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TFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
This document provides tips and strategies for effectively partnering with sponsors and maximizing sponsorship value. It discusses integrating sponsors into events through signage, promotional opportunities, and experiential marketing activities. Metrics for evaluating sponsorship return on investment are also outlined, including total interactions, reach, engagement, and best social media posts that feature sponsors. The document emphasizes fostering real connections between sponsors and audiences through incentives, giveaways, and customized promotion ideas.
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TFEA 2016 - Sponsors & Social: The Art of Parnership Promotions
- 1. Jessica Bybee-Dziedzic |Saffire SPONSORS & SOCIAL THE ART OF PARTNERSHIP PROMOTION
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- 16. OR SELL ATTHE GATE
- 17. It’s going tobe a wild ride! GET READY!
- 18. We’ll send youthe slides. NO NEED FOR NOTES
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- 22. “The sponsorship pieis growing, but being cut into fewer pieces.” -www.sponsorship.com
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- 24. COST EFFECTIVE ONLINE MARKETINGIS THE MOST MARKETING
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- 27. Gone are thedays of:
- 28. There is moreto sponsorship than branding on posters, fliers, and napkins. Sponsors want you to pay thoughtful attention to who they are as a company, and from there, tailor your promotional program to this identity.
- 29. What Sponsors Want •Signage is still important – the second largest sponsor “want” item • Experiential marketing • Expanding digital platforms
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- 31. START BIG: DREAMTHE DREAM
- 32. GETTING STARTED • Thoroughresearch before reaching out • Find your shared values, and highlight • Brainstorm ways to more directly connect your customers to your sponsors •
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- 34. FIND THE RIGHTFIT • Think of it as targeted prospecting instead of random • What do you have in common with a potential sponsor? • What can you offer that will benefit your sponsors the most?
- 35. HIGHLIGHT YOUR SPONSORSNICHE • What do they specialize in and how can it be featured at the event • Internet Service Providers – On-site wifi access • Media Outlets – Video footage, press coverage, photography • Waste Management – Trash & recycling pick-up • Social media giveaways using their products? • Can you recommend their product/service?
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- 37. EVERY SPONSOR ≠EQUAL
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- 39. It's critical thatorganizers provide a platform for sponsors to foster real connections with potential customers.
- 40. Sponsored Giveaways RewardingSocial Posts • Reward customers for interacting with your sponsors • Work with sponsors to make sure the incentive they offer is lucrative for your supporters, and helps show the sponsor’s value as well
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- 42. SWEEPSTAKES – ENTERFOR CHANCE TO WIN • Sweepstakes encourage the most posts in exchange for one large prize • Sweepstakes can reward users for using a specific hashtag or for checking in at specific locations • Turn your sweepstakes into a “Scavenger Hunt” by including numerous check-in locations around your event • Tip: Include your sponsor’s booth on the list of required check-in locations
- 45. BEST POST WINS •May result in fewer submissions, but higher quality • One large prize for many participants • Choose what’s best for you, larger reach or better quality photo
- 47. SMALL INCENTIVES FOREACH POST • Ask a sponsor to offer a small donation to your charitable organization every time a hashtag is used, either within the organization or a partner organization • Sponsor receives great exposure as a philanthropic organization • Give sponsors recognition with a hashtag dedicated to them. For example – “#ThanksNestle.”
- 49. SPONSORED “INFLUENCER EVENTS” •Host a sponsored event before or during your main event • Invite local influencers, whether it’s local “celebrities” or even fans who have a lot of Followers • Create a VIP atmosphere that attendees will want to share
- 50. NEGOTIATE NUMBER OFPOSTS • Include the number of social posts in which you will mention the sponsor, in the contract • Also determine if the sponsor is willing to tweet or post about you, to their audience as a substitute for traditional sponsorship
- 53. USE EDITORIAL CALENDARTO TRACK www.SaffireEvents.com/calendar
- 54. WE ALSO USEA BIG WALL
- 55. REAL TIME PROMOTION BeforeYour Event • Ticket Sales at Sponsor location • Ticket Discounts at Sponsor location During Your Event • 1st 100 fans that go to Sponsor’s Booth get X prize
- 56. FOSTER REAL CONNECTIONS •Allow sponsors to share in exclusivity of special announcements • Sneak Peek previews available to fans of event and key sponsor (i.e. concert lineups, first available ticket sales, etc. • Include links to sponsors social media and website • Encourage customers to visit sponsors at booth, at their business locations, and online
- 57. DON’T BE AFRAIDOF FREE Making sponsors feel special will go a long way. Most digital marketing doesn’t cost you anything but time & effort.
