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Get Sponsored! Andrew Reid #ELEVATENYC

Sponsorship Secrets: What Every Event Organizer Needs to Know

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Andrew Reid, co-founder and C.T.O., SponsorHub Landing sponsors for an event can be difficult, especially when trying to win over big-name brands. In this session, Andrew Reid of SponsorHub will present strategies and tactics on how to deliver more value to your event sponsors and ultimately generate more revenue from your events. Explore all aspects of sponsorships including negotiations, B2B vs. B2C sponsorships, how event talent affects sponsorships, new sponsorship technologies, category exclusivity, and much more.

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Page 1: Sponsorship Secrets: What Every Event Organizer Needs to Know

Get Sponsored!Andrew Reid

#ELEVATENYC

Page 2: Sponsorship Secrets: What Every Event Organizer Needs to Know

Agenda

@sponsorhub#ELEVATENYC

• SponsorHub Background• Sponsorship process for event organizers• What is sponsorship?• How does it fit with companies’ overall

marketing• Why will a brand sponsor you?• B2B vs. B2C sponsorships• Importance of measurement

Page 3: Sponsorship Secrets: What Every Event Organizer Needs to Know

SponsorHub Background

@sponsorhub#ELEVATENYC

• #1 sponsorship aggregator globally• 20% of the world’s sponsors use

SponsorHub• Over 75,000 sponsorship opportunities

aggregated, scored • Created dozens of industry-leading scoring

and valuation algorithms• First sponsorship buying and management

platform• Robust RFP tools

Page 4: Sponsorship Secrets: What Every Event Organizer Needs to Know

Get Sponsored!

@sponsorhub#ELEVATENYC

Create packages /

pricing

Sell sponsorships to the right buyers

Track/Report through

SponsorHub

Page 5: Sponsorship Secrets: What Every Event Organizer Needs to Know

Problem: Consumers are Tuning Out

5

How can marketers cut through the clutter?

Sponsorship + New Mediaenable brands to measurably engage at scale.

Page 6: Sponsorship Secrets: What Every Event Organizer Needs to Know

@sponsorhub#ELEVATENYC

“Sponsorship has a growth rate that surpasses all other forms of media except for Internet and mobile.”

-Veronis Suhlet 2011 Industry Forecast

Page 7: Sponsorship Secrets: What Every Event Organizer Needs to Know

@sponsorhub#ELEVATENYC

Sponsorship industry growth is outpacing both advertising and sales promotion.

Page 8: Sponsorship Secrets: What Every Event Organizer Needs to Know

Negotiating: Who Has the Power?

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SXSW, LeWeb, sports franchises also have significant pricing power

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

SponsorHub helps to find the opportunities where prices align best with potential outcomes

Major leagues like the NFL, NBA or organizations like FIFA, the Academy Awards or the IOC set monopoly prices

Page 9: Sponsorship Secrets: What Every Event Organizer Needs to Know

Sponsorship Market

@sponsorhub#ELEVATENYC

We divide B2B vs. B2C sponsorship based on the sponsor’s intent with a given sponsorship. Is the sponsor trying to reach consumers or reaching business clients?

B2B

B2C

Page 10: Sponsorship Secrets: What Every Event Organizer Needs to Know

Why Sponsor?

@sponsorhub#ELEVATENYC

Sales Lead Generation

Hospitality

Social Media Buzz

Branding / PR

Speaking Opportunity

Product Placement

Product Sampling

Awareness

Naming Rights

Page 11: Sponsorship Secrets: What Every Event Organizer Needs to Know

Benefits That Sponsors Seek

@sponsorhub#ELEVATENYC

B2B B2CSocial Media BuzzProduct Placement

SamplingMedia Value

NamingSpeaking OpportunitiesHospitality

Branding / PRAwarenessAnchor content formajor media-buy

Page 12: Sponsorship Secrets: What Every Event Organizer Needs to Know

Benefits B2B Sponsors Seek

@sponsorhub#ELEVATENYC

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 extravagent as possible• Create one-on-one interactions

