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Cassie Roberts | Saffire Events
EFFECTIVELY USING
DIGITAL PLATFORMS TO SUPPORT SPONSORSHIP
Sarah Thompson| Tennessee Valley Fair
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“The sponsorship pie is growing, but
being cut into fewer pieces.” -www.sponsorship.com
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GET EDUCATED
BE SMART ABOUT WHAT YOU ARE OFFERING YOUR SPONSOR
• Know your business
• Use Videos to show off your brand
• Learn about potential sponsors’ businesses
• Research them online before you go
• Offer relevant creative partnership options
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GET INVOLVED
FIND THINGS YOU CAN DO TO SUPPORT YOUR POTENTIAL SPONSOR’S BUSINESS
• Can you use their product/service at your event?
• Social media giveaways
• Can you recommend their product/service to someone else?
• Can you volunteer or send volunteers to their organization?
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GET ORGANIZED
MAKE IT EASY FOR YOUR SPONSORS TO LOVE YOU • Make your sponsorship packages clear, concise & available online
• Organize your invoices
• Allow sponsors to pay online- a digital age bonus!
• Add a sponsor’s logo to your website DURING a sponsor meeting
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2. Recap this year’s Success
1. Show your experience
3. Use Mixed Media
This page can be found at: http://www.olympic.org/sponsors/100-years-of-olympic-marketing
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For presenting event sponsors, share the name of the sponsor on the web in a
prominent space.
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APP OPPORTUNITIES
• Splash page (opening page)
• Certain App Functions—for example an interactive map could be sponsored by Garmin, food court info by a grocery store etc.
• Banner Ads within the app
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DON’T BE AFRAID OF FREE
We can’t give away the profits!
Maybe you can’t afford NOT to.
Making sponsors feel special will go a long way. Most digital marketing doesn’t cost you anything but time & effort.
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• OFFER One social media post, plan to give two –It’s FREE.
• GIVE unpurchased sponsorship benefits to an existing sponsor
• SHARE your sponsors’ posts on your Facebook wall—quickly becoming the best way to gain exposure on Facebook, and businesses will appreciate it!
FREE Ideas
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DIESEL
Diesel jeans, pretreated with mud, wind, rain and other surprises you may come across during a festival; given out as promotional items on social media.
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SWEET LEAF TEA
Promotion with several cities: Give away tea, encourage acts of kindness & social media interaction
Photos © Getty Images
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TIME WARNER CABLE Internet sponsor on event grounds. People attending fairs love this!
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IT VARIES
• Don’t be discouraged!
• Many reasons people partner with you.
THE WORST THING TO DO IS TO SAY I CAN’T
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CLICKS PER SPONSOR LOGO
BEHAVIOR>EVENTS>OVERVIEW>EVENT LABEL http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html
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PER TWEET
• You can now view analytics from your twitter account!
• Go to http://analytics.twitter.com/
• It’s going to say “Advertise on Twitter” (Since you’re smart, you will know it’s more than that now!)
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WHO WE ARE • Based in Knoxville, TN
• Regional Fair
• 153,000+ Attendees in 2013
• 6 Year Round Employees
• 95th Year in 2014
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TIP #1 KNOW YOUR AUDIENCE • What do THEY want to see?
• USE your analytics
• Tie your sponsors to popular content
• Helps you showcase your VALUE to sponsors
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TIP #2 ORGANIC CONTENT “We are proud to welcome Lee Brice on Sept 12, presented by the Tennessee Lottery! Who’s excited to see Lee?”
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TIP #3 CONTESTING The power of FREE Tickets
Attract new followers - More followers = more value for sponsors
Wendy’s of Knoxville (2 one day contests = 2,000 new followers)
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TIP #4 DON’T OVER DO IT Showcase Key Sponsors
Be Strategic (Pepsi vs. Bob’s Funeral Home)
Track Success, Ask for More $ Next Year
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TIP #5 DOCUMENT YOUR EFFORTS Screenshots!
Effective Proof Books = Wow Factor & $$$
Build A Portfolio New Sponsors