Master Series: Sponsorship Programs


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What makes for a great sponsorship program? How can you ensure that your sponsors feel that they've gotten their money's worth? Learn how social media and the need for greater value has re-shaped sponsorship programs.

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Master Series: Sponsorship Programs

  1. 1. Navigating the world of Sponsorships Nancy Largay Vice President-Global Services
  2. 2. Industry Stats• “B-to-b marketers reserved about 40% of their budgets for events in the past two years, up from about 36% in 2008, according to an online survey of more than 299 marketing executives conducted in the third quarter of 2011 and released last month.”*• “Exhibitors are willing to open their wallets in the areas of booth display and booth space, setup and furnishings,…. theyre increasing pre-show, onsite and post-show follow up. Thats an area of opportunity for ancillary sales.” *• “Increased interest in sponsorships and in tracking brand awareness could lead to new sales opportunities…”* Source b2bonline.com5/23/2012
  3. 3. Let’s Talk Sponsorship• What’s my story? – Started the sponsorship division at a major tradeshow company and went from 0 to $9M in 3 years – Creative thinking applied to the events business – Took the non traditional and made it special – See events in a different light – Know the difference between what works and generates revenue and know when to walk away – Put ad agency thinking into events – Started buyer summit group-customized matchmaking sponsorship program
  4. 4. Sponsorship that “Fits” Your Event • When consider sponsor programs, you need to think about what suites your event: – Packages – Ala carte? – Turnkey programs – Customized opportunities • Operational Speaking – Understanding the venue – Are you in the logistics business – Fulfillment is key – How are your staffed • If you can’t execute, don’t sell it!5/23/2012
  5. 5. What are the Potential Sponsors Looking for from the Event Manager• Value • Pre-event• Branding • At-event• ROI • Post-event• ROO • In Print• Measurability • In Person• Lead generation • Online• Public Relations • Mobile• Social Networking • Personal• Customer Facing • Relevant• Engaging• Interactive• Interesting• Unique5/23/2012
  6. 6. Understanding Your Market• What are sponsors doing at competitive events? – Visit the event – Take photos!• What are other sponsors doing from other industry events at same venue? – Visit the event – Photos!• What’s happening pre-at-post event in these sectors? – Make sure you monitor and ask! – Compare where customers are spending dollars with you vs other sponsorship activities5/23/2012
  7. 7. Social Media and Sponsorship• The Rules are as follows: – There are no rules – Test/trial/experiment• The messaging needs to be smart, not sales-y! – Facebook status updates with frequency and unique message – Tweets – Live Tweet Chats with top executives – Youtube video interviews • Repurposing of video• Varied opinions on sponsorship and social media – it can be done effectively and drive value to sponsor if done correctly.5/23/2012
  8. 8. Questions?• For more info, feel free to contact me at or 203-403-9477.5/23/2012
  9. 9. Sales: Steve Mackenzie • • 1-877-386-8248 Marketing and PR: Suzanne Carawan • • scarawan@etouches.com5/23/2012