This document summarizes a workshop for association event managers on securing sponsorships. It discusses preparing for sponsorships by profiling the event audience, making a list of potential sponsors from magazines and annual reports, and designing sponsorship packages that include marketing messages, entitlements, and ways to measure sponsor satisfaction. Potential sponsors are more likely to support events that help them achieve objectives like promoting their brand or fulfilling corporate social responsibility goals to the right audience. The document emphasizes starting sponsorship efforts early, retaining sponsors by delivering promised benefits, and using surveys, social media, and attendance data to evaluate whether the event met sponsors' goals.
My opinion of what digital strategy entails, our responsibilities beyond the work and within the agency, and the skills we must equip ourselves with.
A Solid Digital Strategist; A rare breed, so just grow your own.
W1 marketing creating customer value and engagementfaizaperbanas
Objective 1 Define marketing and outline the steps in the marketing process.
Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Marketing Communications Audit - Template by Brand AuditorDaniel Diosi
Identify the strengths and weaknesses of your brand marketing communications, benchmarking your performance with the industry average.
This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights on how to improve the execution of your brand marketing communications, become more relevant for your audience and improve your marketing effectiveness overall.
This audit is suitable for:
- Startups, before finding investors
- Startups, before launching marketing campaigns
- Small companies
- E-commerce websites
- Medium-sized enterprises
- One-person businesses
The 19-page audit covers the following sections:
- Brand personality
- Multi-channel content
- Public relations
- Advertising
In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your marketing communications management.
Each section includes the following insights:
- Ratings from expert auditors
- Results of in-market customer perceptions survey
- Strengths and weaknesses between you and industry average
- Feedback from in-market customers
- Brief suggestions from expert auditors
Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions, and 3rd party data.
Visit www.brandauditor.me for more information
My opinion of what digital strategy entails, our responsibilities beyond the work and within the agency, and the skills we must equip ourselves with.
A Solid Digital Strategist; A rare breed, so just grow your own.
W1 marketing creating customer value and engagementfaizaperbanas
Objective 1 Define marketing and outline the steps in the marketing process.
Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Marketing Communications Audit - Template by Brand AuditorDaniel Diosi
Identify the strengths and weaknesses of your brand marketing communications, benchmarking your performance with the industry average.
This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights on how to improve the execution of your brand marketing communications, become more relevant for your audience and improve your marketing effectiveness overall.
This audit is suitable for:
- Startups, before finding investors
- Startups, before launching marketing campaigns
- Small companies
- E-commerce websites
- Medium-sized enterprises
- One-person businesses
The 19-page audit covers the following sections:
- Brand personality
- Multi-channel content
- Public relations
- Advertising
In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your marketing communications management.
Each section includes the following insights:
- Ratings from expert auditors
- Results of in-market customer perceptions survey
- Strengths and weaknesses between you and industry average
- Feedback from in-market customers
- Brief suggestions from expert auditors
Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions, and 3rd party data.
Visit www.brandauditor.me for more information
Need help planning your marketing communications? This guide was prepared for precisely that task by the senior strategists at LOOMIS, the country's leading challenger brand advertising agency. Want help with the process? Just give us a call at (972) 331-7000. Otherwise, we hope you find this to be a useful tool for your own planning efforts.
Good luck!
Mike Sullivan
President, LOOMIS
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Courting Your Customers addresses the keys to building a successful demand generation platform. We examine the strategy behind your sales and marketing campaigns including the people, the process, the content and business analytics. We also look at what’s required to build an integrated, best of class process that leverages your organization's strengths in a quick and cost effective manner.
What's next in B2B Marketing: Looking Beyond Inbound and ABMKarthik Nair
For every B2B marketer who ever wondered 'why should B2C marketers have all the fun?', the 2010’s had all the answers. We got to learn frameworks such as inbound, ABM, conversational marketing, talk triggers and had access to technologies that helped us achieve those goals.