- 58. • OFFER onesocial 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! • A THANK YOU message can go a long way! FREE IDEAS
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- 60. INTEGRATING INTO EXPERIENCE •Sponsored VIP Tents • Sponsored Phone Charging Stations • Sponsored Water Stations • Sponsored WiFi
- 61. INTEGRATING ONLINE • Howto promote on social • Hashtag branding • Photo Opportunities encourage selfies & photo sharing
- 62. PHOTO SHARING -FRAME
- 63. PHOTO SHARING -BANNER
- 64. Photo booths withsponsors & social media
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- 66. PHOTO SHARING -BOOTH
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- 69. If you’re creatingYouTube videos, pre-roll a sponsor ad
- 71. Give your sponsorsspace on your YouTube Channel
- 73. most compelling The playbutton is now the call to action on the web.
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- 85. TOTAL INTERACTIONS • Howmany times was your sponsors hashtag used? • Paid services: • RebelMouse pulls hashtag conversations happening anywhere on social media, it also offers integrated Google Analytics, social sharing, RSS feeds and content moderation. • Tagboard gathers text, video and image posts to give you an overall picture of what’s being said around a hashtag.
- 86. TOTAL REACH • Totalreach– How many followers potentially saw posts containing your sponsor’s hashtag, according to the number of followers each user had at the time of posting? Including reposts, retweets etc.
- 87. ENGAGEMENT • How manylikes, retweets, shares, etc were there of the posts containing your sponsor’s hashtags?
- 88. BEST POSTS • Youcan share the top tweets, Instagram photos, etc with your sponsors. • Gives qualitative proof of the effectiveness of their sponsorship. • They may even be able to use the user-generated content in future campaigns, and will thank you for the assets.
- 89. PER FACEBOOK POST Sendthese stats to a sponsor after you post about them!
- 90. PER TWEET • Youcan now view analytics from your twitter account! • Go to http://analytics.twitter.com/ • Provided because of advertising on Twitter
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- 100. OPPORTUNITIES VARY • Don’tbe discouraged! • Many reasons people partner with you. • Make sure you’re prepared with the right information when you meet with them. THE WORST THING TO DO IS TO SAY I CAN’T!
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- 102. CLICKS PER SPONSORLOGO BEHAVIOR>EVENTS>OVERVIEW>EVENT LABEL http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html
- 103. ADD VALUE YEAR-ROUND MARKETING •Collateral Materials • Media Exposure ON SITE EVENT POMOTION • Logos on Merchandise • Signage • Call outs via PA • Play commercials • Booths HOSPITALITY • Tickets to Events • Recognition Dinners • VIP Areas • Your services WHAT ELSE IS VALUABLE TO YOUR SPONSOR AND WHAT CAN YOU OFFER?
- 104. FINAL TIPS • Writtengoals can help- know what you want to achieve • Be willing to negotiate & go the extra mile • Remember to have fun!
- 105. FREE ONLINE MARKETINGIDEAS Website www.saffire.com The Amplifier www.saffire.com/podcast Facebook TeamSaffire Twitter @TeamSaffire Instagram teamsaffire Pinterest saffire YouTube saffirestudio Questions?
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Editor's Notes
- #2 Welcome, thanks for coming, I’m a partnership manager with Saffire Events, we build beautiful, interactive websites that our clients control themselves! So please feel free to ask any questions you might have during the presentation and I would love to meet each and every one of you if you have capacity after the presentation!
- #3 We started building our portfolio about 4 years ago! We now have over 200 clients in the event, venue and destination industry, with about 60 of those clients being in Texas.
