sponsorship deals and increasing reach
Post on 21-Oct-2014
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Matt Pensinger, SVP, Managing Director Jack Morton Worldwide spoke at this years Event Marketer Summit about sponsorship and increasing reach for campaigns.TRANSCRIPT
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