So, what’s next? Evoking strong emotions among your users/prospects for your product is the future for B2B companies, and the Product Led Growth (PLG) framework, combined with building communities is how you get there. Marketers should look at adopting specific elements of PLG’s framework whether you sell to SMBs, Mid-market or Enterprise businesses. PLG will soon become a basic expectation, like Inbound became a few years ago.
At the heart of PLG is the approach of giving users the ability to easily experience the product before the paywall and equip them to appreciate the value in the trial period or trial version. While companies have begun finding their stride with successful sales-marketing alignment, the stakes how now increased, the future is going to be about sales-marketing-product alignment.
View this presentation for:
1. A quick introduction to PLG and how it will take you further along in the journey to higher personalization and higher organizational alignment
2. An approach to generating demand with traditional approaches, with some creative nuances, as you set yourself up for PLG
3. Build alignment with technology/product teams to structure data to move to PLG
4. A guide to building ‘tribes’ by connecting audiences with each other and with your company around theme of the problem you are solving for them
5. A recommended approach to structuring your team
6. Metrics you should track to measure performance
This presentation explains Right Lane's integrated approach to managing your growth strategy.
1. Articulate a clear growth strategy
2. Align your resources with your strategy
3. Actively lead the program
4. Adopt effective disciplines to manage the program
5. Build and maintain a fact base
Showcasing Human Capital: How to Effectively Market a Professional Services FirmAchieve Internet
Effective marketing tactics for professional services firm marketing. In a service firm marketers do not have the luxury of marketing product features. The one key differentiator becomes the quality of your people and your core competencies. This presentation covers the importance of your Human Capital and the people that make up your Professional Services Firm
Dr. Paul Frost, a Digital Strategist in our London office, presented at Event Tech Live this year. His presentation is titled "Creating effective digital ecosystems: Amplifying audience footprints through end to end digital enablement."
Our Social Media Marketing Plan Playbook is a methodology that highlights our tool-kit of tools & templates. Use this methodology to develop a comprehensive social media marketing plan.
Campaign Strategy Training - Power Shift 2013Rebecca Wilson
Slides from "Advanced Campaign Strategy" workshop I gave at Power Shift 2013 in Melbourne Australia.
After an intro and some case studies - sorry I verballed them - it cover approaches to strategy and some tools and techniques, with frames/examples that we worked through.
Commercialising Communities - SWARM 2013Michael Eva
Kelly Brough and Michael Eva
Communities can be commercialised in a variety of well documented ways.
But how do you know which is right for you?
And what’s the plan once you have?
Bringing recent case studies to the floor, Kelly and Michael lead an interactive session with participants to identify, map and apply the commercial model most suitable for their community, examining how to test and iterate within that process.
Need help planning your marketing communications? This guide was prepared for precisely that task by the senior strategists at LOOMIS, the country's leading challenger brand advertising agency. Want help with the process? Just give us a call at (972) 331-7000. Otherwise, we hope you find this to be a useful tool for your own planning efforts.
Good luck!
Mike Sullivan
President, LOOMIS
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Courting Your Customers addresses the keys to building a successful demand generation platform. We examine the strategy behind your sales and marketing campaigns including the people, the process, the content and business analytics. We also look at what’s required to build an integrated, best of class process that leverages your organization's strengths in a quick and cost effective manner.
What's next in B2B Marketing: Looking Beyond Inbound and ABMKarthik Nair
For every B2B marketer who ever wondered 'why should B2C marketers have all the fun?', the 2010’s had all the answers. We got to learn frameworks such as inbound, ABM, conversational marketing, talk triggers and had access to technologies that helped us achieve those goals.
So, what’s next? Evoking strong emotions among your users/prospects for your product is the future for B2B companies, and the Product Led Growth (PLG) framework, combined with building communities is how you get there. Marketers should look at adopting specific elements of PLG’s framework whether you sell to SMBs, Mid-market or Enterprise businesses. PLG will soon become a basic expectation, like Inbound became a few years ago.
At the heart of PLG is the approach of giving users the ability to easily experience the product before the paywall and equip them to appreciate the value in the trial period or trial version. While companies have begun finding their stride with successful sales-marketing alignment, the stakes how now increased, the future is going to be about sales-marketing-product alignment.
