EM SUMMIT 2012MICROSESSION

SPONSORSHIP DEALS

INCREASING REACH

THE NEXT SPONSORSHIP RENEWAL

MATT PENSINGER

SVP, MANAGING DIRECTOR

Global Brand Experience Agency

- Worked on property, brand & agency side

- First EM Summit was in 2005

6 THOUGHTS IN 20 MINUTES

6 THOUGHTS:

#1: SPONSORSHIP GUT CHECK#2: ACTIVATION RATIO#3: FIT / IMPACT MODEL#4: TERM SHEET REVIEW#5: STANDARD TRAP REVIEW#6: DIRECT SALES

#1: WHY?

Addresses a business problem?

YES? Advance to nextstep

NO? Then, ???

VS.

OLD THINK AWARENESS

NEW THINK ADVOCACY

#2: ACTIVATION RATIO

• Analyze total budget spend to activate partnership – and forecast reality for renewal phase

• Consider which elements are driving tangible results– Can they be amplified?

• Sponsor fee : activation spend should be greater than 1:1

#2: ACTIVATION RATIOWHAT YOU DO DRIVES THE VALUE

#3: FIT / IMPACT

• Fit dimensions– Fits our strategy – strategically sound

(addresses business problem)– Fits our brand– Fits our target customers– Fits our markets– Fits seasonality of our business– Allows us to demonstrate our value

proposition

#3: FIT / IMPACTBRAND ALIGNMENT IS KEY FACTOR

• Impact dimensions– Reach

• Attendance / qualified audience• Ratings• Digital footprint

– Results• Direct sales• Changes in brand drivers• Experience participation• Leads generated

– Benefit > cost

#3: FIT / IMPACTBUSINESS DRIVERS FOR RESULTS

FIT

IMPACT

Benefit:Cost ratio = 1:1

#4: TERM SHEET REVIEW

• Rank the importance of each asset for your business today

• Rank how well each asset was delivered by the property

• Then, rank how valuable you think the property sees each of the assets

• Look for the disconnects and bring that into your negotiation

#4: TERM SHEET REVIEWASSESS PERFORMANCE OF CONTRACT

#5: STANDARD TRAP REVIEW

• Category Exclusivity• Playoff clauses• Annual fee escalators (not tied to

performance)• Tickets• Appearance fees/expenses• Speaker/Demo slots• Logo inclusion• Standard package throw-ins

#5: STANDARD TRAP REVIEWDON’T PAY FOR WHAT YOU CAN’T LEVERAGE

#6: DIRECT SALES

• Can your product/service be utilized by property for its own business?

• Preferred sales offers to property stakeholders– Employees– Talent/players– Vendors/suppliers– Leagues/Associations– Other sponsors

• Targeted offers to end customers– Conference attendees– Season ticketholders

#6: DIRECT SALESLEAVE NO BUSINESS ON THE TABLE

PUTTING IT ALL TOGETHER

THINK ADVOCACY

TRAP REVIEW

ACTIVATIONTO FEE RATIO

FIT / IMPACT ANALYSIS

TERM SHEET REVIEW

DIRECT SALES

QUESTIONS?

EXPANDING THE REACH OF EVENTS

5 IDEAS IN 20 MINUTES

5 IDEAS:

#1: PLAN THOSE CHANNELS#2: THINK DEMOCRATICALLY#3: THINK DIFFERENT#4: BE USEFUL#5: MOBILE, MOBILE, MOBILE

• Whether live or digital, connecting with the right people is fundamental to reaching more people

• Too many B2B meetings at the wrong time in the customer cycle

• Too many consumer activations in the wrong places

• Too many digital misses – only 0.55% of YouTube videos have >1 million views; 50% have fewer than 500

• Inexcusable!

#1: PLAN THOSE CHANNELSREACH THE RIGHT PEOPLE FIRST

Channel Entice (Pre) Engage (During) Extend (Post)

Direct channels (email, CRM & ATL

comms)

#1: PLAN THOSE CHANNELS

#2: THINK DEMOCRATICALLY

• To extend the appeal of events, think of them more broadly

• Create experiences that mix up B2B and B2C audiences

• Take a “B2E—brand to everyone” approach

• Empower different kinds of brand advocates to inspire each other

BRING DIFFERENT AUDIENCES TOGETHER

SAMSUNG SIDEKICK 4G LAUNCHUNITING CHANNEL + CONSUMERS

#3: THINK DIFFERENT

• Too much same old same old in our industry

• Extend the reach of events by aiming to create unique new experiences

• Create and repurpose experience content as owned media that people will want to share

• Leverage content for goodwill and sustained interest in your event program

UNIQUE CONTENT IS THE NEW BLACK

IT’S HARD TO BREAK THROUGH—IT REQUIRES NEW THINKING

75% “WITH ALL THE MEDIA AND INFORMATION AVAILABLE TO ME, IF A BRAND WANTS TO GET MY ATTENTION IT HAS TO DO SOMETHING SPECIAL.”SOURCE: JACK MORTON RESEARCH, 2011

#4: BE USEFUL

• Give people something they actually want and/or need

• Activate a message (not just an event) – and make sure it is shareable

• Enable the experience to spread

VALUABLE, UNEXPECTED CONNECTIONS

GIVE PEOPLE SOMETHING TO TALK ABOUT

76% “I ONLY ADVOCATE BRANDS IF I’VE HAD GREAT PERSONAL EXPERIENCES WITH THEM.”

SOURCE: JACK MORTON RESEARCH, 2011

CHEVROLET SXSW 2012 “CHEVY WAS THE LOVE WINNER IN AUSTIN”

#5: MOBILE, MOBILE, MOBILE

• The new normal for all marketers is mobile

• Mobile internet usage will overtake desktop by 2014

• 91% of mobile internet is social vs. 79% on desktops

• Mobile is the critical way to extend events today – and a immediate way to trigger transactions

DIGITAL+LIVE IS SO 2011

TMALLENGAGING PARTNERS, PRESS, INFLUENCERS

PUTTING IT ALL TOGETHER

PLAN THOSE CHANNELS

MOBILEMOBILEMOBILE

THINK DEMOCRAT

THINK DIFFERENT

BE USEFUL

EXPAND YOUR REACH

Matt Pensingermatt_pensinger@jackmorton.com@pensinger