Extending Your Retail Marketing with Sponsorships

By Walters, Nancy R. | Journal of Property Management, May-June 1997 | Go to article overview

Extending Your Retail Marketing with Sponsorships


Walters, Nancy R., Journal of Property Management


Properties of all sizes, from strip centers to regional malls, can expand marketing budgets, increase merchant sales, and reinforce positioning in the market through sponsorship.

Sponsorship is a form of barter. A retail property, with its consumer shopping base and selection of stores, brings a powerful commodity to the negotiation. The sponsors bring money, prizes, advertising, and other benefits to the center.

Attracting Sponsors

While large centers are often approached by companies who want to sponsor programs, smaller properties may have to initiate sponsor contact. Begin by preparing sponsorship presentation materials. Include a property fact sheet listing the center's GLA; number of stores; anchors; and demographic information on the number of weekly shoppers, average shopper age, and income.

Customize the presentation materials requesting a sponsorship opportunity with a personalized letter to each target sponsor. The goal of this mailing is to secure a meeting for a formal sponsorship presentation. Some of the following may be appropriate materials to use if you can schedule a meeting:

* Copies of third-party endorsements such as positive newspaper articles about the property and industry awards

* Current merchant list which highlights stores selling the company's products. Companies with products sold in multiple stores at the center will be most interested in sponsorship.

* Photos of the property and copies of print advertising or video clips that reinforce the property's position in the market

* Specific sponsor benefits. To secure a local distributor to provide candy for a trick-or-treat event, document the number of children who participated last year, enclose photos of the event and the advertising planned for this year.

Companies whose target consumers align with the center's demographics are good prospective sponsors. If your mall has a high percentage of recent college graduates, for example, a local car dealership with a first-time buyer program might be interested in displaying an appropriate car at your center. Offer to trade free display space in exchange for the dealer donating a vehicle as a prize giveaway. Offer to promote the vehicle in advertising and to return entry forms from the prize drawing to the dealer at the conclusion of the promotion period. It's a fair trade. The dealer provides the vehicle, a valuable prize to increase sales traffic to the property, and the center trades its advertising exposure and access to its customers via the vehicle display.

Each center has a unique shopping audience to market. An Essence magazine-sponsored mall tour visited properties with significant numbers of African-American, female shoppers. Pampers wanted malls with young families for its diaper promotion.

What to Ask For

List target sponsors with a "wish" list of what each sponsor can provide. Be realistic in trying to secure sponsorship. It is easier to get companies to donate products or services rather than money.

The benefits to the target sponsor and the center should be equally valued. The goal is to create an unofficial partnership with the sponsor. Offer a first-time sponsor more benefits and use the documented success of first sponsorship programs to attract future sponsors.

It is a myth that big companies have large amounts of money to spend on mall sponsorship programs. High budget sponsorship is rare. The largest budget sponsorship I've coordinated was more than 10 years ago, when Virginia Slims sponsored a fashion show tour. As impressive as the six figure budget promotion was, today's malls will seldom allow sponsorship by a cigarette company.

There was no exchange of dollars between sponsors and malls for a Life magazine photographic art gallery tour. However, the malls received a free, museum-quality exhibit and were featured in full-page, national advertising in Time Inc. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • A full archive of books and articles related to this one
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Extending Your Retail Marketing with Sponsorships
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

    Already a member? Log in now.