saffireevents
Cassie Roberts| Saffire Events
EFFECTIVELYUSING
DIGITAL PLATFORMS
TO SUPPORTSPONSORSHIP
Sarah Thompson|Tenne...
saffireevents
SPONSORSHIP HUMOR
saffireevents
Sponsors
WHAT ARE
SPENDING?
saffireevents
TOTAL SPENT IN USA
saffireevents
“The sponsorship pie is growing, but
being cut into fewer pieces.”
-www.sponsorship.com
saffireevents
GET A SLICE
saffireevents
ONLINE.
The most cost-effective
ways to earn your sponsorship dollars are
saffireevents
saffireevents
1 2 3
PROVIDEPREPARE PACKAGE
THREE P’s OF SPONSORSHIP
saffireevents
1
PREPARE
TO WORK WITH SPONSORS
IN THE DIGITALAGE
A BRIEF101 COURSE:
saffireevents
GET EDUCATED
BE SMART ABOUTWHATYOU ARE OFFERING YOUR SPONSOR
• Know your business
• Use Videos to show off y...
saffireevents
GET INVOLVED
FIND THINGS YOU CANDO TOSUPPORT YOURPOTENTIALSPONSOR’SBUSINESS
• Can you use their product/serv...
saffireevents
GET ORGANIZED
MAKE IT EASY FORYOUR SPONSORS TO LOVE YOU
• Make yoursponsorship packages clear, concise &avai...
saffireevents
KENDRA-ISM:
“Peoplewill find a wayto workwith
people they like.”
saffireevents
2
Build unique (digital) sponsor
PACKAGES
saffireevents
Case Study:
Consider the Olympics
http://www.olympic.org/sponsors
saffireevents
BRILLIANT!
saffireevents
2. Recap this
year’s Success
1. Show your
experience
3. Use Mixed
Media
This pagecan befound at: http://www....
saffireevents
4. Use Linked
Logos
5. Provide
current
reports
saffireevents
6. Photosof
sponsorship
in action
7. Video &
Description
of company
saffireevents
Consider sponsor logo
placement on the web.
saffireevents
YOUR OPTIONS
Do you knowthe different ways you can
display sponsorson yourwebsite?
saffireevents
HOMEPAGE BAR
saffireevents
SPONSOR PAGE LOGO
saffireevents
SPONSOR PAGE LINK
saffireevents
SPONSOR PAGE LIST
saffireevents
EVENT DETAIL PAGE LOGO
saffireevents
EVENT DETAIL PAGE LINK
saffireevents
LIMIT
DON’T
YOUR SPONSORS
TO ONELOGO
saffireevents
What can you do for your
bigger sponsors?
saffireevents
saffireevents
Declarea website sponsor.
saffireevents
saffireevents
For presenting event sponsors, share the
name of the sponsor on the web in a
prominent space.
saffireevents
saffireevents
Name your facilitiesafter sponsors and
place those on the web.
saffireevents
saffireevents
Make sure your sponsors translate
to your mobile website.
saffireevents
saffireevents
Speaking of mobile—is there
an app for that?
saffireevents
saffireevents
APP OPPORTUNITIES
• Splash page (opening page)
• Certain App Functions—for example an interactive
map could ...
saffireevents
WARNING:
A word of
Don’t oversaturate your space.
saffireevents
CAN YOU HAVETOO MANY?
saffireevents
Set email sponsors.
saffireevents
saffireevents
Give shout outs to your
sponsors on social media.
saffireevents
saffireevents
DON’T BE AFRAID OF FREE
We can’t give away the profits!
Maybe you can’t affordNOT to.
Making sponsorsfeel sp...
saffireevents
• OFFEROnesocial media post, plan to
givetwo –It’s FREE.
• GIVE unpurchasedsponsorship
benefits toan existin...
saffireevents
EDITORIAL CALENDAR
saffireevents
www.SaffireEvents.com/calendar
saffireevents
If you’re creating YouTube videos,
preroll a sponsor logo.
saffireevents
saffireevents
Give your sponsors space on your
YouTube Channel.
saffireevents
saffireevents
Add sponsorlogos to
print-at-home tickets.
saffireevents
saffireevents
THE BOX
THINK OUTSIDE
saffireevents
BANNER BLINDNESS
saffireevents
DIESEL
Diesel jeans, pretreatedwith mud, wind, rain and othersurprisesyou may
come acrossduring afestival;gi...
saffireevents
SWEET LEAF TEA
Promotionwith severalcities:Giveaway tea, encourageacts ofkindness &
social mediainteraction
...
saffireevents
BURGER KING
Sponsoredcharging station on eventgrounds
saffireevents
TIME WARNERCABLE
Internetsponsoron eventgrounds.Peopleattendingfairs lovethis!
saffireevents
3
Measureable Results
PROVIDE
You must
saffireevents
Sponsorslike NUMBERS
saffireevents
The best way to show
sponsor returnon
investmentthe web is
GOOGLEANALYTICS
saffireevents
SPONSORS?