View this presentation for:
1. A quick introduction to PLG and how it will take you further along in the journey to higher personalization and higher organizational alignment
2. An approach to generating demand with traditional approaches, with some creative nuances, as you set yourself up for PLG
3. Build alignment with technology/product teams to structure data to move to PLG
4. A guide to building ‘tribes’ by connecting audiences with each other and with your company around theme of the problem you are solving for them
5. A recommended approach to structuring your team
6. Metrics you should track to measure performance
This presentation explains Right Lane's integrated approach to managing your growth strategy.
1. Articulate a clear growth strategy
2. Align your resources with your strategy
3. Actively lead the program
4. Adopt effective disciplines to manage the program
5. Build and maintain a fact base
Showcasing Human Capital: How to Effectively Market a Professional Services FirmAchieve Internet
Effective marketing tactics for professional services firm marketing. In a service firm marketers do not have the luxury of marketing product features. The one key differentiator becomes the quality of your people and your core competencies. This presentation covers the importance of your Human Capital and the people that make up your Professional Services Firm
Dr. Paul Frost, a Digital Strategist in our London office, presented at Event Tech Live this year. His presentation is titled "Creating effective digital ecosystems: Amplifying audience footprints through end to end digital enablement."
Our Social Media Marketing Plan Playbook is a methodology that highlights our tool-kit of tools & templates. Use this methodology to develop a comprehensive social media marketing plan.
Campaign Strategy Training - Power Shift 2013Rebecca Wilson
Slides from "Advanced Campaign Strategy" workshop I gave at Power Shift 2013 in Melbourne Australia.
After an intro and some case studies - sorry I verballed them - it cover approaches to strategy and some tools and techniques, with frames/examples that we worked through.
Commercialising Communities - SWARM 2013Michael Eva
Kelly Brough and Michael Eva
Communities can be commercialised in a variety of well documented ways.
But how do you know which is right for you?
And what’s the plan once you have?
Bringing recent case studies to the floor, Kelly and Michael lead an interactive session with participants to identify, map and apply the commercial model most suitable for their community, examining how to test and iterate within that process.
Social media campaigns help to increase brand awareness, create buzz and boost lead generation or sales. This masterclass showed delegates how to optimise your campaigns for maximum impact. We explored:
- General tips on what are the elements of a successful campaign, sharing some good examples and best practice.
- Creative concepts — what works and what doesn’t.
- Brainstorming and getting your staff involved.
- What technologies exist for you to run your campaigns and why you shouldn’t build your own.
- Compliance of different channel’s rules and regulations.
- Social advertising.
- Recommended resource and budget.
If you would like some help running your social media campaigns, please contact Digital Visitor on +44(0)1179 055 195, visit www.digitalvisitor.com or email info@digitalvisitor.com
• As the captain, leading the whole team on designing an integrated social strategy plan for the direct marketing company, Valassis, to reach high value markets to increase social awareness.
• Used statistics resources like InfoUSA, and social analysis tools like Radian6, to determine the target markets and did the real-time social monitoring.
• Applied the Social IMC Marketing Strategy to create the empowering concept and total community concept for Valassis in the two target markets, passion market and trigger event market.
• Created the detailed marketing budgets and calculated the ROI for each market.
Is your digital marketing strategy well defined? There's no denying we are firmly in the digital era and nearly every company needs a solid online presence to grow. This webinar is designed for experienced and new marketers starting out in digital marketing. In this slideshare, you will learn how to plan your digital marketing strategies with an overview on: budgeting, planning, channels, lists and segmentation (CRM), tools and tactics.
Dynamic is marketplace where helps influencers and small business marketers work together with hassles. This business is based in Taipei, Taiwan with estimated potential market size of 628 million dollars.
How to Get a Grasp on ROI for Social MediaSpiral16
http://spiral16.com Realizing ROI for social media company initiatives is challenging because there the medium itself isn't purely financial, yet ROI is a financial metric. There is no ROI calculator that works for every company, but this presentation will help you wrap your head around the big picture, and get you thinking clearly about how you can calculate social media ROI for your business.
