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TFEA 2014 Earning the Digitial Sponsorship Dollar
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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?
