Sponsorship Secrets: What Every Event Organizer Needs to Know

What Every Event Organizer Needs to

Know

Sponsorship Secrets:

Knowledge is Power!Our Goal is to Share Best Practices. A Smarter Event Is a More Relevant

Event.

Meet Your SpeakersMeganBuell

Marketing ManagerEventbrite

[email protected]

Andrew Reid

CTO,Co-Founder SponsorHub

[email protected]

SethBerman

VP of Strategic MarketingRichemont

[email protected]

@BizBashLive@Eventbrite@SponsorHub

#SmarterEvents

Biggest Mistakes Event Organizers Make

Q & A

Why Sponsorship is Hot

5

Agenda

What Sponsors are Looking For Now

The Good News“Sponsorship has a growth rate that surpasses all other forms of media, except for Internet and mobile.” - Veronis Suhler 2011 Industry Forecast

The Bad News“Sponsor prospects have more partnership options than ever before and are choosing more wisely.” - IEG 2011, Growing Up: The Evolution of Association

Sponsorships

Sports – 68% Entertainment – 10% Festivals – 5% Causes – 9% Arts – 5% Associations – 3%

Sponsorships are Growing

Face-to-Face Is No Longer a ‘Nice-to-Have’ but a Must Have!

It Really Works

Promotes Trust

Forces Deadlines

Immediate Action

It’s proven that face-to-face interactions release chemicals in the brain called isotocin, which create a sense of trust that establishes loyalty.

The fact that a brand decides to sponsor an event creates the energy that mobilizes an organization to act (it’s hard to be lazy with a deadline).

Actually talking to your customer will encourage an action or an emotional response that can be measured.

Problem:)Consumers)are)Tuning)Out

5

For Marketers: It’s Difficult to Cut Through the Clutter…

Customers Tune Out.

To Get New Leads, Sponsors Use Many of the Tactics BelowWhy Companies Sponsor?

Product Placement

NamingRights and Locations

General Product

AwarenessHospitality

Opportunities

Social Media Buzz

Speaking Product Sampling

PR andWord of Mouth

Two Main Types of Sponsorships

OverlapSocial(Media(BuzzProduct(Placement

SamplingMedia(Value

B2BSpeaking OpportunitiesHospitality

B2CBranding/PR

Naming RightsAwareness



Q & A


Agenda

• #1 sponsorship aggregator globally• 20% of the world’s sponsors use SponsorHub• Over 75,000 sponsorship opportunities

aggregated, scored • Created industry’s first scoring algorithm• First sponsorship platform• Robust RFP tools

1. Compelling ContentProctor & Gamble created a mom-focused campaign with an activation in the form of a 65,000 sq. ft. “home away from home” for the mothers of competing athletes.

2. Broad DistributionAmplified exponentially with a “long-tail” by strategic partnering. Spotify leveraged a local bus tour to hear local talent, released exclusively on Yahoo.

3. Fast, Reliable Wi-FiNo Wi-Fi. No Measurable Interaction. No Sponsor.

4. Nonprofit Tie-InsPairing with causes helps CSR programs. Connecting brands into a cause on a longer term basis is more powerful than ever.

5. Control Over Intellectual PropertyAmbush marketing is the latest danger. Guerrilla or other piggyback marketing diminishes value.

6. Accessibility to a Wide AudienceNiche audiences with strong additional word of mouth exposure extends messages via influencers.

7. Authentic, Experiential ProgrammingForget logos, it’s all about experiencing the brand as consumers outside the event.

8. Mark-Up For PassionMetrics achieved through sponsorship are more potent than when they come through

other channels, because fans, attendees, and supporters are passionate.

Think Outside the

Stadium

Passions are

Fragmented

9. 2x Longer Engagement Through Twitter + Passion

Sponsorship

10. Accepted Measurements

Metrics That Equate Directly to Sponsorship $$!!

