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The state of event sponsorship report 2019

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THE STATE OF Event Sponsorship- Defining event sponsorship in 2019 and strategic research on the trends.
This report is for sponsorship decision-makers. In it, you’ll find the necessary information to create more effective sponsorship opportunities. The goal is for you to generate greater revenue for the event and improve the ROI for your sponsors. This mutually beneficial relationship should grow in the years to come.

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The state of event sponsorship report 2019

  1. 1. STRATEGIC RESEARCH ON THE TRENDS DEFINING EVENT SPONSORSHIP IN 2019 THE STATE OF Event Sponsorship +
  2. 2. THE STATE OF EVENT SPONSORSHIP+ COPYRIGHT All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means whatsoever (including presentations, short summaries, blog posts, printed magazines, use of images in social media posts) without express written permission from the author, except in the case of brief quotations (50 words maximum and for a maximum of 2 quotations) embodied in critical articles and reviews, and with clear reference to the original source, including a link to the original source at www.eventmanangerblog.com. Please refer all pertinent questions to the publisher. 2
  3. 3. THE STATE OF EVENT SPONSORSHIP+ CONTENTS Copyright 2 Introduction 4 Research Methodology 6 13 Trends Defining Event Sponsorship 7 Industry Level Analysis 10 Finance 11 Luxury 19 Tech 26 Healthcare 34 7 Event Sponsorship Leaders Share Their Advice 44 In Conclusion 56 About the Author 57 EventMB Studio Team 57 About Cvent 58 CMP Credits 59 Disclaimer 59 3
  4. 4. THE STATE OF EVENT SPONSORSHIP+ Marketing budgets are coming to events. This is some of the best news of 2019. Many events have an unprecedented opportunity to capitalize on a fresh injection of cash, driven by the rise of experiences. Brands prefer events as their most effective marketing channel. Fantastic news, right? Not so fast... Is your event ready to capitalize on this unprecedented opportunity? While brands chase live experiences, the traditional event sponsorship tactic of selling exposure does not reflect the marketing needs of 2019. Online marketing has given access to an incredible wealth of data. INTRODUCTION EXECUTIVE SUMMARY MARKETING LEADERS WANT MORE ACCOUNTABILITY. This report is for sponsorship decision-makers. In it, you’ll find the necessary information to create more effective sponsorship opportunities. The goal is for you to generate greater revenue for the event and improve the ROI for your sponsors. This mutually beneficial relationship should grow in the years to come. ^^ A research and analysis of 350 sponsorship packages ^^ Vertical analyses of the finance, luxury, technology and healthcare event markets ^^ A summary of the most unique ideas per vertical ^^ Comments from 7 event sponsorship leaders on the trends impacting modern sponsorship packages Inside, you’ll find Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 4
  5. 5. THE STATE OF EVENT SPONSORSHIP+ WHY RESEARCH SPONSORSHIP? EventMB’s State of the Event Industry research found that almost half (49%) of event professionals thought that their biggest challenge was finding sponsors. Even those who didn’t see it as their most substantial struggle did find difficulty in doing it. 53% agreed that finding sponsors for events is a challenge. Many eventprofs may find comfort in the fact that very few saw it as easy. Less than a quarter (22%) said that they weren’t struggling to secure sponsors. To make matters even more challenging, 17% of event planners feel retention rates of sponsors are decreasing, while only 10% believe they have stayed about the same. SPONSORSHIPS ARE BECOMING CRUCIAL IN EXPERIENTIAL MARKETING Let’s face it, finding sponsorships is a challenge, and retention rates can end up leaving something to be desired. Another concern behind the importance of sponsorships is the increasing desire to produce Wow! moments for attendees. While these can be done on a budget, much of the experiential marketing that is getting attention on social media is costly. Some event tech used in these undertakings requires larger budgets. Event planners have two choices. They can choose to innovate in an incremental, cost-conscious, conservative fashion or they can embrace enormous changes by relying on sponsorships to defray those costs. REVERSING THE TIDE WITH SPONSORSHIP TRENDS The results from the State of the Event Industry Research merely piqued our interest. We wanted to deliver the most comprehensive research ever carried on event sponsorship. Instead of asking event professionals what they would do, we looked at what they currently do. We analyzed 350 sponsorship packages in four key verticals of the event industry: ņņ FINANCE ņņ LUXURY ņņ TECHNOLOGY ņņ HEALTHCARE Sponsorship success often entails finding that sweet spot of the desired opportunity and marrying it with the analytics that proves solid return on investment. After all, your sponsors are investors in the success of your event. It must be worth their while, and this report will show you just how to align your offerings with their needs. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 5
  6. 6. THE STATE OF EVENT SPONSORSHIP+ was from networking organization events. were government agencies or affiliations. were affiliated with educational institutions. came from private organizations or public businesses. were private organizations or public businesses. were networking groups outside of formal associations. were private organizations or public businesses. of the event data was pulled from national professional associations. of luxury hosts were nonprofit organizations or foundations. of events analyzed were hosted by professional associations and societies. 49% 60% 39% 14% 5% 14% 19% 34% 5% 41% were state or regional medical associations or societies. of the events were educational consortiums or organizations. were hosted by private organizations or public businesses. of the healthcare events were hosted by national associations or medical societies. 60% 5% 16% 17% HEALTHCARE TECH FINANCE LUXURY RESEARCH METHODOLOGY In this report, we looked at 350 events that occurred over the past two years to find the most popular and most unique sponsorships. Furthermore, we reviewed the cost variance between sponsorship levels. We analyzed events pulled from publicly shared information both on the internet and in case studies across the four verticals. The data obtained came from events hosted by organizations in North America, Europe, and Asia, with most of it from the United States. Breaking down the kind of return by categorizing the type of sponsorships as either value-oriented or awareness-based, we examined events of all types across the verticals mentioned above. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 6
  7. 7. THE STATE OF EVENT SPONSORSHIP+ Understanding a general tendency of the market is critical for event professionals looking to implement successful sponsorship packages in 2019. The following trends reflect the most recurring patterns in our analysis. 13 TRENDS DEFINING EVENT SPONSORSHIP 13 TRENDS 1 2 Smaller events tend to sell a la carte options more than other types of events do. While most sponsorships were sold in packages, there were still 10-30% of events selling sponsorships a la carte style, with a customizable selection of options. Combo sponsorships are the most popular. Across all verticals, 67% of the sponsorship packages we analyzed were a combination of awareness and value. They offered branding opportunities and something of tangible value, most often event tickets or booth sales. 23% of packages offered only awareness. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 7