What should I show
saffireevents
TOTAL VISITS
saffireevents
AUDIENCE OVERVIEW
AUDIENCE>OVERVIEW
saffireevents
VISITS ON SPONSOR/EVENT PAGE
saffireevents
CONTENT DRILLDOWN
BEHAVIOR>SITECONTENT>CONTENTDRILLDOWN
saffireevents
MAGIC
The
#of visits
saffireevents
IT VARIES
• Don’t be discouraged!
• Many reasons people partner with you.
THE WORST THING TODO IS TOSAY I CA...
saffireevents
TOTAL TIME ON SITE & PAGES
saffireevents
ENGAGEMENT
AUDIENCE>BEHAVIOR>ENGAGEMENT
saffireevents
OFFSET
High engagement can
low visits
saffireevents
CLICKS PER SPONSOR LOGO
saffireevents
CLICKS PER SPONSOR LOGO
BEHAVIOR>EVENTS>OVERVIEW>EVENTLABEL
http://doteduguru.com/id7229-idiots-guide-to-eve...
saffireevents
PER FACEBOOK POST
Send thesestatstoa sponsorafteryou postabout them!
saffireevents
PER TWEET
• You can now view analytics from your twitter
account!
• Go to http://analytics.twitter.com/
• It...
saffireevents
saffireevents
1 2 3
PROVIDEPREPARE PACKAGE
THREE P’s OF SPONSORSHIP
REVIEW
saffireevents
saffireevents
WHO WE ARE
• Based in Knoxville, TN
• Regional Fair
• 153,000+ Attendees in 2013
• 6 Year Round Employees
• ...
saffireevents
WE’RE SOCIAL.
saffireevents
saffireevents
saffireevents
TIP #1
KNOW YOUR AUDIENCE
• What do THEY want to see?
• USE your analytics
• Tie your sponsors to popular co...
saffireevents
TIP #2
ORGANIC CONTENT
“We are proud to welcome Lee Brice on Sept 12,
presented by the Tennessee Lottery! Wh...
saffireevents
TIP #3
CONTESTING
The power of FREE Tickets
Attract new followers
- More followers = more value for sponsors...
saffireevents
saffireevents
180K PEOPLE REACHED!
saffireevents
TIP #4
DON’T OVER DO IT
Showcase Key Sponsors
Be Strategic
(Pepsi vs. Bob’s Funeral Home)
Track Success, Ask...
saffireevents
TIP #5
DOCUMENT YOUR EFFORTS
Screenshots!
Effective Proof Books = Wow Factor & $$$
Build A Portfolio  New S...
saffireevents
QUESTIONS?
saffireevents
CASSIE ROBERTS
www.saffireevents.com
@SaffireEvents
SARAH THOMPSON
@TNValleyFair
www.tnvalleyfair.org
Upcoming SlideShare
Loading in …5
×

Effectively Using Digital Platforms to Support Sponsorship

425 views
324 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
425
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Effectively Using Digital Platforms to Support Sponsorship

  1. 1. saffireevents Cassie Roberts| Saffire Events EFFECTIVELYUSING DIGITAL PLATFORMS TO SUPPORTSPONSORSHIP Sarah Thompson|TennesseeValley Fair
  2. 2. saffireevents SPONSORSHIP HUMOR
  3. 3. saffireevents Sponsors WHAT ARE SPENDING?
