EARNING THE DIGITAL
SPONSORSHIP
DOLLAR
Cassie Roberts | Saffire Events
It’s going to be a wild ride!
GET READY!
Share your business card at the end;
We’ll send you the slides.
NO NEED FOR NOTES
HISTORY
EVENT PORTFOLIORodeoAustin
South TexasState Fair
RodeoBelton/4thof July
Celebration
BrazosValley Fair
HeartO' TexasFair & ...
SAFFIRE ASSOCIATION PARTNERS
SPONSORSHIP HUMOR
SPONSORS
WHAT ARE
SPENDING?
TOTAL SPENT IN USA
“The sponsorship pie is growing, but being cut
into fewer pieces.”
-www.sponsorship.com
GET A SLICE
ONLINE.
The most cost-effective
ways to earn your sponsorship dollars are
1 2 3
PROVIDEPREPARE PACKAGE
THREE P’s OF SPONSORSHIP
1
PREPARE
TO WORK WITH SPONSORS IN
THE DIGITAL AGE
A BRIEF 101 COURSE:
GET EDUCATED
BE SMART ABOUT WHAT YOU ARE OFFERING YOUR SPONSOR
• Know your business
• Use Videos to show off your brand
• ...
GET INVOLVED
FIND THINGS YOU CAN DO TO SUPPORT YOUR SPONSOR’S BUSINESS
• Can you use their product/service at your event?
...
GET ORGANIZED
MAKE IT EASY FOR YOUR SPONSORS TO LOVE YOU
• Make your sponsorship packages clear, concise & available onlin...
KENDRA-ISM:
“People will find a way to work
with people they like.”
2
Build unique (digital) sponsor
PACKAGES
CASE STUDY:
Consider the Olympics
http://www.olympic.org/sponsors
BRILLIANT!
2. Recap this
year’s Success
1. Show your
experience
3. Use Mixed
Media
This pagecan befound at: http://www.olympic.org/sp...
4. Use Linked
Logos
5. Provide
current
reports
6. Photosof
sponsorship
in action
7. Video &
Description
of company
Consider sponsor logo
placement on the web.
YOUR OPTIONS
Do you know the different ways you can display
sponsors on your website?
HOMEPAGE BAR
SPONSOR PAGE LOGO
SPONSOR PAGE LINK
SPONSOR PAGE LIST
EVENT DETAIL PAGE LOGO
EVENT DETAIL PAGE LINK
LIMIT
DON’T
YOUR SPONSORS
TO ONE LOGO
What can you do for your
bigger sponsors?
Declare a website sponsor.
For presenting sponsors, share the name
of the sponsor on the web in a
prominent space.
Name your facilities after sponsors
and place those on the web.
Make sure sponsors translate to
your mobile website.
Speaking of mobile—is there
an app for that?
APP OPPORTUNITIES
• Splash page (opening page)
• Certain App Functions—for example an interactive map could
be sponsored b...
WARNING:
A word of
Don’t oversaturate your space.
CAN YOU HAVE TOO MANY?
Set email sponsors.
Give shout outs to your
sponsors on social media.
DON’T BE AFRAID OF FREE
We can’t give away the profits!
Maybe you can’t afford NOT to.
Making sponsors feel special will g...
• OFFER One social media post, plan to give two
–It’s FREE.
• GIVE unpurchased sponsorship benefits to an
existing sponsor...
EDITORIAL CALENDAR
www.SaffireEvents.com/calendar
If you’re creating YouTube videos,
pre-roll a sponsor logo.
Give your sponsors space on your
YouTube Channel.
Add sponsor logos to
print-at-home tickets.
THE BOX
THINK OUTSIDE
BANNER BLINDNESS
DIESEL
Diesel jeans, pretreated with mud, wind, rain and other surprises you may come across
during a festival; given out ...
SWEET LEAF TEA
Promotion with several cities: Give away tea, encourage acts of kindness & social media
interaction
Photos ...
BURGER KING
Sponsoredcharging station on eventgrounds
TIME WARNER CABLE
Internetsponsoron eventgrounds.Peopleattendingfairs lovethis!
3
Measureable Results
PROVIDE
You Must
Sponsors like NUMBERS
The best way to show sponsor
return on investment the
web is
GOOGLE ANALYTICS
SPONSORS?
What should I show
TOTAL VISITS
AUDIENCE OVERVIEW
AUDIENCE>OVERVIEW
VISITS ON SPONSOR/EVENT PAGE
CONTENT DRILLDOWN
BEHAVIOR>SITE CONTENT>CONTENT DRILLDOWN
MAGIC
The
# of visits
IT VARIES
• Don’t be discouraged!
• Many reasons people partner with you.
THE WORST THING TO DO IS TO SAY I CAN’T!
TOTAL TIME ON SITE & PAGES
ENGAGEMENT
AUDIENCE>BEHAVIOR>ENGAGEMENT
OFFSET
High engagement can
low visits
CLICKS PER SPONSOR LOGO
CLICKS PER SPONSOR LOGO
BEHAVIOR>EVENTS>OVERVIEW>EVENT LABEL
http://doteduguru.com/id7229-idiots-guide-to-event-tracking.h...