  8. 8. THE STATE OF EVENT SPONSORSHIP+ Gold, silver, bronze no more. Some forward-thinking event planners have dismissed the traditional “metal” names for sponsorship packages (platinum, gold, etc.) for more value-oriented titles, such as “Social Media Awareness” package. This helps marketers with sponsorship dollars to quickly identify the sponsorship opportunities best aligned with their goals. Some planners are tying titles into their themes, while others are using titles that are important to the mission or the organization. Tickets are a popular inclusion in sponsorship packages. Most of the sponsorship packages analyzed included at least one complimentary ticket. Some events offered the option of purchasing additional tickets at a deep discount. Increasing interest with discounts for future events. Some events are tying current sponsorships into future ones by offering free tickets or discounts in sponsorship for future events to those who sponsored the current event. This tactic can be successful in building on momentum, even for one-off events. After all, building on a successful established relationship with a sponsor is easier than creating a new one for each event. Meal and break sponsorships. As some of the most popular options, these often provide sponsors with the opportunity to give a speech or presentation. Creative event planners are allowing for some sponsor- performed menu selection and color-branding with the food or beverage selection like serving monochromatic snacks that match the branding colors for additional brand recognition. Tying sponsorship costs into membership. Many membership organizations are requiring (or highly enticing) sponsors to be members of their organization. Some do this through discounted sponsorship costs for members (example: members pay $500, non-members pay $750 for the same opportunity). Other organizations make membership mandatory by incorporating dues payment into the sponsorship cost. Land a variety of sponsors with flexible pricing. Some events offered special nonprofit and for-profit sponsor pricing to incentivize participation. NPO staff are trained to ask for a discount so having one ready shows a desire to meet expectations. Planners are using loyalty points to reward continued investment. For organizations with repeat or multiple events, offering potential sponsors a loyalty program (points for every sponsorship dollar they spend) can drive retention. These points can be used for discounts, upgrades, and offsetting other event spends. 3 7 8 9 4 5 6 Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 8
  9. 9. THE STATE OF EVENT SPONSORSHIP+ 10 11 12 13 Pricing variance on sponsorships depends on the vertical. The pricing variance from the top tier of sponsorship to the third tier across all verticals was at least $15,500 with the largest gap between the top tier and the third one being in luxury at $31,384 and the smallest in finance at $15,547. The largest singular spread (not averages) was in tech where an event had a $375,000 difference between first and third tier. The rise of hybrid events. In some cases, verticals are blurring. The subject matter is no longer appealing to just one industry. Niching is still a popular way of personalizing an approach to attendees, including subject matter, so overlapping is inevitable. For instance, there was some overlap in the finance and technology events we analyzed. Premium events can be leveraged to increase traffic at others. For event planners with sell-out sponsorship events and sponsorship waiting lists, setting lesser sponsorships at other events as a prerequisite to be considered for the larger one is a possible tactic. Associations with local events may consider adopting this tactic for national or state event sponsorships. This helps trickle down sponsorship dollars to the smaller events by requiring participation in them in order to be considered for the larger events. Virtual sponsorships for lower-priced opportunities. Sponsorship travel dollars dissipate quickly. Some event planners are offering lower- priced, virtual sponsorship levels for those companies that can’t attend. Now that we know the general sponsorship trends, let’s take a look at how those manifest within specific industries. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 9
  10. 10. THE STATE OF EVENT SPONSORSHIP+ So what is happening specifically in finance, luxury, tech and healthcare events?INDUSTRY LEVEL ANALYSIS ANALYSIS Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 10
  11. 11. THE STATE OF EVENT SPONSORSHIP+ FINANCE Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends We examined 57 events and their respective sponsorship offerings. The hosting organizations ranged from small networking organizations based on personal finance to large- scale professional associations. SAMPLE SIZE: 57 EVENTS ANALYSIS 11
  12. 12. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends MOST POPULAR SPONSORSHIP TYPES The most popular sponsorship types in the finance vertical included sponsorships at a variety of price points, including PRESENTING SPONSORSHIPS, which afforded the opportunity to speak in f ront of the group FINANCE LANYARDS BAGS EVENT APP WATER BOTTLES WIFI OPENING RECEPTION PHOTO BOOTH         12
  13. 13. THE STATE OF EVENT SPONSORSHIP+ These sponsorships indicate the popularity behind offering lower-margin opportunities for tighter budgets, as well as those that require a significant investment. Another interesting trend to look out for in finance includes sponsorship packages for multiple events. For example, some organizations host similar events across the country Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends FINANCE throughout the year. It can also work for events held at different times of the year in the same city. Packaging these multiple opportunities together under a larger umbrella can help use one event’s popularity to build another’s. This is a popular trend with associations and membership organizations. MOST POPULAR SPONSORSHIP TYPES 13
  14. 14. THE STATE OF EVENT SPONSORSHIP+ UNIQUE SPONSORSHIP IDEAS IN FINANCE EVENTS  Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends Content sponsorship designed to provide much of the thought- leadership content surrounding the event FINANCE Live and on-demand video sponsorship 14
  15. 15. THE STATE OF EVENT SPONSORSHIP+ SPONSORSHIP PRICING TRENDS  Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends A LA CARTE 33% Sponsorship packages are becoming more flexible and personalized. Now, instead of a gold sponsorship containing “x, y, and z,” the sponsor is being given the option of selecting a predetermined number of items or activities from a much larger list. This allows the sponsor to select what items and activities they prefer while still providing some parameters around the options. FINANCE Nearly 33% of the finance events analyzed offer some type of a la carte sponsorship activity that can be customized, not traditional designated packages. Some of these a la carte options involved customizable bundles, while others have a “create your own” selection of single-branded items, activities, and presentations. This type of menu pricing sponsorship also allows for non-exhibiting sponsorship opportunities, something many event planners have embraced (including the idea of catering to them through virtual sponsorships). 15
  16. 16. THE STATE OF EVENT SPONSORSHIP+ INTERESTING PRICING APPROACHES Some events were taking a unique approach to pricing by Including discounts on additional tickets. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends FINANCE Offering exclusive sponsorship opportunities to key or top-tier sponsors. ACFCS offered a platinum sponsorship package with enumerated benefits/items but all other sponsorships were a la carte. Basing sponsorship prices on the sponsor’s membership tier. The higher the membership tier, the lower the sponsorship package price. Basing sponsorship levels on dollars spent for a la carte items. NAFSA sponsorships are calculated by how much money is spent on individual items. There is no set “gold” package; sponsors achieve higher levels at predefined spend thresholds, like $25,000. This gives sponsors more flexibility in purchasing the options they are most interested in. Offering discounts on multiple sponsorships. The discount can be applied per event or across the organization’s list of events within a given year. It can even be applied to next year’s events. 16
