A complete guide to creating a connection journey through earned insights, Facebook re-targeting, and a killer connection experience.

1. How To Triple Sponsorship Value From
Contest Insights
A complete guide to creating a connection journey through earned insights,
Facebook re-targeting, and a great connection experience.

2. 54%Of total ad spend will consist of digital
media & advertising in 2019
We created this model because brands are looking to spend
their money on digital ads. Sponsors are looking for digital
assets to connect with their customers.
We decided we had to change our offerings to match the
demand for these assets

3. This is a guide on how to close that journey and build
more assets for you to increase sponsorship revenue.
Sponsors buy sponsorship assets from you because you have a connection with fans that they can’t
replicate. They pay you to be introduced into that connection and passion.
It is your job to make sure that that connection is delivered in a meaningful way. You need to take your
fans on a connection journey with your sponsor digitally.
Before we dive into the tactical…
Understand that you are an Influencer

4. 1 2 3 4
How To Earn
Insights
How To Build
An Audience
How To Re-Target
With Value
How To Close With A Killer
Connection Experience
You need to have a pull to
earn fan insights
We’ll show you how to create
an audience on Facebook Ads
tools
We’ll show you how to re-
target your audience on
Facebook Ads tools
We’ll give you some ideas on
creating experiences that connect
fans to your partner to build a
relationship
The Process What you’ll learn

5. First we’ll want to earn insights to re-target on
social.
1: Earn Insights

6. You need a pool data from active fans to connect
with your sponsor. The key here is having an activation
that will be a great kickstart to the connection
journey between fan & sponsor.
Like a first impression, this is probably the most important step
in this process. We want to create a great first touch point
between fan & brand in your arena.
1: Earn Insights

7. Few must haves with this kick start:
Must be AUTHENTIC
Must be FUN
Must ASK FOR AN EMAIL
1: Earn Insights
Make sure that first touch point is interactive and fun
for fans. Let’s think beyond the raffle for a signed
jersey…remember you want this to stand out.
Check out WWW.SQWADHQ.COM to see more activations

8. Few must haves with this kick start:
Must be AUTHENTIC
Must be FUN
Must ASK FOR AN EMAIL
1: Earn Insights
Make sure that first touch point is interactive and fun
for fans. Let’s think beyond the raffle for a signed
jersey…remember you want this to stand out.
Check out WWW.SQWADHQ.COM to see more activations
TRANSPARENCY IS IMPORTANT
Be sure you clearly let fans know that they may recieve more team
messaging in your rules and regulations…all within state privacy and
contest laws.
I constantly stress the term earned insights because you are
earning emails by bringing value through the activation.

9. Once you have the insights, time to build the audience on
Facebook
2: Build Your Audience

10. First step is to get all of your data points from
the activation onto one Excel sheet and export
into a CSV file (Facebook wants a CSV file).
How big should this be?
The smallest audience for a re-targeting campaign that
FB will take is 20, but you will want this as big as
possible when you focus your re-targeting.
2: Build Your Audience

11. From there login to your
Facebook Ad Tools
account, click “Audience”
2: Build Your Audience

12. Click create audience Click customer file Click doesn’t include LTV
Upload your CSV and name your audienceYou’ll see a confirmation..and now your audience is created!
2: Build Your Audience Upload your CSV, name your audience based on the sponsor activation, and save it.

13. Click create audience Click customer file Click doesn’t include LTV
Upload your CSV and name your audienceYou’ll see a confirmation..and now your audience is created!
2: Build Your Audience Upload your CSV, name your audience based on the sponsor activation, and save it.
DON’T intermingle the audience data from different
activations.
Remember you are building a connection journey between fan & brand,
mix the messaging and it won’t be meaningful.

14. Click create audience Click customer file Click doesn’t include LTV
Upload your CSV and name your audienceYou’ll see a confirmation..and now your audience is created!
2: Build Your Audience Upload your CSV, name your audience based on the sponsor activation, and save it.
ADVANCED USERS: Should you build a look-a-like
audience from this list?…..NO
WHY? Because they didn’t interact with the first step
activatioon…. Again, keep the connection journey.

15. Content Creation - Target From Our Audience
3: Re-target With Value

16. Remember, you are building a Connection Journey…
the content has to be the next step in the journey
like another chapter in a book.
3: Re-Target With Value | Content Creation

17. DO DON’T
-Personalize to the Sponsor -Offer Regular Product
-Make It Feel Like An Ad
-Have it be Over-Whelmed
with the Sponsor
-Hold the Context
-Offer Value Through
Expeirence
3: Re-Target With Value | Content Creation

18. Car Dealership Example
Toyota offered the first 20 fans to sign up for
free tickets in the Toyota Corner right on the ice.
Value, experience, personalized. You played trivia in arena to prime the
relationship now you are interacting again with value… the next chapter in the
Connection Journey.
3: Re-Target With Value | Content Creation

19. Content Creation - Target From Our Audience
3: Re-target With Value
There is where we get technical…
but stay with me, it’s worth it.

