TFEA 2014 Earning the Digitial Sponsorship Dollar

1. EARNING THE DIGITAL
SPONSORSHIP
DOLLAR
Cassie Roberts | Saffire Events

2. It’s going to be a wild ride!
GET READY!

3. Share your business card at the end;
We’ll send you the slides.
NO NEED FOR NOTES

4. HISTORY

5. EVENT PORTFOLIORodeoAustin
South TexasState Fair
RodeoBelton/4thof July
Celebration
BrazosValley Fair
HeartO' TexasFair & Rodeo
Amarillo Tri-State Fair
FortBend County Fair
CentralTexas StateFair
ComalCounty Fair
OkeechobeeCountyFair
Amador County Fair
ChowchillaFair
PalominoFest
LeaCounty
CoorsCowboyClub
Washington CountyFair
TexasState ForestFestival
AmericanRoyal
ColoradoState Fair
Napa County Fair
DodgeCity Round Up
BrazoriaCounty Fair
San Angelo
RogersCountyFair
GreaterBatonRouge State Fair
CentralStates
Black Hills StockShow/Rodeo
LosFresnos
Twas the Lights
Reno Rodeo
Redding Rodeo
NorthwestWashington Fair
SikestonRodeo
DelawareState Fair
Sangamon County Fair
East Texas
Parkof East Texas
Laramie CountyFair
Benton-FranklinFair
CarrollCounty Fair
PendletonRound-Up
PonyExpressDays
Arizona NationalLivestock
Show
Yolo CountyFair
CaliforniaRodeoSalinas
Rio Grande Valley Livestock
Show
Old SoreheadTrade Days
CueroTurkeyFest
Fiesta San Antonio
Glenn County Fair
State Fair of Louisiana
FourStatesFair
MontgomeryCountyFair
Fiesta San Antonio
Glenn County Fair
State Fair of Louisiana
FourStatesFair
FourStatesFair
MontgomeryCountyFair
Agricultural Learning Center
Grant County Fair
NorthTexas StateFair
RooftopRodeo
WestEnd Fair
CrabtreeAmusements
Trinity Valley Exposition
BrackenridgeRecreationComplex
Kitsap RodeoCowpokes
RefugioCounty Fair
RockdaleFair &Rodeo
Children’sCenter
NILE
MATE
Volusia County Fair
Firefighter’sFair
FayetteCountyFair
ExtremeTix
Salvation Army
Jerry JonesEducationTown
Wings Stadium
BradfordCounty Fair
PascoCountyFair
GreeleyStampede
SweetwaterEventsComplex
iFest
HardeeCounty Fair
Angelina CcountyFair/Expo
Midland HorseshoeArena
HarborsideEventsCenter
My River District
TaylorCounty Expo
Five StateFair
WesternHeritage Classic
ExtracoEventsCenter
CentralWashington State
Fair
El PasoCounty Fair
OVER
130
CLIENTS!

10. SAFFIRE ASSOCIATION PARTNERS

11. SPONSORSHIP HUMOR

12. SPONSORS
WHAT ARE
SPENDING?

13. TOTAL SPENT IN USA

14. “The sponsorship pie is growing, but being cut
into fewer pieces.”
-www.sponsorship.com

15. GET A SLICE

16. ONLINE.
The most cost-effective
ways to earn your sponsorship dollars are

18. 1 2 3
PROVIDEPREPARE PACKAGE
THREE P’s OF SPONSORSHIP

19. 1
PREPARE
TO WORK WITH SPONSORS IN
THE DIGITAL AGE
A BRIEF 101 COURSE:

20. 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

21. GET INVOLVED
FIND THINGS YOU CAN DO TO SUPPORT YOUR 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?

22. 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

23. KENDRA-ISM:
“People will find a way to work
with people they like.”

24. 2
Build unique (digital) sponsor
PACKAGES

25. CASE STUDY:
Consider the Olympics
http://www.olympic.org/sponsors

26. BRILLIANT!

27. 2. Recap this
year’s Success
1. Show your
experience
3. Use Mixed
Media
This pagecan befound at: http://www.olympic.org/sponsors/100-years-of-olympic-marketing

28. 4. Use Linked
Logos
5. Provide
current
reports

29. 6. Photosof
sponsorship
in action
7. Video &
Description
of company

30. Consider sponsor logo
placement on the web.

31. YOUR OPTIONS
Do you know the different ways you can display
sponsors on your website?

32. HOMEPAGE BAR

33. SPONSOR PAGE LOGO

34. SPONSOR PAGE LINK

35. SPONSOR PAGE LIST

36. EVENT DETAIL PAGE LOGO

37. EVENT DETAIL PAGE LINK

38. LIMIT
DON’T
YOUR SPONSORS
TO ONE LOGO

39. What can you do for your
bigger sponsors?

41. Declare a website sponsor.

43. For presenting sponsors, share the name
of the sponsor on the web in a
prominent space.

45. Name your facilities after sponsors
and place those on the web.

47. Make sure sponsors translate to
your mobile website.

49. Speaking of mobile—is there
an app for that?

51. 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

52. WARNING:
A word of
Don’t oversaturate your space.

53. CAN YOU HAVE TOO MANY?

54. Set email sponsors.

56. Give shout outs to your
sponsors on social media.

58. 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.

59. • 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

60. EDITORIAL CALENDAR
www.SaffireEvents.com/calendar

61. If you’re creating YouTube videos,
pre-roll a sponsor logo.

63. Give your sponsors space on your
YouTube Channel.

65. Add sponsor logos to
print-at-home tickets.

67. THE BOX
THINK OUTSIDE

68. BANNER BLINDNESS

69. 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.

70. SWEET LEAF TEA
Promotion with several cities: Give away tea, encourage acts of kindness & social media
interaction
Photos © Getty Images

71. BURGER KING
Sponsoredcharging station on eventgrounds

72. TIME WARNER CABLE
Internetsponsoron eventgrounds.Peopleattendingfairs lovethis!

73. 3
Measureable Results
PROVIDE
You Must

74. Sponsors like NUMBERS

75. The best way to show sponsor
return on investment the
web is
GOOGLE ANALYTICS

76. SPONSORS?
What should I show

77. TOTAL VISITS

78. AUDIENCE OVERVIEW
AUDIENCE>OVERVIEW

79. VISITS ON SPONSOR/EVENT PAGE

80. CONTENT DRILLDOWN
BEHAVIOR>SITE CONTENT>CONTENT DRILLDOWN

81. MAGIC
The
# of visits

82. IT VARIES
• Don’t be discouraged!
• Many reasons people partner with you.
THE WORST THING TO DO IS TO SAY I CAN’T!

83. TOTAL TIME ON SITE & PAGES

84. ENGAGEMENT
AUDIENCE>BEHAVIOR>ENGAGEMENT

85. OFFSET
High engagement can
low visits

86. CLICKS PER SPONSOR LOGO

87. CLICKS PER SPONSOR LOGO
BEHAVIOR>EVENTS>OVERVIEW>EVENT LABEL
http://doteduguru.com/id7229-idiots-guide-to-event-tracking.html

88. PER FACEBOOK POST
Send these stats to a sponsor after you post about them!

89. 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!)

91. 1 2 3
PROVIDEPREPARE PACKAGE
THREE P’s OF SPONSORSHIP
REVIEW

92. FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?

93. CASSIE ROBERTS
info@saffireevents.com
@SaffireEvents
www.saffireevents.com