A handy guide to segmenting your prospects & clients in a digitally-driven company
About Incisive Edge: It’s a digital jungle out there - agencies clamouring for your attention, new technologies, multi- channel, big data, content marketing, the list just goes on and on. It requires a Herculean effort just to stay abreast of what’s going on, never mind get anything done.
We do one thing. We identify the digital activities you actually need (and get rid of those you don’t) to meet your commercial objectives and integrate into one strategic plan. We then execute that plan to drive brand awareness, interest, engagement and ultimately, conversions.
Because we provide an integrated digital approach, we are channel-agnostic. That means, we use the channels that will work best for you, not those that we want to sell.
We’re even prepared to share the risk with you. We act as your commercial and strategic partner and take the journey with you.
Digital animals - commercial experts, helping you to achieve your commercial objectives in today’s marketing-led world. When you’re lost in a jungle, follow the big gorilla.
Digital marketing is the best way of marketing in this modern era. Magna Marketing is a digital marketing company in Trivandrum. We are dedicated to helping businesses to achieve their marketing goals through digital marketing services. Our company was founded on the principle of providing top-notch services to our clients. We provide detailed analytics and reporting that help you understand the performance of your digital marketing campaigns. Our team will track key metrics like website traffic, conversion rates, and ROI, and use those insights to optimize your campaigns and deliver better results.In this document, a nodal study and analysis of digital marketing are done.
Thank you for considering our digital marketing services. Above all, we look forward to the opportunity to work with you and help you achieve your marketing goals. If you have any questions or would like to learn more about our services, please don’t hesitate to contact us.
Social Marketing Program for Lynx ResearchMindy Tan
Worked with Lynx Research Consultancy to identify two potential markets, identify the pain points of marketing officers in these industries through social listening, and design a private virtual community for these target audiences. Proposed a marketing plan with expected ROI as part of Digital, Social and Mobile Marketing course at Medill.
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
In our first roundtable, we held three presentations: 1. What Does Your Marketing Strategy Look Like? 2. The Importance of a Digital Strategy 3. Integrated Marketing & Sales
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
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10. Q2 – How much associations
get?(send in your response via
wechat)
• Assuming the global market for sponsorship
money is USD 53 billion, how much do you
think associations get in terms of percentage?
–1%
–3%
–4%
–5%
–9%
11.
12. Ask not what sponsors can do for you
But what you can do for your sponsors
14. Sponsors’ Motivations
• Logical match between the sponsor and
sponsoree (i.e., the event organizer) such as:
– The event’s audience matches the profile of the
sponsor’s potential clients;
– The event can help the sponsor achieve certain
corporate objectives (i.e., compliance, CSR, crisis
recovery, public engagement)
40. Q4 – At what stage do you start
engaging potential sponsors?
1. When the event is ready for promotion
2. When we need to commit expenses
3. When the event is still at inception stage
4. When last year’s event comes to a close
5. When there is a revenue shortfall
from ticket sales
6. Others (please specify)
45. 2. Make a List of Potential Sponsors
Where to look?
• Magazines related to your trade
• Competitor’s events
• Organizing committee members
• Annual reports of listed
companies
• PR agencies representing your
target sponsors
• Sponsorship agencies
46. 2. Discussion
I am going to go around to ask the following
question:
• How can flipping through magazines* help
you find prospective sponsors?
* Interchangeable for 2-6
59. 5. Secure Repeat Customers
(Tips to service sponsors)
• Commit to sponsorship agreement
• Show how their entitlements are delivered
• Involve sponsors in major decisions / activities
• Know your sponsors’ branding guidelines
• Develop a plan to fight ambush marketing
• Measure effectiveness with sponsors
• Solicit interest for next year’s event by offering
content contribution opportunity
63. From Sponsors’ Perspective
1. Are we talking to the right audience?
2. Is the sponsorship justified in terms of
achieving corporate objective(s)?