PER FACEBOOK POST
Send these stats to a sponsor after you post about them!
PER TWEET
• You can now view analytics from your twitter account!
• Go to http://analytics.twitter.com/
• It’s going to sa...
1 2 3
PROVIDEPREPARE PACKAGE
THREE P’s OF SPONSORSHIP
REVIEW
FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
Facebook Saffire Even...
CASSIE ROBERTS
info@saffireevents.com
@SaffireEvents
www.saffireevents.com
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
TFEA 2014 Earning the Digitial Sponsorship Dollar
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TFEA 2014 Earning the Digitial Sponsorship Dollar

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TFEA 2014 Earning the Digitial Sponsorship Dollar

  1. 1. EARNING THE DIGITAL SPONSORSHIP DOLLAR Cassie Roberts | Saffire Events
  2. 2. It’s going to be a wild ride! GET READY!
  3. 3. Share your business card at the end; We’ll send you the slides. NO NEED FOR NOTES
  4. 4. HISTORY
  5. 5. EVENT PORTFOLIORodeoAustin South TexasState Fair RodeoBelton/4thof July Celebration BrazosValley Fair HeartO' TexasFair & Rodeo Amarillo Tri-State Fair FortBend County Fair CentralTexas StateFair ComalCounty Fair OkeechobeeCountyFair Amador County Fair ChowchillaFair PalominoFest LeaCounty CoorsCowboyClub Washington CountyFair TexasState ForestFestival AmericanRoyal ColoradoState Fair Napa County Fair DodgeCity Round Up BrazoriaCounty Fair San Angelo RogersCountyFair GreaterBatonRouge State Fair CentralStates Black Hills StockShow/Rodeo LosFresnos Twas the Lights Reno Rodeo Redding Rodeo NorthwestWashington Fair SikestonRodeo DelawareState Fair Sangamon County Fair East Texas Parkof East Texas Laramie CountyFair Benton-FranklinFair CarrollCounty Fair PendletonRound-Up PonyExpressDays Arizona NationalLivestock Show Yolo CountyFair CaliforniaRodeoSalinas Rio Grande Valley Livestock Show Old SoreheadTrade Days CueroTurkeyFest Fiesta San Antonio Glenn County Fair State Fair of Louisiana FourStatesFair MontgomeryCountyFair Fiesta San Antonio Glenn County Fair State Fair of Louisiana FourStatesFair FourStatesFair MontgomeryCountyFair Agricultural Learning Center Grant County Fair NorthTexas StateFair RooftopRodeo WestEnd Fair CrabtreeAmusements Trinity Valley Exposition BrackenridgeRecreationComplex Kitsap RodeoCowpokes RefugioCounty Fair RockdaleFair &Rodeo Children’sCenter NILE MATE Volusia County Fair Firefighter’sFair FayetteCountyFair ExtremeTix Salvation Army Jerry JonesEducationTown Wings Stadium BradfordCounty Fair PascoCountyFair GreeleyStampede SweetwaterEventsComplex iFest HardeeCounty Fair Angelina CcountyFair/Expo Midland HorseshoeArena HarborsideEventsCenter My River District TaylorCounty Expo Five StateFair WesternHeritage Classic ExtracoEventsCenter CentralWashington State Fair El PasoCounty Fair OVER 130 CLIENTS!
  6. 6. SAFFIRE ASSOCIATION PARTNERS
  7. 7. SPONSORSHIP HUMOR
  8. 8. SPONSORS WHAT ARE SPENDING?
  9. 9. TOTAL SPENT IN USA
  10. 10. “The sponsorship pie is growing, but being cut into fewer pieces.” -www.sponsorship.com
  11. 11. GET A SLICE
  12. 12. ONLINE. The most cost-effective ways to earn your sponsorship dollars are
  13. 13. 1 2 3 PROVIDEPREPARE PACKAGE THREE P’s OF SPONSORSHIP
  14. 14. 1 PREPARE TO WORK WITH SPONSORS IN THE DIGITAL AGE A BRIEF 101 COURSE:
  15. 15. GET EDUCATED BE SMART ABOUT WHAT YOU ARE OFFERING YOUR SPONSOR • Know your business • Use Videos to show off your brand • Learn about potential sponsors’ businesses • Research them online before you go • Offer relevant creative partnership options
  16. 16. GET INVOLVED FIND THINGS YOU CAN DO TO SUPPORT YOUR SPONSOR’S BUSINESS • Can you use their product/service at your event? • Social media giveaways • Can you recommend their product/service to someone else? • Can you volunteer or send volunteers to their organization?
  17. 17. GET ORGANIZED MAKE IT EASY FOR YOUR SPONSORS TO LOVE YOU • Make your sponsorship packages clear, concise & available online • Organize your invoices • Allow sponsors to pay online- a digital age bonus! • Add a sponsor’s logo to your website DURING a sponsor meeting
  18. 18. KENDRA-ISM: “People will find a way to work with people they like.”
