What You Don't Know About Event Sponsorship Today by Lance Broumand

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The Delicate Dance of SponsorshipOctober 28, 2014

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Agenda

•What Dance?•ROI•A Focus on ‘R’•Case Studies

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Agenda

• ROI. WTF.

• The Way In

• The Way Out

• Case Study: MINI Night Out

ROI. WTF.

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Different Languages

• Concept/Ideas

• Production

• Budget

• Venue

• Invitations

• Music

• Lighting

• More Customers

• Cost/Investment• Return• Impact• Customers• Business• Sales• Impress Higher Ups• Press/Buzz

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Agenda

• ROI. WTF.

• The Way In

• The Way Out

• Case Study: MINI Night Out

Recognizing the Issue

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Deep Thought #1

DON’T FOCUS ON THE ‘O’ OR THE ‘I’

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FIX YOUR ATTENTION ON THE ‘R’

Deep Thought #2

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• 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

‘R’s Come In Different Packages

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• 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.

Some ‘R’ Caution

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FIND THE ‘R’ YOU DO BEST

FIND SPONSORS WHO CARE ABOUT THAT SAME ONE

Deep Thought #4

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• 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 the event concept and production

Define the Conversation

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MAKE THE SPONSOR SELL YOU ON THE ‘I’

Deep Thought #5

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WHERE’S THE ‘R’ HERE?

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THE ‘R’ HERE?

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Hamptons Music Festival

• 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

• 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

• 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

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The Black Tie Pool Party

with Diageo

• 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

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• 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

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to begin, a few campaigns we’re activating around now

MINI Night Out

MINI Night Out

Launch of the MINI Paceman

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

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#YOUR TWITTER HANDLEYOUR WEBSITE HERE

YOUR E-MAIL HERE

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#YOUR TWITTER HANDLEYOUR WEBSITE HERE

YOUR E-MAIL HERE

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#YOUR TWITTER HANDLEYOUR WEBSITE HERE

YOUR E-MAIL HERE

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#YOUR TWITTER HANDLEYOUR WEBSITE HERE

YOUR E-MAIL HERE

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#YOUR TWITTER HANDLEYOUR WEBSITE HERE

YOUR E-MAIL HERE

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#YOUR TWITTER HANDLEYOUR WEBSITE HERE

YOUR E-MAIL HERE

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• @BROUMAND• WWW.URBANDADDY.COM

• LBROUMAND@URBANDADDY.COM

Thank You