An analytical look at event sponsorships and the development of event sponsorships based on social media that provide outstanding ROI.

1. SOCIAL
SPONSORSHIPS
MIGUEL NEVES
SENIOR ONLINE COMMUNITY MANAGER, IMEX GROUP
EMAIL: MIGUEL.NEVES@IMEXEXHIBITIONS.COM
TWITTER: @IMEXMIGUEL

2. SOCIAL MEDIA
ADVOCATE
#HeathrowAirport

3. MY WORLD
•Online Communities
•Content Marketing (Branded value)
•Fighting for time/attention
•All projects are self financed
• I have no event budget…must
secure event sponsorships

4. SOME RESEARCH

5. WHAT SPONSORS WANT
FROM PARTNERS
• Exclusivity is most important attribute
• Objectives are principally visibility and
brand loyalty
• ROI is most valued service from
sponsors (but 73% falling short)
• Ideal sponsorship is fully customised to
sponsor’s strategy
• Social Media is the #1 channel for
activating sponsorships (90%)
• Source: IEG Report – What Sponsors Want
From Partners

6. EVENT SPONSORSHIP
1. Physical branding
2. Introductions
3. Digital branding
4. Outbound marketing
5. Social sponsorships

7. Isle Markers
Banners
Cafes
Printed
Materials
Lounge
[€2,500 -
€22,000]
PHYSICAL BRANDING

8. Education
sessions
Meals
Networking
breaks
INTRODUCTIONS

9. • Website
banners
• IMEX App
[€1,750 -
€16,500]
DIGITAL BRANDING

10. Emails
[€15,000]
OUTBOUND MARKETING

11. @SocialTeam
Photo Booth
EVENTLive
Wi-Fi*
[€3,000 –
€15,000]
SOCIAL

12. Report on whole event
Exclusive
Multiple details
Service to all attendees
(Pixe Social)
Instant data capture
(Opt-in)
Digital Souvenirs
[Value = €12,000]
[Cost = €8,000]
@IMEXSOCIALTEAM

13. Exclusive
Iconic Branding
Contest
Luggage Set
Global buyers =
ROI
Link to sponsor’s
social presence
[Value = €6,000]
[Cost = €3,000]
PHOTO BOOTH
(#VEGASSELFIE )

14. Homepage
Main social focus
Social Media
Mashup
Video branding
Press worthy
[Value = €12,000]
[Cost = €8,000]
IMEXLIVE

15. Data Rich
Digital Branding
Social CTA
Right Place, Right
Time
Many options
WI-FI CONNECTION
(IN PIPELINE)

16. POSITIVES & NEGATIVES
OF SOCIAL SPONSORSHIP

17. + Easily adaptable
+ Online/Offline
+ Data Rich
+ Sales pipeline
+ User Generated
Content (USG)
+ Sharing – Viral
---------------------------------
- Low profit margin
(for now…)
- Requires socially
active sponsor
- Resource heavy
EVALUATING SOCIAL
SPONSORSHIPS

18. THE FUTURE OF
SPONSORSHIP IS SOCIAL
Supports experience (on site & online)
Non-intrusive
Rewarding (user = memories, event = content)
Interactive (viral at best)
Relationship building
ROI is measurable

19. THANK YOU