Ask your
sponsors what
they want to
know!
64. If you know what to measure…..
(Demographics)
• Collect the kind of
information you
need (for analysis)
from attendees
during registration
stage
• Try not to ask too
many questions
65. If you know what to measure…..
(Psychographics….by onsite surveys)
66. If you know what to measure…..
(Post event surveys)
• Tailor questions in a
way that helps you
assess whether the
event has met the
sponsor’ objective
67. If you know what to measure…..
(Social media engagement)
Good afternoon ladies and gentlemen
Very happy to be in Manila today to talk about my favorite subject – sponsorship management.
A lot of my colleagues have told me that they love organizing events but don’t like selling sponsorship. I can understand that not all event managers are cut out to be sales people, but it’s almost inevitable to have to look for sponsors in just about every major event that we organize. That comes with the job.
Why is sponsorship management my favorite topic? It is something that forces an event manager to think very hard on the value it brings. Sponsors are very practical. They will only show interest if the event is able to help them achieve certain corporate objectives. It’s up to the event manager to figure it out, hopefully before the program has been developed.
I hate to say this but a good event automatically draws attention from ticket buyers and commercial sponsors.
These icons pretty much sum up my life.
For the past 5 years, I was the Head of Communications and External Affairs for Royal Institution of Chartered Surveyors based in Hong Kong but had a regional portfolio of about 250 events a year around the North Asia Region. The previous job was with Hong Kong General Chamber of Commerce, and before that I was the Assistant Director of External Affairs for Mission Hills Golf Club. These are all membership organizations, they all run plenty of event, and I had to find sponsors in every one of these jobs.
Currently, I am employed as Senior Manager, Corporate Communications for the Mass Transit Railway Corporation. Finally, I get to sit on the other side of the fence to be evaluating sponsorship proposals from event organizers.
I know this is the grave yard shift so I do intend to make this session as interactive as possible.
So my first house keeping announcement is not to ask you to put away your phone, but rather to take it out. You will need it throughout this session.
I hope you are able to find WIFI connection.
Throughout the next 90 minutes, you will be asked to answer questions and provide feedback through a number of platforms.
May I trouble you to download a QR Code Reader and We Chat on your phone?
I know We Chat may not be very popular in this part of the world, but I do want to show you how powerful it is in China.
Ok…..Can everyone scan this using your QR Code Reader?
I could have asked you to raise your hand to answer this question, but based on my experience, the response could range from zero hands to maybe 30% of the audience, but it’s not where near the level of response I get via Google Forms. It’s free. It’s easy to use. I’d recommend you to use it in your conference to make it more interesting for your audience.
Now please turn on wechat.
I know some of you may still be struggling with the profile set up. You can deal with it during the Q&A session. The purpose of showing you this is to create a platform for everyone in this room to get to know each other.
For those who have Wechat, please use the QR code scanner to enter the private chat room called MICECON 2015 Sponsorship. Within a few seconds, you should see dozens of people joining this group and they are all people sitting in this room.
I sincerely hope that some of you will become friends or business partners after this session via this platform.
The purpose of using social media is to engage audience. I could have asked you to follow my hashtag, or create a LinkedIn discussion, or ask you to like my facebook fan page.
I wanted you to try Wechat because it is the most powerful tool in China and whether you like it or not, there is a chance that you will need to interact with a Chinese sponsor in the future. I can pretty much bet every penny I have that he / she prefers to communicate with you via Wechat than on email.
When I started organizing events 20 years ago, the only Chinese sponsor I had to deal with was the Bank of China’s Hong Kong branch. Now, almost half my sponsors are from China so I really have to speak their language, use their platform and create value that they appreciate in my events.
We are all association managers. We know that sponsorship revenue is very important.
In fact, we probably have in our budget a target to reach in terms of the amount of sponsorship money to bring in.
Do you have it? I certainly do. Well, I did.
But is this the message we want to tell our sponsors? Is it the reason for sponsors to want to support your event?
