Presented by Dave Lutz & Donna Kastner

Velvet Chainsaw Consulting

Secrets for Growing Conference

Sponsorship Revenues

Learning Objectives

2012 North American

Sponsorship Spend: $19 B

Offer too many things and quality suffers

Attendee Value?

Scan items and ask:

• Does the attendee value

this sponsorship?

• Does it enhance their

experience?

Let’s look at examples…

Win – Win - WIN

Kim Skildum-Reid:

It’s no longer ‘If you love the event, you

should love our brand.’

Or ‘Pay attention to us (and our logos)!’

Instead it’s… ‘We know you love this event

— we love it too! — And we’ve thought of

a few ways to make it even better for you.’

Major Focus on the Attendee Experience

Make best parts better Make the worst parts suck less

Bucket By Objective

So What?

Does the attendee value this item?

• YES - Carry On

• NO – 86 It

• NOT SURE? Remove or Add to Bundles

Evaluate Each Sponsorship Element

27

How do we set pricing for Sponsorship?

- Market Based - Value Based - Cost Plus

No budget

Not a fit

Something else

When sponsors say NO,

what reason do you

hear most often?

Organize around your best customers

and their goals, not your products.

Segmentation:

Define Top Targets

Budget Spender vs. Budget Maker

Leverage

Leadership

Relationships:

Match

Power

with

Power

Premium Bundles

Precious Metals are so

yesterday…

• Terrawatt (exclusive)

• Gigawatt

• Megawatt

• Kilowatt

Segmentation:

Define Top Targets

Smart Application of Time/Resources

Transactional

EVERYONE ELSE

MID TIER (50-100

Companies)

TOP TARGETS

(10-25 Companies)

Consultative

SELL: Key Takeaways

• Define Top Targets

• Tap Leadership Relationships

• Discovery

• 3 Options, Recommend 1

• Premium/Custom Bundles

• Sponsor Segmentation

Sponsorship Leverage

(aka Activation)

“Leverage – also known as

activation… is what a sponsor does

with a sponsorship after the deal is

done and is the most critical factor

in getting a good result from an

investment.”

Kim Skildum-Reid

The Corporate Sponsorship Toolkit

Understand Their Leverage Plan

Blended Exposure via Print & Digital

Measure & Document Activation

eyeballs

clicks conversations

views

metrics

sound bites

feedback

stories

actions data

opportunities

Extend the Runway

47

Quick brainstorm on best ways to extend the runway

PROMOTE DELIVER SELL

Let’s Recap

• Kristina Alexanderson • Janine • Wen Nag (aliasgrace) • 401 (K) 2012 • Mat Packer • FateDenied • La Citta Vita • Peasap • Domiriel • Georgios Karamanis • medically_irrelevant • Ssoosay • S.Yoo • Dominic Alves • Victor 1558

• Greychr • Adelle & Justin • Enokson • Kevin Krebs • Dell • Piutus • James Yu • Yooperan • Whatsername • Kevin Dooley • Jon Ovington • VoyagaAnatolio • Ltmdraw.blogspot.com • Floeschie • amanda tipton