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What is the real cost of selling
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  > Hard sell
  > N peer level part...
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  > N peer level part...
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 RCompanies that measure event ROI (overall)
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Funding Your Executive C Level Events

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Presented at Exhibitor Show 2009

A Forrester Research Marketing Survey revealed that 50% of companies plan to increase spending on executive seminars/events. Funding your C-level event is easy to do with sponsorship revenue. Learn how to create sponsorship packages that benefit the event, the high level attendees and sponsors.
• Set sponsorship goals and objectives
• Identify appropriate marketing opportunities for a high level audience
• Create sponsorship packages
• Determine the best potential sponsors
• Establish pricing structure
• Educate your sponsors on how to market to your executive audience
• Define rules and regulations for sponsors
• Assess the success of packages

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Funding Your Executive C Level Events

  1. 1. !unding Your Executive or ! di Y E ti C-Level Events Creating S C ti Sponsorship hi Packages for High-Level Attendees Karen Daniele Vice President and General Manager Nth Degree Events John T t k J h Tatusko Account Executive, Space & Sponsorship Strategist Nth Degree Events
  2. 2. Essential L E ti l Learning C i Components t 1. Why are executive events important? 2. Setting goals 3. What are the real costs of having sponsorships at y gp p your event? 4. =sing executive personas to design sponsorship and event formats 5. Identifying opportunities 6. Creating sponsorships 7. Pricing 8. Educating sponsors on working with your audience 9. Measurement
  3. 3. Importance toF to 6otential 9:onsors Event 6ro7u8ers >Th > S ll more stuff To have an executive event ti t Sell t ff > Evolution of your event > Develop relationships at the executive level > Access to people you may > Look smart not normally have access to y > Focus Group level feedback > Lower cost of entry > Sell more stuff > Look smart > Add RC l FactorS Adds RCool F S > Make people feel special > Vanity > To have sponsorships > Increase sponsor revenue > Offset cost > Add credibility > Coat tail effect
  4. 4. What d Wh t do sponsors look forH l kf H >Audience – are the attendees your buyers or from organizations that buy from you? >Access – will you b able to i >A ill be bl interact with ih them? Is there value? >Agenda – does it make sense? Is there time for Agenda interaction?
  5. 5. Set S t goals and obJectives l d bJ ti >Why do you have an executive event? >What are you trying to accomplish with the event? ? >Whose problem are you solving?
  6. 6. Set S t goals and obJectives l d bJ ti >What are you trying to accomplish by selling sponsorships? > Fully lf funded F ll self f d d > Cover hard costs > Make up some of the costs > Satisfy a squeaky wheel – internal constituent
  7. 7. What is the real cost of selling sponsorshipsH >What do you have to lose? > Exclusivity > C fli t Conflict > Control
  8. 8. Ksing personas Ki >Create your executive >Create your sponsor attendee persona persona >Match their needs
  9. 9. Identify appropriate opportunities >What are you willing to give up? >What is your organization comfortable with? >Where is the real value to your sponsors? >Where are the conflicts?
  10. 10. Identify appropriate opportunities >What works > Speaking > P L lI t Peer Level Interaction ti >Theoretically, theyZre the experts, they want to learn from someone whoZs been there, done that, has the same perspective, someone they can relate to > Forums Debates, Discussion Groups Charlie Rose Forums, Debates Groups, Style Interviews
  11. 11. Identify appropriate opportunities >What works > Engagement >Get h i >G their opinions, l them speak where ii let h kh they can definitely add value, but donZt let them dominate > Networking >This is what itZs all about >C t t Content >Online, Onsite & After > Elite swag g
  12. 12. Identify appropriate opportunities >Common Mistake >Giving them enough rope to hang themselves h l >Keep it simple – if itZs too much work theyZre going to blow it they re
  13. 13. Identify appropriate opportunities >What are/arenZt your competitors doing? > Providing sponsorships > Ri l Rituals > Special outings > VIP treatment > Dinners > Parties > After hours > Keynotes > Clubs/organizations/memberships
  14. 14. Create sponsorship opportunities >Standardized > Highly evolved partner management organizations may require more strict guidelines in order to maintain objectivity, fairness
  15. 15. Create sponsorship opportunities >Standardized > Highly evolved partner management organizations may require more strict guidelines in order to maintain objectivity, fairness >Customized > Be Opportunistic > In this economy, the more flexible, the better
  16. 16. Determine best possible sponsors >Stake Holders > Internal Groups >Sales >Partner/Alliance Management Organization >Targets > Lowest Hanging Fruit > C t t B d – obvious solutions providers th t map Content Based bi l ti id that to the content > Strategy Based – key partners, strategic alliances
  17. 17. Pricing Pii >Competitive >Comparison >Be Realistic > Keep objectives in mind > Keep current selling environment in mind >Discounting without actually RdiscountingS
  18. 18. Educate sponsors on how to market t audience best k t to di bt >Risk = annoying high value audience
  19. 19. Educate sponsors on how to market t audience best k t to di bt >Risk = annoying high value audience >Benefit = they do well, you do well; they look smart, you l k smart look
  20. 20. Educate sponsors on how to market t audience best k t to di bt >Risk = annoying high value audience >Benefit = they do well, you do well; they look smart, you l k smart look >Mutually Beneficial > They can actually add value > Adds credibility to your own content
  21. 21. Educate sponsors on how to market t audience best k t to di bt >Coach them C hh > eou can frame a lot of your own internal rules enforcement/preferences under the guise of coaching your sponsors for success. > Blame the Audience
  22. 22. Educate sponsors on how to market t audience best k t to di bt >Coach them C hh > eou can frame a lot of your own internal rules enforcement/preferences under the guise of coaching your sponsors for success. > Blame the Audience RWe do a lot of work with this group, they really seem to appreciate the soft sellS y pp ReouZll do really well with them if youf.SR RWeZve seen people have a lot of success withf withfS
  23. 23. Educate sponsors on how to market to audience best >What doesnZt work > Hard sell
  24. 24. Educate sponsors on how to market to audience best >What doesnZt work > Hard sell > N peer level participants cheapen the Non l l ti i th th experience, even if theyZre internal
  25. 25. Educate sponsors on how to market to audience best >What doesnZt work > Hard sell > N peer level participants cheapen the Non l l ti i th th experience, even if theyZre internal > Booths
  26. 26. Educate sponsors on how to market to audience best >What doesnZt work > Hard sell > N peer level participants cheapen the Non l l ti i th th experience, even if theyZre internal > Booths >If Infomercials il
  27. 27. Educate sponsors on how to market to audience best >What doesnZt work > Hard sell > N peer level participants cheapen the Non l l ti i th th experience, even if theyZre internal > Booths >If Infomercials il > Banners, billboards and logo placements that arenZt tied to anything
  28. 28. Educate sponsors on how to market to audience best >What doesnZt work > Hard sell > N peer level participants cheapen the Non l l ti i th th experience, even if theyZre internal > Booths > Infomercials If il > Banners, billboards and logo placements that arenZt tied to anything > Cheap swag
  29. 29. Measure >Share it with your sponsors, if you want them to come back > H l th sell th Help them ll themselves, prove ROI l > Show them how smart they are for participating in your event
  30. 30. Measure >Measurement is key RCompanies that measure event ROI (overall) are 1 i times more likely to expect an increase in their event marketing budget than those who do not measure.S - Event Marketing Institute – EventView 2008, North America 2008 N h A i

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