BizBash, Eventbrite and SponsorHub are excited to present the first webinar of this 3-part webinar series, "Sponsorship Secrets: What Every Event Organizer Needs to Know". During this free online event we'll introduce clear strategies and tactics on how to deliver more value to your event sponsors and ultimately generate more revenue from your events. Specifically, we will cover: * What sponsors want and how to negotiate a win-win agreement * Experimental marketing and how you fit in * The differences and similarities between B2B vs. B2C sponsorships * How the talent at your event affects sponsorships * Various sponsorship technologies and how to improve the RFP process * Understanding category exclusivity

1. What Every Event
Organizer Needs to
Know
Sponsorship Secrets:

2. Knowledge is Power!
Our Goal is to Share Best Practices.
A Smarter Event Is a More Relevant
Event.

4. Meet Your Speakers
Megan
Buell
Marketing Manager
Eventbrite
andrew@sponsorhub.com
Andrew
Reid
CTO,Co-Founder
SponsorHub
meganb@eventbrite.com
Seth
Berman
VP of Strategic
Marketing
Richemont
Seth@richmontla.com
@BizBashLive
@Eventbrite
@SponsorHub
#SmarterEvents

5. Biggest Mistakes Event Organizers Make
Q & A
Why Sponsorship is Hot
5
Agenda
What Sponsors are Looking For Now

6. The Good News
“Sponsorship has a growth rate
that surpasses all other forms of
media, except for Internet and
mobile.”- Veronis Suhler 2011 Industry Forecast

7. The Bad News
“Sponsor prospects have more partnership
options than ever before and are choosing
more wisely.” - IEG 2011, Growing Up: The Evolution of Association
Sponsorships

8. Sports – 68%
Entertainment – 10%
Festivals – 5%
Causes – 9%
Arts – 5%
Associations – 3%
Sponsorships are Growing

9. Face-to-Face Is No Longer a ‘Nice-to-Have’ but a Must Have!
It Really Works
Promotes
Trust
Forces
Deadlines
Immediate
Action
It’s proven that face-to-face interactions release
chemicals in the brain called isotocin, which create a
sense of trust that establishes loyalty.
The fact that a brand decides to sponsor an event
creates the energy that mobilizes an organization to
act (it’s hard to be lazy with a deadline).
Actually talking to your customer will encourage an
action or an emotional response that can be
measured.

10. Problem:)Consumers)are)Tuning)Out
5
For Marketers:
It’s Difficult to Cut
Through the Clutter…
Customers Tune Out.

11. To Get New Leads, Sponsors Use Many of the Tactics Below
Why Companies Sponsor?
Product
Placement
Naming
Rights and
Locations
General
Product
Awareness
Hospitality
Opportunities
Social
Media
Buzz
Speaking
Product
Sampling
PR and
Word of
Mouth

12. Two Main Types of Sponsorships
Overlap
Social(Media(Buzz
Product(Placement
Sampling
Media(Value
B2B
Speaking Opportunities
Hospitality
B2C
Branding/PR
Naming Rights
Awareness

13. What Sponsors are Looking For Now
Biggest Mistakes Event Organizers Make
Q & A
Why Sponsorship is Hot
Agenda

14. • #1 sponsorship aggregator globally
• 20% of the world’s sponsors use SponsorHub
• Over 75,000 sponsorship opportunities
aggregated, scored
• Created industry’s first scoring algorithm
• First sponsorship platform
• Robust RFP tools

16. 1. Compelling Content
Proctor & Gamble created a mom-focused
campaign with an activation in the form of a
65,000 sq. ft. “home away from home” for the
mothers of competing athletes.

17. 2. Broad Distribution
Amplified exponentially with a “long-tail” by
strategic partnering. Spotify leveraged a local
bus tour to hear local talent, released
exclusively on Yahoo.

18. 3. Fast, Reliable Wi-Fi
No Wi-Fi.
No Measurable Interaction.
No Sponsor.

19. 4. Nonprofit Tie-Ins
Pairing with causes helps CSR programs.
Connecting brands into a cause on a longer
term basis is more powerful than ever.

20. 5. Control Over Intellectual Property
Ambush marketing is the latest danger. Guerrilla
or other piggyback marketing diminishes value.

21. 6. Accessibility to a Wide Audience
Niche audiences with strong additional word of
mouth exposure extends messages via influencers.

22. 7. Authentic, Experiential Programming
Forget logos, it’s all about experiencing the brand
as consumers outside the event.