20. TIME TO RUN ADS
You have your audience
You have your offer & content
Time to continue the connection journey
3: Re-Target With Value | Target From Our Audience

21. Open Facebook Ad Tools and
click the “Create” button.
3: Re-Target With Value | Target From Our Audience
You’ll want to click “Traffic”,
name the campaign below that,
and click “Continue”.

22. Click “Use a Saved Audience”
and choose the audience you
created from your activation
3: Re-Target With Value | Target From Our Audience
The drop down should have your saved
audience that you just created from
your list of activation emails collected

23. THIS IS THE MONEY MAKER: You can
refine your audience even more based on
the interests in ad tools.
You can refine your collected audience even further
by adding detailed targeting based on interests
that are important to your sponsor.
3: Re-Target With Value | Target From Our Audience

24. If a car dealership - focus to people looking
for new cars
If a realtor - focus to people in the home
buying market or demographics
If an athletics brand - focus to people
interested in athletics
3: Re-Target With Value | Target From Our Audience

25. If a car dealership - focus to people looking
for new cars
If a realtor - focus to people in the home
buying market or demographics
If an athletics brand - focus to people
interested in athletics
3: Re-Target With Value | Target From Our Audience
WHY? Because these are the people most likely to connect with
your sponsor’s brand on this connection journey

26. QUICKLY, A FEW THINGS TO SAVE YOU
MONEY ON ADS TOOLS OVERALL
These two tweaks can save you hundreds of
dollars on your ad spend.
3: Re-Target With Value | Target From Our Audience

27. Why? Because those are the only places
people actually click and if you don’t you’ll be
paying for placement where no one will
click…wasting you money.
1. Make sure you only advertise
on the FB & Insta feeds
3: Re-Target With Value | Target From Our Audience
Click Edit Placements
Unselect everything but the Facebook & Instagram Feed

28. 2. Make sure you only pay for clicks
Why? Because you want clicks, not to pay
for the ad just being seen. Views are
overrated…we want action.
3: Re-Target With Value | Target From Our Audience
Click More Options
Click Link Click (CPC)
This can bring your CPC down from $2.50
to $0.30…WOW..Save that Cheddar.

29. Good, now let’s finish our ad
Upload your content and link to your
offer website and run the ad.
3: Re-Target With Value | Target From Our Audience Pick your team
account
Choose a format
(Single Image &
Video has best in
our experience)
Upload the content
Add the
description,
landing page URL,
Headline, & CTA.
Click Confirm

30. Good, now let’s finish our ad
Upload your content and link to your
offer website and run the ad.
3: Re-Target With Value | Target From Our Audience Pick your team
account
Choose a format
(Single Image &
Video has best in
our experience)
Upload the content
Add the
description,
landing page URL,
Headline, & CTA.
Click Confirm
Remember, they don’t have context, influence, and the connection
journey. If they run it…it feels like an ad and less people will engage.
But wait, can’t the brand just do this themselves?
Why do they need us?

31. Don’t just push to a transaction like an ad
4: Killer Connection Experience

32. The goal is a transaction, but we want to stay away as much as possible
of this feeling like an ad…again sponsors pay you for your ability to
build a relationship.
4: Killer Experience Connection
Key Learning Here - Don’t make it feel like an ad

33. Old Example: Send them to the dealership to
pick up a prize where they feel uncomfortable and
pressured…because that sounds really fun as a
fan….
Car Dealership
4: Killer Experience Connection

34. New Example: Give them tickets to the Toyota Corner where
dealers are waiting to pour beers, enjoy the game, and build an
authentic relationship with the new car buyer.
Car Dealership
4: Killer Experience Connection
Now the dealers are connecting with fans in a natural environment.
They can build the relationship after the fan is primed with the car
brand from the last few steps on the journey

35. Because what else matters?
RESULTS

36. RESULTS: New sponsor value with 3 connection points on the Journey
Activation Re-Targeting Ads Connection Experience
Kick off with in-arena
activation
Re-touch with value re-
target
Build relationship to close
journey with prime customer

37. Activation Re-Targeting Ads Connection Experience
Sponsor buys scoreboard
activation as an in-arena
asset
Sponsor buys for ads & co-
branded re-targeting
Sponsor buys fan tickets in the
corner and pays for signage
RESULTS: New assets to sell with 3 connection points on the Journey

38. If you have any at all email me. I’d be happy to
take you through any part.
nlawson@sqwadapp.co
QUESTIONS?
Thanks for listening!
-Nick