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Cassie Roberts | Saffire Events

EFFECTIVELY USING

DIGITAL PLATFORMS TO SUPPORT SPONSORSHIP

Sarah Thompson| Tennessee Valley Fair

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SPONSORSHIP HUMOR

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Sponsors WHAT ARE

SPENDING?

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TOTAL SPENT IN USA

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“The sponsorship pie is growing, but

being cut into fewer pieces.” -www.sponsorship.com

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GET A SLICE

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ONLINE.

The most cost-effective

ways to earn your sponsorship dollars are

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1 2 3 PROVIDE PREPARE PACKAGE

THREE P’s OF SPONSORSHIP

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PREPARE

TO WORK WITH SPONSORS IN THE DIGITAL AGE

A BRIEF 101 COURSE:

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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

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GET INVOLVED

FIND THINGS YOU CAN DO TO SUPPORT YOUR POTENTIAL 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?

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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

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KENDRA-ISM:

“People will find a way to work with people they like.”

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PACKAGES

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Case Study:

Consider the Olympics

http://www.olympic.org/sponsors

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BRILLIANT!

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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

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4. Use Linked Logos

5. Provide current reports

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6. Photos of sponsorship

in action

7. Video & Description of company

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Consider sponsor logo

placement on the web.

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YOUR OPTIONS

Do you know the different ways you can display sponsors on your website?

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HOMEPAGE BAR

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SPONSOR PAGE LOGO

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SPONSOR PAGE LINK

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SPONSOR PAGE LIST

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EVENT DETAIL PAGE LOGO

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EVENT DETAIL PAGE LINK

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LIMIT DON’T

YOUR SPONSORS

TO ONE LOGO

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What can you do for your bigger sponsors?

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Declare a website sponsor.

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For presenting event sponsors, share the name of the sponsor on the web in a

prominent space.

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Name your facilities after sponsors and place those on the web.

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Make sure your sponsors translate to your mobile website.

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Speaking of mobile—is there

an app for that?

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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

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WARNING: A word of

Don’t oversaturate your space.

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CAN YOU HAVE TOO MANY?

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Set email sponsors.

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Give shout outs to your

sponsors on social media.

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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.

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• 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

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EDITORIAL CALENDAR

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www.SaffireEvents.com/calendar

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If you’re creating YouTube videos, preroll a sponsor logo.

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Give your sponsors space on your YouTube Channel.

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Add sponsor logos to

print-at-home tickets.

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THE BOX

THINK OUTSIDE

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BANNER BLINDNESS

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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.

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SWEET LEAF TEA

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

Photos © Getty Images

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BURGER KING Sponsored charging station on event grounds

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

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Measureable Results PROVIDE

You must

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Sponsors like NUMBERS

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The best way to show sponsor return on

investment the web is

GOOGLE ANALYTICS

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SPONSORS? What should I show

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TOTAL VISITS

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AUDIENCE OVERVIEW

AUDIENCE>OVERVIEW

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VISITS ON SPONSOR/EVENT PAGE

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CONTENT DRILLDOWN

BEHAVIOR>SITE CONTENT>CONTENT DRILLDOWN

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MAGIC The

# of visits

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IT VARIES

• Don’t be discouraged!

• Many reasons people partner with you.

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

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TOTAL TIME ON SITE & PAGES

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ENGAGEMENT

AUDIENCE>BEHAVIOR>ENGAGEMENT

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OFFSET High engagement can

low visits

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CLICKS PER SPONSOR LOGO

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CLICKS PER SPONSOR LOGO

BEHAVIOR>EVENTS>OVERVIEW>EVENT LABEL http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html

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PER FACEBOOK POST

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

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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!)

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1 2 3 PROVIDE PREPARE PACKAGE

THREE P’s OF SPONSORSHIP

REVIEW

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WHO WE ARE • Based in Knoxville, TN

• Regional Fair

• 153,000+ Attendees in 2013

• 6 Year Round Employees

• 95th Year in 2014

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WE’RE SOCIAL.

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TIP #1 KNOW YOUR AUDIENCE • What do THEY want to see?

• USE your analytics

• Tie your sponsors to popular content

• Helps you showcase your VALUE to sponsors

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TIP #2 ORGANIC CONTENT “We are proud to welcome Lee Brice on Sept 12, presented by the Tennessee Lottery! Who’s excited to see Lee?”

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TIP #3 CONTESTING The power of FREE Tickets

Attract new followers - More followers = more value for sponsors

Wendy’s of Knoxville (2 one day contests = 2,000 new followers)

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TIP #4 DON’T OVER DO IT Showcase Key Sponsors

Be Strategic (Pepsi vs. Bob’s Funeral Home)

Track Success, Ask for More $ Next Year

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TIP #5 DOCUMENT YOUR EFFORTS Screenshots!

Effective Proof Books = Wow Factor & $$$

Build A Portfolio New Sponsors

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QUESTIONS?

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CASSIE ROBERTS

www.saffireevents.com

@SaffireEvents

SARAH THOMPSON @TNValleyFair

www.tnvalleyfair.org