TFEA 2014 Earning the Digitial Sponsorship Dollar

EARNING THE DIGITAL

SPONSORSHIP DOLLAR

Cassie Roberts | Saffire Events

It’s going to be a wild ride!

GET READY!

Share your business card at the end;

We’ll send you the slides.

NO NEED FOR NOTES

HISTORY

EVENT PORTFOLIO Rodeo Austin

South Texas State Fair

Rodeo Belton/ 4th of July Celebration

Brazos Valley Fair

Heart O' Texas Fair & Rodeo

Amarillo Tri-State Fair

Fort Bend County Fair

Central Texas State Fair

Comal County Fair

Okeechobee County Fair

Amador County Fair

Chowchilla Fair

Palomino Fest

Lea County

Coors Cowboy Club

Washington County Fair

Texas State Forest Festival

American Royal

Colorado State Fair

Napa County Fair

Dodge City Round Up

Brazoria County Fair

San Angelo

Rogers County Fair

Greater Baton Rouge State Fair

Central States

Black Hills Stock Show/Rodeo

Los Fresnos

Twas the Lights

Reno Rodeo

Redding Rodeo

Northwest Washington Fair

Sikeston Rodeo

Delaware State Fair

Sangamon County Fair

East Texas

Park of East Texas

Laramie County Fair

Benton-Franklin Fair

Carroll County Fair

Pendleton Round-Up

Pony Express Days

Arizona National Livestock Show

Yolo County Fair

California Rodeo Salinas

Rio Grande Valley Livestock Show

Old Sorehead Trade Days

Cuero TurkeyFest

Fiesta San Antonio

Glenn County Fair

State Fair of Louisiana

Four States Fair

Montgomery County Fair

Fiesta San Antonio

Glenn County Fair

State Fair of Louisiana

Four States Fair

Four States Fair

Montgomery County Fair

Agricultural Learning Center

Grant County Fair

North Texas State Fair

Rooftop Rodeo

West End Fair

Crabtree Amusements

Trinity Valley Exposition

Brackenridge Recreation Complex

Kitsap Rodeo Cowpokes

Refugio County Fair

Rockdale Fair & Rodeo

Children’s Center

NILE

MATE

Volusia County Fair

Firefighter’s Fair

Fayette County Fair

Extreme Tix

Salvation Army

Jerry Jones Education Town

Wings Stadium

Bradford County Fair

Pasco County Fair

Greeley Stampede

Sweetwater Events Complex

iFest

Hardee County Fair

Angelina Ccounty Fair/Expo

Midland Horseshoe Arena

Harborside Events Center

My River District

Taylor County Expo

Five State Fair

Western Heritage Classic

Extraco Events Center

Central Washington State Fair

El Paso County Fair

OVER 130

CLIENTS!

SAFFIRE ASSOCIATION PARTNERS

SPONSORSHIP HUMOR

SPONSORS WHAT ARE

SPENDING?

TOTAL SPENT IN USA

“The sponsorship pie is growing, but being cut

into fewer pieces.”

-www.sponsorship.com

GET A SLICE

ONLINE.

The most cost-effective

ways to earn your sponsorship dollars are

1 2 3 PROVIDE PREPARE PACKAGE

THREE P’s OF SPONSORSHIP

1

PREPARE

TO WORK WITH SPONSORS IN

THE DIGITAL AGE

A BRIEF 101 COURSE:

GET EDUCATED BE SMART ABOUT WHAT YOU ARE OFFERING YOUR SPONSOR

• Know your business

• Use Videos to show off your brand

• Learn about potential sponsors’ businesses

• Research them online before you go

• Offer relevant creative partnership options

GET INVOLVED FIND THINGS YOU CAN DO TO SUPPORT YOUR SPONSOR’S BUSINESS

• Can you use their product/service at your event?

• Social media giveaways

• Can you recommend their product/service to

someone else?

• Can you volunteer or send volunteers to their organization?

GET ORGANIZED MAKE IT EASY FOR YOUR SPONSORS TO LOVE YOU

• Make your sponsorship packages clear, concise & available online

• Organize your invoices

• Allow sponsors to pay online- a digital age bonus!

• Add a sponsor’s logo to your website DURING a sponsor meeting

KENDRA-ISM:

“People will find a way to work

with people they like.”

2 Build unique (digital) sponsor

PACKAGES

CASE STUDY:

Consider the Olympics

http://www.olympic.org/sponsors

BRILLIANT!

