tips for finding an event sponsor
DESCRIPTION
SponsorHub, the leader in sponsorship measurement and Eventbrite, the leading event ticketing platform, offer actionable tips on how to garner sponsorships for an event.TRANSCRIPT
What do you find most challenging about event
sponsorships?
Audience Poll Question
7 Tips for Getting and Keeping Event Sponsors Webinar
7 Tips for Getting and Keeping Event Sponsors
Keiko TokudaDirector of Marketing
• Global online event registration and ticketing software
• 100,000s of event organizers use our simple, built-in tools to:
• Customize their event page• Understand their audience• Promote their event• Manage event entry
Meet your speakers
Laura HuddleSenior Marketer
Meet your speakers
Andrew ReidCo-founder and CTO
SponsorHub@freereid
• Started as a marketplace but has evolved
• Software allows sponsorship buyers and sellers to:
• Analyze • Optimize• Use digital data to form
benchmarks, rankings, indices
#SponsorshipTips
@sponsorhub @eventbrite
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#SponsorshipTips
7 Tips to Getting and Keeping Sponsors
1. Know your audience
2. Brainstorm what’s brandable
3. Make a list
4. Know your sponsors
5. Be specific
6. Measure what’s important
7. Get endorsements
[Your Name][Today’s Date]
#SponsorshipTips
What percentage of your revenue is derived from
sponsorships?
Audience Poll Question
1) Less than 10%
2) 10-25%
3) 26-50%
4) More than 50%
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Problem: Consumers are Tuning Out
5
Marketers:It’s difficult to cut through the clutter…
Customers tune out.
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69%
10%
9%
5%4%
3%
Sponsorship Market Share by Vertical
Sports ($36 bn)
Entertainment ($5.3 bn)
Causes ($4.77 bn)
Arts ($2.65 bn)
Festivals ($2.12 bn)
Associations ($1.59 bn)Via IEG, 2013 Survey
$53 billion global sponsorship market (which is huge… bigger than search!!)
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Ask not what sponsors can do for you…
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Ask what YOU can do for sponsors.
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Tip #1: Know your audience
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Your Participants
• Gender
• Income
• Age
• Ethnicity
• Company
• Job Titles
• Location
Who attends your event?
Source: Jazz & Rib Fest 2014 Sponsorship Deck on SlideShare
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Provide key insights about your audience.
• Are they decision-makers or key influencers?
• What are their product or brand preferences?
• How often do they participate in activities?
• Do they own a smartphone? Use social media?
Source: Conquer! Denver CrossFit Sponsorship Deck on SlideShare
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Collect information from participants
during registration.
• Customize questions to ask attendees
• Collect and analyze on the backend
Don’t ask too many questions!
Source: Eventbrite 2014
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See where your attendees are from.
Source: Eventbrite 2014
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Gather more info with post-event surveys.
• General event feedback
• Experience with sponsors
• Motivations for participation
Source: Eventbrite 2014
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See who has engaged with your Facebook Page.
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Access demographic & psychographic data through multiple sources.
Source: SponsorHub 2014
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What do you offer as part of your sponsorship opportunities?
Audience Poll Question
1) On-site signage
2) Logo on website
3) Mentions in event advertising
4) Dedicated PR and publicity
5) Access to influencers & celebrities
6) Tickets and hospitality at event
7) Email database or mailing list
8) Co-branding opportunities
9) All of the above
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#SponsorshipTips
Tip #2: Brainstorm What’s Brandable
What’s Unique?
Who Cares?
Quantifiable Benefit?
Access to unique people, content, locations, media
Name a brand that can benefit.
How can the benefits to the brand be quantified?
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How valuable are the following benefits to you?