  17. 17. THE STATE OF EVENT SPONSORSHIP+ We analyzed the pricing difference between the first- and second-tier as well as the second- and third-tier. In the area of finance we found the average difference is: Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends FINANCE VARIANCE between TOP 1 AND 2 $9,625 When it comes to sponsorships, event planners offer awareness- targeted and value-based packages. A sponsorship that included branded hotel key cards would improve awareness while a keynote sponsorship that also included a discount on exhibition booth pricing or free event tickets has a monetary value to it that can be directly calculated. In our findings, 68% of finance event packages offer awareness and value together in some forms, while 17.5% were sold under awareness alone. VARIANCE between TOP 2 AND 3 $5,947 AWARENESS 17.5% AWARENESS + VALUE 68% ANALYZING SPONSORSHIP TIERS AND OPPORTUNITIES  17
  18. 18. THE STATE OF EVENT SPONSORSHIP+ 1 2 3 Most events offer sponsorships at high and low ends Some have made sponsorships customizable from a list of options (or by suggestions from the potential sponsor) while others design packages Many planners are leveraging interest in this year’s event against other events in other cities or at future times KEY TAKEAWAYS FOR THE FINANCE INDUSTRY  Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends FINANCE 18
  19. 19. THE STATE OF EVENT SPONSORSHIP+ LUXURY Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends Luxury events span many industries and we analyzed the sponsorship packages for several different types from high-dollar fundraisers to VIP invite-only events. Here’s what we found. SAMPLE SIZE: 35 EVENTS ANALYSIS 19
  20. 20. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends MOST POPULAR SPONSORSHIP TYPES The most popular sponsorship types in the luxury vertical included lounge and meal sponsorships. Unlike other verticals, with luxury, the sponsorship interest seemed to be on experience and pampering and less about branded items and things. Category or industry exclusivity (or placing strict limits on numbers of sponsors from an industry) played a big role in driving sponsorships for luxury events. Some event planners gave exclusivity only to their top tier, others charged for exclusivity. For one event, sponsors could buy industry exclusivity (to be the only car company sponsor, for instance) for an added $250,000 above the chosen sponsorship package. LUXURY LOUNGE AND MEAL  20
  21. 21. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends VIP pre-party for Gridiron Greats offered a private meet and greet with Mike Ditka given to top sponsors. LUXURY Several events gave out future dinner or event passes to sponsors to increase value and keep them associated with the organization and its efforts. UNIQUE SPONSORSHIP IDEAS IN LUXURY EVENTS  21
  22. 22. THE STATE OF EVENT SPONSORSHIP+ SPONSORSHIP PRICING TRENDS  Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends A LA CARTE 10% As expected, most of the sponsorships in the luxury vertical were high-dollar opportunities with the exception of a few smaller fundraisers. Nearly 10% of the luxury events offer a la carte sponsorship activities, not packages. That’s the smallest percentage of the verticals examined. This trend reinforces the fact that luxury sponsorships are based largely around experiences and not things so planners put together experience packages, not orders for branded items as sponsorships. LUXURY 22
  23. 23. THE STATE OF EVENT SPONSORSHIP+ INTERESTING PRICING APPROACHES Some events were taking a unique approach to pricing by Dividing the sponsorship opportunities into categories. Using categories like brand awareness, entertainment, and publicity helps sponsors decide what packages to select to meet their needs quickly. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends Segmenting benefits into before, during, and after categories so sponsors are clear on what to expect. This may be an area of disconnect for many planners and sponsors, so listing these will help everyone on deliverables and other tangible items. LUXURY Calculating fair market value of sponsorship benefits within the package and listing those details in the sponsorship materials. Basing sponsorship level names on the theme. STARS Gala’s theme of “Building Magic in the Air” flavored their sponsorship levels. They used building titles instead of metals. Several events focused on high-dollar philanthropy bestowed important feel-good or business names on sponsors such as “angel,” “inspiration,” and “investor”. Bestowingnamingopportunitiesonthetop-levelsponsor. Offering sponsorship prices with and without ticket costs factored in for those who are unable to attend but still want to support organizational efforts. One creative marketing approach played upon the “why” of sponsorship by showing how sponsorship dollars were going to have a direct, tangible impact. The package listed how many nights of housing the sponsorship provides for the nonprofit. Transparency was at the core of this approach. 23
  24. 24. THE STATE OF EVENT SPONSORSHIP+ We analyzed the pricing difference between the first- and second-tier as well as the second- and third-tier. In the area of luxury we found the average difference is: Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends VARIANCE between TOP 1 AND 2 $16,693 In the luxury vertical, 90% of packages offer awareness and value, not just one or the other. This is to be expected as the sponsorship price points were higher in this vertical and thus more would be expected. . VARIANCE between TOP 2 AND 3 $14,691 AWARENESS + VALUE 90% ANALYZING SPONSORSHIP TIERS AND OPPORTUNITIES  LUXURY 24
  25. 25. THE STATE OF EVENT SPONSORSHIP+ 1 2 3 Experiences trump things in this vertical. The most popular sponsorships are activities, not swag. Providing a VIP experience for sponsors for their investment can incentivize sponsorship. Transparency and leading with the event’s “why” is a trend that is now entering into sponsorships as well KEY TAKEAWAYS FOR THE LUXURY INDUSTRY  Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends LUXURY 25
  26. 26. THE STATE OF EVENT SPONSORSHIP+ TECH Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends The tech vertical is an interesting one, a combination of experiences, technology, and branding components. SAMPLE SIZE: 124 EVENTS ANALYSIS 26
  27. 27. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends MOST POPULAR SPONSORSHIP TYPES The most popular sponsorship types in the tech industry ran the gamut and were divided between networking and marketing. TECH SNACK BREAKS LANYARDS SOCIAL MEDIA SPONSORSHIPS THE TOP LEVEL TITLE OR NAMING RIGHTS      27
  28. 28. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends TECH 50th-anniversary sponsor Lighted foot path Maps, virtual/app and paper Teen track Some sponsorships are not on a first-come first-served arrangement. At the RedHat Summit, the platinum sponsor was by invitation only, an interesting use of exclusivity as a driver to action. UNIQUE SPONSORSHIP IDEAS IN TECH EVENTS  28
