TAFE 2017 - Sponsors & Social: The Art of Partnership Promotion

1. Jessica Bybee-Dziedzic | Saffire
SPONSORS & SOCIAL
THE ART OF PARTNERSHIP
PROMOTION

10. PRINT-AT-HOME TICKETS

11. ADVANCE TICKETS

12. SCANNING PRE-SOLD TICKETS

13. OR SELL AT THE GATE

14. Gate Sales

16. We’ll send you the slides.
NO NEED FOR NOTES

17. SPONSORSHIP HUMOR

18. SPONSORS
WHAT ARE
SPENDING?

19. TOTAL SPENT IN USA

20. GLOBAL SPONSORSHIP SPENDING

21. “The sponsorship pie is growing, but being cut
into fewer pieces.”
-www.sponsorship.com

22. GET A SLICE

23. COST EFFECTIVE
ONLINE MARKETING IS THE MOST
MARKETING

25. CUSTOMIZATION
1

26. Gone are the days of:

27. There is more to sponsorship than branding on posters, fliers,
and napkins. Sponsors want you to pay thoughtful attention
to who they are as a company, and from there, tailor your
promotional program to this identity.

28. What Sponsors Want
• Signage is still important – the second largest sponsor “want” item
• Experiential marketing
• Expanding digital platforms

29. EXPERIENTIAL
WHAT IS
MARKETING?

30. START BIG: DREAM THE DREAM

31. GETTING STARTED
• Thorough research before reaching out
• Find your shared values, and highlight
• Brainstorm ways to more directly connect your customers to your sponsors
•

32. DON’T BE OPRAH

33. 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?

34. HIGHLIGHT YOUR SPONSORS NICHE
• What do they specialize in and how can it be featured
in relation to your organization
• Internet Service Providers – On-site wifi access
• Media Outlets – Video footage, press coverage, photography
• Waste Management – Trash & recycling pick-up
• Social media contests/giveaways using their products?
• Can you recommend their product/service?

35. LIVE VIDEO CONTENT

36. EVERY SPONSOR ≠ EQUAL

37. CONNECTION
2

38. It's critical that organizers provide a platform
for sponsors to foster real connections with
potential customers.

39. Sponsored Giveaways Rewarding Social Posts
• Reward customers for interacting with your sponsors
• Work with sponsors to make sure the incentive they
offer has value for your customers, and helps show
the sponsor’s value as well

40. INCENTIVIZE
THREE WAYS TO
YOUR HASHTAG

41. SWEEPSTAKES – ENTER FOR CHANCE TO WIN
• Sweepstakes encourage the most posts in exchange for one large prize
• Sweepstakes can reward users for using a specific hashtag or for checking in at specific
locations
• Turn your sweepstakes into a “Scavenger Hunt” by including numerous check-in locations
around your event
• Tip: Include your sponsor’s booth on the list of required check-in locations

44. BEST POST WINS
• May result in fewer submissions, but higher
quality
• One large prize for many participants
• Choose what’s best for you, larger reach or better
quality photo

46. SMALL INCENTIVES FOR EACH POST
• Ask a sponsor to offer a small donation to your charitable organization every time a hashtag is
used, either within the organization or a partner organization
• Sponsor receives great exposure as a philanthropic organization
• Give sponsors recognition with a hashtag dedicated to them. For example – “#ThanksSponsor”

48. SPONSORED “INFLUENCER EVENTS”
• Host a sponsored event before or
during your main event
• Invite local influencers, whether
it’s local “celebrities” or even fans
who have a lot of Followers
• Create a VIP atmosphere that
attendees will want to share

50. NEGOTIATE NUMBER OF POSTS
• Include the number of social posts in which you will
mention the sponsor, in the contract
• Also determine if the sponsor is willing to tweet or
post about you, to their audience as a substitute for
traditional sponsorship

52. USE EDITORIAL CALENDAR TO TRACK
www.SaffireEvents.com/calendar

53. WE ALSO USE A BIG WALL

54. REAL TIME PROMOTION
Before Your Event
• Ticket Sales at Sponsor location
• Ticket Discounts at Sponsor location
During Your Event
• 1st 100 fans that go to Sponsor’s Booth get X prize

