Meet Your SpeakersMeganBuell
Marketing ManagerEventbrite
Andrew Reid
CTO,Co-Founder SponsorHub
SethBerman
VP of Strategic MarketingRichemont
@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
What Sponsors are Looking For Now
Biggest Mistakes Event Organizers Make
Q & A
Why Sponsorship is Hot
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.
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
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
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
What Sponsors are Looking For Now
Biggest Mistakes Event Organizers Make
Q & A
Why Sponsorship is Hot
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?
What Sponsors are Looking For Now
Biggest Mistakes Event Organizers Make
Q & A
Why Sponsorship is Hot
Agenda
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
Megan BuellEventbrite, Lead Generation [email protected]
David AdlerC.E.O. and Founder, [email protected]
@BizBashLive@Eventbrite
@SponsorHub
#SmarterEventsbizbash.com/webinars
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