  29. 29. THE STATE OF EVENT SPONSORSHIP+ SPONSORSHIP PRICING TRENDS  Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends A LA CARTE 14.4% Nearly 14.4% of the tech events offer a la carte sponsorship activities, not packages, allowing sponsors to decide how they want to spend their money on individual activities or items. It was common for tech event planners in our research to limit the number of industries represented in each area. Three-four competitors seemed to be the allowable average. TECH The tech industry also seems to be cognizant of the alternative pricing required to attract (and make feasible for) certain types of sponsors. Many events in this vertical offered free booths for open source exhibitor sponsors and nonprofit pricing. 29
  30. 30. THE STATE OF EVENT SPONSORSHIP+ INTERESTING PRICING APPROACHES Some events were taking a unique approach to pricing and sponsorship by Offering a choice about which items they sponsor through a “pick 2 or 3”, etc. Offering thought leadership and lead gen-oriented sponsorship. Giving additional tickets to the event or offering discounts on affiliated events. Some planners offered discounts for referrals as well. Discounting booth registrations based on package. For instance, gold receives a 20% discount on exhibition pricing, while silver receives 10%. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends TECH Using creative names for sponsorship packages. SIGNAL 2018 labeled their packages using visionary, creator, or maker titles. Offering priority points toward future participation that allow for things like first option/ right of refusal on available sponsorships or booth location choice. Adding a 50% discount on an additional booth for the top-tier sponsor. Using Early Bird pricing. The sooner sponsors sign up, the less expensive it is. Allowing in-kind donations and ‘gifts’ of service, equipment, or software. Not all sponsorships are subject to cheque signing. Some event planners incorporate donations of tech and tech services to cover sponsorships. 30
  31. 31. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends Some event planners embraced complete customization of their sponsorship packages. For instance, the Convergence India Conference has no set packages at all. All of their sponsorship opportunities are tailored to sponsors’ needs. It is not surprising that the tech industry would use tech to improve the sponsorship experience. The Orlando Innovation Event uses a chatbot to disperse sponsorship information. That way potential sponsors can get the information they want at a time that is convenient for them and without the need for callbacks. TECH Providing shared booth space for smaller sponsors to help minimize costs. Often, these sponsors’ services are complementary. Combining packages for top sponsorships. The OT Serve Synergy sponsorships are packaged packages. The Grand package includes three smaller, targeted packages, such as digital media. Offering member and nonmember pricing. Members are eligible for pricing awards and sponsor points. 31
  32. 32. THE STATE OF EVENT SPONSORSHIP+ We analyzed the pricing difference between the first- and second-tier as well as the second- and third-tier. In the area of tech we found the average difference is: Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends VARIANCE between TOP 1 AND 2 $16,182 In the tech vertical, 84% of packages offer awareness and value, where 16% offer one or the other. While most exhibitors or sponsors may be interested in brand exposure, the events are also offering value in how they appeal to the sponsors, often including items like free tickets for staff and/or clients as well as benefits that have a cost/value associated with them. VARIANCE between TOP 2 AND 3 $8,759 AWARENESS + VALUE 84% AWARENESS OR VALUE 16% ANALYZING SPONSORSHIP TIERS AND OPPORTUNITIES  TECH 32
  33. 33. THE STATE OF EVENT SPONSORSHIP+ 1 2 3 4 KEY TAKEAWAYS FOR THE TECH EVENT INDUSTRY  Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends TECH Tech sponsorships tend to be priced much like tech offerings are with three options. Some are allowing for a “Pick 2 or 3” for more targeted personalization. Alternative pricing strategies are common for lower budget sponsors like start-ups, nonprofits, and companies providing open-source tech. Event planners in tech offer more ways to connect through tech such as powering sponsorship questions and answers with chatbots. The definition of sponsorship money is changing. Some event planners are incorporating donations of tech and tech services to cover sponsorships instead of collecting checks. 33
  34. 34. THE STATE OF EVENT SPONSORSHIP+ HEALTHCARE Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends Healthcare was the largest vertical we analyzed. As increased interest in personalized medicine transforms the healthcare industry, we’ll see it affecting events as well. SAMPLE SIZE: 128 EVENTS ANALYSIS 34
  35. 35. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends MOST POPULAR SPONSORSHIP TYPES The most popular sponsorship types in the healthcare industry are: BAG INSERTS HEALTHCARE CONFERENCE SPONSOR PENS TITLE SPONSOR FOOD PHOTO BOOTH EXCLUSIVITY        35
  36. 36. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends MOST POPULAR SPONSORSHIP TYPES This speaks to a mix of interests, which is not surprising. Healthcare events span everything from walk-in, free wellness seminars to medical society meetings. Experience sponsorships are more popular among the latter, while branded items are more common sponsorships in the former. The unique sponsorships in the healthcare vertical fell along the lines of wellness both physical and mental, as one would expect. HEALTHCARE 36
  37. 37. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends Lactation lounge 5k run sponsorship Bark park Yoga Registrations for students Childcare Snack breaks Patient attendee roundtable attendance UNIQUE SPONSORSHIP IDEAS IN HEALTHCARE EVENTS  HEALTHCARE 37
  38. 38. THE STATE OF EVENT SPONSORSHIP+ Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends The podium The bar Poster board sponsors Website sponsorship Wifi Other popular sponsorships that were not directly wellness-related but popular include UNIQUE SPONSORSHIP IDEAS IN HEALTHCARE EVENTS  HEALTHCARE 38
  39. 39. THE STATE OF EVENT SPONSORSHIP+ SPONSORSHIP PRICING TRENDS  Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends A LA CARTE 28% Nearly 28% of the events offer a la carte sponsorship activities, not packages. This number was second only to finance in the tiers we analyzed. Most of the a la carte options were designed around awareness like promotional marketing items. Samples and swag are powerful drivers in healthcare events. HEALTHCARE 39
  40. 40. THE STATE OF EVENT SPONSORSHIP+ INTERESTING PRICING APPROACHES Some events were taking a unique approach to pricing and sponsorship by Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends Packaging sponsorships broken out by sponsor need like academic, awareness, etc. Offering discounts on sponsorship packages for existing corporate partners. Employing a loyalty program by bestowing points for each dollar spent. Giving invaluable opportunities for higher tiers to get the best space in the main hall and exhibit hall. Presenting a clear understanding of total costs of sponsorship packages in individual prices too. While some of this may be done because of regulations and the transparency required of certain types of sponsors, many healthcare event planners are listing sponsorship packages by what each item or service would cost individually so the potential sponsor could assess the value. Offering virtual packages for those who can’t attend. There are also sponsorships for the technical support of virtual attendees. Using interesting sponsorship naming conventions such as: transformer, champion, leader, and innovator. Organizing sponsorships by price so potential sponsors can easily select what fits best in their budget. HEALTHCARE 40