23. 8. Mark-Up For Passion
Metrics achieved through sponsorship are
more potent than when they come through
other channels, because fans, attendees, and
supporters are passionate.
Think
Outside the
Stadium
Passions
are
Fragmented

24. 9. 2x Longer Engagement
Through Twitter + Passion
Sponsorship

25. 10. Accepted Measurements
Metrics That Equate Directly to
Sponsorship $$!!
Tradi5onal:
TV(ra8ng(points
Arbitron(radio(listeners
Sales(leads
Digital:
Unique(users
Clicks
Open(rates
Conversions
Video(views
Social:
Klout/Kred
Followers
Likes
Retweets

26. Not)necessarily)
keynote)address:
)Deliver)the)
audience)
They
Love to Pay
to Speak
Sponsor Hot Buttons

27. They Love
to Carve Out
Unique
Experiences
Sponsor Hot Buttons
• Be)crea5ve)with)carve@
outs)for)VIPs
• Be)as)targeted)as)
possible
• Create)one@on@one)
interac5ons

28. They Love
Product
Placement and
Sampling
Sponsor Hot Buttons
Critical List of Must Haves
• Loca%on,(loca%on,(loca%on
• Staff(carefully
• Track(everything:
• Engagements
• Samples(distributed
• Qualita%ve(comments

29. SponsorHub Tips
Think
Naming Rights
for Your Own
Events

30. SponsorHub Tips
Incorporate
Sponsorship
Deeply Into Your
Programing

31. SponsorHub Tips
PEOPLE PROPERTY
BRAND
THE IDEA IS
IN THE
SWEET
SPOT

32. SponsorHub Tips
Offer hospitality to
key B2C clients to
draw them onsite

33. SponsorHub Tips
When planning
sponsorship fees,
allocate budget for
research, data, and
measurement

34. SponsorHub Tips
✓
Get Credit For Social Media Buzz

35. SponsorHub Tips
✓Understand “Brand Amplification”
Friends of Fans Buy Products

36. Measure
awareness
efforts, even if
approximate
✓
Registration Stats
✓
Web Site Views
✓
Attendee Surveys
✓
Sponsor Surveys
✓
Staff Feedback
✓
Social M
edia Results
SponsorHub Tips
Important(Tip:(
Don’t(fudge(the(
demographics

37. SponsorHub Tips
Major
Events
SXSW, LeWeb,
sports franchises also
have significant pricing
power
Local events with a small but often
devoted group of attendees have little
pricing power
The Pricing
Clout
Pyramid
Market Leader
Significant Power
Wild West

38. SponsorHub Tips
✓
Know Your SponsorHub Score
“SponsorHub helps us identify
the best sponsorships to fit our
marketing goals and provides
awesome analytics to measure
ROI.”( ( ( ( (
N(Sanjay(Gopal,(Enterprise(Sales(Director,(Sprint

39. SponsorHub Tips
Understand the Language of Activations
Some Brands Spend Money
on Creative Solutions to
Enhance Events but don’t Pay
for Sponsorship

40. What Sponsors are Looking For Now
Biggest Mistakes Event Organizers Make
Q & A
Why Sponsorship is Hot
Agenda

41. Why Proposals Fail?
Relevance Your proposal doesn’t address the concerns or goals of the
proposed sponsor and is not adequately prepared.
Any significant proposal is hard to sell if you are talking to the
wrong person or you have no relationship with the company.
Persistence counts–keep trying.
ROI
By understanding how a sponsor perceives success, an event
organizer will have a better sense of how to present a case for
ROI.
Sell-in
Communicate to sponsor’s internal audience making it easy to
“buy in.”
Timing
They love the idea but they can’t execute. Last minute
proposals are a waste of time unless it is the “Idea of the
Century.”
Ask Make sure that the sponsor knows exactly what your ask is.
Leave nothing to the imagination.
1
2
3
4
5
6
Relationship

42. The Gut Check
Reality Can you hit the goals that you promise in your proposal?
Do you have the right people in place to pull off what was
promised?
Pricing
Is the program fairly priced for the sponsor? Will you cover
costs and make a profit?
Exclusivity
If you promise one thing to one sponsor will you cause
problems with others?
Scalability Can you replicate the program across multiple platforms and
sponsors?
Risks Have you mitigated the risks that may come up during the
execution phase?
1
2
3
4
5
6
Team

43. Starting a Program
What? How will you monetize your event? What is worth selling?
How do I find my sponsors? Who should do the selling?
How Much? What should I charge?
When? How much lead time do I need?
Help? Where do I go to get help on answering these questions?
Why? Is your sponsorship program created for the right reasons?
1
2
3
4
5
6
Who?

44. What Sponsors are Looking For Now
Biggest Mistakes Event Organizers Make
Q & A
Why Sponsorship is Hot
Agenda

45. Your
Turn

46. Mark Your Calendar
Thursday, April 25, 2013 2 p.m. EDT
bizbash.com/webinars
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EventTechnologyFor
SmarterEvents?
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Registration
➡ Work Flow, Management
and Productivity
➡ Event Apps and Connectors
A Planners View

47. Andrew Reid
CTO/Co-Founder, Sponsorhub
Contact Us
Andrew@sponsorhub.com
Megan Buell
Eventbrite, Lead Generation Manager
Meganb@eventbrite.com
David Adler
C.E.O. and Founder, BizBash
Dadler@bizbash.com
@BizBashLive
@Eventbrite
@SponsorHub
#SmarterEvents
bizbash.com/webinars