55. FOSTER REAL CONNECTIONS
• Allow sponsors to share in exclusivity of special announcements
• Sneak Peek previews available to fans of event and key sponsor (i.e. concert lineups, first
available ticket sales, etc.)
• Include links to sponsors social media and website
• Encourage customers to visit sponsors at booth, at their business locations, and online

56. DON’T BE AFRAID OF FREE
Making sponsors feel special will go a long way.
Most digital marketing doesn’t cost you anything but time & effort.

57. • 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!
• A THANK YOU message can go a long way!
FREE IDEAS

58. INTEGRATION
3

59. INTEGRATING INTO EXPERIENCE
• Sponsored VIP Tents
• Sponsored Phone Charging Stations
• Sponsored Water Stations
• Sponsored WiFi

60. INTEGRATING ONLINE
• How to promote on social
• Hashtag branding
• Photo Opportunities encourage selfies & photo
sharing

61. PHOTO SHARING - FRAME

62. PHOTO SHARING - BANNER

63. Photo booths with sponsors & social media

64. #youreventname

65. PHOTO SHARING - BOOTH

66. SNAPCHAT GEOFILTER

67. SNAPCHAT GEOFILTER

73. most compelling
The play button is now the
call to action on the web.

74. Give your sponsors space on your
YouTube Channel

76. If you’re creating YouTube videos,
pre-roll a sponsor ad

78. 4
ROI

79. Sponsors like DATA

80. SPONSORS?
What should I show

81. METRICS
FOUR KEY
TO FOCUS ON

82. TOTAL INTERACTIONS
• How many times was your sponsors hashtag used?
• Paid services:
• RebelMouse pulls hashtag conversations happening anywhere on social
media, it also offers integrated Google Analytics, social sharing, RSS feeds
and content moderation.
• Tagboard gathers text, video and image posts to give you an overall picture
of what’s being said around a hashtag.
• Simply Measured offers some free options for analytics, & covers all

83. TOTAL REACH
• Total reach– How many followers potentially saw posts containing your
sponsor’s hashtag, according to the number of followers each user had at
the time of posting? Including reposts, retweets etc.

84. ENGAGEMENT
• How many likes, retweets, shares, etc were there of the posts containing
your sponsor’s hashtags?

85. BEST POSTS
• You can share the top tweets, Instagram photos, etc with your sponsors.
• Gives qualitative proof of the effectiveness of their sponsorship.
• They may even be able to use the user-generated content in future campaigns, and will
thank you for the assets.

86. PER FACEBOOK POST
Send these stats to a sponsor after you post about them!

87. PER TWEET
• You can now view analytics from your twitter account!
• Go to http://analytics.twitter.com/
• Provided because of advertising on Twitter

91. AUDIENCE SURVEY

92. TOTAL VISITS

93. AUDIENCE OVERVIEW
AUDIENCE>OVERVIEW

94. VISITS ON SPONSOR/EVENT PAGE

95. CONTENT DRILLDOWN
BEHAVIOR>SITE CONTENT>CONTENT DRILLDOWN

96. MAGIC
The
# of visits

97. 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!

98. CLICKS PER SPONSOR LOGO

99. CLICKS PER SPONSOR LOGO
BEHAVIOR>EVENTS>OVERVIEW>EVENT LABEL
http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html

100. 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 CAN YOU OFFER?

101. FINAL TIPS
• Written goals can help- know what you want to achieve
• Be willing to negotiate & go the extra mile
• Remember to have fun!

102. More Free Online Marketing Tips!
Website www.saffire.com
Facebook TeamSaffire
Twitter @TeamSaffire
Instagram TeamSaffire
Pinterest saffire
YouTube saffirestudio
The Amplifier www.saffire.com/podcast
Questions?

103. THANK YOU!
Jessica Bybee-Dziedzic
jessica@saffire.com
www.saffire.com