Tradi5onal:

TV(ra8ng(pointsArbitron(radio(listeners

Sales(leads

Digital:

Unique(usersClicks

Open(ratesConversionsVideo(views

Social:

Klout/KredFollowersLikes

Retweets

Not)necessarily)keynote)address:

)Deliver)the)audience)

They Love to Pay

to Speak

Sponsor Hot Buttons

They Love to Carve Out

Unique Experiences

Sponsor Hot Buttons

• Be)crea5ve)with)carve@outs)for)VIPs

• Be)as)targeted)as)possible

• Create)one@on@one)interac5ons

They Love Product

Placement and Sampling

Sponsor Hot Buttons

Critical List of Must Haves• Loca%on,(loca%on,(loca%on• Staff(carefully• Track(everything:

• Engagements• Samples(distributed• Qualita%ve(comments

SponsorHub Tips

Think Naming Rights for Your Own

Events

SponsorHub Tips

Incorporate Sponsorship

Deeply Into Your Programing

SponsorHub Tips

PEOPLE PROPERTY

BRAND

THE IDEA IS IN THE SWEET SPOT

SponsorHub Tips

Offer hospitality to key B2C clients to draw them onsite

SponsorHub Tips

When planning sponsorship fees,

allocate budget for research, data, and

measurement

SponsorHub Tips

✓ Get Credit For Social Media Buzz

SponsorHub Tips

✓Understand “Brand Amplification”

Friends of Fans Buy Products

Measure awareness

efforts, even if approximate

✓Registration

Stats

✓Web Site V

iews

✓Attendee

Surveys

✓Sponsor Surveys

✓Staff Feedback

✓Social Media Result

s

SponsorHub Tips

Important(Tip:(

Don’t(fudge(the(

demographics

SponsorHub Tips

MajorEvents

SXSW, LeWeb, sports franchises also have significant pricing

power

Local events with a small but often devoted group of attendees have little

pricing power

The Pricing Clout

PyramidMarket Leader

Significant Power

Wild West

SponsorHub Tips

✓ Know Your SponsorHub Score

“SponsorHub helps us identify the best sponsorships to fit our marketing goals and provides awesome analytics to measure ROI.” ( ( ( ( (N(Sanjay(Gopal,(Enterprise(Sales(Director,(Sprint

SponsorHub Tips

Understand the Language of Activations

Some Brands Spend Money on Creative Solutions to

Enhance Events but don’t Pay for Sponsorship



Q & A


Agenda

Why Proposals Fail?Relevance Your proposal doesn’t address the concerns or goals of the

proposed sponsor and is not adequately prepared.

Any significant proposal is hard to sell if you are talking to the wrong person or you have no relationship with the company. Persistence counts–keep trying.

ROIBy understanding how a sponsor perceives success, an event organizer will have a better sense of how to present a case for ROI.

Sell-in Communicate to sponsor’s internal audience making it easy to “buy in.”

TimingThey love the idea but they can’t execute. Last minute proposals are a waste of time unless it is the “Idea of the Century.”

Ask Make sure that the sponsor knows exactly what your ask is. Leave nothing to the imagination.

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Relationship

The Gut Check

Reality Can you hit the goals that you promise in your proposal?

Do you have the right people in place to pull off what was promised?

Pricing Is the program fairly priced for the sponsor? Will you cover costs and make a profit?

Exclusivity If you promise one thing to one sponsor will you cause problems with others?

Scalability Can you replicate the program across multiple platforms and sponsors?

Risks Have you mitigated the risks that may come up during the execution phase?

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Team

Starting a Program

What? How will you monetize your event? What is worth selling?

How do I find my sponsors? Who should do the selling?

How Much? What should I charge?

When? How much lead time do I need?

Help? Where do I go to get help on answering these questions?

Why? Is your sponsorship program created for the right reasons?

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Who?



Q & A


Agenda

Your Turn

Mark Your CalendarThursday, April 25, 2013 2 p.m. EDT

bizbash.com/webinars

How to Choose The Right Event Technology For

Smarter Events?➡ The Latest in Marketing,

Invitations, Ticketing and Registration

➡ Work Flow, Management and Productivity

➡ Event Apps and Connectors

A Planners View

Andrew ReidCTO/Co-Founder, Sponsorhub

Contact Us

[email protected]

Megan BuellEventbrite, Lead Generation [email protected]

David AdlerC.E.O. and Founder, [email protected]

@BizBashLive@Eventbrite

@SponsorHub

#SmarterEventsbizbash.com/webinars

Sponsorship Secrets: What Every Event Organizer Needs to Know

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Transcript of Sponsorship Secrets: What Every Event Organizer Needs to Know