Sponsorship in the digital age for ICCA
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Take advantage of Digital Assets to increase the value of your sponsorship offers to improve sponsor satisfaction by providing meaningful data, longer and better engagement. This presentation introduces 3 examples of digital sponsorship tools and addresses how to sell sponsorship with the data you gather from these strategies.
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Sponsorship in the digital age for ICCA
- 1. International Congress and Convention Association #ICCAWorld#HoustonLaunch Sponsorship in the Digital Age
- 2. Let’s Connect on LinkedIn Open App – People Icon – Near Me © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 3. Do you need more money for your event(s)?
- 4. What are your event’s top challenges? • Top 5 challenges in 2018 • Reaching new attendees (90%) • Securing sponsors (90%) • Securing speakers (89%) • Reaching past attendees (89%) • Increased competition (88%)
- 5. Agenda • Why Digital? • Digital Tools • Using Data to Sell • Q&A - Discussion © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 6. “…digital is no longer just a tool in the toolbox but instead is an absolutely critical, core component of the live brand experience. The reality is that potential attendees are discovering events and experiences online through the web, social, and email. But many event marketers have yet to embrace this new reality, putting them at risk of losing attendees, sponsors, and revenue to competitors.” – Making Digital Marketing Work for Live Events - Freeman
- 7. Digital, especially mobile, continues to grow © Weil & Associates, LLC - DBA TheSponsorshipGuy The live event market totals $150 billion worldwide and $60 billion in the U.S. -Globex 2017 Executive Summary
- 8. Digital is now critical to event success “…in this data-driven market, not being able to deliver measurable campaign results that speak to both qualitative and quantitative value will undoubtedly hurt conference organizers’ chances at gaining new sponsors and driving long-term partnerships.” -What Sponsors Want 2017 Sponsorship Engagement Survey by Active Network
- 9. Benefits from Digital • Sell more Sponsorship • Increase Attendance • Targeting and Retargeting • By Geography • By interest • By previous engagement • Personalization • A/B Testing of Messaging © Weil & Associates, LLC - DBA TheSponsorshipGuy • Improved Search Ranking • More and better data • Measurement of performance for event and sponsors • Increased Reach by interest and geography • Reach prospects beyond your website • More and better inventory to sell
- 10. Digital Tools Event Tech, Data, Social Media, Video and Email
- 11. Live Streaming • “Facebook Live lets you connect directly and intimately with fans and attendees.” • It’s highly engaging, typically attracting 6x as many interactions • Reaches an audience far beyond the physical boundaries of any one event. • Track Live Views, Total Views, Watch Time, Engagement and Net Followers • Conferences, Festivals, Concerts and Live Speakers are the 2nd most watched type of content
- 12. Facebook Live - Examples • https://live.fb.com/ • https://m.facebook.com/story.php?story_f bid=1315061111854096&id=107776497225 0379&_rdr • Click to purchase from Social Sites © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 13. Geo Fencing – Location Based Targeting © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 14. © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 15. Digital Event Bag A custom-branded, dedicated landing page that serves as the central hub for your sponsor & exhibitor messaging Available to your attendees before, during and after the event Viewable across multiple devices, with no app to download Full of a variety of interactive options to engage attendees © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 16. Sponsors Love Data © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 18. Mobile Apps at Events • LinkedIn and Facebook Before • Twitter, Facebook, and Instagram On-Site • The Event App • 78% Agenda • 68% Maps, Floorplan • 38% Speakers – Entertainment • 38% Messaging and Networking • 38% Exhibitor profiles
- 19. Which tools appeal to you and why?
- 20. Email marketing the most used and most effective promotion tactic 85.92% said email marketing is their most effective event promotion tactic • Email segmentation is a huge opportunity • Research shows that relevant emails drive 18X more revenue than broadcast emails. © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 22. Using Data to Grow and Sell Sponsorships © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 23. Old Way • Web Traffic • Clicks, views, time on site • Social Measurements • Facebook, Instagram, Twitter • Demographics • Age, Gender, Income • Attendance • Total number in attendance © Weil & Associates, LLC - DBA TheSponsorshipGuy New Way • Audience Alignment • Insights – values, goals, lifestyle • Level of Engagement • What engages them? How do they engage? What are they saying and doing? What content and activities do they engage with and why? • Volume, Frequency and Scale • You have proved alignment, now give them quantity • Cost Per vs. other channels Using Data to Close Deals
- 24. © Weil & Associates, LLC - DBA TheSponsorshipGuy Lifestyle Data Example
- 25. How Data is Captured • Online and Mobile • Pre-event, on-site, and post event • Social Media • Event Apps • Online Registration – Profiles (Ticketing) • Email Surveys and Opens • Tracking Tags and Pixels © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 26. Creating value with Data • Audience Insights Reports • Upsell and add sponsors • Demographic, psychographic & online behavioral/interest level content • Employ basic SEO strategies to make content easy to find on the web • Leverage analytics tools that track the online activity of site visitors • Audience extension © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 27. The Value of Complete Attendee Profiles • Targeted messaging, special offers, and communications. • Improve education content programming. • Foster two-way communication with attendees. • Provide more data and insights to marketing and sales. • Deliver more value to exhibitors and sponsors. • Better track event performance and ROI. © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 28. Benefits of Adopting Event Tech (Data = Insights) • Improved Ability to Track and measure • Improved Event Registration and attendance • Increased Process Productivity • Better Attendee Experience • Better Planning and Execution to Goals and Strategy • -The Event Marketing Revolution – Harvard Business Review Analytic Services © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 29. © Weil & Associates, LLC - DBA TheSponsorshipGuy “2019 will be the first year when digital ad spend surpasses traditional media investments, yet only 3% of corporate sponsorship budgets are allocated to digital advertising. Brands are begging for more digital solutions, but sports organizations, conferences/tradeshows and music festivals are still selling logos on the footer of their websites. It’s time for the corporate sponsorship industry to adopt the same digital and programmatic advertising capabilities as the mainstream marketing industry.” Chris Shreeve Co-Founder – VP Business Development, Programetrix