There are a lot of books and articles written on sponsorship management. I am not going to repeat the theories and best practices.
Based on all the events I have organized, there are just 2 approaches I found useful in appealing to any potential sponsor.
Of course, there were the sponsors recruited by my boss via his own personal charisma, but that’s not what I could do at my level.
We are all association managers.
Well I was one until about a week ago.
My CEO was very clear in asking everyone in the office to help him achieve his targets. They are…….
This is the Headquarters of my former employer – The Royal Institution of Chartered Surveyors.
It’s a heritage building located just across the Big Ben. I extracted these numbers from the 2014 annual report.
Global revenue: 65 million pounds, 65% from membership, 30% from commercial activities and 5% from others.
There are 180,000 members around the world, serviced by a staff body of 700 in 42 countries.
Yes. Annual subscription.
Best that we don’t even have to chase them to pay up, and that the subscription fee can be adjusted annually to match inflation.
You must think that I am dreaming.
Every member will want to buy tickets to our events.
In fact, all our events should be over-subscribed that we only welcome members to join. The revenue from events should eventually match the revenue from membership subscription.
I don’t know about you but my former boss was quite serious in asking me to achieve this objective. That’s why I had to manage a very busy event calendar to fulfill my CEO’s vision.
Every event needs to make money. It’s not enough to break even.
CEO wants a healthy profit margin so we must sell sponsorship packages to corporate accounts.
It’s best that we have the annual calendar of events planned 12 months in advance and have all the potential sponsors lined up for us to choose from.
Believe it or not, this was on my business plan last year, and I did make some progress.
Where do we usually start to look for sponsorship money?
Our members first of course.
Let’s look at what members want, and see if what we want matches with what they want.
In my former job at the RICS, members are all in the real estate and construction sector. Some are in the more technical roles, but many of them are keen to meet potential clients through events organized by the institution. To them, business development is what they want from their membership.
RICS is a professional institution. There’s some status in becoming a member, but that’s not enough to motivate them to keep paying their annual subscription, buying event tickets and budgeting for sponsorship.
They need high profile conferences with top government officials, thought leadership round table discussion with globally renowned experts and brand recognition activities such as awards and competitions that give them a chance to be on the spotlight.
As with many membership organization, RICS is a collective voice. Members do want the institution to actively respond to government consultations, collect views from the membership and offer useful recommendations to the authorities.
I think this is self explanatory. Publicity is an effective tool to make members feel proud of their membership. It’s even better if you involve them in formulating views and recommendations about current issues.
We are a professional institution.
Members expect to be able to learn something from RICS.
That’s pretty much a given.
Knowing what members want is the first step but you won’t get any budget to organize events unless you are able to turn these insights into activities that can contributes towards your KPIs……. annual subscription, event tickets and sponsorship.
I spent a lot of time trying to understand what we as association managers are doing vis-à-vis what members are expecting us to do for them.
Yes, there is a huge expectation gap but it’s not that difficult to fill. From the annual membership surveys, I notice that members don’t mind paying for conference tickets. Their employers budget for event sponsorship every year. However, the quality has to be up to standard, and the content must be relevant to their needs.
I then tried to produce a matrix based on what members want vis-à-vis the kind of events that the institution can offer.
We are all association managers. The kind of events on the right hand side should not come as a surprise to anyone. We do these for a living. However, in the past, we were asked to organize these events for the wrong reason. I have talked to a lot of my peers, they would give me reasons such as:
It’s an annual event. We just have to do it. No choice.
Our revenue comes a little short, we need to organize more events to make up the shortfall.
The boss wants it. Let him have it.
Our competitors are having their own flagship events. We ought to have our own.
Unfortunately, none of these reasons fulfills what members want out of the association. Remember what I said about sponsorship in the beginning? The key word is “Match.” If we plan our event without considering what’s in it for the members, I honestly cannot think of a reason why they should sponsor or even purchase tickets.
This is the world’s largest property market with 22,000 trade visitors conducting transactions on real estate projects around the world. RICS has been a co-organizer for a number of years.
