IAFE 2015: Earning the Digital Sponsorship Dollar
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IAFE 2015: Earning the Digital Sponsorship Dollar
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IAFE 2015: Earning the Digital Sponsorship Dollar
- 1. Jessica Bybee-Dziedzic | Saffire EARNING THE DIGITAL SPONSORSHIP DOLLAR
- 2. CLIENT PORTFOLIOVisit Navasota South Texas State Fair Rodeo Belton/ 4th of July Celebration Brazos Valley Fair Heart O' Texas Fair & Rodeo Amarillo Tri-State Fair Fort Bend County Fair Central Texas State Fair Comal County Fair Okeechobee County Fair Amador County Fair Chowchilla Fair Palomino Fest Lea County Coors Cowboy Club Napa County Fair Dodge City Round Up Brazoria County Fair San Angelo Rogers County Fair Greater Baton Rouge State Fair Central States Black Hills Stock Show/Rodeo Los Fresnos Twas the Lights Reno Rodeo Redding Rodeo Northwest Washington Fair Sikeston Rodeo Delaware State Fair Sangamon County Fair East Texas Park of East Texas Laramie County Fair Carroll County Fair Pendleton Round- Up Pony Express Days Arizona National Livestock Show Yolo County Fair California Rodeo Salinas Rio Grande Valley Livestock Show Old Sorehead Trade Days Cuero TurkeyFest Fiesta San Antonio Glenn County Fair State Fair of Louisiana Four States Fair Montgomery County Fair Agricultural Learning Center Grant County Fair North Texas State Fair Rooftop Rodeo West End Fair Crabtree Amusements Trinity Valley Exposition Brackenridge Recreation Complex Kitsap Rodeo Cowpokes Refugio County Fair Rockdale Fair & Rodeo Children’s Center NILE MATE Volusia County Fair Firefighter’s Fair Fayette County Fair Salvation Army Jerry Jones Education Town Wings Stadium Bradford County Fair Pasco County Fair Greeley Stampede Sweetwater Events Complex iFest Hardee County Fair Angelina Ccounty Fair/Expo Midland Horseshoe Arena Harborside Events Center My River District Taylor County OVER 200 CLIENTS!
- 4. It’s going to be a wild ride! GET READY!
- 5. We’ll send you the slides. NO NEED FOR NOTES
- 8. TOTAL SPENT IN USA
- 9. “The sponsorship pie is growing, but being cut into fewer pieces.” -www.sponsorship.com
- 10. GET A SLICE
- 12. ONLINE The most cost-effective ways to earn your sponsorship dollars are
- 13. To Partner with Sponsors PREPARING 1
- 14. I’m going to say something scary.
- 15. Consider Yourself a Salesperson!
- 16. But don’t be like that used car guy. ☺
- 17. SUCCESSFUL SALES RULES • Start early in the year • For sponsorship, it’s typically 50/25/25 • Network in your industry • Join relevant organizations • Make just 5 calls a day- spread out the task! • Keep in touch with former sponsors
- 18. MORE SUCCESSFUL SALES RULES • Research your competitors/friends • See what works for them! • Ask for the order and follow through • Understand the VALUE of what you’re selling • Never give up! • Ask if you can follow up in one year to see if the situation has changed
- 19. GET EDUCATED BE SMART ABOUT WHAT YOU ARE OFFERING YOUR SPONSOR • Learn about potential sponsors’ businesses Online Research • Know the difference between a Sponsor & a Donor Sponsor- receives a benefit from their contribution Donor- supports your cause without expected return
- 20. DON’T BE OPRAH
- 21. FIND THE RIGHT FIT • Think of it as targeted prospecting instead of random • What do you have in common with a potential sponsor? • What can you offer that will benefit your sponsors the most?
- 22. GET ORGANIZED MAKE IT EASY FOR YOUR SPONSORS TO LOVE YOU • Make information about sponsorships clear, concise & available online • Organize your invoicing • Allow sponsors to pay online- a digital bonus! • Add a sponsor’s logo to your website DURING a sponsor meeting! • Know your businesss
- 23. GET INVOLVED FIND THINGS YOU CAN DO TO SUPPORT YOUR SPONSOR’S BUSINESS • Can you use their product/service at your events? • Ex: Could use your waste management sponsors services at your events • Social media giveaways using their products? • Can you recommend their product/service? • Can you volunteer or send volunteers to their organization?
- 24. A KENDRA TIP: “People will find a way to work with people they like.”
