Earning the Digital Sponsorship Dollar - And Keeping It!

1. EARNING THE DIGITAL
SPONSORSHIP
DOLLAR
Cassie Roberts | Saffire Events

2. It’s going to be a wild ride!
GET READY!

3. Share your business card at the end;
We’ll send you the slides.
NO NEED FOR NOTES

4. HISTORY

5. EVENT PORTFOLIORodeo AustinSouth Texas State FairRodeo Belton/ 4th of July CelebrationBrazos Valley FairHeart O' Texas Fair & RodeoAmarillo Tri- State FairFort Bend County FairCentral Texas State FairComal County FairOkeechobee County FairAmador County FairChowchilla County FairDodge City Round UpBrazoria County FairSan AngeloRogers County FairGreater Baton Rouge State FairCentral StatesBlack Hills Stock Show/RodeoLos FresnosTwasthe LightsReno RodeoRedding RodeoNorthwest Washington FairSikeston RodeoCarroll County FairPendleton Round-UpPony Express DaysArizona National Livestock ShowYolo County FairCalifornia Rodeo SalinasRio Grande Valley Livestock ShowOld Sorehead Trade DaysCueroTurkeyFestFiesta San Four States FairMontgomery County FairAgricultural Learning CenterGrant County FairNorth Texas State FairRooftop RodeoWest End FairCrabtree AmusementsTrinity Valley ExpositionBrackenridge Recreation ComplexKitsap Rodeo CowpokesRefugio County FairRockdale Fair & RodeoSalvation ArmyJerry Jones Education TownWings StadiumBradford County FairPasco County FairGreeley StampedeSweetwater Events ComplexiFestHardee County FairAngelina CcountyFair/ExpoMidland OVER
130
CLIENTS!

10. SAFFIRE ASSOCIATION PARTNERS

11. SPONSORSHIP HUMOR

12. SPONSORS
WHAT ARE
SPENDING?

13. TOTAL SPENT IN USA

14. “The sponsorship pie is growing, but being cut into fewer pieces.”
-www.sponsorship.com

15. GET A SLICE

16. ONLINE.
The most cost-effective
ways to earn your sponsorship dollars are

18. 1
2
3
PROVIDE
PREPARE
PACKAGE
THREE P’s OF SPONSORSHIP

19. 1
PREPARE
TO WORK WITH SPONSORS IN THE DIGITAL AGE
A BRIEF 101 COURSE:

20. 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

21. 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?

22. 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

23. KENDRA-ISM:
“People will find a way to work
with people they like.”

24. 2
Build unique (digital) sponsor
PACKAGES

25. CASE STUDY:
Consider the Olympics
http://www.olympic.org/sponsors

26. BRILLIANT!

27. 2. Recap this year’s Success
1. Show your experience
3. Use Mixed Media
This page can be found at:

28. 4. Use Linked Logos
5. Provide current reports

29. 6. Photos of sponsorshipin action
7. Video & Description of company

30. Consider sponsor logo
placement on the web.

31. YOUR OPTIONS
Do you know the different ways you can display sponsors on your website?

32. HOMEPAGE BAR

33. SPONSOR PAGE LOGO

34. SPONSOR PAGE LINK

35. SPONSOR PAGE LIST

36. EVENT DETAIL PAGE LOGO

37. EVENT DETAIL PAGE LINK

38. LIMIT
DON’T
YOUR SPONSORS
TO ONE LOGO

39. What can you do for your bigger sponsors?

41. Declare a website sponsor.

43. For presenting sponsors, share the name of the sponsor on the web in a prominent space.

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

47. Make sure sponsors translate to your mobile website.

49. Speaking of mobile—is there
an app for that?

51. 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

52. WARNING:
A word of
Don’t oversaturate your space.

53. CAN YOU HAVE TOO MANY?

54. Set email sponsors.

56. Give shout outs to your
sponsors on social media.

58. 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.

59. •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

60. EDITORIAL CALENDAR
www.SaffireEvents.com/calendar

61. If you’re creating YouTube videos,
pre-roll a sponsor logo.

63. Give your sponsors space on your
YouTube Channel.

65. Add sponsor logos to
print-at-home tickets.

67. THE BOX
THINK OUTSIDE

68. BANNER BLINDNESS

69. 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.

70. SWEET LEAF TEA
Promotion with several cities: Give away tea, encourage acts of kindness & social media interaction
Photos © Getty Images

71. BURGER KING
Sponsored charging station on event grounds

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

73. 3
Measureable Results
PROVIDE
You Must

74. Sponsors like NUMBERS

75. The best way to show sponsor return on investment the web is
GOOGLE ANALYTICS

76. SPONSORS?
What should I show

77. TOTAL VISITS

78. AUDIENCE OVERVIEW
AUDIENCE>OVERVIEW

79. VISITS ON SPONSOR/EVENT PAGE

80. CONTENT DRILLDOWN
BEHAVIOR>SITE CONTENT>CONTENT DRILLDOWN

81. MAGIC
The
# of visits

82. IT VARIES
•Don’t be discouraged!
•Many reasons people partner with you.
THE WORST THING TO DO IS TO SAY I CAN’T!

83. TOTAL TIME ON SITE & PAGES

84. ENGAGEMENT
AUDIENCE>BEHAVIOR>ENGAGEMENT

85. OFFSET
High engagement can
low visits

86. CLICKS PER SPONSOR LOGO

87. CLICKS PER SPONSOR LOGO
BEHAVIOR>EVENTS>OVERVIEW>EVENT LABELhttp://doteduguru.com/id7229-idiots-guide-to-event-tracking.html

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

89. 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!)

91. 1
2
3
PROVIDE
PREPARE
PACKAGE
THREE P’s OF SPONSORSHIP
REVIEW

92. FREE ONLINE MARKETING TIPS
Websitewww.saffireevents.com
The Amplifierwww.saffireevents.com/podcast
Facebook Saffire Events
Twitter @SaffireEvents
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Questions?

93. CASSIE ROBERTS
info@saffireevents.com
@SaffireEvents
www.saffireevents.com