1. MELANIEALTARESCUHEAD OF STRATEGICINITIATIVES, WIREDSPONSORSHIP SECRETS:WHAT EVERY EVENT ORGANIZERNEEDS TO KNOW

2. What I doMelanie Altarescu #ElevateNYC 3. That was thenMelanie Altarescu #ElevateNYC 4. This is nowMelanie Altarescu #ElevateNYC 5. What Clients Look ForFirst-to-marketOut-of-the-boxBlow-stuff-up ideasMelanie Altarescu #ElevateNYC 6. What Clients Look ForFirst-to-marketOut-of-the-boxBlow-stuff-up ideasBY TOMORROWMelanie Altarescu #ElevateNYC 7. Hone your creative edge bybuilding an arsenal of ideasMelanie Altarescu #ElevateNYC 8. Filling your arsenalWhere the hell did that come from?Melanie Altarescu #ElevateNYC 9. The Big StoryMelanie Altarescu #ElevateNYC 10. Lincoln: Presenting SponsorMelanie Altarescu #ElevateNYC 11. Lincoln: Presenting SponsorCHALLENGE:Take serious, complex content and make itshareable, sticky and socialMelanie Altarescu #ElevateNYC 12. Lincoln at The Big StorySOLUTION:SketchnotesMelanie Altarescu #ElevateNYC 13. Melanie Altarescu #ElevateNYC 14. Lincoln at The Big StoryMelanie Altarescu #ElevateNYC 15. Lincoln at The Big StoryMelanie Altarescu #ElevateNYC 16. Lincoln at The Big StoryMelanie Altarescu ##BEleivzaBteNaYsCh 17. In my arsenal: SketchnotesMelanie Altarescu ##BEleivzaBteNaYsCh 18. Passport to the Arts#BizBashMelanie Altarescu #ElevateNYC 19. Showtimes Dexterat Passport to the Arts#BizBashMelanie Altarescu #ElevateNYC 20. Showtimes Dexterat Passport to the ArtsCHALLENGE:Drive tune-ins for Dexter Season 8 premiereMelanie Altarescu ##BEleivzaBteNaYsCh 21. Showtimes Dexterat Passport to the ArtsSOLUTION:Custom Sleep No More Dexter experienceMelanie Altarescu ##BEleivzaBteNaYsCh 22. How it worked:#BizBashMelanie Altarescu #ElevateNYC 23. How it worked:#BizBashMelanie Altarescu #ElevateNYC 24. How it worked:#BizBashMelanie Altarescu #ElevateNYC 25. How it worked:#BizBashMelanie Altarescu #ElevateNYC 26. How it worked:Melanie Altarescu ##BEleivzaBteNaYsCh 27. How it worked:Melanie Altarescu ##BEleivzaBteNaYsCh 28. In my arsenal: Sleep No MoreMelanie Altarescu ##BEleivzaBteNaYsCh 29. The New Yorker Festival#BizBashMelanie Altarescu #ElevateNYC 30. Acura at The New Yorker Festival#BizBashMelanie Altarescu #ElevateNYC 31. Acura at The New Yorker FestivalCHALLENGE:First-to-market, never-been-done-beforeHuge emphasis on socialAllow for broader participation beyond attendeesMelanie Altarescu ##BEleivzaBteNaYsCh 32. Acura at The New Yorker FestivalSOLUTION: Acura Instagram Mosaic One-of-a-kind collaborative art installationMelanie Altarescu ##BEleivzaBteNaYsCh 33. Acura at The New Yorker FestivalMelanie Altarescu ##BEleivzaBteNaYsCh 34. Acura at The New Yorker FestivalRESULTS: 53,168 Instagram photos submitted 3,200 photos selected & used 2M+ social media impressionsMelanie Altarescu ##BEleivzaBteNaYsCh 35. In my arsenal: Instagram MosaicMelanie Altarescu ##BEleivzaBteNaYsCh 36. So now that your arsenal is fullMelanie Altarescu #ElevateNYC 37. Tie it up with a bowMelanie Altarescu #ElevateNYC 38. Evaluate / ScaleMelanie Altarescu #ElevateNYC 39. Write the way you talk.Melanie Altarescu #ElevateNYC 40. Explain your ideaIts like Family Circus meetsThe Wire, but on a cruise ship.Melanie Altarescu #ElevateNYC 41. We Will / They WillMelanie Altarescu #ElevateNYC 42. Catch attention by demonstrating valueMelanie Altarescu #ElevateNYC 43. Melanie Altarescu ##BEleivzaBteNaYsCh 44. Look for inspiration out & about#BizBashMelanie Altarescu #ElevateNYC 45. Melanie Altarescu ##BEleivzaBteNaYsCh 46. melanie altarescu@melwireExecutive Director of Integrated Marketing for The New Yorker. People & idea connector. (Opinions = my own)Connect the dotsBe a people andidea connector#BizBashMelanie Altarescu #ElevateNYC 47. melanie altarescu@melwireExecutive Director of Integrated Marketing for The New Yorker. People & idea connector. (Opinions = my own)Be an awesome partnerTreat partners likeclientsCreate win-winsolutions#BizBashMelanie Altarescu #ElevateNYC 48. Stay in touchFusilli, you crazy bastard! How are you?Fusilli, you crazy bastard! How are you?Melanie Altarescu ##BEleivzaBteNaYsCh 49. Be curious and shareReal-life Twitter:ReadShareFollow#BizBashCuriosity.Melanie Altarescu #ElevateNYC 50. Give credit to others#BizBashMelanie Altarescu #ElevateNYC 51. And if all else failsIf they dont like our proposal, Ill show them the kittens.Everybody likes kittens.