Kelly J Semrad PhD Rosen College of Hospitality Management The Purpose of this Presentation P rovide a method for planners to create innovative sponsorship opportunities that are a marketing asset for corporations ID: 409432
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Innovative & “Doable” Sponsorship Programs that Add Value
Kelly J. Semrad, Ph.D.Rosen College of Hospitality ManagementSlide2
The Purpose of this Presentation:
Provide a method for planners to create innovative sponsorship opportunities that are a marketing asset for corporations.
Increase experiential marketing opportunities
Boost the event’s bottom-line
Use digital platforms
Add value to the eventSlide3
The Bare Bones
Planners
•
Corporations
Sponsorships
Congruency
Activation
•
Opportunity
•Slide4
Why
do most of us (planners) want to obtain sponsors?
(Semrad, 2013)
To plug a budget hole
To support a new project
To make events more competitive
To provide networking opportunities
To increase exposure
To provide start-upfundsTo fuel growth To add value
To provideadditional benefitsTo create a goodimageTo form a marketingpartnershipSlide5
Why do most of us (planners) struggle to sell sponsorships?
(Semrad, 2013)
Lack of time
Lack of resources
Lack of funds
Lack of expertise
Lack of information
Did not include sponsors in budgetStarted looking for sponsors to lateEvent is not “sponsorable”Not successful in the pastShort lead time
Red tapeRules & RegulationsExclusivity issuesTurf issuesSlide6
Let’s Start With the Basic Definition…
A sponsorship is a marketing opportunity
in which an individual or organization (the sponsor)
invests cash, goods, or services
in another organization or some aspect of that organization
to gain access to specific assets
(such as organization members or impressions) that are
expected to improve the sponsor’s marketplace position.
Title SponsorPresenting SponsorIn-Kind SponsorTiered Sponsor
Hosting SponsorSlide7
So, All you have to do is…
Plan a whole event with very limited resources simultaneous to planning other events while also doing the rest of your job
AND…
Find potential sponsors
Write proposals
Contact potential sponsors
Meet with potential sponsors
Negotiate with potential sponsors
Scoot around any red tape to securing sponsorshipsCreate a marketing opportunity for each potential sponsorCreate a marketing asset for each potential sponsors
Customize each sponsorship for the potential sponsorsClose the deal for each sponsorshipGet each sponsor to activate the sponsorshipHelp each sponsor achieve a market place improvement by using your event
We All Have Time for This! Right?Slide8
Problem: The Red Tape
Rules and regulationsMust be cost effective for government meetingsBUT, many of us also have our own red tape when it comes to sponsorship sales
What is your red tape when it comes to selling sponsorships? Slide9
So, Let’s try to make sponsorship sales “doable”
Create
a Congruent Context (CCC)
Create
a Marketing Opportunity
Create
an Innovative Activation Practice (Asset)
BUT, first…make a commitment to giving yourself enough time to succeed.AND, second, assume we are building this process from scratch
.Slide10
#1
. Creating a Congruent Context (CCC) (Semrad, 2013b)
Why?
Why is the event occurring? Purpose Intention?
Who?
Who are the attendees? What are their needs?
Demographic?
Psychographic?Geographic?
Benefits?Behavior? When?Where?What?
What is happening at the event? What is the position?Slide11
#1
. Creating a Congruent Context (CCC) (Semrad, 2013b)
Based on the event assessment
especially
the
WHO?
Are there potential sponsors that are congruent to the purpose of your event?
Are there potential sponsors that are congruent to your target audiences? Congruency makes a difference when developing the marketing opportunity and asset!Slide12
#1
. Creating a Congruent Context (CCC) (Semrad, 2013b)
Environmental Event
BP
DawnSlide13
MUSIC FESTIVALS SHUN BIG-NAME SPONSORS: Music festivals like Coachella and Bonnaroo
are turning away big-name sponsors due to distractions from the music experience. Regardless of the large revenue, the festivals would rather have the brands give fans an interactive experience rather than market themselves on the stage. Ad Age: "Stage sponsorships are a big moneymaker, but our position has been that when you get 20,000 people in a field and they're looking at brand marketing, they're not focused on the editorial experience of the festival—the music," said Matt Frampton, vice president of advertising for Pitchfork Media.
http://bit.ly/15uyaPt
Posted July 10, 2013, 8.35 a.m. EDT
SOCIAL PARTNERSHIP LIFTS V.M.A.S SPONSORSHIP:
The ratings for Video Music Awards may have dropped dramatically last year, but the growth of social media interaction has given the MTV event a big sponsor boost. The 2013
V.M.A.s
has already set a sponsorship record, which the network partially credits to a new partnership with Twitter's TV ad targeting service, Amplify. Viacom Media Networks' Jeff Lucas told Billboard: "In the world of social media, the
VMAs is our Super Bowl and even bigger in some ways. ... We have live events but we also have topical events, and we’re gonna build off of the VMAs. I know a lot of organizations have agreements with Twitter and do different things, but I think we are the best fit. It’s a great product to build off of, not just content. We have relevant content that we can customize."
http://bit.ly/1bYH8XePosted August 23, 2013, 7:55 a.m. EDTNBC PULLS SPONSORSHIP OF GUN SHOW: Variety: “NBC Sports will not sponsor next year’s Shooting Hunting and Outdoor Trade Show—after several years of backing what organizers bill as the world’s largest gun-related trade show—citing business reasons.” The network will still attend the Las Vegas trade show to meet with clients, according to a rep.
http://bit.ly/1fdaFAFPosted October 8, 2013, 8:09 a.m. EDTSlide14Slide15
#2. Create a Marketing Opportunity
How will the proposed sponsorship match
the event objectives?
What are the sponsor’s objectives/desired outcomes
?
Seasonality issue?
Demographic issue?
Prestige issue?Market penetration issue?
Publicity issue?Sales issues?How do they want to measure the results of the sponsorship compared to the objective?Slide16
#3. Create an Innovative Activation
Budget for the activation (Don’t under spend)
Timeline Activation
connect the brand to the physical & digital sponsorship components
Engage
before
the event
Engage during
the eventEngage after the event
Unique, social, brand-centric, targeted, extendable, measurableSlide17
#3. Create an Innovative Activation
The University of Kentucky coordinated a hashtag campaign on Instagram resulted in powerful trending social campaign that had an incredible image database from tagged pictures on Instagram
#
WeAreUK
#
TravelPortlandSGMPSlide18
Why is your event an asset?
Why are your attendees an asset?Why are planners an asset to suppliers?Slide19
W
hy corporations would want to be involved with you?Why government meeting planners
are an asset to corporations!
Planners give access to:
Spend $890 million annually on meetings/services
Hold nearly 8,000 meetings a year
U.S. government spends approximately $14 billion annually on meeting related expenses
Seasonal reliefSlide20
Diamond ($20,000)Three – five minute piece video during a (TBD) general session (provided by sponsor)
One (1) high profile Island Booth, themed and set in your networking area as cafes (includes complimentary food and beverage provided by SGMP)
Three complimentary booth attendee registrations
Three (3) complimentary SGMP at-large memberships
Two pages (4 surfaces) ad in
Government Connections
digital versionTwo ¼ page full-color ads in Government Connections print versionFeatured ad on conference registration websiteThree month sponsorship of SGMP Training Center in Alexandria, VA
Recognition on media screen during general sessionsRecognition via social media (Facebook, LinkedIn)Sponsor ribbon on name badgesCompany logo on expo and registration signageCompany logo with link on conference websiteCompany listing in conference and marketing newsletter
Enhanced company listing in onsite programSlide21
Platinum ($15,000)
Three – five minute piece video during a (TBD) general session (provided by sponsor)
One (1) high profile Island Booth, themed and set in your networking area as cafes (includes complimentary food and beverage provided by SGMP)
Two complimentary booth attendee registrations
Two (2) complimentary SGMP at-large memberships
Two pages (4 surfaces) ad in
Government Connections digital versionTwo ¼ page black and white ads in Government Connections print version
Featured ad on conference registration websiteTwo month sponsorship of SGMP Training Center in Alexandria, VARecognition on media screen during general sessionsRecognition via social media (Facebook, LinkedIn)Sponsor ribbon on name badgesCompany logo on expo and registration signage
Company logo with link on conference websiteCompany listing in conference and marketing newsletterEnhanced company listing in onsite programSlide22
Bronze ($2,500)
Recognition via social media (Facebook, LinkedIn)
Sponsor ribbon on name badges
Company logo on conference website
Company listing in conference and marketing newsletter
Recognition on signage as co-sponsor of networking breaks
Copper ($1,000)
Recognition via social media (Facebook, LinkedIn)Sponsor ribbon on name badgesRecognition on signage as co-sponsor for networking breaks
Pewter ($500)Sponsor ribbon on name badgesRecognition on signage as co-sponsor for networking breaksSlide23
Signs, banners, show directories still have their place…Slide24
But…What
Else is there to Offer to Sponsors? (Grimaldi
, 2013)
Sponsor an event app splash page, embedded code, BUT make it interactive!
Interactive Video Walls
Charging stations
Wi-Fi Charges
QR-code games (
www.scavengerhunt.biz)Slide25
What Else is there to Offer to Sponsors
? (Grimaldi, 2013)
Sell a sponsorship on the keynote or the break-out sessions
Unwind station Play stations (
www.wowincevents.com
)
Detox
by retoxing
station“Flash Sales style” Free head shotsGreen Goods (
www.meetgreen.com)Slide26
So, where can you begin the brainstorming with future sponsorship ideas?
Current offerings?Future offerings?
Sponsor ideas?
Sponsor’s future opportunities?
BUT, First, commit to giving yourself the time you need to being successful!Slide27
Want additional sources of information?
How to Jump Start Your Sponsorship Strategy in tough times by Gail S. Bower
Made possible by: Succeeding with Sponsorship
by Patricia Martin
10 Fresh Sponsorship Ideas: Innovative Ways to Boost Your Event’s
Bottomline
by Lisa
Grimaldi (M&C)Slide28
Innovative & “Doable” Sponsorship Programs that Add Value
Kelly.Semrad@UCF.edu