- 30. Checklist What data do we have but don’t use? What data sources do we have but don’t use? How can we use this data to generate insights that sponsors value? What tools can we utilize to extend the length of attendee / audience engagement? What tools can we use to expand our reach beyond the attendees? © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 31. larry@thesponsorshipguy.com www.thesponsorshipguy.com © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 32. Resources • The Event Marketing Revolution – Harvard Business Review Analytic Services • The Rise of the Event Technology Stack – eMarketer –Interview with Alon Alroy CMO Bizzabo • Making Digital Marketing Work for Your Live Events – Freeman • What Sponsors Want 2017 Sponsorship Engagement Survey by Active Network • 2017 Freeman Global Brand Experience Study • BizBash 2017 Technology Report • The Power of Live Event Data Survey – Cvent – EventMarketer • The State of Conferences and Corporate Events in 2018: Challenges and Trends – Eventbrite • The Ultimate Guide to Using Facebook Live at Your Events – Eventbrite/Facebook • The Experience Movement How Millennials Are Bridging Cultural & Political Divides Offline – Eventbrite • Globex 2017 Executive Survey • https://www.psfk.com/report/advertising- playbook • Making Digital Marketing Work for Live Events - Freeman © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 33. Provide your session feedback via the ICCA Meetings App and help us to shape next year’s education programme! Join the online conversation with the #ICCAWorld #HoustonLaunch International Congress and Convention Association #ICCAWorld#HoustonLaunch
- 34. © Weil & Associates, LLC - DBA TheSponsorshipGuy
- 35. Exercise: Select, Implement, Monetize • Digital Assets • Digital Event Bag • Live Streaming on FB or LI • Geo Fencing • Selling with Data • Email Marketing • Mobile Apps © Weil & Associates, LLC - DBA TheSponsorshipGuy
Notas del editor
- Going to introduce you to the importance of digital and some simple ways to increase sponsorship revenue whether you are a CVB nonprofit or b2b corp event
- Every year event producers are asked to find ways to produce more and more revenue. How much can you keep raising prices or coming up with variations on the same benefits? CVB – NonProfit – Corporate all face the same challenges. My advice to my clients is utilize digital.
- 2018 Survey ask audience. Martijn will circulate mike. Ask and then reveal. Need help with this slide reveal Could be a survey question
- Does digital make your head explode? Digital is half of global advertising sponsors know what to do with it. It expands event effective reach and length of engagement Tools – There are many –I’m going to show you a few. Some are well established and underutilized and other may be new or need insights on how to use. You need to know how to sell these assets or utilize the info you get from them We are going to stop after each topic to explore and clarify Digital is where sponsors live. They are familiar.
- How many of you are checking your phone right now? U.S. adults spend over 10 hours per day watching, listening or reading content across all their device Smartphones (65% of total digital usage) How can you take advantage of this trend for your events. Not just fluff. Revenue The Nielsen Total Audience Report: Q2 2018
- “…digital is no longer just a tool in the toolbox but instead is an absolutely critical, core component of the live brand experience. The reality is that potential attendees are discovering events and experiences online through the web, social, and email. But many event marketers have yet to embrace this new reality, putting them at risk of losing attendees, sponsors, and revenue to competitors.” – Making Digital Marketing Work for Live Events - Freeman
- We are here to talk about Sponsorship – but there are plenty of other benefits too Proof! Insights. Content
- Number one platform is Facebook Live
- How Geo Fencing Works
- Link to actual live bag.
- Attribution -
- My advice to my clients is utilize digital. So that is what we are going to talk about. We are going to cover:
- Why do sponsors still desire dedicated emails? Sponsors love dedicate email because it’s a chance for them to get their story in front of event participants and see how it drives results. Let’s say your event attracts sales professionals from a wide variety of industries. This tactic lets you tell those in finance about a panel led by Charles Schwab in one email while highlighting a healthcare policy for policy makers discussion in another. Another study found that targeted emails can improve conversion — the percentage of people who receive an email and attend an event — by 355%. 89.37% of conferences and corporate events said they use email marketing to promote their event One-size-fits-all emails that don’t address your recipients needs and interests are more likely to get deleted or marked as SPAM. With attendee insight from your registration technology, you can send targeted, more relevant emails to interested attendees. -Chloe Stewart, Eventbrite’s Head of North American Sales
- Eventbrite Interterview
- Old Data – Attendance exaggerated, Social is about engagement and alignment more than numbers, Web, Clicks without context is valueless- Demographics ex: 35 y/o femalse
- How do we get data?
- By collecting more data and integrating an attendee’s digital engagement with their physical footprint at an event, event professionals can do the following more effectively: ©
- Needs work
- I will post presentation on LI.
- Please leave in PPT – will be shown while delegates walk in
- Some options for Discussion or implementation exercise.