Sponsorship in the digital age for ICCA

International Congress and Convention Association #ICCAWorld#HoustonLaunch
Sponsorship in the Digital Age

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© Weil & Associates, LLC - DBA TheSponsorshipGuy

Do you need more money
for your event(s)?

What are your event’s
top challenges?
• Top 5 challenges in 2018
• Reaching new attendees (90%)
• Securing sponsors (90%)
• Securing speakers (89%)
• Reaching past attendees (89%)
• Increased competition (88%)

Agenda
• Why Digital?
• Digital Tools
• Using Data to Sell
• Q&A - Discussion

“…digital is no longer just a tool in the
toolbox but instead is an absolutely
critical, core component of the live brand
experience. The reality is that potential
attendees are discovering events and
experiences online through the web,
social, and email. But many event
marketers have yet to embrace this new
reality, putting them at risk of losing
attendees, sponsors, and revenue to
competitors.”
– Making Digital Marketing Work for Live Events - Freeman

Digital, especially mobile,
continues to grow
The live event market totals $150 billion worldwide and $60
billion in the U.S.
-Globex 2017 Executive Summary

Digital is now critical to
event success
“…in this data-driven market, not being
able to deliver measurable campaign
results that speak to both qualitative and
quantitative value will undoubtedly hurt
conference organizers’ chances at gaining
new sponsors and driving long-term
partnerships.”
-What Sponsors Want 2017 Sponsorship
Engagement Survey by Active Network

Benefits from Digital
• Sell more Sponsorship
• Increase Attendance
• Targeting and Retargeting
• By Geography
• By interest
• By previous
engagement
• Personalization
• A/B Testing of Messaging
• Improved Search
Ranking
• More and better data
• Measurement of
performance for event
and sponsors
• Increased Reach by
interest and geography
• Reach prospects beyond
your website
• More and better
inventory to sell

Digital Tools
Event Tech, Data, Social Media, Video and
Email

Live Streaming
• “Facebook Live lets you connect directly and
intimately with fans and attendees.”
• It’s highly engaging, typically attracting 6x as many
interactions
• Reaches an audience far beyond the physical
boundaries of any one event.
• Track Live Views, Total Views, Watch Time,
Engagement and Net Followers
• Conferences, Festivals, Concerts and Live Speakers
are the 2nd most watched type of content

Facebook Live -
Examples
• https://live.fb.com/
• https://m.facebook.com/story.php?story_f
bid=1315061111854096&id=107776497225
0379&_rdr
• Click to purchase from Social Sites

Geo Fencing – Location Based Targeting

Digital Event Bag
A custom-branded, dedicated
landing page that serves as the
central hub for your sponsor &
exhibitor messaging
Available to your attendees
before, during and after the event
Viewable across multiple devices,
with no app to download
Full of a variety of interactive
options to engage attendees

Sponsors Love Data

Sample
Digital Event
Bag
Outreach

Mobile Apps at
Events
• LinkedIn and Facebook Before
• Twitter, Facebook, and Instagram On-Site
• The Event App
• 78% Agenda
• 68% Maps, Floorplan
• 38% Speakers – Entertainment
• 38% Messaging and Networking
• 38% Exhibitor profiles

Which tools appeal to you
and why?

Email marketing the most used
and most effective promotion tactic
85.92%
said email marketing is their most effective event
promotion tactic
• Email segmentation is a huge opportunity
• Research shows that relevant emails drive 18X more
revenue than broadcast emails.

Using Data to Grow and Sell Sponsorships

Old Way
• Web Traffic
• Clicks, views, time on site
• Social Measurements
• Facebook, Instagram,
Twitter
• Demographics
• Age, Gender, Income
• Attendance
• Total number in
attendance
New Way
• Audience Alignment
• Insights – values, goals,
lifestyle
• Level of Engagement
• What engages them? How do
they engage? What are they
saying and doing? What
content and activities do they
engage with and why?
• Volume, Frequency and Scale
• You have proved alignment,
now give them quantity
• Cost Per vs. other channels
Using Data to Close Deals

Lifestyle
Data
Example

How Data is Captured
• Online and Mobile
• Pre-event, on-site, and post event
• Social Media
• Event Apps
• Online Registration – Profiles (Ticketing)
• Email Surveys and Opens
• Tracking Tags and Pixels

Creating value with Data
• Audience Insights Reports
• Upsell and add sponsors
• Demographic, psychographic & online behavioral/interest
level content
• Employ basic SEO strategies to make content easy to find
on the web
• Leverage analytics tools that track the online activity of site
visitors
• Audience extension

The Value of Complete
Attendee Profiles
• Targeted messaging, special offers, and
communications.
• Improve education content programming.
• Foster two-way communication with attendees.
• Provide more data and insights to marketing and
sales.
• Deliver more value to exhibitors and sponsors.
• Better track event performance and ROI.

Benefits of
Adopting Event
Tech
(Data = Insights)
• Improved Ability to Track and measure
• Improved Event Registration and attendance
• Increased Process Productivity
• Better Attendee Experience
• Better Planning and Execution to Goals and Strategy
• -The Event Marketing Revolution – Harvard Business Review Analytic
Services

“2019 will be the first year when digital ad spend
surpasses traditional media investments, yet only 3% of
corporate sponsorship budgets are allocated to digital
advertising.
Brands are begging for more digital solutions, but
sports organizations, conferences/tradeshows and
music festivals are still selling logos on the footer of
their websites.
It’s time for the corporate sponsorship industry to
adopt the same digital and programmatic advertising
capabilities as the mainstream marketing industry.”
Chris Shreeve
Co-Founder – VP Business Development, Programetrix

Checklist
 What data do we have but don’t use?
What data sources do we have but don’t use?
How can we use this data to generate insights that sponsors value?
What tools can we utilize to extend the length of attendee / audience
engagement?
What tools can we use to expand our reach beyond the attendees?

larry@thesponsorshipguy.com
www.thesponsorshipguy.com

Resources
• The Event Marketing Revolution – Harvard
Business Review Analytic Services
• The Rise of the Event Technology Stack –
eMarketer –Interview with Alon Alroy CMO
Bizzabo
• Making Digital Marketing Work for Your Live
Events – Freeman
• What Sponsors Want 2017 Sponsorship
Engagement Survey by Active Network
• 2017 Freeman Global Brand Experience Study
• BizBash 2017 Technology Report
• The Power of Live Event Data Survey – Cvent –
EventMarketer
• The State of Conferences and Corporate
Events in 2018: Challenges and Trends –
Eventbrite
• The Ultimate Guide to Using Facebook Live at
Your Events – Eventbrite/Facebook
• The Experience Movement How Millennials
Are Bridging Cultural & Political Divides
Offline – Eventbrite
• Globex 2017 Executive Survey
• https://www.psfk.com/report/advertising-
playbook
• Making Digital Marketing Work for Live Events
- Freeman

Provide your session feedback
via the ICCA Meetings App and
help us to shape next year’s
education programme!
Join the online
conversation with the
#ICCAWorld
#HoustonLaunch
International Congress and Convention Association #ICCAWorld#HoustonLaunch

Exercise: Select,
Implement, Monetize
• Digital Assets
• Digital Event Bag
• Live Streaming on FB or LI
• Geo Fencing
• Selling with Data
• Email Marketing
• Mobile Apps

Sponsorship in the digital age for ICCA

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