Slingshots! Creating the ultimate events for sponsors by Peter Fisk at EMEC 2012

SlingshotsCreating the ultimate events for your sponsors Peter Fisk Budapest, January 2012

We live in an incredible, changing world …

We work in an incredible, changing world …

Welcome to our VUCA world

VolatileUncertain ComplexAmbiguous

VibrantUnREALCrazyAstounding

instant, knowledge, collaborative, social

emotional, creative, theatrical, sexualgenius works

human, interactive, engaging, addictive

impressive, profitable, global, inspiring

Events need sponsors more than ever

… but most sponsors are just logos 13

… more than bags and toys, booths and dinners 14

Diminishing returns for delegates … 15

… and sponsors aren’t happy either 16

How can events do more for sponsors? 17

More More Morerelevant human integrated

Red Bull’s Air Race … beyond an energy drink 19

SEEING THINGS DIFFERENTLY Broader sponsor’s view Business Narrower narrow “event” view viewEvent organisers Brand sponsor

SEEING THINGS DIFFERENTLY Old thinking New thinking The big logo The right theme Boosting ego by being Engaging target audiences part of big event more deeply Creating brand Connecting with issues awareness and ideas Promoting and selling Engaging people in products bigger aspirations Minimising cost Building brand and and risks community Getting free tickets Collaborating to make to attend with guests the event better VIP seats, lunch Facilitating audiences, and attention building networks

More relevant to sponsor’s issues and ambitions 22

More human, collaborative and inspiring 23

More integrated with the sponsor’s media mix 24

MEETING Trajectory Before After

MEETING Trajectory Beyond Before

strategic Trajectory Achieving more Changing behaviours Enabling collaboration ChangingEngaging attitudes people

strategic Trajectory Achieving more Changing behaviours Enabling collaboration ChangingEngaging attitudes people Meeting

strategic Trajectory Achieving more Changing behaviours Enabling collaboration ChangingEngaging attitudes people Collaborative Meeting Meeting

strategic Trajectory Achieving more Changing behaviours Enabling collaboration ChangingEngaging attitudes people Enablement Meeting Collaborative Meeting Meeting

strategic Trajectory Achieving more Changing behaviours Enabling Innovation collaboration Meeting ChangingEngaging attitudes people Enablement Meeting Collaborative Meeting Meeting

What is a better sponsor experience? 32

Create Open Drivevision eyes people

Jay Z Decoded … 320 page hunt with Bing 34

Articulating the sponsor’s vision more powerfully 35

Opening people’s ideas to new opportunities 36

Driving change in attitudes and behaviours 37

ENABLING changePerformance Perform Gain to Change achieve Shock Change to manage Resolve Denial Risk to overcome Explore Anger Accept Time

How can we learn fromother sponsor worlds? 39

Best Seven Londonpractices secrets 2012

Team Mercedes McLaren, Santander, Vodafone? 41

IBM’s Imaginarium … beyond IT solutions 42

The O2 … from virtual tech to real emotions 43

Nike Jordan … the man, the dream, the shoes 44

What does it mean for meeting planners? 45

Match Design Enablebetter smarter more

Matching better … what we want to achieve 47

… what to change personally and collectively

Design smarter … the bigger experience

… phyiscal and virtual, global and local

More impact … attitude/behaviour analytics

More impact … what difference it really made

WHERE do I start? Do Don’t Start with the sponsor Start with the event and and their aspirations its logistics Match the sponsor with Just accept any sponsor target audience willing to pay Design the desired Have lots of sponsors, audience experience and lots of logos Articulate the theme Reduce sponsorship and storyline to logo and fee Find ways sponsors Let keynotes become can make event better a sales pitch Engage and enable See the event as the people to do more start and finish Become the Let sponsors dictate change manager what you do

See things differently

Think differently things

Enable sponsors to achieve the extraordinary

You can achieve so much more

“Be the change”

Please review this session nowon the EMEC smart mobile application (iPhone/Blackberry) (If you do not have a smartphone and indicated this on your registration form an email survey will follow) For more information please visit the registration desk.

peterfisk@peterfisk.comwww.theGeniusWorks.com +44 78344 83830 @geniusworks

Slingshots! Creating the ultimate events for sponsors by Peter Fisk at EMEC 2012

by Peter Fisk on Jan 28, 2012

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Slingshots! Creating the ultimate events for sponsors by Peter Fisk at EMEC 2012 — Presentation Transcript