  4. 4. saffireevents TOTAL SPENT IN USA
  5. 5. saffireevents “The sponsorship pie is growing, but being cut into fewer pieces.” -www.sponsorship.com
  6. 6. saffireevents GET A SLICE
  7. 7. saffireevents ONLINE. The most cost-effective ways to earn your sponsorship dollars are
  8. 8. saffireevents
  9. 9. saffireevents 1 2 3 PROVIDEPREPARE PACKAGE THREE P’s OF SPONSORSHIP
  10. 10. saffireevents 1 PREPARE TO WORK WITH SPONSORS IN THE DIGITALAGE A BRIEF101 COURSE:
  11. 11. saffireevents GET EDUCATED BE SMART ABOUTWHATYOU ARE OFFERING YOUR SPONSOR • Know your business • Use Videos to show off your brand • Learnabout potential sponsors’ businesses • Research them onlinebefore you go • Offer relevant creativepartnershipoptions
  12. 12. saffireevents GET INVOLVED FIND THINGS YOU CANDO TOSUPPORT YOURPOTENTIALSPONSOR’SBUSINESS • Can you use their product/service at your event? • Social media giveaways • Can you recommendtheir product/serviceto someone else? • Can you volunteer orsend volunteers totheir organization?
  13. 13. saffireevents GET ORGANIZED MAKE IT EASY FORYOUR SPONSORS TO LOVE YOU • Make yoursponsorship packages clear, concise &available online • Organize yourinvoices • Allow sponsors to pay online- a digital age bonus! • Add a sponsor’s logo to your website DURING a sponsor meeting
  14. 14. saffireevents KENDRA-ISM: “Peoplewill find a wayto workwith people they like.”
  15. 15. saffireevents 2 Build unique (digital) sponsor PACKAGES
  16. 16. saffireevents Case Study: Consider the Olympics http://www.olympic.org/sponsors
  17. 17. saffireevents BRILLIANT!
  18. 18. saffireevents 2. Recap this year’s Success 1. Show your experience 3. Use Mixed Media This pagecan befound at: http://www.olympic.org/sponsors/100-years-of-olympic-marketing
  19. 19. saffireevents 4. Use Linked Logos 5. Provide current reports
  20. 20. saffireevents 6. Photosof sponsorship in action 7. Video & Description of company
  21. 21. saffireevents Consider sponsor logo placement on the web.
  22. 22. saffireevents YOUR OPTIONS Do you knowthe different ways you can display sponsorson yourwebsite?
  23. 23. saffireevents HOMEPAGE BAR
  24. 24. saffireevents SPONSOR PAGE LOGO
  25. 25. saffireevents SPONSOR PAGE LINK
  26. 26. saffireevents SPONSOR PAGE LIST
  27. 27. saffireevents EVENT DETAIL PAGE LOGO
  28. 28. saffireevents EVENT DETAIL PAGE LINK
  29. 29. saffireevents LIMIT DON’T YOUR SPONSORS TO ONELOGO
  30. 30. saffireevents What can you do for your bigger sponsors?
  31. 31. saffireevents
  32. 32. saffireevents Declarea website sponsor.
  33. 33. saffireevents
  34. 34. saffireevents For presenting event sponsors, share the name of the sponsor on the web in a prominent space.
  35. 35. saffireevents
  36. 36. saffireevents Name your facilitiesafter sponsors and place those on the web.
  37. 37. saffireevents
  38. 38. saffireevents Make sure your sponsors translate to your mobile website.
  39. 39. saffireevents
  40. 40. saffireevents Speaking of mobile—is there an app for that?
  41. 41. saffireevents
  42. 42. saffireevents APP OPPORTUNITIES • Splash page (opening page) • Certain App Functions—for example an interactive map could be sponsored by Garmin, food court info by a grocery store etc. • Banner Ads within the app
  43. 43. saffireevents WARNING: A word of Don’t oversaturate your space.
  44. 44. saffireevents CAN YOU HAVETOO MANY?
  45. 45. saffireevents Set email sponsors.
  46. 46. saffireevents
  47. 47. saffireevents Give shout outs to your sponsors on social media.
  48. 48. saffireevents
  49. 49. saffireevents DON’T BE AFRAID OF FREE We can’t give away the profits! Maybe you can’t affordNOT to. Making sponsorsfeel special will goa long way. Most digital marketing doesn’tcost youanything but time & effort.
  50. 50. saffireevents • OFFEROnesocial media post, plan to givetwo –It’s FREE. • GIVE unpurchasedsponsorship benefits toan existing sponsor • SHARE yoursponsors’postson your Facebook wall—quickly becoming the bestway to gain exposureon Facebook, and businesseswill appreciate it! FREE Ideas
  51. 51. saffireevents EDITORIAL CALENDAR
  52. 52. saffireevents www.SaffireEvents.com/calendar
  53. 53. saffireevents If you’re creating YouTube videos, preroll a sponsor logo.
  54. 54. saffireevents
  55. 55. saffireevents Give your sponsors space on your YouTube Channel.