#BizBashMelanie Altarescu #ElevateNYC 52. @MELWIREWIRED.COMMELANIE_ALTARESCU@WIRED.COMMelanie Altarescu #ElevateNYC 53. LANCE BROUMANDCEO, URBANDADDYTHE ART OF ROIThis a place holder foran awesome photo ofyou that our Eventbritedesigners will insert. Noneed to do anythinghere speakers 54. AgendaROI. WTF.The 3 Rules of ROIROI GameplanCase StudiesMelanie Altarescu #ElevateNYC 55. AgendaROI.WTF.ROI. WTF.The Way InThe Way OutCase Study: MINI Night OutMelanie Altarescu #ElevateNYC 56. AgendaThe IssueROI. WTF.The Way InThe Way OutCase Study: MINI Night OutMelanie Altarescu #ElevateNYC 57. ROI Rule #1No One HasAny IdeaWhatThe ROI IsMelanie Altarescu #ElevateNYC 58. ROI Rule #2Embrace theROI.Own the ROI.Become theROI.Melanie Altarescu #ElevateNYC 59. ROI Rule #3The ROIShould Be(Positively)Delivered LongBefore theEvent BeginsMelanie Altarescu #ElevateNYC 60. The ROI Based Approach Train yourself to think about the eventROI/success metric as youreconcepting Two ways to do this: Work backwards from your targets business objectives ortraditional marketing ROI Work forward from a creative concept and define the ROI Defining the event ROI requires asmuch creativity as the event conceptand production Dont get bogged down in thinking aboutROI in traditional or straightforwardterms. Creative ROI measures sell.Melanie Altarescu #ElevateNYC 61. Traps Dont quickly default to social. Social willhave its place, but may not be the rightmetric to demonstrate return orsuccess. Social is usually the byproduct ofwhatever is actually the right ROImetricseparate the two Absolute numbers can be misleadingand easily forgottendevelop and framea metric that is memorable and that youcan own. Think Bigger. Think Beyond the Event.Melanie Altarescu #ElevateNYC 62. Sponsor Targeting Paradigms Assets. What are your assets? What do youhave that others do not? Stories. What unique stories are you telling atyour event? What are the subplots? Whatstories can authentically be told? How cansponsors tell their story differently than theyever have before? Data. What are the opportunities for DataCapture. What are new ways/uniqueopportunities to create data for sponsors? Content. What are the opportunities forContent Creation? Solutions. What problems at your event will abrand be able to provide solutions for? Findways for them to solve a problem.Melanie Altarescu #ElevateNYC 63. Melanie Altarescu #ElevateNYC 64. HamptonsMusic FestivalMelanie Altarescu #ElevateNYC 65. Insist that budget be put aroundachieving your ROI Find what ROI means to the businessand make it work for you Create your own science 66. Insist that budget be put aroundachieving your ROI Find what ROI means to the businessand make it work for you Create your own science 67. Insist that budget be put aroundachieving your ROI Find what ROI means to the businessand make it work for you Create your own science 68. MINI Night OutLaunch of the MINI PacemanTo promote the all new 2013 MINI Paceman, UDlaunched an extraordinary 4-city nationwide tour calledMINI Night Out. A new way to get buts in seats, itwas half chauffeur service and half concierge service.The idea: get you inside the all-new Paceman andliterally drive you inside the hottest spots in your city.to begin, a few campaignswere activating around nowMINI branded valet stands were erected all around thecity and for a few nights UD subscribers, nightlifepatrons, press, bloggers and other VIPs were shuttledaround in style, escorted past the velvet rope andhooked up inside.The program, built to be an awareness campaign,showed tremendous results with a positive ROI andcar purchases tied directly to the campaignMINI Night OutMelanie Altarescu #ElevateNYC 69. #YOUR TWITTER HANDLEYOUR WEBSITE HEREYOUR E-MAIL HEREMelanie Altarescu #ElevateNYC 70. #YOUR TWITTER HANDLEYOUR WEBSITE HEREYOUR E-MAIL HEREMelanie Altarescu #ElevateNYC 71. #YOUR TWITTER HANDLEYOUR WEBSITE HEREYOUR E-MAIL HEREMelanie Altarescu #ElevateNYC 72. @BROUMANDWWW.URBANDADDY.COMLBROUMAND@URBANDADDY.COMMelanie Altarescu #ElevateNYC