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Cassie Roberts| Saffire Events
EFFECTIVELYUSING
DIGITAL PLATFORMS
TO SUPPORTSPONSORSHIP
Sarah Thompson|TennesseeValley Fair

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SPONSORSHIP HUMOR

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Sponsors
WHAT ARE
SPENDING?

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TOTAL SPENT IN USA

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

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GET A SLICE

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

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PROVIDEPREPARE PACKAGE
THREE P’s OF SPONSORSHIP

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1
PREPARE
TO WORK WITH SPONSORS
IN THE DIGITALAGE
A BRIEF101 COURSE:

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GET EDUCATED
BE SMART ABOUTWHATYOU ARE OFFERING YOUR SPONSOR
• Know your business
• Use Videos to show off your brand
• Learnabout potential sponsors’ businesses
• Research them onlinebefore you go
• Offer relevant creativepartnershipoptions

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GET INVOLVED
FIND THINGS YOU CANDO TOSUPPORT YOURPOTENTIALSPONSOR’SBUSINESS
• Can you use their product/service at your event?
• Social media giveaways
• Can you recommendtheir product/serviceto
someone else?
• Can you volunteer orsend volunteers totheir organization?

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GET ORGANIZED
MAKE IT EASY FORYOUR SPONSORS TO LOVE YOU
• Make yoursponsorship packages clear, concise &available online
• Organize yourinvoices
• 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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KENDRA-ISM:
“Peoplewill find a wayto workwith
people they like.”

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2
Build unique (digital) sponsor
PACKAGES

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Case Study:
Consider the Olympics
http://www.olympic.org/sponsors

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BRILLIANT!

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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

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4. Use Linked
Logos
5. Provide
current
reports

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

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Consider sponsor logo
placement on the web.

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YOUR OPTIONS
Do you knowthe different ways you can
display sponsorson yourwebsite?

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HOMEPAGE BAR

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SPONSOR PAGE LOGO

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SPONSOR PAGE LINK

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SPONSOR PAGE LIST

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EVENT DETAIL PAGE LOGO

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EVENT DETAIL PAGE LINK

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LIMIT
DON’T
YOUR SPONSORS
TO ONELOGO

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What can you do for your
bigger sponsors?

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Declarea website sponsor.

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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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Name your facilitiesafter sponsors and
place those on the web.

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Make sure your sponsors translate
to your mobile website.

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Speaking of mobile—is there
an app for that?

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

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CAN YOU HAVETOO MANY?

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Set email sponsors.

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Give shout outs to your
sponsors on social media.

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DON’T BE AFRAID OF FREE
We can’t give away the profits!
Maybe you can’t affordNOT to.
Making sponsorsfeel special will goa long way. Most digital marketing
doesn’tcost youanything but time & effort.

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• OFFEROnesocial media post, plan to
givetwo –It’s FREE.
• GIVE unpurchasedsponsorship
benefits toan existing sponsor
• SHARE yoursponsors’postson your
Facebook wall—quickly becoming the
bestway to gain exposureon
Facebook, and businesseswill
appreciate it!
FREE Ideas

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EDITORIAL CALENDAR

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www.SaffireEvents.com/calendar

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If you’re creating YouTube videos,
preroll a sponsor logo.

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Give your sponsors space on your
YouTube Channel.

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Add sponsorlogos to
print-at-home tickets.

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THE BOX
THINK OUTSIDE

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BANNER BLINDNESS

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DIESEL
Diesel jeans, pretreatedwith mud, wind, rain and othersurprisesyou may
come acrossduring afestival;given out as promotional itemson social
media.

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SWEET LEAF TEA
Promotionwith severalcities:Giveaway tea, encourageacts ofkindness &
social mediainteraction
Photos © Getty Images

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BURGER KING
Sponsoredcharging station on eventgrounds

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TIME WARNERCABLE
Internetsponsoron eventgrounds.Peopleattendingfairs lovethis!

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3
Measureable Results
PROVIDE
You must

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Sponsorslike NUMBERS

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The best way to show
sponsor returnon
investmentthe web is
GOOGLEANALYTICS

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SPONSORS?
What should I show

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TOTAL VISITS

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AUDIENCE OVERVIEW
AUDIENCE>OVERVIEW

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VISITS ON SPONSOR/EVENT PAGE

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CONTENT DRILLDOWN
BEHAVIOR>SITECONTENT>CONTENTDRILLDOWN

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MAGIC
The
#of visits

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IT VARIES
• Don’t be discouraged!
• Many reasons people partner with you.
THE WORST THING TODO IS TOSAY I CAN’T

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TOTAL TIME ON SITE & PAGES

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ENGAGEMENT
AUDIENCE>BEHAVIOR>ENGAGEMENT

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OFFSET
High engagement can
low visits

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CLICKS PER SPONSOR LOGO

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

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PER FACEBOOK POST
Send thesestatstoa sponsorafteryou postabout them!

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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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PROVIDEPREPARE PACKAGE
THREE P’s OF SPONSORSHIP
REVIEW

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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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WE’RE SOCIAL.

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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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180K PEOPLE REACHED!

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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 $ NextYear

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TIP #5
DOCUMENT YOUR EFFORTS
Screenshots!
Effective Proof Books = Wow Factor & $$$
Build A Portfolio  New Sponsors

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QUESTIONS?

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CASSIE ROBERTS
www.saffireevents.com
@SaffireEvents
SARAH THOMPSON
@TNValleyFair
www.tnvalleyfair.org