2. Recap this year’s Success

1. Show your experience

3. Use Mixed Media

This page can be found at: http://www.olympic.org/sponsors/100-years-of-olympic-marketing

4. Use Linked Logos

5. Provide current reports

6. Photos of sponsorship

in action

7. Video & Description of company

Consider sponsor logo

placement on the web.

YOUR OPTIONS

Do you know the different ways you can display

sponsors on your website?

HOMEPAGE BAR

SPONSOR PAGE LOGO

SPONSOR PAGE LINK

SPONSOR PAGE LIST

EVENT DETAIL PAGE LOGO

EVENT DETAIL PAGE LINK

LIMIT DON’T

YOUR SPONSORS

TO ONE LOGO

What can you do for your

bigger sponsors?

Declare a website sponsor.

For presenting sponsors, share the name

of the sponsor on the web in a

prominent space.

Name your facilities after sponsors

and place those on the web.

Make sure sponsors translate to

your mobile website.

Speaking of mobile—is there

an app for that?

APP OPPORTUNITIES • Splash page (opening page)

• Certain App Functions—for example an interactive map could

be sponsored by Garmin, food court info by a grocery store etc.

• Banner Ads within the app

WARNING: A word of

Don’t oversaturate your space.

CAN YOU HAVE TOO MANY?

Set email sponsors.

Give shout outs to your

sponsors on social media.

DON’T BE AFRAID OF FREE

We can’t give away the profits!

Maybe you can’t afford NOT to. Making sponsors feel special will go a long way. Most digital marketing doesn’t

cost you anything but time & effort.

• OFFER One social media post, plan to give two

–It’s FREE.

• GIVE unpurchased sponsorship benefits to an

existing sponsor

• SHARE your sponsors’ posts on your Facebook

wall—quickly becoming the best way to

gain exposure on Facebook, and businesses

will appreciate it!

FREE Ideas

EDITORIAL CALENDAR

www.SaffireEvents.com/calendar

If you’re creating YouTube videos,

pre-roll a sponsor logo.

Give your sponsors space on your

YouTube Channel.

Add sponsor logos to

print-at-home tickets.

THE BOX

THINK OUTSIDE

BANNER BLINDNESS

DIESEL Diesel jeans, pretreated with mud, wind, rain and other surprises you may come across

during a festival; given out as promotional items on social media.

SWEET LEAF TEA Promotion with several cities: Give away tea, encourage acts of kindness & social media

interaction

Photos © Getty Images

BURGER KING Sponsored charging station on event grounds

TIME WARNER CABLE Internet sponsor on event grounds. People attending fairs love this!

3

Measureable Results PROVIDE

You Must

Sponsors like NUMBERS

The best way to show sponsor

return on investment the

web is

GOOGLE ANALYTICS

SPONSORS? What should I show

TOTAL VISITS

AUDIENCE OVERVIEW AUDIENCE>OVERVIEW

VISITS ON SPONSOR/EVENT PAGE

CONTENT DRILLDOWN BEHAVIOR>SITE CONTENT>CONTENT DRILLDOWN

MAGIC The

# of visits

IT VARIES • Don’t be discouraged!

• Many reasons people partner with you.

THE WORST THING TO DO IS TO SAY I CAN’T!

TOTAL TIME ON SITE & PAGES

ENGAGEMENT AUDIENCE>BEHAVIOR>ENGAGEMENT

OFFSET High engagement can

low visits

CLICKS PER SPONSOR LOGO

CLICKS PER SPONSOR LOGO BEHAVIOR>EVENTS>OVERVIEW>EVENT LABEL

http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html

PER FACEBOOK POST Send these stats to a sponsor after you post about them!

PER TWEET

• You can now view analytics from your twitter account!

• Go to http://analytics.twitter.com/

• It’s going to say “Advertise on Twitter” (Since you’re

smart, you will know it’s more than that now!)

1 2 3 PROVIDE PREPARE PACKAGE

THREE P’s OF SPONSORSHIP

REVIEW

FREE ONLINE MARKETING TIPS

Website www.saffireevents.com

The Amplifier www.saffireevents.com/podcast

Facebook Saffire Events

Twitter @SaffireEvents

Instagram saffireevents

Pinterest saffireevents

YouTube saffirestudio

Questions?

CASSIE ROBERTS

info@saffireevents.com

@SaffireEvents

www.saffireevents.com