catersource - event solutions - elevate your event sponsorships
Post on 28-Jan-2018
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Elevate your event sponsorships
#CSES
by trevorhlynn
Participant–Speaker Agreement
• Exit clause – leave whenever you want.
• Two-way street – stop me anytime.
• Your content– notes, photos, record.
• Just observe – sit an exercise out.
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Objectives
1. Attracting sponsors
2. Making the ‘ask’
3. Relationship development after event
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About me
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A little about you
Quick poll…
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Local or National?
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New or Experienced?
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Marketing or sales?
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Activity!
90 seconds.
1. Introduce yourself to your neighbor.
2. Tell them your goal for this session.
3. Pitch them to sponsor your next event.
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The odds are against you
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10% increase in digital spend
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Labor intensive
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Highest cost per lead
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Causes – 8%
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Associations and member orgs – 1.4%
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Festivals, fairs, annual events – 1.6%
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Today’s marketer
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Activity!
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Stephanie
VP, Marketing
Seeing
Hearing
Thinking
Feeling
Doing
Youtility mindset
The difference between ‘helping’ and ‘selling’ is only
two letters
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Sponsorship 1.0
Sell something, and you make a customer
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Youtility sponsorship
Help someone, and you make a partner forever
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Billboard creates drinkable water
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Ikea helps people move
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App for finding clean bathrooms
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Sponsor targeting
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Create the ideal sponsor profile
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Sponsor history
Active brand
Time available
Create a scoring system
Company X Company Y Company Z
Sponsor history 9 6 10
Es1mated budget 4 7 5
Rela1onship 2 10 3
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The Ask
This is the easy part!
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Structure your offer
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Simple is better
Why - Your mission
How - Your opportunity
What – Your offer www.socialtables.com
Purple Cow sponsor opportunities
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No attendee value, no sponsor
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We sponsored the confetti again
Sponsor Journey Mapping
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What do attendees need at every step?
Create for your attendees
Help sponsors help your attendees.
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My attendees want this
My attendees can use this
My attendees will be surprised
My attendees will be engaged
Triple whammy
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Speak your sponsor’s language
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Awareness ü Signage ü Education ü Resources
Engagement ü Staffing ü Games ü Entertainment
Conversion ü Sweepstakes ü Contests ü Prizes
Customized follow-up • $10,000 and above
– Run a thank you ad – Post-event call for feedback – Attendee testimonials
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• $5,000 to $10,000 – Hand written thank you – Branded collateral – Photos of engagement
• Under $5,000 – Thank you via email – Online feedback survey – Stats of sponsor ROI
Prove value
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Don’t assume sponsors are
tracking.
Tell your event’s story
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Ask hard questions
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Staying In Touch
TrevorHLynn trevor@socialtables.com
202-656-1846 (877) 9-SEAT-ME
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