  56. 56. saffireevents
  57. 57. saffireevents Add sponsorlogos to print-at-home tickets.
  58. 58. saffireevents
  59. 59. saffireevents THE BOX THINK OUTSIDE
  60. 60. saffireevents BANNER BLINDNESS
  61. 61. saffireevents DIESEL Diesel jeans, pretreatedwith mud, wind, rain and othersurprisesyou may come acrossduring afestival;given out as promotional itemson social media.
  62. 62. saffireevents SWEET LEAF TEA Promotionwith severalcities:Giveaway tea, encourageacts ofkindness & social mediainteraction Photos © Getty Images
  63. 63. saffireevents BURGER KING Sponsoredcharging station on eventgrounds
  64. 64. saffireevents TIME WARNERCABLE Internetsponsoron eventgrounds.Peopleattendingfairs lovethis!
  65. 65. saffireevents 3 Measureable Results PROVIDE You must
  66. 66. saffireevents Sponsorslike NUMBERS
  67. 67. saffireevents The best way to show sponsor returnon investmentthe web is GOOGLEANALYTICS
  68. 68. saffireevents SPONSORS? What should I show
  69. 69. saffireevents TOTAL VISITS
  70. 70. saffireevents AUDIENCE OVERVIEW AUDIENCE>OVERVIEW
  71. 71. saffireevents VISITS ON SPONSOR/EVENT PAGE
  72. 72. saffireevents CONTENT DRILLDOWN BEHAVIOR>SITECONTENT>CONTENTDRILLDOWN
  73. 73. saffireevents MAGIC The #of visits
  74. 74. saffireevents IT VARIES • Don’t be discouraged! • Many reasons people partner with you. THE WORST THING TODO IS TOSAY I CAN’T
  75. 75. saffireevents TOTAL TIME ON SITE & PAGES
  76. 76. saffireevents ENGAGEMENT AUDIENCE>BEHAVIOR>ENGAGEMENT
  77. 77. saffireevents OFFSET High engagement can low visits
  78. 78. saffireevents CLICKS PER SPONSOR LOGO
  79. 79. saffireevents CLICKS PER SPONSOR LOGO BEHAVIOR>EVENTS>OVERVIEW>EVENTLABEL http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html
  80. 80. saffireevents PER FACEBOOK POST Send thesestatstoa sponsorafteryou postabout them!
  81. 81. saffireevents PER TWEET • You can now view analytics from your twitter account! • Go to http://analytics.twitter.com/ • It’s going to say “Advertise on Twitter” (Since you’re smart, you will know it’s more than that now!)
  82. 82. saffireevents
  83. 83. saffireevents 1 2 3 PROVIDEPREPARE PACKAGE THREE P’s OF SPONSORSHIP REVIEW
  84. 84. saffireevents
  85. 85. saffireevents WHO WE ARE • Based in Knoxville, TN • Regional Fair • 153,000+ Attendees in 2013 • 6 Year Round Employees • 95th Year in 2014
  86. 86. saffireevents WE’RE SOCIAL.
  87. 87. saffireevents
  88. 88. saffireevents
  89. 89. saffireevents TIP #1 KNOW YOUR AUDIENCE • What do THEY want to see? • USE your analytics • Tie your sponsors to popular content • Helps you showcase your VALUE to sponsors
  90. 90. saffireevents TIP #2 ORGANIC CONTENT “We are proud to welcome Lee Brice on Sept 12, presented by the Tennessee Lottery! Who’s excited to see Lee?”
  91. 91. saffireevents TIP #3 CONTESTING The power of FREE Tickets Attract new followers - More followers = more value for sponsors Wendy’s of Knoxville (2 one day contests = 2,000 new followers)
  92. 92. saffireevents
  93. 93. saffireevents 180K PEOPLE REACHED!
  94. 94. saffireevents TIP #4 DON’T OVER DO IT Showcase Key Sponsors Be Strategic (Pepsi vs. Bob’s Funeral Home) Track Success, Ask for More $ NextYear
  95. 95. saffireevents TIP #5 DOCUMENT YOUR EFFORTS Screenshots! Effective Proof Books = Wow Factor & $$$ Build A Portfolio  New Sponsors
  96. 96. saffireevents QUESTIONS?
  97. 97. saffireevents CASSIE ROBERTS www.saffireevents.com @SaffireEvents SARAH THOMPSON @TNValleyFair www.tnvalleyfair.org

×