funding your executive c level events
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! di Y E ti!unding Your Executive or C-Level Events
C ti S hiCreating SponsorshipPackages for High-Level Attendees
Karen DanieleVice President and General Manager
Nth Degree Events
J h T t kJohn TatuskoAccount Executive, Space & Sponsorship Strategist
Nth Degree Events
E ti l L i C tEssential Learning Components
1. Why are executive events important?2. Setting goals3. What are the real costs of having sponsorships at your g p p y
event?4. =sing executive personas to design sponsorship and event
formats5. Identifying opportunities6. Creating sponsorships7. Pricing8. Educating sponsors on working with your audience9. Measurement
Importance to
> T h ti t
Importance toF
> S ll t ffEvent 6ro7u8ers 6otential 9:onsors> To have an executive event
> Evolution of your event> Access to people you may
not normally have access to
> Sell more stuff> Develop relationships at the
executive level> Look smarty
> Focus Group level feedback> Sell more stuff
> Look smartAdd RC l F S
> Lower cost of entry
> Adds RCool FactorS> Make people feel special> Vanity
> To have sponsorships> To have sponsorships> Increase sponsor revenue> Offset cost> Add credibility> Coat tail effect
Wh t d l k f HWhat do sponsors look forH
>Audience – are the attendees your buyers or from organizations that buy from you?
>A ill b bl i i h>Access – will you be able to interact with them? Is there value?
>Agenda – does it make sense? Is there time forAgenda does it make sense? Is there time for interaction?
S t l d bJ tiSet goals and obJectives
>Why do you have an executive event?>What are you trying to accomplish with the
?event?>Whose problem are you solving?
S t l d bJ tiSet goals and obJectives
>What are you trying to accomplish by selling sponsorships?> F ll lf f d d> Fully self funded> Cover hard costs> Make up some of the costs> Satisfy a squeaky wheel – internal constituent
What is the real cost of sellingWhat is the real cost of selling sponsorshipsH
>What do you have to lose? > Exclusivity> C fli t> Conflict> Control
K iKsing personas
>Create your executive attendee persona
>Create your sponsor persona
>Match their needs
Identify appropriateIdentify appropriate opportunities
>What are you willing to give up?>What is your organization comfortable with?>Where is the real value to your sponsors? >Where are the conflicts?
Identify appropriateIdentify appropriate opportunities
>What works> Speaking> P L l I t ti> Peer Level Interaction
>Theoretically, theyZre the experts, they want to learn from someone whoZs been there, done that, has the same perspective, someone they can relate to
> Forums Debates Discussion Groups Charlie Rose> Forums, Debates, Discussion Groups, Charlie Rose Style Interviews
Identify appropriateIdentify appropriate opportunities
>What works> Engagement
>G h i i i l h k h>Get their opinions, let them speak where they can definitely add value, but donZt let them dominate
> Networking
>This is what itZs all about> C t t> Content
>Online, Onsite & After> Elite swagg
Identify appropriateIdentify appropriate opportunities
>Common Mistake>Giving them enough rope to hang
h lthemselves>Keep it simple – if itZs too much
work theyZre going to blow itwork they re going to blow it
Identify appropriateIdentify appropriate opportunities
>What are/arenZt your competitors doing?> Providing sponsorships
Ri l>Rituals> Special outings>VIP treatmentVIP treatment>Dinners> Parties>After hours>Keynotes>Clubs/organizations/memberships>Clubs/organizations/memberships
Create sponsorshipCreate sponsorship opportunities
>Standardized> Highly evolved partner management organizations
may require more strict guidelines in order tomay require more strict guidelines in order to maintain objectivity, fairness
Create sponsorshipCreate sponsorship opportunities
>Standardized> Highly evolved partner management organizations
may require more strict guidelines in order tomay require more strict guidelines in order to maintain objectivity, fairness
>Customized> Be Opportunistic> In this economy, the more
flexible, the better
Determine best possibleDetermine best possible sponsors
>Stake Holders> Internal Groups
>Sales>Sales>Partner/Alliance Management
Organization>Targets
> Lowest Hanging Fruit> C t t B d b i l ti id th t> Content Based – obvious solutions providers that map
to the content> Strategy Based – key partners, strategic alliances
P i iPricing
>Competitive>Comparison>Be Realistic
> Keep objectives in mind> Keep current selling environment in mindKeep current selling environment in mind
>Discounting without actually RdiscountingS
Educate sponsors on how to k t t di b tmarket to audience best
>Risk = annoying high value audience
Educate sponsors on how to k t t di b tmarket to audience best
>Risk = annoying high value audience>Benefit = they do well, you do well; they look
l ksmart, you look smart
Educate sponsors on how to k t t di b tmarket to audience best
>Risk = annoying high value audience>Benefit = they do well, you do well; they look
l ksmart, you look smart>Mutually Beneficial
> They can actually add valueThey can actually add value> Adds credibility to your own content
Educate sponsors on how to k t t di b tmarket to audience best
C h h>Coach them> eou can frame a lot of your own internal
rules enforcement/preferences under the guise of coaching your sponsors for success.
> Blame the Audience
Educate sponsors on how to k t t di b tmarket to audience best
C h h>Coach them> eou can frame a lot of your own internal
rules enforcement/preferences under the guise of coaching your sponsors for success.
> Blame the Audience
RWe do a lot of work with this group, they really seem to appreciate the soft sellSy pp
ReouZll do really well with them if youf.SRRWeZve seen people have a lot of success
withfSwithf
Educate sponsors on how toEducate sponsors on how to market to audience best
>What doesnZt work> Hard sell
Educate sponsors on how toEducate sponsors on how to market to audience best
>What doesnZt work> Hard sell> N l l ti i t h th> Non peer level participants cheapen the
experience, even if theyZre internal
Educate sponsors on how toEducate sponsors on how to market to audience best
>What doesnZt work> Hard sell> N l l ti i t h th> Non peer level participants cheapen the
experience, even if theyZre internal> Booths
Educate sponsors on how toEducate sponsors on how to market to audience best
>What doesnZt work> Hard sell> N l l ti i t h th> Non peer level participants cheapen the
experience, even if theyZre internal> Booths
I f i l> Infomercials
Educate sponsors on how toEducate sponsors on how to market to audience best
>What doesnZt work> Hard sell> N l l ti i t h th> Non peer level participants cheapen the
experience, even if theyZre internal> Booths
I f i l> Infomercials> Banners, billboards and logo placements
that arenZt tied to anything
Educate sponsors on how toEducate sponsors on how to market to audience best
>What doesnZt work> Hard sell> N l l ti i t h th> Non peer level participants cheapen the
experience, even if theyZre internal> Booths
I f i l> Infomercials> Banners, billboards and logo placements
that arenZt tied to anything> Cheap swag
MMeasure
>Share it with your sponsors, if you want them to come back> H l th ll th l ROI> Help them sell themselves, prove ROI> Show them how smart they are for participating in
your event
MMeasure
>Measurement is key
RCompanies that measure event ROI (overall) are 1 i times more likely to expect an increase in their event marketing budget thanincrease in their event marketing budget than those who do not measure.S- Event Marketing Institute – EventView 2008 N h A i2008, North America
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