Sponsorship Negotiation Tricks: How to Maximize your 2013 Sponsor Dollars Webinar

There’s a lot of science that goes into securing a well-designed sponsorship. Much is at stake here- your brand, your time, your investment. We’re hosting a webinar on Thursday, December 6 11am PCT, 2pm EST where our SponsorHub co-founder and CTO Andrew Reid, will explain how to minimize risk, and make the most out of your sponsorship dollars in 2013.

Previously, Andrew was VP, Products at Kaleidoscope, a division of Interpublic Group (IPG), where he spearheaded the creation of IPG’s SponsorScience product, a platform for evaluating and managing major sponsorships for Fortune 500 companies.

You will learn:
- Sponsorship negotiation tricks and best practices
- How to effectively manage your sponsorships
- How to track and measure your sponsorship dollars to ensure high ROI

Don’t miss out, click here to register.

Securing A Sponsorship Deal:
Then & Now

Securing a sponsorship deal can be a painful and arduous task, but as with many other forms of advertising in this digital age, it has very much evolved with the rise of technology. As Andrew Reid had mentioned during his webinar on B2B & B2C sponsorships, securing a sponsorship deal is no longer made over a couple drinks and some cigars; sponsors are being more careful with how they allocate their sponsorship money. Here are some differences in how sponsorship deals were made in the past, to how they’re being made now.

1. Lengthy search for sponsors. Back then, the search for sponsors was a lengthy process. Cold-calling was a primary way to find out if companies were offering sponsorships and sponsors were limited to the events that were more prominent and distinguished, passing up on potential opportunities in smaller more targeted events. Now, there are online marketplaces were sponsors can break down the events that best suit their brand based on the event’s prospected audience attendance, reach, and influence.

2. Lengthy search for decision makers. Back then, there were many people involved in securing a sponsorship deal. It had to go through numerous gatekeepers until it finally reached the main decision maker. Now, we have online platforms that allow decision makers to see the event options listed on a screen in a much cleaner, organized manner complete with key details of the event that they are potentially going to be spending their money on. It cuts the costs down as the middle men are taken away from the equation, allowing the decision maker to make complete, full informed decisions and be provided that peace of mind.

3. Little to no measurement. Before, having a sponsorship deal was a risk. There was no consistent way to measure the entire effect of their sponsorship efforts and it was left ambiguous. That is because the technology that we have now didn’t exist. Now we have robust analytical tools to help ensure us of the maximum ROI. By showing your sponsors that you have these tools available to them, you can significantly raise the likelihood of reaching a deal.

4. Not interactive, nor engaging. Sponsors are now looking for more sophisticated ways of getting the most out of their sponsorships. They are no longer looking for a simple logo displayed at the event; they are looking for customer loyalty, brand advocates, and sales. So by showing how your event can do this for their brand, the better. The way to do this is through giving your event an interactive factor. That includes using social media and engaging with the community. This leaves an impression far more memorable than a sign they happen to pass by, something your prospect sponsor will definitely appreciate.

How has technology changed the way you secure sponsorships?

If Content is King— Sponsorship should be its Throne!

Recently, the leaders of two different technology events each told me exactly the same thing—they have completely revamped their sponsorship sales approach and have made customization key in all their sponsorship efforts going forward.

And not just on the simplistic level of understanding a Sponsor’s need for brand positioning or new leads—they are looking to offer much more.  One of the producers went so far as to say that they are moving beyond the creation of white papers, into full-fledged book publishing on behalf of their largest tech event sponsors.

This may be further than most event management producers are ready to go, but I believe the principal expressed is going to increasingly drive our industry: Events have to do more for their Sponsors!

The lead generation and branding benefits we have relied on in the past are now just the table stakes. Increasingly sponsors will be, and should be, demanding true “Content Marketing” programs from the events they participate in.

Sponsors are taking to heart the dictum “Brands are Publishers” and the need to provide value to their audiences. This creates a hunger for content to fuel their social marketing engines.

They’ve got Facebook pages, Twitter feeds, blog posts, SlideShare & You Tube channels, Google plus feeds, LinkedIn status updates, Pinterest pages, and more every day.  Where does the content come from to fill all this? Especially content that offers relevant value that moves the needle with their customers and prospects?

Smart event producers are recognizing that we can help our sponsors successfully meet the challenges of content marketing.  Our events include video, social media, written reports, photos, blog posts, etc… and these assets, if packaged correctly, can provide huge added value for our sponsors as fuel for that Content Marketing engine.

How do we make this new approach real, and profit from it?  We’ll address that (along with some leading examples) in part 2 of this post.