The document provides tips and strategies for effectively partnering with sponsors and maximizing sponsorship value. It emphasizes tailoring promotional programs to each sponsor's identity, highlighting sponsors' areas of expertise, incentivizing social media engagement through contests and giveaways, integrating sponsors into events through branded areas and activities, and showcasing sponsor ROI through metrics like reach, engagement, website traffic and audience surveys. The goal is fostering real connections between sponsors and customers.
25. There is more to sponsorship than branding on posters, fliers,
and napkins. Sponsors want you to pay thoughtful attention
to who they are as a company, and from there, tailor your
promotional program to this identity.
26. WHAT SPONSORS WANT
• Signage is still important – the second largest sponsor “want” item
• Experiential marketing
• Expanding digital platforms
29. GETTING STARTED
• Thorough research before reaching out
• Find your shared demographics & values, and then highlight
• Brainstorm ways to more directly connect your customers to your
sponsors
•
33. FIND THE RIGHT FIT
• Think of it as targeted
prospecting instead of random
• What do you have in common
with a potential sponsor?
• What can you offer that will
benefit your sponsors the most?
34. HIGHLIGHT YOUR SPONSORS NICHE
• What do they specialize in and how can it be featured
in relation to your organization
• Food & Beverage Providers
• Internet Service Providers – On-site wifi access
• Media Outlets – Video footage, press coverage,
photography
• Waste Management – Trash & recycling pick-up
35. HIGHLIGHT YOUR SPONSORS NICHE
• What do they specialize in and how can it be featured
in relation to your organization
• Social media contests/giveaways using their
products
• Can you recommend their product/service?
39. It's critical that organizers provide a platform
for sponsors to foster real connections with
potential customers.
40. Sponsored Giveaways Rewarding Social Posts
• Reward customers for interacting with your sponsors
• Work with sponsors to make sure the incentive they
offer has value for your customers, and helps show
the sponsor’s value as well
42. SWEEPSTAKES – ENTER FOR CHANCE TO WIN
• Sweepstakes encourage the most posts in exchange for one large prize
• Sweepstakes can reward users for using a specific hashtag or for checking in at specific
locations
• Turn your sweepstakes into a “Scavenger Hunt” by including numerous check-in locations
around your event
• Tip: Include your sponsor’s booth on the list of required check-in locations
43.
44.
45. BEST POST WINS
• May result in fewer submissions, but higher
quality
• One large prize for many participants
• Choose what’s best for you, larger reach or better
quality photo
46.
47. SMALL INCENTIVES FOR EACH POST
• Ask a sponsor to offer a small donation to your charitable organization
every time a hashtag is used, either within the organization or a partner
organization
• Sponsor receives great exposure as a philanthropic organization
• Give sponsors recognition with a hashtag dedicated to them. For
example – “#ThanksSponsor”
50. SPONSORED “INFLUENCER EVENTS”
• Host a sponsored event before or
during your main event
• Invite local influencers, whether
it’s local “celebrities” or even fans
who have a lot of Followers
• Create a VIP atmosphere that
attendees will want to share
51. NEGOTIATE NUMBER OF POSTS
• Include the number of social posts in which you will
mention the sponsor, in the contract
• Also determine if the sponsor is willing to tweet or
post about you, to their audience as a substitute for
traditional sponsorship
54. REAL TIME PROMOTION
Before Your Event
• Ticket Sales at Sponsor location
• Ticket Discounts at Sponsor location
During Your Event
• 1st 100 fans that go to Sponsor’s Booth get
designated prize
55. FOSTER REAL CONNECTIONS
• Allow sponsors to share in exclusivity of special announcements
• Sneak Peek previews available to fans of event and key sponsor (i.e. concert
lineups, first available ticket sales, etc.)
• Include links to sponsors social media and website
• Encourage customers to visit sponsors at booth, at their business locations,
and online
56. DON’T BE AFRAID OF FREE
Making sponsors feel special will go a long way.
Most digital marketing doesn’t cost much beyond
time & effort.
57. • 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!
• A THANK YOU message can go a long way!
FREE IDEAS
83. TOTAL INTERACTIONS
• How many times was your sponsors hashtag used
• Paid services:
• RebelMouse
• Tagboard
• Simply Measured
84. TOTAL REACH
• How many followers potentially saw posts containing your
sponsor’s information, including reposts, retweets etc.
85. ENGAGEMENT
• How many likes,
retweets, & shares
were there of the
posts containing your
sponsor’s information
86. BEST POSTS
• Share the top posts, tweets, Instagram photos, etc with your
sponsors.
• Gives qualitative proof of the effectiveness of their sponsorship.
• They may even be able to use the user-generated content in future
campaigns, and will thank you for the assets.
89. PER TWEET
• You can now view analytics from your twitter account!
• Go to http://analytics.twitter.com/
• Provided because of advertising on Twitter
99. OPPORTUNITIES VARY
• Don’t be discouraged!
• Many reasons people partner with you.
• Make sure you’re prepared with the right
information when you meet with them.
101. CLICKS PER SPONSOR LOGOBEHAVIOR>EVENTS>OVERVIEW>EVENT LABEL
http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html
102. ADD VALUE
YEAR-ROUND MARKETING
• Collateral Materials
• Media Exposure
ON SITE EVENT PROMOTION
• Logos on Merchandise
• Signage
• Call outs via PA
• Play commercials
• Booths
HOSPITALITY
• Tickets to Events
• Recognition Dinners
• VIP Areas
• Your services
WHAT ELSE IS VALUABLE TO YOUR SPONSOR AND WHAT CAN YOU OFFER?
103. FINAL TIPS
• Written goals can help- know what you want to achieve
• Be willing to negotiate & go the extra mile
• Remember to have fun!