- 25. 2 Your Packages Tailored For Each Sponsor PERSONALIZE
- 26. IDEAS 1. Website Logos/Promotion 2. Online Category Exclusivity 3. Presenting Event Sponsor 4. Mobile Sponsors 5. Email Sponsors 6. Social Media Callouts 7. Online Advertisements 8. Online Ticket Sponsors 9. Entire event Naming Rights or Logo 10. Create a Digital Experience
- 27. Sponsors on your website
- 28. HOMEPAGE BAR
- 32. EVENT DETAIL PAGE LOGO
- 33. EVENT DETAIL PAGE LINK
- 34. LIMIT DON’T YOUR SPONSORS TO ONE LOGO
- 35. Declare a presenting website sponsor
- 37. For presenting event sponsors, share the name of the sponsor on the web in a prominent space
- 39. Make sure sponsors are on your mobile website.
- 41. Speaking of mobile—is there an app for that?
- 43. APP OPPORTUNITIES • Splash page (opening page) • Certain App functions—for example an interactive map could be sponsored by Garmin, dining info by a gourmet restaurant in the area, etc. • Banner ads within the app
- 46. Give shout outs to your sponsors on social media
- 49. DON’T BE AFRAID OF FREE Making sponsors feel special will go a long way. MostMostMostMost digital marketing doesn’t cost you anything but time & effort.digital marketing doesn’t cost you anything but time & effort.digital marketing doesn’t cost you anything but time & effort.digital marketing doesn’t cost you anything but time & effort.
- 50. • OFFER one social media post, plan to give two –It’s FREE. • GIVE unpurchased sponsorship benefits to an existing sponsor • SHARE your sponsors’ posts on your Facebook wall—quickly becoming the best way to gain exposure on Facebook, and businesses will appreciate it! FREE IDEAS
- 51. USE EDITORIAL CALENDAR TO TRACK www.SaffireEvents.com/calendar
- 52. WE ALSO USE A BIG WALL
- 55. If you’re creating YouTube videos, pre-roll a sponsor ad
- 57. Give your sponsors space on your YouTube Channel
- 59. most compelling The play button is now the call to action on the web.
- 60. Add sponsor logos to print-at-home tickets
- 62. Name your entire event after a sponsor
- 64. Create a digital experience
- 65. BANNER BLINDNESS
- 66. Sponsored charging station on event grounds
- 67. BURGER KING
- 68. Internet sponsor on event grounds
- 70. Photo booths with sponsors & social media
- 71. #youreventname
- 72. ADD VALUE YEAR-ROUND MARKETING • Collateral Materials • Media Exposure ON SITE EVENT POMOTION • Logos on Merchandise • Signage • Call outs via PA • Play commercials • Booths HOSPITALITY • Tickets to Events • Recognition Dinners • VIP Areas • Your services WHAT ELSE IS VALUABLE TO YOUR SPONSOR AND WHAT CANYOU OFFER?
- 75. The best ways to show sponsor return on investment are: GOOGLE ANALYTICS & AUDIENCE SURVEY
- 76. SPONSORS? What should I show
- 77. TOTAL VISITS
- 79. VISITS ON SPONSOR/EVENT PAGE
- 80. CONTENT DRILLDOWN BEHAVIOR>SITE CONTENT>CONTENT DRILLDOWN
- 82. OPPORTUNITIES VARY • Don’t be discouraged! • Many reasons people partner with you. • Make sure you’re prepared with the right information when you meet with them. THE WORST THING TO DO IS TO SAY I CAN’T!
- 83. TOTAL TIME ON SITE & PAGES
- 85. OFFSET High engagement can low visits
- 86. CLICKS PER SPONSOR LOGO
- 87. CLICKS PER SPONSOR LOGO BEHAVIOR>EVENTS>OVERVIEW>EVENTLABEL http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html
- 88. PER FACEBOOK POST Send these stats to a sponsor after you post about them!
- 89. PER TWEET • You can now view analytics from your twitter account! • Go to http://analytics.twitter.com/ • Provided because of advertising on Twitter
- 93. FINAL TIPS • Written goals can help- know what you want to achieve • Be willing to negotiate & go the extra mile • Remember to have fun!
- 94. FREE ONLINE MARKETING IDEAS Website www.saffire.com The Amplifier www.saffire.com/podcast Facebook TeamSaffire Twitter @TeamSaffire Instagram teamsaffire Pinterest saffire YouTube saffirestudio Questions?