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

2. HISTORY

3. CLIENT PORTFOLIO
OVER
180
CLIENTS!

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

10. We’ll send you the slides.
NO NEED FOR NOTES

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. NASC
2,479 total members
…and counting!

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

19. 1 2 3
PREPARE PERSONALIZE PROVIDE
THREE P’s OF SPONSORSHIP

20. 1
To Partner with Sponsors
PREPARING

21. I’m going to say
something scary.

22. Consider Yourself a Salesperson!

23. But don’t be like that
used car guy. 

24. SUCCESSFUL SALES RULES
• Start early in the year
• For sponsorship, it’s typically 50/25/25
• Network in your industry
• Join relevant organzations
• Make just 5 calls a day- spread out the task!
• Keep in touch with former sponsors

25. MORE SUCCESSFUL SALES RULES
• Research your competitors/friends
• See what works for them!
• Ask for the order and follow through
• Understand the VALUE of what you’re selling
• Never give up!
• Ask if you can follow up in one year to see if the situation has changed

26. GET EDUCATED
BE SMART ABOUT WHAT YOU ARE OFFERING YOUR SPONSOR
• Learn about potential sponsors’ businesses
 Online Research
• Know the difference between a Sponsor & a Donor
 Sponsor- receives a benefit from their contribution
 Donor- supports your cause without expected return

27. DON’T BE OPRAH

28. FIND THE RIGHT FIT
• Think of it as targeted
prospecting instead of random
• What do you have in common
with a potential sponsor?
• What can you offer that will
benefit your sponsors the
most?

29. GET ORGANIZED
MAKE IT EASY FOR YOUR SPONSORS TO LOVE YOU
• Make information about sponsorships clear, concise & available online
• Organize your invoicing
• Allow sponsors to pay online- a digital bonus!
• Add a sponsor’s logo to your website DURING a sponsor meeting!
• Know your businesss

30. GET INVOLVED
FIND THINGS YOU CAN DO TO SUPPORT YOUR SPONSOR’S BUSINESS
• Can you use their product/service at your events?
• Ex: Could use your waste management sponsors services at your events
• Social media giveaways using their products?
• Can you recommend their product/service?
• Can you volunteer or send volunteers to their organization?

31. A KENDRA TIP:
“People will find a way to work
with people they like.”

32. 2
Your Packages Tailored For Each Sponsor
PERSONALIZE

33. 1. Website Logos/Promotion
2. Online Category Exclusivity
3. Presenting Event Sponsor
4. Mobile Sponsors
5. Email Sponsors
6. Social Media Callouts
7. Online Advertisements
8. Online Ticket Sponsors
9. Entire event Naming Rights or Logo
10. Create a Digital Experience
IDEAS

34. Sponsors on your website

35. HOMEPAGE BAR

36. SPONSOR PAGE LOGO

37. SPONSOR PAGE LINK

38. SPONSOR PAGE LIST

39. EVENT DETAIL PAGE LOGO

40. EVENT DETAIL PAGE LINK

41. LIMIT
DON’T
YOUR SPONSORS
TO ONE LOGO

42. Declare a presenting
website sponsor

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

46. Make sure sponsors are on your
mobile website.

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

50. APP OPPORTUNITIES
• Splash page (opening page)
• Certain App functions—for example an interactive map could
be sponsored by Garmin, dining info by a gourmet restaurant
in the area, etc.
• Banner ads within the app

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

52. CAN YOU HAVE TOO MANY?

53. Set email sponsors

55. 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. USE EDITORIAL CALENDAR TO TRACK
www.SaffireEvents.com/calendar

61. WE ALSO USE A BIG WALL

62. Online Advertisements

64. If you’re creating YouTube videos,
pre-roll a sponsor ad

66. Give your sponsors space on your
YouTube Channel

68. most compelling
The play button is now the
call to action on the web.

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

71. Name your entire event
after a sponsor

73. Create a digital experience

74. BANNER BLINDNESS

75. Sponsored charging station
on event grounds

76. BURGER KING

77. Internet sponsor on event grounds

78. TIME WARNER CABLE

79. Photo booths with sponsors & social media

80. #youreventname

81. ADD VALUE
YEAR-ROUND MARKETING
• Collateral Materials
• Media Exposure
ON SITE EVENT POMOTION
• Logos on Merchandise
• Signage
• Call outs via PA
• Play commercials
• Booths
HOSPITALITY
• Tickets to Events
• Recognition Dinners
• VIP Areas
• Your services
WHAT ELSE IS VALUABLE TO YOUR SPONSOR AND WHAT CAN YOU OFFER?

82. 3
Measureable Results
PROVIDE

83. Sponsors like DATA

84. The best ways to show sponsor
return on investment are:
GOOGLE ANALYTICS
& AUDIENCE SURVEY

85. SPONSORS?
What should I show

86. TOTAL VISITS

87. AUDIENCE OVERVIEW
AUDIENCE>OVERVIEW

88. VISITS ON SPONSOR/EVENT PAGE

89. CONTENT DRILLDOWN
BEHAVIOR>SITE CONTENT>CONTENT DRILLDOWN

90. MAGIC
The
# of visits

91. OPPORTUNITIES VARY
• Don’t be discouraged!
• Many reasons people partner with you.
• Make sure you’re prepared with the right information when you meet with
them.
THE WORST THING TO DO IS TO SAY I CAN’T!

92. TOTAL TIME ON SITE & PAGES

93. ENGAGEMENT
AUDIENCE>BEHAVIOR>ENGAGEMENT

94. OFFSET
High engagement can
low visits

95. CLICKS PER SPONSOR LOGO

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

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

98. PER TWEET
• You can now view analytics from your twitter account!
• Go to http://analytics.twitter.com/
• Provided because of advertising on Twitter

103. EVENT SURVEY BENEFITS
• Assisting and measuring ROI
• Audience research on recognition/recall
• Audience research on attitude/image
• Post event report/ fulfillment audit
• Leverage ideas for more success in the future
• Could provide audience contact information to sponsors

104. 1 2 3
PREPARE PERSONALIZE PROVIDE
THREE P’s OF SPONSORSHIP

105. FINAL TIPS
• Written goals can help- know what you want to achieve
• Be willing to negotiate & go the extra mile
• Remember to have fun!

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

107. THANK YOU!
Cassie Roberts
cassie@saffireevents.com
www.saffireevents.com