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 [email protected]@pensinger
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