Seven Mistakes and Myths about Selling Sponsorship by Deb Mitchell

ICAS surveyed more than 2,000 air show spectators at a dozen different air shows during the 2012 season. Int this article, we'll review some of the results, explain how the data compares to past surveys, and offer some analysis of what the responses mean and how you can use the information to improve your air show business.

This excel workbook contains the results of the air show demographic surveys conducted during the 2012 air show season.

The 2012 Air Shows Marketing in the Thrill Zone brochure contains the results of the air show demographics collected during the 2012 air show season.

This is the Sponsorship chapter from the 2012 MCAS Cherry Point Air Show Manual.

2010 ICAS Marketing in the Thrill Zone Results of the 2010 ICAS Air Show Surveys

What Makes An Air Show Great? (2010,3Q) What are the key ingredients to a successful, entertaining, sustainable, well-attended air show? This article looks at some of the components and how several air show professionals believe that they should be assembled. By Jim Cudahy

Sponsorship Matters: Making Sponsorship a Win/Win for You and Your Corporate Sponsor (2010,3Q) During difficult economic times, many air shows are adopting a "back to basics" approach in their sponsorship solicitation efforts. By Phil Pacific

Chapter 4 Marketing: • Marketing Roles and Responsibilities • Marketing • Media • Sponsorships Roles and Responsibilities • Chalets • Trades • Tickets & Ticket Specials

Sales: General Admission Tickets, Specialty Seating, Special Programs, Sponsorships, Exhibits

Air Shows Marketing in the Thrill Zone Results of the 2008 Air Show Surveys

(Power point presentation from the break-out education session conducted at the 2008 ICAS Convention.) Year in and year out, some of the best ideas in air show sponsorship are discussed during this session. Come learn about the unique ideas and solutions that your air show colleagues have applied to the unique challenge of securing corporate sponsorships for air shows in a difficult environment. Or come and share your success stories with others eager for hints and ideas.

(The power point presentation from the break-out education session at the 2008 ICAS Convention.) Sponsorship and marketing are critical elements of any air show, no matter how small or large. In this session, we’ll discuss how to promote ticket sales, how to make most effective use of broadcast and print advertising, generating news coverage with media rides, bartering for ad space, negotiating television and radio ad buys, and cross promotion. In the sponsorship portion of the session, you’ll learn how to tailor your program to a sponsor’s specific needs, the hazards of a one-size-fits-all sponsorship programs, approaching your sponsorship development process from the prospective sponsor’s perspective, and maintaining sponsor relations before, during and after your show.

A sponsorship sales checklist from the ICAS Air Show Manual

Getting the Media to Recognize Sponsors (1994 1Q)

The national sponsorship prospects for the air show industry might be limited, in part, by the ability of air show event organizers to interact with prospective sponsors at a sophisticated, marketing-oriented level.

An air show veteran and entrepreneur offers a creative suggestion to help solidify air show scheduling issues and attract more sponsorship revenue into the air show business By Jim Breen (2008, 4Q)

A struggling economy does not necessarily mean the end of your sponsorship solicitation efforts.

We take an inventory of the fundamental issues that must be addressed when developing and selling an air show sponsorship.

Although there is no single way to organize and conduct your corporate sponsorship program, experience and a little research suggests that there are common practices among those air shows that have enjoyed the most success in creating and maintaining a strong sponsorship element at their events. Learn what they are and how you can integrate them into your sponsorship program.

Sponsorship Lessons and Ideas for the Air Show Industry from NASCAR (2005, 3Q)

When preparing a sponsorship proposal, be sure to stick to the basics.

Looking Beyond the Numbers (2005, 1Q)

Sponsorship Matters: Recent Trends and Important Developments (2004, 4Q)

Give Your Sponsors More than They Expect

Be Core, Be Different, Be Real (2004, 2Q)

For the last year, ICAS has been working on behalf of its membership to create a corporate sponsorship program that will attract sponsors to our industry and introduce new sources of revenue for air shows, performers and support service providers to supplement existing revenue stream.

At the 2003 ICAS Convention, ICAS announced a new national air show sponsorship program with Dr. Pepper and the focus of conversations was on sponsorship issues (2004, 1Q)

In pricing sponsorships, two things matter - the tangible benefits in the package and the intangible assets a property delivers. Laren Ukman offers advice on how to calculate both to deliver potential sponsors the information they need to justify their spending decision.

Several ICAS members discuss issues related to air show sponsorship

Air show veterans discuss sponsorship and different ideas for improving your organization's sponsorship program (2000, 1Q)

Name That Show: A "Virtual Panel" Discussion on Air Show Sponsorship (1999, 4Q)

The organizers of the California International Air Show in Salinas, California have developed a program that uses the air show as a tool for raising money that benefits local charities.

One of our industry's most successful performers explains how to provide important and additional value for the shows at which performers perform (1998, 3Q)

This agreement/contract provides an example of the terms and conditions by which an organization might agree to sponsor a civilian air show.

This agreement/contract provides an example of the terms and conditions by which an organization might agree to sponsor a civilian air show.

This agreement/contract provides an example of the terms and conditions by which an organization might agree to sponsor a civilian air show.

This document provides an example of the kind of proposal that an air show might send to a prospective corporate sponsor to initiate the process of securing that organization as an air show sponsor.

Wording that an air show might use in a cover letter sent with an actual sponsorship proposal.

Wording that an air show might use in a cover letter sent with an actual sponsorship proposal.

This document provides air show event organizers with one example of a contract between an event organizer and a corporate sponsor.