  41. 41. THE STATE OF EVENT SPONSORSHIP+ Like the other verticals in this report, healthcare event planners are also offering event pricing based on member or non-member status. While some are turning to adding a membership fee into sponsorship to ensure everyone is a member, we also saw the prevalence of nonprofit pricing. One event discounted sponsorships by as much as 50% for charities. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends Giving discounts to next year’s conferences. Providing first right of refusal to corporate sponsors. Placing requirements on sponsorship. Texas HFMA’s three chapters combined to offer statewide sponsorships and only those can exhibit at the TX state conference. Adding membership price into sponsorship fee so that all sponsors become members. Making top sponsor customizable. Providing discounts for early sign-ups or discounts on next year. HEALTHCARE 41
  42. 42. THE STATE OF EVENT SPONSORSHIP+ We analyzed the pricing difference between the first- and second- tier as well as the second- and third-tier. In the area of healthcare we found the average difference is: Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends VARIANCE between TOP 1 AND 2 $12,194 In the healthcare vertical, 71% of packages offer awareness and value, where 29% offers awareness alone. VARIANCE between TOP 2 AND 3 $7,718 AWARENESS 29% AWARENESS + VALUE 71% ANALYZING SPONSORSHIP TIERS AND OPPORTUNITIES  HEALTHCARE 42
  43. 43. THE STATE OF EVENT SPONSORSHIP+ 1 2 3 Loyalty matters. Many provide first right of refusal to corporate sponsors. Driving action by offering something they want. Texas HFMA’s three chapters combined to offer statewide sponsorships. Only those statewide sponsors can exhibit at the TX State Conference. Stay in contact. By adding membership price into sponsorship fee all sponsors become members and thus are connected with the organization. KEY TAKEAWAYS FOR THE HEALTHCARE EVENT INDUSTRY  Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends HEALTHCARE 43
  44. 44. THE STATE OF EVENT SPONSORSHIP+ 7 EVENT SPONSORSHIP LEADERS SHARE THEIR ADVICE What’s Standing Between You and Your Ideal Sponsors? EVENT SPONSORSHIP LEADERS ADVICE - 1 Meg Fasy Principal, FAZEFWD Meg has worked with some of the biggest brands out there, and her career spans several markets including hotel, CVB, industry associations, event technology and strategic partnerships, where she has been both a buyer and seller. Meg is best known for motivating sales and marketing teams, driving strategy and connecting people. She started FazeFWD, a sponsorship management company, because she saw the need to elevate the conversations between organizers and brand partners for the mutual goal of increasing attendee engagement. WHAT IS THE BIGGEST CHALLENGE TO SELL EVENT SPONSORSHIP IN 2019? There are two challenges that we come up against regularly: timing and competition. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 44
  45. 45. THE STATE OF EVENT SPONSORSHIP+ As more and more organizations are seeing the value in face to face meetings, more events are being created to match the internal demand. However, many of these meetings are happening in the short-term, missing the potential sponsor’s budget period. In addition to financial constraints, staffing to activate sponsorships is also a timing issue. Competition is an increasing challenge for growing revenue and your sponsorship ecosystem. Sponsors are being asked to sponsor more shows and increase their level of engagement but their internal budgets aren’t necessarily increasing at the same rate. WHAT TOOLS ARE YOU INVESTING IN FOR 2019? One focus is on matchmaking tools, specifically those that provide crowdsourced learning and networking at events. Another is communication tools. We are seeing a growing need for a quicker and an easier way for attendees to get information. WHAT TRENDS ARE DEFINING EVENT SPONSORSHIP IN 2019? The trends that we are seeing are around sustainability, collaboration and activities. We suggest to every client that they allow us to create unique opportunities that will enable their attendees to feel more engaged. People want to feel as though their time was used to improve either themselves, others or a cause. // Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends What Event Sponsors Want from your Event EVENT SPONSORSHIP LEADERS ADVICE - 2 Bobbie Carlton Founder, Carlton PR & Marketing Bobbie Carlton is the founder of Carlton PR & Marketing, a boutique integrated marketing agency. They focus on efficiently delivering marketing results for startups and small companies, and also offer a combination of PR, marketing programs, social media marketing, and content creation. She is also the founder of Innovation Nights and Innovation Women, and is a speaker bureau for entrepreneurial and technical women, and an award-winning marketing, PR and social media professional. 45
  46. 46. THE STATE OF EVENT SPONSORSHIP+ WHAT IS THE BIGGEST CHALLENGE TO SELL EVENT SPONSORSHIP IN 2019? Selling event sponsorship is quite challenging. In addition to running a killer event for attendees, you need to balance the needs and wishes of the sponsors - and these are sometimes contradictory to those of the attendees. In all things there needs to be balance. For example, there’s often little more than a sponsor would like than to spend the entire event pitching and selling their products and services. Attendees are rarely there to learn just about the sponsors. Sponsors often want your list and emails but attendees are not interested in getting a lot of emails about the same event - consolidated emails helps prevent fatigue. You also need to balance servicing the sponsors and focusing on running a great event. A high maintenance sponsor can take time away from the event itself. On the other hand, we want to work closely with our sponsors in order to improve everyone’s experience. Because our Mass Innovation Nights events are usually held inside our sponsors’ local offices, our team is actively looking for unique opportunities and experiences we can offer our guests. In terms of the actual sales process, we need to connect with the right people inside a company. Sometimes the right person is in HR, or marketing, or PR, or an innovation group. We never know who will have budget and a goal or program that coincides with what we offer. We need to find this person, discover their goal and convert them into our champion. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends And then there are the things we all struggle with, the ability to get everything done in a world where it seems like there is a never-ending stream of emails and phone calls, How do you manage your time and an overflowing inbox? There are not enough hours in the day to get everything done. WHAT TOOLS ARE YOU INVESTING IN FOR 2019? Our events are social media powered product launch events. We live on Twitter, Facebook, and LinkedIn and drive hundreds of thousands of views through social, email and our website. So, it stands to reason that we invest in tools that enhance our social media game, drive social media amplification and bring people to our website to see all the new products (and learn about our sponsors too). At the same time, we’re investing in tools that enable our team to better collaborate - sharing information, documents, tasks. We’re looking at how we can make better use of our time as well. We’ve been working with different types of tools to offer webinars and other remote events. We need tools that can support hundreds of users. I’ve been personally experimenting with scheduling tools - tools that allow us to schedule appointments with a minimum of back and forth. These make it easier for us to schedule calls with both potential sponsors and the product launchers we work with - the best use of our time. Today’s world is so busy and so many emails, phone calls, etc. It’s hard to manage it all. 46
