to more expensive activities, starting from distributing pamphlets, brochures, newspaper inserts, etc. to holding seminars and product launches. “Unlike traditional advertising, the impact of BTL activities is far more measurable, since it is less about brand building and more about increasing sales”, says Singh.

Besides new products and startups, another natural fit are companies with a niche, but geographically spread-out customer-base, such as that for precision engineering tools. In such cases, a seminar or trade show may bring you a much bigger bang for your buck than a TV ad. Sometimes, even if the product can have a national appeal, a company may choose to start off with just one town or city. BTL options such as pamphlets, mall events etc. fit the bill in this case. “We have always (nationally as well as internationally) been more of a BTL-led brand, given that our customers are specific and not mass market,” says Chaturvedi of Baskin Robbins. “In India, the popular and regular activities are leaflets, cross-promotions with retail chains or outlets and school contact progrmmes,” he says.

LimitationsThe BLT industry is fragmented with many small players dotting the market and doing a bit of everything. The industry size was estimated at Rs 13,200 crore in 2006. However, despite all the hype, BTL initiatives cannot be the answer to all your marketing requirements. Its biggest strength, an extremely focused approach, is also what prevents it from being a complete marketing solution. Besides the absence of cost-effective scalability to address a mass market, BTL activities may also require a higher involvement of the organization than an ad-based approach.

sumber : below the line strategy (internet)

Contoh Proposal Event

silahkan ada download contoh-contoh proposal event:

Party (low budget)
http://www.scribd.com/doc/21385871/proposal-event

Education:
http://www.scribd.com/doc/22738773/Proposal-Eng
http://www.scribd.com/doc/29400725/AIAP-Proposal
http://www.scribd.com/doc/25370940/Sample-of-Proposal-Plan-Event
http://www.scribd.com/doc/22911192/Events-2008

Event Planning

Event planning is the process of planning a festival, ceremony, competition, party, or convention. Event planning includes budgeting, establishing dates and alternate dates, selecting and reserving the event site, acquiring permits, and coordinating transportation and parking.

Event planning also includes some or all of the following, depending on the event: developing a theme or motif for the event, arranging for speakers and alternate speakers, coordinating location support (such as electricity and other utilities), arranging decor, tables, chairs, tents, event support and security, catering, police, fire, portable toilets, parking, signage, emergency plans, health care professionals, and cleanup.

Event Planning is a relatively new career field. There is now training that helps one trying to break into the career field. There must be training for an event planner to handle all the pressure and work efficiently. This career deals with a lot of communication and organization aspects. There are many different names for an event planner such as a conference coordinator, a convention planner, a special event coordinator, and a meeting manager.

Steps to Planning an Event

The first step to planning an event is determining its purpose, whether it is for a wedding, company, birthday, festival, graduation or any other event requiring exstensive planning. From this the event planner needs to choose entertainment, location, guest list, speakers, and content. The location for events is endless, but with event planning they would likely be held at hotels, convention centers, reception halls, or outdoors depending on the event. Once the location is set the coordinator/planner needs to prepare the event with staff, set up the entertainment, and keep contact with the client. After all this is set the event planner has all the smaller details to address like set up of the event such as food, drinks, music, guest list, budget, advertising and marketing, decorations, all this preparation is what is needed for an event to run smoothly.An event planner needs to be able to manage their time wisely for the event, and the length of preparation needed for each event so it is a success.

Working Conditions

Event planners work is considered either stressful or energizing. This line of work is also considered fast paced and demanding. Planners face deadlines and communicating with multiple people at one time. Planners spend most of their time in offices, but when meeting with clients the work is usually on-site at the location where the event is taking place. Some physical activity is required such as carrying boxes of materials and decorations or supplies needed for the event. Also, long working hours can be a part of the job. The day the event is taking place could start as early as 5:00 a.m. and then work until midnight. Working on weekends is sometimes required, which is when many events take place.

Publications and Resources

Many business-to-business trade publications exist to help event planning and production professionals become educated about the issues and trends in their industry. Many are controlled circulation publications available at no cost to qualified event professionals. Qualification is based on multiple variables like job title, company type, industry segment or geographic region, and is at the publisher’s discretion.

Reference: Wikipedia