Get Sponsored!Andrew Reid
#ELEVATENYC
Agenda
@sponsorhub#ELEVATENYC
• SponsorHub Background• Sponsorship process for event organizers• What is sponsorship?• How does it fit with companies’ overall
marketing• Why will a brand sponsor you?• B2B vs. B2C sponsorships• Importance of measurement
SponsorHub Background
@sponsorhub#ELEVATENYC
• #1 sponsorship aggregator globally• 20% of the world’s sponsors use
SponsorHub• Over 75,000 sponsorship opportunities
aggregated, scored • Created dozens of industry-leading scoring
and valuation algorithms• First sponsorship buying and management
platform• Robust RFP tools
Get Sponsored!
@sponsorhub#ELEVATENYC
Create packages /
pricing
Sell sponsorships to the right buyers
Track/Report through
SponsorHub
Problem: Consumers are Tuning Out
5
How can marketers cut through the clutter?
Sponsorship + New Mediaenable brands to measurably engage at scale.
@sponsorhub#ELEVATENYC
“Sponsorship has a growth rate that surpasses all other forms of media except for Internet and mobile.”
-Veronis Suhlet 2011 Industry Forecast
@sponsorhub#ELEVATENYC
Sponsorship industry growth is outpacing both advertising and sales promotion.
Negotiating: Who Has the Power?
@sponsorhub#ELEVATENYC
SXSW, LeWeb, sports franchises also have significant pricing power
Local events with a small but often devoted group of attendees have little pricing power
SponsorHub helps to find the opportunities where prices align best with potential outcomes
Major leagues like the NFL, NBA or organizations like FIFA, the Academy Awards or the IOC set monopoly prices
Sponsorship Market
@sponsorhub#ELEVATENYC
We divide B2B vs. B2C sponsorship based on the sponsor’s intent with a given sponsorship. Is the sponsor trying to reach consumers or reaching business clients?
B2B
B2C
Why Sponsor?
@sponsorhub#ELEVATENYC
Sales Lead Generation
Hospitality
Social Media Buzz
Branding / PR
Speaking Opportunity
Product Placement
Product Sampling
Awareness
Naming Rights
Benefits That Sponsors Seek
@sponsorhub#ELEVATENYC
B2B B2CSocial Media BuzzProduct Placement
SamplingMedia Value
NamingSpeaking OpportunitiesHospitality
Branding / PRAwarenessAnchor content formajor media-buy
Benefits B2B Sponsors Seek
@sponsorhub#ELEVATENYC
Brands pay to have executives “speak” at events because they want to establish thought leadership.
• Deliver the audience • Not necessarily keynote address:
• Panels• Fireside chats• Pitches, launches etc.
Brands often look for ways to “carve-out” unique VIP spaces and experiences for client entertainment.
• Be creative with carve-outs for VIP’s• Be as extravagent as possible• Create one-on-one interactions
Benefits B2C Sponsors Seek
@sponsorhub#ELEVATENYC
• Naming Rights: Offer them if you can because you can get a premium
• Try to incorporate sponsor branding deeply into your programming
• Offer hospitality to key B2C clients to draw them onsite
• Measure Awareness efforts, even if approximate
• Don’t fudge the demographics
Social Media & Sponsorship
@sponsorhub#ELEVATENYC
Social Media Buzz
Receive credit, not just visibility Brand amplification SponsorHub ScoreTM
@sponsorhub#ELEVATENYC
Sponsorship ROI analysis
Media Value
Audience
Analysis
KPI Lift
3 Types of Measurement
Media Value
@sponsorhub#ELEVATENYC
In advertising, there are a number of accepted metrics… that equate directly to $$!!
Audience Analysis
@sponsorhub#ELEVATENYC
KPI Lift
@sponsorhub#ELEVATENYC
19
Does this image really have NO VALUE for Nike?
Most ad-tech says: no logo, no impression, NO VALUE
80% of those polled said they thought of Nike positively when they saw this image.
Product Placement & Sampling
Subtitle
@sponsorhub#ELEVATENYC
Observations:
• Often first interaction with a product
• Nerve-wracking experience for brands
Nail Product Placement/Sampling:
• Location, location, location
• Staff carefully• Track everything:
• Engagements• Samples distributed• Qualitative
comments
Sponsorship has evolved…
@sponsorhub#ELEVATENYC
“Sponsor prospects have more partnership options and than ever before and are choosing more wisely.”
- IEG 2011, Growing Up: The Evolution of Association Sponsorships
How To Make Sponsors Smile
@sponsorhub#ELEVATENYC
Predicted Outcomes and Value
SponsorHub ScoreTM
Post-Event Reporting
Audience Verification
Track and Report Metrics!
@sponsorhub#ELEVATENYC
Case: Auto Manufacturer
Challenges:
• The Client needed to determine the value of their hundreds of new and existing sponsorships.
• The Client also wanted a centralized digital system to align the sponsorship group with the best practices of social and mobile teams
Solution:
SponsorHub supports this auto client through a comprehensive relationship that we call– Sponsorship Platform of Record. In a SPoR engagement, we provide automated and human-enabled sponsorship discovery and analytics services. Ultimately, all sponsorships that the Client engages in are passed through the system and tracked by global and regional managers.
@sponsorhub#ELEVATENYC
Case: Local Singles Events + Alcoholic Bev
Challenges:
• Seller needed to determine the value of their series of national singles events.
• Buyer engaged us to utilize our SponsorHub scoring, comparison/tracking tools and expertise to identify sponsorships that have:• Trackable / High-ROI• Social potential with a certain demo• Local/Regional/National reach
Solution:
SponsorHub aggregated and scored seller’s inventory, while assisting on a retainer basis with evaluation services and data science. Our algorithms matched buyer with the seller’s opportunity and our strategy team helped to create a set of trackable, high-ROI activations to support the partnership. Both parties agreed to extend the engagement and the seller noted the higher ROI that resulted from smaller, local events.
Sponsorship Cheatsheet
@sponsorhub#ELEVATENYC
Key Take-Aways:• Passion is becoming fragmented. Sponsors are thinking outside the stadium• Calculate media values and intangibles to negotiate in a data-driven way• Plan your measurement before your events begin • Allocate budget for research, data and measurement • Report metrics to sponsors proactively