It’s an investment forum I organized in Shanghai last year. Guess why Savills sponsored?
I just had lunch with this chap yesterday. He received the highest accolade from RICS as the property person of the year. In the same dinner, other awards were presented to the best agency, the best property managers, the best CSR projects and the best professional service providers.
These are recognition that companies want as they go a long way in marketing their brand names. I remember this event started in 2012. In the beginning, we had to pull some personal connections to secures sponsorship money, but today, the big firms have already marked this event on their diary and budget is automatic. I hardly have to sell anything. It’s really a matter of doing sufficient promotion to draw people’s attention. Money comes in without having to do any cold calls.
This is an event I organized in Beijing this year. The person speaking is the former lord mayor of London Sir Michael Bear.
Members want top government officials. Let them have it.
Sponsors want to be associated with key decision makers. Let them have it.
To be honest, having him in the conference is not really important as his speech was neither thought provoking nor informative, but I did spend a lot of time trying to secure his attendance because I know his presence is important in terms of my ability to draw sponsorship and sell tickets.
This is self explanatory. We just need content that attracts media attention. Members love it to see their institution’s spokespersons appear on the news. Again, if you have expertise in your membership, I’d strongly suggest you use them. Make them feel proud being a member. I guarantee you that they will be so much more supportive when you want their help in organizing events, marketing sponsorship and selling tickets. At the very least, they will be willing to offer their connections.
This lady is the Chief Secretary for Hong Kong Special Administrative Region Mrs. Carrie Lam.
Remember in the matrix that members like to see town hall meetings? Well, what I did a couple of years ago was to engage the top officials in the government. I ended up targeting Mrs. Lam as her former role was the Secretary for Development. She has a wealth of knowledge in planning and development, land administration, engineering and construction.
I went through all the red tape to get her office to agree to accepting an honorary fellow membership from RICS, but before that, I went through a bigger hell to sort out more red tapes from my London Headquarters. The end result was a very proud moment for members as they see the number one official in Hong Kong shaking hands with our President in becoming a fellow member. There were members who purposely made the trip to London to this event from Hong Kong.
Continuous Professional Development seminars. We have about 200 of these every year.
It’s quite a lucrative business yet members love it because they get to learn
Best of all, their employers pay for it and they get to spend a day outside their offices.
Of all the events I have organized, the easiest way to get sponsorship is a phone call from my Chairman to a number of his friends calling for support. It’s top down. No questions asked. There’s not a lot of expectation from the sponsors as they are doing my Chairman a favor.
However, these are also the kind of sponsorship money that we as event managers cannot pull off, and hence not sustainable nor repeatable.
My approach is a little more time consuming. It takes a bit more effort, but if you plan your approach well, there is a good chance that you can win support from a few potential sponsors.
First, it’s your mentality. At what stage would you normally involve your sponsor?
I am not referring to when you should engage them, but rather in reality, what stage do you start thinking about your sponsors?
A lot of my peers would start at 5. The more experienced event managers would start at 1. The commercial event organizers would start at 2. I would either start at 3 if it is a new event, or at 4 if the same event was held last year.
The earlier you can engage your sponsors, the more likely that they will want to be a part of the event organization, and therefore, the more likely that they will put it into next year’s budget plan.
I think these questions are quite self explanatory. If you need clarification, please feel free to drop me a line via wechat. I will try to go through as many of them as possible during Q&A.
Ok. Now you are ready to put together a sponsorship marketing plan. Just exactly what preparation do you need before you try to secure your appointments?
Step 1 – audience profile. I know this is very basic. It’s something that every sponsor would ask.
Of course, if your brand name is famous enough, you can probably still get some sponsor’s interest if they know your event well enough, or they are already associated with your association.
That was where RICS was when I joined 5 years ago. I did ask my colleague how they managed to secure sponsorship without telling the sponsors what type of audience they are facing. The response was quite simple……every sponsor was part of the organizing committee.
However, in order to appeal to a wider pool of potential sponsors, the demographics of your audience is necessary.
