Lance Broumand of UrbanDaddy presents What You Don't Know About Event Sponsorship Today during the Event Innovation Forum at BizBash Live: The Expo New York on October 28, 2014 at the Jacob K. Javits Convention Center.

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The Delicate Dance of Sponsorship
October 28, 2014

2. p.2
Agenda
•What Dance?
•ROI
•A Focus on ‘R’
•Case Studies

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4. p.4
Agenda
ROI.
WTF.
• ROI. WTF.
• The Way In
• The Way Out
• Case Study: MINI Night Out

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6. p.6
Different Languages
• Concept/Ideas
• Production
• Budget
• Venue
• Invitations
• Music
• Lighting
• More Customers
• Cost/Investment
• Return
• Impact
• Customers
• Business
• Sales
• Impress Higher Ups
• Press/Buzz

7. p.7
Agenda
Recognizing the Issue
• ROI. WTF.
• The Way In
• The Way Out
• Case Study: MINI Night Out

8. Deep Thought #1
DON’T
FOCUS ON
THE ‘O’ OR
THE ‘I’
p.8

9. FIX YOUR
ATTENTION
ON THE ‘R’
p.9
Deep Thought #2

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‘R’s Come In Different Packages
• Money/Revenue. eh.
• Customers/Leads.
• Press & Awareness. traditional but powerful ‘R’
metric
• Social Starts.
• Content. What are the opportunities for Content
Creation?
• Data. What are the opportunities for Data Capture.
What are new ways/unique opportunities to create
data for sponsors?
• Controlled Testing/Interaction

11. p.11
Some ‘R’ Caution
• Don’t quickly default to social. Social will have its
place, but may not be the right metric to
demonstrate ‘return’ or success.
• Social is usually the byproduct of whatever is actually
the right R—separate the two
• Absolute numbers can be misleading and easily
forgotten—develop and frame a metric that is
memorable and that you can own.
• Think Bigger. Think Beyond the Event.

12. FIND THE ‘R’ YOU
DO BEST
FIND SPONSORS
WHO CARE ABOUT
THAT SAME ONE
p.12
Deep Thought #4

13. Define the Conversation
• Don’t get bogged down in thinking about
ROI in traditional or straightforward terms.
Creative ROI measures sell
• Train yourself to think about the ‘R’ as
you’re concepting
• Defining ‘R’ requires as much creativity as
p.13
the event concept and production

14. MAKE THE
SPONSOR
SELL YOU ON
THE ‘I’
p.14
Deep Thought #5

15. p.15
WHERE’S THE
‘R’ HERE?

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THE ‘R’ HERE?

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Hamptons
Music Festival

18. • Insist that budget be put around achieving
your ROI
• Find what ROI means to the business and
make it work for you
• Create your own science

19. • Insist that budget be put around achieving
your ROI
• Find what ROI means to the business and
make it work for you
• Create your own science

20. • Insist that budget be put around achieving
your ROI
• Find what ROI means to the business and
make it work for you
• Create your own science

21. The Black Tie
Pool Party
with Diageo
p.21

23. • Insist that budget be put around achieving
your ROI
• Find what ROI means to the business and
make it work for you
• Create your own science

25. p.25

26. • Insist that budget be put around achieving
your ROI
• Find what ROI means to the business and
make it work for you
• Create your own science

27. MINI Night Out
Launch of the MINI Paceman
to begin, a few campaigns
we’re activating around now
p.27
To promote the all new 2013 MINI Paceman, UD launched
an extraordinary 4-city nationwide tour called ‘MINI Night
Out.’ A new way to get buts in seats, it was half chauffeur
service and half concierge service. The idea: get you inside
the all-new Paceman and literally drive you inside the hottest
spots in your city.
MINI branded valet stands were erected all around the city
and for a few nights UD subscribers, nightlife patrons, press,
bloggers and other VIPs were shuttled around in style,
escorted past the velvet rope and hooked up inside.
The program, built to be an awareness campaign, showed
tremendous results with a positive ROI and car purchases
tied directly to the campaign
MINI Night Out

28. #YOUR TWITTER HANDLE
YOUR WEBSITE HERE
YOUR E-MAIL HERE
p.28

29. #YOUR TWITTER HANDLE
YOUR WEBSITE HERE
YOUR E-MAIL HERE
p.29

30. #YOUR TWITTER HANDLE
YOUR WEBSITE HERE
YOUR E-MAIL HERE
p.30

31. p.31

32. #YOUR TWITTER HANDLE
YOUR WEBSITE HERE
YOUR E-MAIL HERE
p.32

33. p.33

34. #YOUR TWITTER HANDLE
YOUR WEBSITE HERE
YOUR E-MAIL HERE
p.34

35. #YOUR TWITTER HANDLE
YOUR WEBSITE HERE
YOUR E-MAIL HERE
p.35

36. p.36
Thank You
• @BROUMAND
• WWW.URBANDADDY.COM
• LBROUMAND@URBANDADDY.COM