This webcasts teach DrupalCon Amsterdam Sponsors how to get the most out of their sponsor investment.

1. Getting the Most
out of your
Sponsorship
Megan Sanicki
July 2014

2. What are your sponsor goals?
● Leads & Business Development
● Talent recruitment
● Demonstrate community & thought leadership

3. 5 Steps to Success
1. Be Proactive
2. Define your goal and message
3. Promote through all channels
4. Define and track metrics for your goals
5. Celebrate success and relax at
VIP Happy Hour with Dries
○ Wednesday, 1 October 17:30 - 19:00

4. Be Known: Before, During, After
Before
● Contact your database/followers
○ Educate, invite, raffle with newsletter, blogs, social media, calls
○ Social media: @drupalConEur, #drupalcon, @drupal, #drupal
During
● Team “uniform” and business cards - street teams!
● Coach team on the message and goal - give metrics
● Blog, tweet about the event
● Participate in BoFs, special events
● Booth - Promote message, raffles, collect cards
After
● Follow up with all contacts within 48 hours

5. Lead Generation: New Clients
● Review attendee profile.
○ Reach out to individuals and set up meetings
○ https://amsterdam2014.drupal.org/attendees
■ Do Not Spam. Do not use web crawler to get emails
● Your staff should have a goal for # of:
○ Sales meetings
○ Conversations
○ Business cards

6. Lead Generation: New Clients
● Attend BOFs (Birds of a feather)
○ You don’t present. You discuss topics
● Attend Social Events

7. Lead Generation: Existing Pipeline
● DrupalCon is a Sales tool
○ Lost deals, active leads, expand client footprint
● Use DrupalCon as a reason to reach out again
○ One day pass € 99
○ Invite them to any of your employees’ sessions
○ Host a dinner (prospects meet your clients)
○ Show them around - be the community expert
○ Send out: Newsletters, blogs, Con related tweets
■ “Come hear us talk”, “check out this BOF with us”
■ Raffle a DrupalCon ticket

8. Lead Generation: Partnerships
● Scout sponsors, companies to partner with
● Set up meetings in advance
● Attend Business Summit (dev shops)
○ All day Monday, € 199
● VIP Happy Hour - Wednesday 17:30 - 19:00
● Have one person free to network
○ Exhibit hall, BoFs, hallway track, parties

9. Talent Recruitment
● Booth:
○ Big “we’re hiring” sign
○ Print out job postings
● Set up meetings in advance - Attendee Profile
● Post to Drupal Job Board
● Network! Hand out “job” business cards
● Demonstrate why your company’s great
○ Tweet pics of team having fun together
○ Blog about how you let your team give back

10. Community & Thought Leadership
● Booth:
○ Highlight your message: modules, Supporting Partner
● Attend Community Summit, BoFs
● Blog, tweet, take pics
● Join the Contribution Sprint - Friday
● Attend Drupal board meeting - Wed lunch
○ Share the news with your local community

11. Networking 101
● Bring plenty of business cards!
● Prepare a concise 10-second “elevator pitch” stating what you do, but give
it only if asked, and after you've asked for same.
● Avoid gravitating to people you know.
● Try openers which simply introduce yourself: “Hi, I haven’t met you yet. My
name is ____.”
● Talk to people who are by themselves, or pair up with a friend and
introduce yourselves to people.
● Don't try to sell anything. Rather, establish a relationship. Find out more
about them than you tell about yourself and your company.
● When giving a person your card, personalize it by hand writing your cell
number on it. This will cause the recipient to feel that they are receiving
something special.

12. Recap
1. Be Proactive
2. Define your goal and message
3. Promote through all channels
4. Define and track metrics for your goals
5. Celebrate success and relax at
VIP Happy Hour (Wednesday!)