Page 13: Sponsorship Secrets: What Every Event Organizer Needs to Know

Benefits B2C Sponsors Seek

@sponsorhub#ELEVATENYC

• Naming Rights: Offer them if you can because you can get a premium

• Try to incorporate sponsor branding deeply into your programming

• Offer hospitality to key B2C clients to draw them onsite

• Measure Awareness efforts, even if approximate

• Don’t fudge the demographics

Page 14: Sponsorship Secrets: What Every Event Organizer Needs to Know

Social Media & Sponsorship

@sponsorhub#ELEVATENYC

Social Media Buzz

Receive credit, not just visibility Brand amplification SponsorHub ScoreTM

Page 15: Sponsorship Secrets: What Every Event Organizer Needs to Know

@sponsorhub#ELEVATENYC

Sponsorship ROI analysis

Media Value

Audience

Analysis

KPI Lift

3 Types of Measurement

Page 16: Sponsorship Secrets: What Every Event Organizer Needs to Know

Media Value

@sponsorhub#ELEVATENYC

In advertising, there are a number of accepted metrics… that equate directly to $$!!

Page 17: Sponsorship Secrets: What Every Event Organizer Needs to Know

Audience Analysis

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Page 18: Sponsorship Secrets: What Every Event Organizer Needs to Know

KPI Lift

@sponsorhub#ELEVATENYC

Page 19: Sponsorship Secrets: What Every Event Organizer Needs to Know

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Does this image really have NO VALUE for Nike?

Most ad-tech says: no logo, no impression, NO VALUE

80% of those polled said they thought of Nike positively when they saw this image.

Page 20: Sponsorship Secrets: What Every Event Organizer Needs to Know

Product Placement & Sampling

Subtitle

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Observations:

• Often first interaction with a product

• Nerve-wracking experience for brands

Nail Product Placement/Sampling:

• Location, location, location

• Staff carefully• Track everything:

• Engagements• Samples distributed• Qualitative

comments

Page 21: Sponsorship Secrets: What Every Event Organizer Needs to Know

Sponsorship has evolved…

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“Sponsor prospects have more partnership options and than ever before and are choosing more wisely.”

- IEG 2011, Growing Up: The Evolution of Association Sponsorships

Page 22: Sponsorship Secrets: What Every Event Organizer Needs to Know

How To Make Sponsors Smile

@sponsorhub#ELEVATENYC

Predicted Outcomes and Value

SponsorHub ScoreTM

Post-Event Reporting

Audience Verification

Track and Report Metrics!

Page 23: Sponsorship Secrets: What Every Event Organizer Needs to Know

@sponsorhub#ELEVATENYC

Case: Auto Manufacturer

Challenges:

• The Client needed to determine the value of their hundreds of new and existing sponsorships.

• The Client also wanted a centralized digital system to align the sponsorship group with the best practices of social and mobile teams

Solution:

SponsorHub supports this auto client through a comprehensive relationship that we call– Sponsorship Platform of Record. In a SPoR engagement, we provide automated and human-enabled sponsorship discovery and analytics services. Ultimately, all sponsorships that the Client engages in are passed through the system and tracked by global and regional managers.

Page 24: Sponsorship Secrets: What Every Event Organizer Needs to Know

@sponsorhub#ELEVATENYC

Case: Local Singles Events + Alcoholic Bev

Challenges:

• Seller needed to determine the value of their series of national singles events.

• Buyer engaged us to utilize our SponsorHub scoring, comparison/tracking tools and expertise to identify sponsorships that have:• Trackable / High-ROI• Social potential with a certain demo• Local/Regional/National reach

Solution:

SponsorHub aggregated and scored seller’s inventory, while assisting on a retainer basis with evaluation services and data science. Our algorithms matched buyer with the seller’s opportunity and our strategy team helped to create a set of trackable, high-ROI activations to support the partnership. Both parties agreed to extend the engagement and the seller noted the higher ROI that resulted from smaller, local events.

Page 25: Sponsorship Secrets: What Every Event Organizer Needs to Know

Sponsorship Cheatsheet

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Key Take-Aways:• Passion is becoming fragmented. Sponsors are thinking outside the stadium• Calculate media values and intangibles to negotiate in a data-driven way• Plan your measurement before your events begin • Allocate budget for research, data and measurement • Report metrics to sponsors proactively

Page 26: Sponsorship Secrets: What Every Event Organizer Needs to Know

Thank You!Andrew Reid

#ELEVATENYC

@[email protected]

Contact me: