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
