Secrets for Growing Conference Sponsorship Revenues

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Secrets for Growing Conference Sponsorship Revenues

  1. 1. Presented by Dave Lutz & Donna Kastner Velvet Chainsaw Consulting Secrets for Growing Conference Sponsorship Revenues
  2. 2. Learning Objectives
  3. 3. 2012 North American Sponsorship Spend: $19 B
  4. 4. Offer too many things and quality suffers
  5. 5. Attendee Value? Scan items and ask: • Does the attendee value this sponsorship? • Does it enhance their experience? Let’s look at examples…
  6. 6. Win – Win - WIN
  7. 7. Kim Skildum-Reid: It’s no longer ‘If you love the event, you should love our brand.’ Or ‘Pay attention to us (and our logos)!’ Instead it’s… ‘We know you love this event — we love it too! — And we’ve thought of a few ways to make it even better for you.’
  8. 8. Major Focus on the Attendee Experience Make best parts better Make the worst parts suck less
  9. 9. Bucket By Objective
  10. 10. So What? Does the attendee value this item? • YES - Carry On • NO – 86 It • NOT SURE? Remove or Add to Bundles Evaluate Each Sponsorship Element
  11. 11. 27 How do we set pricing for Sponsorship? - Market Based - Value Based - Cost Plus
  12. 12. No budget Not a fit Something else When sponsors say NO, what reason do you hear most often?
  13. 13. Organize around your best customers and their goals, not your products.
  14. 14. Segmentation: Define Top Targets
  15. 15. Budget Spender vs. Budget Maker
  16. 16. Leverage Leadership Relationships: Match Power with Power
  17. 17. Premium Bundles
  18. 18. Precious Metals are so yesterday… • Terrawatt (exclusive) • Gigawatt • Megawatt • Kilowatt
  19. 19. Segmentation: Define Top Targets
  20. 20. Smart Application of Time/Resources Transactional EVERYONE ELSE MID TIER (50-100 Companies) TOP TARGETS (10-25 Companies) Consultative
  21. 21. SELL: Key Takeaways • Define Top Targets • Tap Leadership Relationships • Discovery • 3 Options, Recommend 1 • Premium/Custom Bundles • Sponsor Segmentation
  22. 22. Sponsorship Leverage (aka Activation)
  23. 23. “Leverage – also known as activation… is what a sponsor does with a sponsorship after the deal is done and is the most critical factor in getting a good result from an investment.” Kim Skildum-Reid The Corporate Sponsorship Toolkit
  24. 24. Understand Their Leverage Plan
  25. 25. Blended Exposure via Print & Digital
  26. 26. Measure & Document Activation eyeballs clicks conversations views metrics sound bites feedback stories actions data opportunities
  27. 27. Extend the Runway
  28. 28. 47 Quick brainstorm on best ways to extend the runway
  29. 29. PROMOTE DELIVERSELL Let’s Recap
  30. 30. • Kristina Alexanderson • Janine • Wen Nag (aliasgrace) • 401 (K) 2012 • Mat Packer • FateDenied • La Citta Vita • Peasap • Domiriel • Georgios Karamanis • medically_irrelevant • Ssoosay • S.Yoo • Dominic Alves • Victor 1558 • Greychr • Adelle & Justin • Enokson • Kevin Krebs • Dell • Piutus • James Yu • Yooperan • Whatsername • Kevin Dooley • Jon Ovington • VoyagaAnatolio • Ltmdraw.blogspot.com • Floeschie • amanda tipton

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