  47. 47. THE STATE OF EVENT SPONSORSHIP+ WHAT TRENDS ARE DEFINING EVENT SPONSORSHIP IN 2019? In 2019 more sponsors than ever are looking for unique opportunities and unique events. No one wants the same old, same old. Sponsors want something different, We’re also seeing more call for invite-only events. Smaller events, more exclusive, with higher level attendees, are what more event sponsors want. More and more event sponsors have specific metrics they are looking to hit. Very few sponsors are coming to us and asking for air cover and brand visibility - or should I say, very few cite brand visibility as their primary goal. They want specific leads and want to to hit specific metrics. Event sponsorship itself is growing and becoming a larger part of a brand’s overall marketing budget. More marketing people are looking at events, live events, as a way to connect with their audiences. My theory is that so many companies are doing more and more with digital marketing and collecting more leads. There comes a time when they have to get face-to-face with those leads and a one-to-many event is the best option. Tools that allow anyone to easily collect RSVPs and manage tools help this effort. // Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends Boost Your Sponsor’s ROI EVENT SPONSORSHIP LEADERS ADVICE - 3 Megan Ridgway Senior Specialist of Event Operations, S&P Global Market As the Senior Specialist of Event Operations at S&P Global Market Intelligence, Megan is currently working in corporate events, she specializes in coordinating events, creative design, and marketing. Her background ranges from working weddings, catering, arena management and university athletics. Outside of events, she loves going to the beach, wineries and football games. 47
  48. 48. THE STATE OF EVENT SPONSORSHIP+ WHAT IS THE BIGGEST CHALLENGE TO SELL EVENT SPONSORSHIP IN 2019? The biggest challenge in selling event sponsorships is making sure the sponsor feels like they are getting the best return on their investment. It does not matter if the event is a fundraiser or a conference the sponsor does not want to waste their money on something they do not find value in. It is important to make sure that every single opportunity to add value to their sponsorship is noted which will help make the sell easier. Always make sure they will be featured properly. This could be anything from where and how signage is going to be displayed to where they will be seated at the event. Depending on your event try to find little to no cost items that can help elevate the deal and make their sponsorship unique. If you are already planning to have digital signage, adding them is a no brainer. Offer the sponsor the option of featuring their brand using their own promotional materials at your event. It will cost you nothing and they will be able to share information about upcoming promotions, events, products and contact information with all your attendees. Something simple like having their name tag be in a different color or have a sponsor ribbon attached is also a great way to distinguish them from the group and makes them feel special. WHAT TOOLS ARE YOU INVESTING IN FOR 2019? Right now the biggest tools we are investing in are on site event management applications. Ones that cover multiple aspects (registration, website, email, Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends onsite, checkin, etc.) are what we are targeting right now to go with a one-stop- shop user experience. What trends are defining event sponsorship in 2019? The biggest trend I am seeing right now are unique event sponsorship opportunities. Any spin (small or large) that you can incorporate into your sponsorship makes it seem like a completely new opportunity and one to take advantage of. // 48
  49. 49. THE STATE OF EVENT SPONSORSHIP+ Let the Data Do the Talking EVENT SPONSORSHIP LEADERS ADVICE - 4 Noel McWillliams Sponsorships Manager, Cvent Noel is the Sponsorships Manager at Cvent and is passionate about facilitating strategic partnerships that helps companies meet their goals and objectives. She began her career in non-profits at the Association of Corporate Travel Executives (ACTE) and prior to joining Cvent, Noel was the Director of Business Development at FlightStats. Noel is founding member Women in Travel, which was acquired by the Global Business Travel Association in 2018 and recently served as the Oregon Affiliate Chair for the Pancreatic Cancer Action Network. WHAT IS THE BIGGEST CHALLENGE TO SELL EVENT SPONSORSHIP IN 2019? GDPR. When approaching anyone for sponsorship dollars, their first question is, “who attends”? Seems reasonable. However, to stay GDPR compliant, sponsorship executives should no longer send first name, last name, title and company (let alone contact details!). At first, we saw this as a threat, but the past 6-12 months has allowed us to address this differently. Using non-personal data, we can breakdown the attendee: which industry they are from, where they do business, their budget, combined with a standard list of companies, has allowed us to create personas. It allows a prospective sponsor to comprehend the attendee in a new way and is far more powerful than a long list of titles and companies. GDPR has also challenged our program post-event. Over the years, receiving the complete attendee list had become perhaps the largest sponsorship deliverable, removing that has been extremely costly. Nevertheless, we have found ways to showcase a return on investment to our sponsors without handing over personal data through unique onsite opportunities that provides more 1:1 time with prospects. Like most challenges, changing the way we look at it, has helped our event thrive and become more exclusive – which is something sponsors want. WHAT TOOLS ARE YOU INVESTING IN FOR 2019? Performance Reports that are powered by Data. Data. Data. Believe it or not, many organizations don’t invest properly in measuring the return on an event, so it is up to us to prove that value to them pre-event, during Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 49
  50. 50. THE STATE OF EVENT SPONSORSHIP+ the event and post-event. We, as sponsorship executives, sit on an enormous amount of data (when using event technologies, like Cvent) that, when sliced and diced properly, provides valuable, tangible and executable data that justifies a sponsors investment. This data has the opportunity to power a robust, complex Return on Experience (or Investment, or Engagement) Report that then helps us retain that sponsor and ideally more revenue. Personally, I have been manually putting together Sponsorship Performance Reports for years and each year it gets stronger with data I able to extract. I am confident it has helped my sponsorship program (both with Cvent and in the non- profit space) with retention. To be able to package photos, impressions, leads, conference highlights and more for the decision maker is a huge advantage when fighting for sponsorship dollars. Not only do I send it post-event, but again in Q3 (and maybe even Q4) when they are budgeting, to remind them of the value they received. Sponsors are very appreciative of this report, as they don’t have to go back and pull these details and remind themselves what they did, let alone what was the return on the event. Make it easy to get the renewal (and more)! WHAT TRENDS ARE DEFINING EVENT SPONSORSHIP IN 2019? Experiences. Generating new, unique, creative, lead-producing opportunities are a must. Take the average (and sometime boring) Attendee Lounge, that no one wants to sit at because they don’t want to engage in a conversation or have their badge scanned, etc. Now, create a backyard BBQ, complete with corn hole tournament, branded koozies with a beverage, small bites, create an experience that will drive leads, provide positive branding and that your attendees want to be a part of, those are the kind of ideas that sponsors are seeking and expecting us to dream up and pitch. We all know, most sponsorship decision makers are marketers, therefore you must think like a marketer. You need to not only understand the company’s’ goals, objectives, what regions are the looking to grow in, etc., but also the needs of the marketer, do they want thought-leadership, networking, 