5 tips for #eventprofs to connect sponsors to attendees
Post on 05-Aug-2015
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5 Tips to Connect Event Sponsors to Attendees
Laura Huddle, Head of MarketingEventbrite Australia
Gary Schwake, President & Co-FounderVirtual Event Bags
#connectsponsors
Laura Huddle, Head of Marketing AustraliaEventbritee: laura@eventbrite.comt: @lauracoltrin
Who Are These People?
Gary Schwake, President & Co-FounderVirtual Event Bagse: gary@virtualeventbags.comt: @garyschwake
#connectsponsors
Tell Me More!
❏ Founded 2010 to help event organizers connect sponsors to attendees
❏ 1,000 events across the globe (U.S., Canada, Australia, Europe)
❏ Customers are conferences, trade shows, festivals, endurance runs
w: VirtualEventBags.com
t: @virtualeventbag
❏ Eventbrite enables people all over the world to plan, promote, and sell
out events of all kinds
❏ Since 2006, processed over 200 million tickets and registrations
worldwide, totalling nearly $3 billion in gross ticket sales
w: Eventbrite.com
t: @eventbriteAU
#connectsponsors
• Substitute for Advertising
• Event Affiliation
• Influence the Sponsored Organization
• Inspire & Focus the Internal Company
• It Makes the CEO Happy
Why do companies sponsor events?
#connectsponsors
What methods do you use today to help connect your sponsors to your attendees?
QUICK POLL #1
❏ Printed materials / goody bags❏ Email newsletters❏ Page on event website❏ Logo at the event❏ What are sponsors?
#connectsponsors
Does your activation plan create a connection between your sponsors and attendees?
CHALLENGE
Event GearLogo
Feature in Email Blast
Event DayPromotion
Event DayBanner
Event WebsiteLogo
#connectsponsors
“Doing the same thing over and over again
and expecting a different result”
Albert Einstein
INSANITY
#connectsponsors
When do you deliver sponsor and event-related content to attendees?
Before During After
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What tools do you use to deliver sponsor and event-related content?
Mobile App
QR Codes
Social Media
Event Bag
Website
#connectsponsors
What types of events do you organise? (Check all that apply.)
QUICK POLL #2
❏ Conferences and seminars❏ Endurance events❏ Festivals and fairs❏ Fundraisers and charity events❏ Concerts and music events❏ Other
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Sponsor Connection Tip #1Conferences: Provide Sponsors Visibility Pre-Event
Elevate by BizBash + EventbriteAt the intersection of technology, entrepreneurship, marketing, and events lies Elevate: Where Events Meet Innovation, an annual conference and workshop series for event organizers. Get ready to step outside of your everyday world of events, try something new and be inspired with a day of learning and innovation.
Sponsors / Exhibitors Create Awareness *Before* the Event
❏ Feature sponsors creatively pre-event, showcasing benefit to attendees.
❏ Highlight sponsors in social media with event hashtag. Encourage reciprocal
engagement from sponsors (mutually beneficial).
❏ Creatively drive sponsor awareness via email and your website
❏ Create opportunity for sponsors and attendees to pre-schedule meetings.
#connectsponsors
Sponsor Connection Tip #2Endurance: Activate Non-Retail Sponsors
Examples of Non-Retail Sponsors
❏ Financial Services: Banks, Credit Cards
❏ Professional Services: Healthcare, Legal
❏ Automotive
Medibank Melbourne Marathon FestivalMelbourne staged its first marathon in 1978 on a course that began in Frankston. Now the race has become the biggest marathon in Australia with a record 6218 completing the course in 2012 and more than 35,000 entries across the four accompanying events - The Flight Centre Half Marathon, The Coffee Club 10km and the Asics 5.7km run and 3km walk events.
#connectsponsors
Sponsor Connection Tip #3Festivals: Added Value to Vendors
Breckenridge Summer Beer FestivalThe 10th Annual Breckenridge Summer Beer Festival is one of the premiere spring events in Breckenridge each year bringing over 40 breweries for tastings, live music, a VIP area and wonderful food and retail vendors. Enjoy a weekend of playing outdoors and a Saturday afternoon of beer tastings from some of Colorado’s finest breweries & other breweries from around the world!
Festival Vendors Can Capture New Customers After the Event
❏ Re-engage with attendees, and capture incremental new customers
❏ Offer a special only available to festival attendees
❏ Cross promote sponsors and vendors
#connectsponsors
Sponsor Connection Tip #4New Sponsor Opportunities: Attractions
Moms@Work ConferenceJoin hundreds of working moms to explore strategies and approaches for balancing a successful career and a happy home. Attend stimulating breakout sessions on stress management, family finances and work-life balance.
Leverage Audience and Destination to Bring New Sponsors
❏ Think locally. Bring in city-specific sponsors.
❏ Consider your audience. Target new sponsors interested in that
consumer segment.
❏ Take advantage of pre-event messaging to drive awareness
#connectsponsors
Sponsor Connection Tip #5Cross-Platform Exclusive Discount Offers
New Orleans Jazz Half Marathon & FestivalThe race begins and ends in historic Lafayette Square, and if followed by a post-party featuring live music by local artists and delicious New Orleans fare. The 7th Annual Jazz Half Marathon / 5K and Festival will be held on October 31, 2015.
Exclusive Discount Offers Delivered to the Consumer’s Device of Choice
❏ Ex: First 100 visitors to our booth receives a free t-shirt.
❏ Ex: 20% off your first order if you signup today.
❏ Ex: Enter our raffle to win free FitBit.
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Are you interested in learning more about Virtual Event Bags or Eventbrite?
QUICK POLL #3
❏ Yes, I’m interested in learning more about Virtual Event Bags & Eventbrite.
❏ Yes, I’m interested in learning more about Virtual Event Bags.
❏ Yes, I’m interested in learning about Eventbrite.❏ Maybe later; I’m not organising an event right
now.❏ Thank you, but not at this time.
#connectsponsors
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