- #4 Fiesta San Antonio http://www.fiesta-sa.org/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #5 Bedford Blues & BBQ http://www.bedfordbluesfest.com/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #6 Christmas in the Park http://www.christmasinthepark.com/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #7 Fayetteville Dogwood Festival http://www.faydogwoodfestival.com/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #8 The Great Texas Mosquito Festival http://www.mosquitofestival.com/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #9 PalmFest http://www.palmfest.com/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #10 Plano Balloon Festival http://www.planoballoonfest.org/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #11 San Antonio Highland Games & Celtic Music Festival http://www.sahga.org/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #12 Seafair http://www.seafair.com/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #13 Texas Birthday Bash http://www.texasbirthdaybash.com/ Now that I have gone over your needs, I would like to show you some of the beautiful and unique designs we have created for some of our Saffire clients. These websites will give you an idea of the extensive range of our design capabilities. (Go through each website and point out a couple of features on each)
- #14 Sponsor logos Can be set for each type of ticket you sell
- #16 Scan mode
- #17 Sales mode
- #18 This information is going to go pretty quickly, but don’t worry…..
- #19 We are going to give you lots of great info today you’ll be able to use to immediately increase revenue for your destination or events you host within that destination. But you don’t need to take notes. Just request the slides at the end of this webinar and I will be sure to share them with you next week.
- #20 I heard that it’s always a good idea to start any presentation off with a joke!
- #21 What are businesses and organizations spending in sponsor dollars these days and what would it take for you to see some of those dollars?
- #22 The fact is, sponsorship continues to rise! The amount of revenue is growing, but the problem is, the people who are getting that money are receiving less. More money is being spent, but it’s being distributed between fewer and fewer people.
- #23 The largest slices are reserved for properties that can meet the high standards required by a new breed of corporate partner. These are the people who ask for SMARTER partnerships
- #24 IF you DON’T have sporting events, or DON’T have an entertainment division are adding them! Sports Commissions is becoming a new popular trend because of this! There is a positive and negative aspect of this chart depending on the types of events you are hosting and the types of sponsors you are seeking within your destination. The good thing is, sponsorship dollars are being spent in each of these categories, however; sports and entertainment are continuing to grow and take control of the pie, so there is more competition among events for causes or in the arts, festivals and fairs categories. Maybe this chart could help ignite some new event ideas?
- #25 What are businesses and organizations spending in sponsor dollars these days and what would it take for you to see some of those dollars?
- #26 Once again the growth rate for sponsorship spending will surpass outlays for traditional advertising in North America. Projection for spending in 2015 is $21.5 billion!
- #28 Can no longer get away with just plastering the logo on everything and calling it a day.
- #29 The largest slices are reserved for properties that can meet the high standards required by a new breed of corporate partner. These are the people who ask for SMARTER partnerships
- #31 What are businesses and organizations spending in sponsor dollars these days and what would it take for you to see some of those dollars?
- #35 Finding the right fit for your event can be a little tricky, but you’ll want to look for “natural fits” by things like: Customers, products, geography, past sponsorship experiences, people who work there
- #39 Getting your customers to your sponsors
- #40 The largest slices are reserved for properties that can meet the high standards required by a new breed of corporate partner. These are the people who ask for SMARTER partnerships
- #42 What are businesses and organizations spending in sponsor dollars these days and what would it take for you to see some of those dollars?
- #53 Just make sure if you promise a shout out, that you do it. People WILL notice if they don’t receive it. Set calendar reminders for yourself, do everything you can to make sure you are doing your part of the agreement! A good rule of thumb with sponsorship packages too is to give more than what they expect. This will make them feel special and thought of, which will go the extra mile when your event comes around again and they are considering who to partner with.
- #54 This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session. It’s an Easy way to know what’s going on throughout the year. Key tip: Share your sponsors posts too on your wall! Download a sample one: http://www.saffireevents.com/editorialcalendar
- #59 One time at a conference there was an extra unoccupied booth next to ours and they gave that to us for free and that made us feel welcomed and appreciated by them. Facebook’s algorithm has changed, so only one percent of a business’ posts will be shared organically with your followers. An organic way to boost this is with more shares from others. Sharing these posts with your followers and boosting the post for more organic reach will give it extra “oomph”. This also gives you filling content for your pages!