1:1 time, branding, etc. Find out, then build an experience from start (pre-event) to finish (post-event) for them to visualize – this allows the sponsorship to come to life and not a flat opportunity they read in a prospectus. Involvement. This is a trend that has been around for decades, especially for high dollar sponsorships, but something we are starting to deal with more and more. Sponsoring organizations don’t sign a contact and show up at the event. They want to know every detail and every opportunity that they have at the event ( in addition to pre-event and post-event). Keeping with the Attendee Lounge sponsorship noted above, they want to know the flow of the event – what direction are the attendees coming from, what hours are expected to be busier – so they can staff accordingly, they want to know what time are meals and networking breaks - in case they should arrange drinks or snacks, etc. As sponsorship professionals, we should embrace this trend, their engagement and involvement means they feel as invested as us, to make the most out of the event, because there is nothing worse when an organization gives you dollars and doesn’t prepare – and says, “we didn’t see the value.” // Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 50
  51. 51. THE STATE OF EVENT SPONSORSHIP+ Interactive Experiences Are Here To Stay EVENT SPONSORSHIP LEADERS ADVICE - 5 Gina Jahn Regional Event Sales Manager, MidMrkt Suite As Regional Event Sales Manager at MidMrkt Suite, Gina is a seasoned event professional, with over 18 years experience organizing tech events (from 20-2000 people). She boasts a strong background in event and conference organization, content development and organization, speaker sourcing, event marketing, strategic planning, attendee experience, and total event logistics. WHAT IS THE BIGGEST CHALLENGE TO SELL EVENT SPONSORSHIP IN 2019? Sponsors have a lot to choose from by way of events - so how do you convince them that your event will yield them the highest ROI? The challenges I foresee will be having enough runway before the events to build the relationships with new vendors in order to build their trust and convert them to a customer. WHAT TOOLS ARE YOU INVESTING IN FOR 2019? TIME! Building segments of time into your daily or weekly schedule to dedicate towards prospecting new leads. Building in time to build relationships. Building in time to build content that helps show sponsors the value you can offer them and their clients. WHAT TRENDS ARE DEFINING EVENT SPONSORSHIP IN 2019? EXPERIENTIAL.INTERACTIVE. Many sponsors are over spending tons of money shipping big booths and heavy product displays. They want to build relationships in that short amount of time an attendee will be at their booth. I have seen more and more companies more willing to create a booth experience via interactive activities or more heavily focused on F&B than in previous years. Offer them experience options that they may have otherwise not thought of. // Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 51
  52. 52. THE STATE OF EVENT SPONSORSHIP+ Make the Most of Social Media This Year EVENT SPONSORSHIP LEADERS ADVICE - 6 Jason Koop President, Canadian Special Events Media Group Influencer, story-teller and President of Canadian Special Events Media Group, Jason Koop left a very structured corporate gig six years ago for the world of live events, and life has never been the same. “I used to complain about the pressures of upper management and the stress of long days and while I’m not discounting those stressors,.... nothing can quite prepare you for the stress of executing a live experience, be that a corporate activation, a wedding, a concert, a charity Gala, or a 5000 person conference.” WHAT IS THE BIGGEST CHALLENGE TO SELL EVENT SPONSORSHIP IN 2019? One of the biggest challenges in securing sponsor dollars is the lack of effective messaging and marketing the one looking for sponsorship is willing to do. I’ve sat in hundreds of meetings mapping out strategies to drive attendee, guest or exhibitor registrations and almost none on connecting our message with potential sponsors. Instead a companies build sponsor kits filled with copy that’s meticulously written, edited, argued over and edited again while the actual value is underwhelming or “arrogantly implied.” This is especially true for industry specific or association efforts who too often assume the value of their members or audience. Then they randomly email, cold call and blast out kits. Sponsorship dollars can be more valuable than ticket or exhibit sales because they’re tied to a different set of deliverables and not limited by space, your venue, or your market. So, it’s important to have a strategy from the start. That means a message, a marketing solution, a social media solution and a sponsorship kit with short form visual content that easy to digest and where the value is clear. The second biggest challenge is getting them to call you back, and my response to that is stop calling people cold. There are so many ways to warm up that relationship before you make that call and it’s all about social media. Make a hit list, find out where they’re active socially and start engaging with them Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 52
  53. 53. THE STATE OF EVENT SPONSORSHIP+ by commenting, sharing or liking their content. There is some science to this. Social media validation is a powerful tool and an undervalued marketing solution. Use this leverage to create a relationship and that cold call becomes a warm lead. WHAT TOOLS ARE YOU INVESTING IN FOR 2019? We feel that chatbots are finally smart enough to return some of the early promises. For this reason, we will be utilizing chatbots for CSE Live for the first time. Social media is now driving our inbound sales and so this year we will be investigating platforms that allow us to better use coordinate, manage and execute our strategies The future is voice activated and mobile, so we will be evolving our platforms to make for a better interface, one that works effectively on mobile WHAT TRENDS ARE DEFINING EVENT SPONSORSHIP IN 2019? The days of a sponsor dropping his pants for a logo on a website, or a “thanks to our sponsor” page in a hand out that gets tossed out before they make it back to the car are long gone and good riddance. Today it really is about quantifying the value, proving the attention, qualifying the audience and measuring the return. If you can do this you will succeed cause 90% of the sponsor packages I see come across my desk fail to deliver on what should be a baseline. If you would rather lead then simply succeed, then customization and collaboration had better be important to your process. Find out your client’s pain points and if at all possible find a solution. Be generous with your advice and take the time to learn their needs -- are they launching a new brand, or embracing a new message? Know the key data points and when it’s all said in done, ask the client if he has any of his own ideas. If you can get that person sitting across the table from you imagining how they would connect with your audience, how they might maximize the attention and you’ve created a sponsor that’s invested emotionally, creatively and ultimately financially. // Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 53
