Maximizing Sponsorship Dollars
Society for Marketing Professional Services (SMPS)
CHALLENGE
The Society for Marketing Professional Services (SMPS) came to McKinley Marketing with a challenge. SMPS had not prioritized its efforts around exhibit, advertising and sponsorship sales, which had just been assigned to their capable, energetic Marketing Manager. But she was also was charged with a host of other responsibilities. With aggressive sales goals and a fixed deadline before their Annual Meeting, SMPS asked McKinley Marketing to assist by quickly developing a one-day Workshop that would have immediate impact and lasting effects.
APPROACH
Based on the initial assessment, it was recommended that SMPS conduct research to quantify members’ purchasing power and patterns and support development of a logical target list of corporate partners. Additionally, McKinley Marketing examined the organization’s staff structure and the Marketing Manager’s support team. McKinley Marketing provided guidance on the sales approach and necessary materials, and coached for sales efficiency, along with a “crash course” on appropriate software for sales and contact management.
SMPS leadership, including the CEO and senior staff, was encouraged to reflect on the importance of sales as it relates to the entire organization, and reassign selected tasks to enable the dedication of the Marketing Manager.
RESULTS
SMPS can quantify their value to prospective clients with hard data. They also have a central database of prospects and clients and a system that regulates routine correspondence and maintains the sales process. McKinley Marketing also enabled the Marketing Manager to shed non-core functions so she can focus on achieving sales goals.
IN THEIR OWN WORDS
“One of the most important things we took away from McKinley was that in order to succeed, everyone had to recognize that my sales are a priority for the entire organization. Even more important, my boss and our CEO heard McKinley’s recommendations on re-prioritizing my work so I could focus on sales. Those insights, combined with their guidance on positioning our association to prospective advertisers and exhibitors really helped. I not only met, but surpassed, my sales goal for 2003.”
Melanie Penoyar,
Marketing Manager
Society for Marketing Professional Services