- #61 Giving sponsors special areas of your event and making them photo worthy
- #63 Photo frames with sponsor logos and hashtags
- #64 Incorporating a step and repeat help promote fun photos
- #66 This is a great way to: Get a photo booth at your event that people love Can even make some of the funny costumes related to your sponsor Make sure people #your event name! Sponsor loves it because their brand is shared on social media!
- #69 I paid $20 to boast Kendra’s webinar FB Live video and 547 viewed the video, 756 saw the video in their feed, and the coast came out to $0.04 per view… this is insane… for example, when people click to read our Dirt article on Facebook it is about $0.50 and my actual ads are usually over $1 per click.
- #71 We ALL hate long ads before music videos. I would not recommend that. But a 3 second “flash” of a sponsor logo if you have that capability would be great. Maybe if you don’t have budget for professional videos, this sponsor could fund it! Videos brought to you by…
- #73 Don’t be afraid to be proud to show off your sponsors on all of your social media channels!
- #83 Sponsors have to have that data to justify why they’re giving you so much money year after year.
- #84 Google Analytics is really great, but it can be really hard to narrow down once you get it set up. Everyone should be able to get this data from your website. (Additionally, if you’re interested in this, I am giving a Google Analytics roundtable discussion later and we can go over how this data can benefit you and your sponsors!)
- #85 What are businesses and organizations spending in sponsor dollars these days and what would it take for you to see some of those dollars?
- #90 Always talk about the reach that your facebook posts are getting if you’re talking about a sponsor in that post. One “sneaky” thing that you can do is to pay to advertise for a post about a sponsor, and then boost it so it receives a lot of attention and traffic. Then you can show that to them. They will want to see this data.
- #92 Will show you the Best tweets you had in your past. Asking for what you want them to do (like retweeting, favorites), will increase your analytics for your tweet. If your sponsor is a “good” company and people enjoy it, just asking for retweets or favorites will be gold to show your sponsors.
- #95 Talk about audience survey, demographic info. At the Crossfit Games, when we went into the facility, they had computer stations where you could fill out a brief survey like this and you were entered for a chance to win some pretty cool swag. Everyone was waiting in line to fill out these surveys which took no more than 1 minute for the chance to win what they were giving away. This is a GREAT idea and I recommend stealing it.
- #96 We’re going to show them total visits to your site.
- #97 From your analytics dashboard, click on audience, overview. Especially relevant if you have a scrolling sponsor bar. Can also be important to your sponsors if they know the chance of someone going to the page with their logo. Make sure you’re showing them visits, not Hits. A visit is a session, as in I went to this page. A hit is when individual things load on that page. So pictures on one page could count as multiple hits. Hit numbers are always way higher than visit numbers. Important to know what you’re looking for to show. Overall web traffic is a signal of overall event traffic.
- #99 In content drilldown, this is how you tell how many visits each individual page receives. Can also easily search your individual pages to find out how many visits you got. So the more you’re aware of this, the more you should make sure those pages are the best they can be to optimize the quality of your website.
- #100 The magic # of visits is undetermined! There isn’t a magic #! Because…
- #101 Don’t be discouraged if you have a small number of visits on your site. The worst thing to do is to say I can’t have sponsors on my website because I don’t get enough web traffic.
- #103 Shows exactly how many clicks each logo gets, but has to be set up through your site. Must set up event tracking through your web provider. My director Cassie calls this the “Idiots Guide to Event Tracking, but we’re not calling your web guy an idiot!”
- #104 Understand what the Sponsor wants, their budget cycle Customize & be willing to negotiate It’s essential to know what the most basic components of your organization, owned or controlled by you, which can be provided as benefits to sponsors. It’s important to be as honest as possible when conducting a “best guess” attendance for an open audience, or if there are no boundaries on event. Hospitality, things you can do to make them feel like a VIP.
- #106 Now is the time for any unanswered questions you might have, and always visit our website and social media for ongoing tips on how to increase your marketing.