  54. 54. THE STATE OF EVENT SPONSORSHIP+ Find the Sponsorship Strategy that Works for you EVENT SPONSORSHIP LEADERS ADVICE - 7 Maayke Könemann Sponsoring and Event Marketing Specialist, ING Maayke started her career in trade shows at Telegraaf Media Groep, one of Holland’s largest publishers, and later on at RAI Amsterdam Convention Centre. Over the past 10 years, she has been working in various sponsorship and event related positions with ING, a multinational financial institution with 52,000 employees, offering retail and wholesale banking services to customers in over 40 countries. Here she has been responsible for numerous international client events, such as the FIFA World Cup and the UEFA European Cup for the Dutch national football team, and Sibos, the leading financial conference. Within her current position, she is a strategic advisor for senior executives on relationship marketing & sponsoring policy for wholesale banking. WHAT IS THE BIGGEST CHALLENGE TO SELL EVENT SPONSORSHIP IN 2019? The biggest challenge is to create as much value as possible. And underlying there are several challenges. Insights – data – processes – ROI – objectives We can sell sponsorships better when there is a data driven approach in place. Collect data from the activations like: target group, objectives, costs, show/ no-show percentage, budget vs actuals, client satisfaction rate etc. When your reports are based on data, not only activation by activation but on an annual basis, you can provide proper insights. And decision makers love insights. This enables you to elevate the discussion to a more strategic level and sponsorships as a marketing tool will sell itself. WHAT TOOLS ARE YOU INVESTING IN FOR 2019? Like many other companies, we want to measure a clear ROI. Therefore we have the ambition to create a tool that can calculate event ROI but also speeds up the communication processes and is connected with our CRM system. Furthermore sustainability is playing a more and more important role. It is currently a trend but Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 54
  55. 55. THE STATE OF EVENT SPONSORSHIP+ will soon become the norm in the industry. For events this means that we started to measure the CO2 footprint of all events in 2018, this is a pilot in the NL. Based on the measurements of 2018, we are going to develop a reduction policy. WHAT TRENDS ARE DEFINING EVENT SPONSORSHIP IN 2019? Strategy – Sponsorships are still seen as a cost centre where I believe they can work for you as a huge income generator, as long as there is strategy in place. And with strategy in place, I mean whether sponsorships are in line with the company’s strategy, focus on the right target audience really knowing in depth who you focus on and address a relevant message. I believe companies will add focus to their sponsorship strategy and choose a few that work well rather than a scattered pallet of sponsorships. Sponsorships will become more data driven. Still too often sponsorship activations lack any data background. They are organised from a gut feeling point of view. When there is a data driven approach, it is easier to make decisions fact based. As marketing in general is shifting to a more data driven approach, sponsorship for sure will do so too. Purpose-driven sponsorships. I think the trend of CSR related sponsorships will continue as companies don’t want to ‘just’ spend a lot of money. They want to make an impact on society. If they choose for a purpose-driven sponsorship, it will contribute to a brand in a positive way. Introduction Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion13 Trends 55
  56. 56. THE STATE OF EVENT SPONSORSHIP+ By analyzing 350 events of all sizes across four verticals, we found some important components of successful sponsorships. Pricing is often adjusted based on status, type of sponsor, and timing. The bulk of sponsorships offer both value and awareness. While most events offer a greater percentage of packaged sponsorships, a la carte options are still fairly popular. As long as the trend of personalization keeps up, we can expect cafeteria-style selection will be a popular alternative to pre-packaged sponsorships. Ready to put some of these trends and ideas to work in your own event? Here is a recap of the trends we looked at: 1. Offer Incentives (e.g. discounts for sponsoring future events). 2. Allow cafeteria-style sponsorship options so sponsors needn’t come up with it all on their own but can still create a personalized sponsorship of choice. 3. Use sponsorships that encompass both a branding awareness component and one that is value-based. Knowing what a potential IN CONCLUSION SO Introduction 13 Trends Industry Level Analysis 7 Event Sponsorship Leaders In Conclusion sponsor is most interested in from a goal perspective can help you decide the right percentage of awareness and value-based sponsorships. 4. Decide on the appeal of your current sponsor package names. Can you brand them by using theme-inspired names or words that will drive interest? 5. Consider incorporating membership into the sponsorship if you’re a member organization. Require purchasing a membership or simply give it away as part of the sponsorship price. 6. Offer more snack break or lounge sponsorships. They’re popular across several fields. 7. Use a loyalty program to ensure continued support. 8. Try virtual sponsorships for ways to involve sponsors who can’t attend or man a booth. 9. Implement a larger spread in your tier pricing variants to increase revenue. 10. Consider a blend for future events. If your event is struggling, opening it up to a hybrid model with crossover subject matter may not only attract a different type of attendees but sponsors as well. Event planners admit that sponsorship is one of the most challenging parts of their jobs, but what these trends and examples show is that many event planners are successfully embracing these new ideas. 56
  57. 57. THE STATE OF EVENT SPONSORSHIP+ This report is brought to you by EventMB Studio. EventMB Studio is a boutique content marketing service that produces top quality digital content assets for market leaders in the event and hospitality industry. Get in touch - contact@eventmanagerblog.com - for a free consultation. EVENTMB STUDIO TEAM ABOUT THE AUTHOR EventMB Studio is powered by EventMB.com, the most influential website in the meeting and event industry. Founded in 2007, EventMB has been widely referenced as the go-to resource for innovative event professionals wanting to learn more about trends in the event planning industry. 57
  58. 58. THE STATE OF EVENT SPONSORSHIP+ Cvent,Inc.isaleadingmeetings,events,andhospitality software company with more than 3,700 employees, 25,000 customers, and 300,000 users worldwide. Cvent, Inc. is a leading meetings, events, and hospitality software company with more than 3,700 employees, 25,000 customers, and 300,000 users worldwide. The Cvent Event Cloud offers software solutions to event planners and marketers for online event registration, venue selection, event management and marketing, onsite solutions, and attendee engagement. Cvent’s suite of products automate and simplify the planning process to maximize the impact of events. CVENT ABOUT THE AUTHOR The Cvent Hospitality Cloud partners with hotels and venues to help them drive group and corporate travel business. Hotels use the Cvent Hospitality Cloud’s digital marketing tools and software solutions to win business through Cvent’s sourcing platforms and to service their customers directly, efficiently and profitably – helping them grow and own their business. Cvent solutions optimize the entire event management value chain and have enabled clients around the world to manage hundreds of thousands of meetings and events. For more information, please visit Cvent.com, or connect with us on Facebook, Twitter or LinkedIn. 58
  59. 59. THE STATE OF EVENT SPONSORSHIP+ 59 CMP CREDITS EventMB is a CMP Preferred Provider accredited by the Events Industry Council and provides Continuing Education credits for learning activities. This report is worth 1 CE Credit. To acquire CE credits through this or other reports, webinars and reading material from EventMB, please refer to http://www.eventmanagerblog.com/cmp. For more information about the CMP credential or Preferred Provider Program, please visit http://www.eventscouncil.org. DISCLAIMER While this report has been sponsored, EventMB’s analysis is completely unbiased. Publishing date: February 27, 2019

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