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
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
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