Sponsorship – From Logo Recognition

to Attendee Mattering

2

Presenter-Attendee Agreement

5

Vibrate please

6

Safe

space

to

agree,

disagree,

ponder,

& question

About Me

@VelChain

About You

8

Photo by jefzila - Creative Commons Attribution License https://www.flickr.com/photos/52151298@N00 Created with Haiku Deck

Learning Objectives

Your Turn:

Which learning objective is most important to

YOU?

Explore sales

strategies for

growing

sponsorship

contribution.

Gain Insights for

aligning your

sponsorship menu

with attendee

mattering.

Win – Win - WIN

Kim Skildum-Reid:

It’s no longer ‘If you love the event, you

should love our brand.’

Or ‘Pay attention to us (and our logos)!’

Instead it’s… ‘We know you love this event

— we love it too! — And we’ve thought of

a few ways to make it even better for you.’

Make best parts better Make the worst parts suck less

22

Pricing

Strategy

Market-Based?

Value Based?

Cost Plus?

What attendee does or feels…

What attendee gets…

What sponsorship inventory

items fall short on mattering

and should be killed?

What are/should you charge for

Attendee Wi-Fi?

Mobile App?

exclusive sponsors of …

Organize around your best customers

and their goals, not your products.

Transactional

EVERYONE ELSE

MID TIER (50-100

Companies)

TOP TARGETS

(10-25 Companies)

Consultative

Budget Spender vs. Budget Maker

Leverage

Leadership

Relationships:

Match

Power

with

Power

Sponsorship Leverage

(aka Activation)

“Leverage – also known as

activation… is what a sponsor does

with a sponsorship after the deal is

done and is the most critical factor

in getting a good result from an

investment.”

Kim Skildum-Reid

The Corporate Sponsorship Toolkit

eyeballs

clicks conversations

views

metrics

sound bites

feedback

stories

actions data

opportunities

87% Have Increased Need for

Validated Results

Source: IEG/Performance Research 2013 Sponsorship Decision-Makers Survey