What’s most important to sponsors
23%
25%
27%
28%
30%
31%
41%
42%
43%
58%Category exclusivity
On-site signage
Broadcast ad opportunities
Rights to property marks and logo
Title of proprietary area
Access to property content
Access to personalities/spokesperson
Tickets and hospitality
Access to mailing list/database
Right to promote co-branded products/services
Source: 2014 IEG Sponsorship Decision-Maker Survey
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Head shaving sponsored by Bic
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Tip #3: Make a list of potential sponsors
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Start with people you know
• Friends, family • Board members• Volunteers and staff• Customers• LinkedIn network
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Tap your event participants
“We try to see what athletes do for a living. We don’t spam them and come on with a hard sell, but we know
they like our race, and over time they will make a connection between their business and our business.”
- John Korff, former NYC Tri event owner and president of Korff Enterprises
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B2B Events • Competitors of sponsors of
other events• Tradeshow exhibitors
B2C Events• Supporters of your cause • Local businesses with
grand openings
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Once you make a list, gather more information.
1. Research what sponsorships they’ve done before
2. Find out who makes sponsorship decisions
3. Understand when they make these decisions
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Tip #4: Know Your Sponsors
Branding / PRAwareness
Media Value
Social Media BuzzProduct Placement
SamplingPrestige
Speaking OpportunitiesHospitality
Different sponsor types, different needs…
B2B B2C
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Benefits B2C Sponsors SeekDeep integration, Deep experience, Broad reach
• Product Engagements
• Samples
• Pours
• Plays
• Impressions
• Brand Metrics
• Recall
• Experientials
• Conversions
• Sales
• Increased Spend
• Leads
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Benefits B2B Sponsors Seek
Brands pay to have executives “speak” at events because they want to establish thought leadership.
• Deliver the audience • Not necessarily keynote address:
• Panels• Fireside chats• Pitches, launches etc.
Brands often look for ways to “carve-out” unique VIP spaces and experiences for client entertainment.
• Be creative with carve-outs for VIP’s• Be as extravagant as possible• Create one-on-one interactions
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Tip #5: Be specific with your sponsors
Forget unique selling points…
The goal is to speak to business leaders about specific ways that you can help them
meet their goals.
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The Perfect Pitch Format: Emotion & Math
• Research on individuals attending
• Verify assumptions and ask about business goals
• Story behind your event (focus on growth)
• Event by the numbers• Attendees vs. extended audience
• Social stats (including advanced stats if larger)
• Your audience:
• Demographics
• Buying Power
• The experience• Use cases of integration if possible
• Offer opportunity to interact physically if possible
• Next steps• Thought starters
• If possible make an ask directly, based on confirmed alignment
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What do you measure to quantify the value of your event?
Audience Poll Question
1) Total audience
2) Audience demographics
3) Audience sentiment
4) Digital impressions
5) Social media engagement
6) Broadcast impressions
7) All of the above
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Tip #6: Measure What’s Important
% Value % Measurement Cost
0%10%20%30%40%50%60%70%80%90%
100%
Digital
Onsite
Social/PR
TV
Program Value Generation vs. Measurement Cost By Category
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Buckets of Measurement
Audience
Media Value
Onsite Impressions, Engagements
Leads, Conversions
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Tip #7: Get endorsements
“We are so excited to take on the role of presenting sponsor of the Tribeca Film Festival and to marry AT&T’s innovation and technology leadership with the wonderful
creativity and imagination of Tribeca’s storytellers.”
Cathy Coughlin, AT&T Senior Executive Vice President and Global Marketing Officer, AT&T Inc.
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#SponsorshipTips
“Radioshack loves Maker Faire because it’s the gateway to making… and we’re here because we want to be part of it.”
“Intel is at Maker Faire because we’re a big supporter of Science, Engineering and Mathematics training… and Maker Faire is a great way to get informal training.”
“The reason why Oracle is at Maker Faire is because we’re about people who are pushing the edges of their creativity.”
“Chevrolet is here at Maker Faire because these are influential people, these are makers.”
[Your Name][Today’s Date]
#SponsorshipTips
7 Tips to Getting and Keeping Sponsors
1. Know your audience
2. Brainstorm what’s brandable
3. Make a list
4. Know your sponsors
5. Be specific
6. Measure what’s important
7. Get endorsements
[Your Name][Today’s Date]
#SponsorshipTips
Questions?
[Your Name][Today’s Date]
thank you