  19. 19. 2 Build unique (digital) sponsor PACKAGES
  20. 20. CASE STUDY: Consider the Olympics http://www.olympic.org/sponsors
  21. 21. BRILLIANT!
  22. 22. 2. Recap this year’s Success 1. Show your experience 3. Use Mixed Media This pagecan befound at: http://www.olympic.org/sponsors/100-years-of-olympic-marketing
  23. 23. 4. Use Linked Logos 5. Provide current reports
  24. 24. 6. Photosof sponsorship in action 7. Video & Description of company
  25. 25. Consider sponsor logo placement on the web.
  26. 26. YOUR OPTIONS Do you know the different ways you can display sponsors on your website?
  27. 27. HOMEPAGE BAR
  28. 28. SPONSOR PAGE LOGO
  29. 29. SPONSOR PAGE LINK
  30. 30. SPONSOR PAGE LIST
  31. 31. EVENT DETAIL PAGE LOGO
  32. 32. EVENT DETAIL PAGE LINK
  33. 33. LIMIT DON’T YOUR SPONSORS TO ONE LOGO
  34. 34. What can you do for your bigger sponsors?
  35. 35. Declare a website sponsor.
  36. 36. For presenting sponsors, share the name of the sponsor on the web in a prominent space.
  37. 37. Name your facilities after sponsors and place those on the web.
  38. 38. Make sure sponsors translate to your mobile website.
  39. 39. Speaking of mobile—is there an app for that?
  40. 40. APP OPPORTUNITIES • Splash page (opening page) • Certain App Functions—for example an interactive map could be sponsored by Garmin, food court info by a grocery store etc. • Banner Ads within the app
  41. 41. WARNING: A word of Don’t oversaturate your space.
  42. 42. CAN YOU HAVE TOO MANY?
  43. 43. Set email sponsors.
  44. 44. Give shout outs to your sponsors on social media.
  45. 45. DON’T BE AFRAID OF FREE We can’t give away the profits! Maybe you can’t afford NOT to. Making sponsors feel special will go a long way. Most digital marketing doesn’t cost you anything but time & effort.
  46. 46. • 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! FREE Ideas
  47. 47. EDITORIAL CALENDAR www.SaffireEvents.com/calendar
  48. 48. If you’re creating YouTube videos, pre-roll a sponsor logo.
  49. 49. Give your sponsors space on your YouTube Channel.
  50. 50. Add sponsor logos to print-at-home tickets.
  51. 51. THE BOX THINK OUTSIDE
  52. 52. BANNER BLINDNESS
  53. 53. DIESEL Diesel jeans, pretreated with mud, wind, rain and other surprises you may come across during a festival; given out as promotional items on social media.
  54. 54. SWEET LEAF TEA Promotion with several cities: Give away tea, encourage acts of kindness & social media interaction Photos © Getty Images
  55. 55. BURGER KING Sponsoredcharging station on eventgrounds
  56. 56. TIME WARNER CABLE Internetsponsoron eventgrounds.Peopleattendingfairs lovethis!
  57. 57. 3 Measureable Results PROVIDE You Must
  58. 58. Sponsors like NUMBERS
  59. 59. The best way to show sponsor return on investment the web is GOOGLE ANALYTICS
  60. 60. SPONSORS? What should I show
  61. 61. TOTAL VISITS
  62. 62. AUDIENCE OVERVIEW AUDIENCE>OVERVIEW
  63. 63. VISITS ON SPONSOR/EVENT PAGE
  64. 64. CONTENT DRILLDOWN BEHAVIOR>SITE CONTENT>CONTENT DRILLDOWN
  65. 65. MAGIC The # of visits
  66. 66. IT VARIES • Don’t be discouraged! • Many reasons people partner with you. THE WORST THING TO DO IS TO SAY I CAN’T!
  67. 67. TOTAL TIME ON SITE & PAGES
  68. 68. ENGAGEMENT AUDIENCE>BEHAVIOR>ENGAGEMENT
  69. 69. OFFSET High engagement can low visits
  70. 70. CLICKS PER SPONSOR LOGO
  71. 71. CLICKS PER SPONSOR LOGO BEHAVIOR>EVENTS>OVERVIEW>EVENT LABEL http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html
  72. 72. PER FACEBOOK POST Send these stats to a sponsor after you post about them!
  73. 73. PER TWEET • You can now view analytics from your twitter account! • Go to http://analytics.twitter.com/ • It’s going to say “Advertise on Twitter” (Since you’re smart, you will know it’s more than that now!)
  74. 74. 1 2 3 PROVIDEPREPARE PACKAGE THREE P’s OF SPONSORSHIP REVIEW
  75. 75. FREE ONLINE MARKETING TIPS Website www.saffireevents.com The Amplifier www.saffireevents.com/podcast Facebook Saffire Events Twitter @SaffireEvents Instagram saffireevents Pinterest saffireevents YouTube saffirestudio Questions?
  76. 76. CASSIE ROBERTS info@saffireevents.com @SaffireEvents www.saffireevents.com

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