Find out what type of target audience your sponsors are interested in. If your event is populated with a number of potential clients, I am sure your sponsor would be interested in at least attending, if not being associated with your event in some way.
Of course, your next task is to collect the relevant data and produce a summary in a clear and concise fashion.
Step number 2 – make a list.
Again, it’s very basic. You really need to know who your target sponsors are.
Of course, I am assuming that you have already approached sponsors who have supported your event in the past. This list is geared towards new sponsors.
I generated this list from the sources of sponsors I had recruited in the past. It’s not something I found in any text book or trade journals so this is not an exhaustive list, but this should give you an idea in terms of where to look.
Perhaps you may wonder how flipping through trade magazines can help you find sponsors.
Instead of me doing all the talking, I am going to come down and pick on someone to answer this.
Do I have a volunteer? You can interchange the question with other approaches such as attending your competitor’s event……
Step 2 is actually quite time consuming. Please make sure that you have allocated sufficient manpower resources to do a proper job in researching the right contact person in each potential sponsor.
Now step 3 – designing your sponsorship package.
Gone are the days where sponsors only get a logo on the backdrop, some free tickets, an advert on the event program or a hyperlink on the event website. Don’t get me wrong, these are still expected but we as event managers need to come up with new ideas or tailor the package so that it matches the sponsor’s corporate objectives.
Also, with technology playing an increasing role in association conferences, please make sure that your sponsorship packages include exposures on your event’s social media, youtube channel, and mobile APP via CVENT or EventBrite.
Before you decide what entitlements to include, please make sure you understand your sponsors’ needs. Are they B2B or B2C businesses? They may have different needs.
We are association managers. Most of us should be in the B2B business, especially when it comes to sponsorship marketing. We deal with companies. They usually like exclusive status, speaking opportunities, video showing, exhibition booth, one to one client interactions, email penetration etc.
We don’t really have a lot of B2C events, maybe except the golf day, the valentine cocktail and Christmas parties. Even then, we are still approaching the employers of our members to support, but in our business, it’s really the HR side who would be interested in working with me as their target audience are on an individual level.
So, knowing your sponsors’ needs can help you design your sponsorship package in such a way that you know how much value they are willing to pay you. You may also want to check what you can offer vis-à-vis what the sponsors want. For example, every sponsor will want you to share your registration database, but are you legally allowed to offer this as a sponsor’s entitlement?
The next step is to craft a number of key messages that outline the reasons for people to come to your event. It’s pretty self-explanatory, except that I would advise the event manager to focus on what’s in it for the audience or the sponsors. It’s best to craft different messages for different types of audience. Please go easy on the history of the association or the legacy of the conference. These are not the reason why people want to spend money to support.
Show as many big names as you possibly can as they may very well be potential clients of your sponsors. Also try to offer ways for sponsors to be seated close to the sponsors on welcome dinners or opening ceremony.
If your event was held last year, please make sure that you have interviewed your sponsors or VIPs. Their testimonials can go a long way in securing your next sponsor as 3rd party endorsement.
Again, produce a simple video promotional teaser. It can be used on website, youtube, and even in your sponsorship sales presentation. Take advantage of every opportunity to re-use and recycle content that you have from last year.
I think this is pretty standard if you have an event website. Please make sure that you know who’s downloading your images because they could potentially the ones who are either interested in attending or potentially sponsoring.
Do invest in producing a professionally looking sponsorship prospectus. Sponsors do get a lot of invitations from many conference organizers. You do need to stand out from the rest to have a chance.
If you are able to secure a meeting with a potential sponsor, please make sure you have a simple, easy to understand and professionally crafted sales presentation.
Remember these 2 approaches?
Make sure you know what to measure, or the sponsors will not be able to evaluate the effectiveness of their sponsorship money in your event.
Feel free to ask any questions, or anything to clarify as I understand there was quite a lot to cover in 90 minutes.
Thank you!
Please note that some of the images I no longer have the right to publish so I cannot upload this on slideshare.
What I can do is to send it to the private wechat room but you will have to join the chat room first.