This can be achieved by employing the inherent appeal of the property to create unique opportunities for experiences, access, self-expression, entertainment, connection, or contribution to the social good — all of which, when properly conceived, can deliver sufficient value to consumers to incent a click, visit, trial, extra purchase, trade-up, or opt-in. Bing reported that visits to its site increased by This sponsorship was successful because it remained focused on clearly defined goals and worked on multiple levels.
Bing and Jay-Z created value and participation with consumers and drove them to engage with or rethink their products. Create a dashboard that projects sales at each level and work to understand how many of each level needs to be sold to reach your goal. Also, a comprehensive sales dashboard provides the ability to view current sales - including contracted sponsors and exhibitors, revenue and payments - along with sales pipeline and history in one place.
You should always be working on ways to expand your database of prospects. Try to have at least five times the number of forecasted sponsors and exhibitors in your prospect database. Create a communication timeline to send monthly prospect emails to your database. Include a sales message with a link to your sales prospectus and contract. Change the show highlights within the email as they are finalized with the following essential information:.
Follow up with your top tier sponsor targets by phone a couple of days after each email. Voicemail is likely, but a follow up call may alert the prospect to look for your email, read it, and take action! Sometimes you get lucky and the prospect answers the phone, giving you the golden opportunity to have a conversation about the event.
With some thoughtful consideration and research, the tools to developing a thriving sponsorship program are within your reach. Marketing budgets are being spent on sponsorship advertising to improve brand awareness and maximize reach. The last decade has seen a steady growth in the number of brands backing events. So, does that mean getting sponsors is easy? Not exactly. Until this last decade, finding potential sponsors was probably your biggest hurdle.
You have to study your target market, get your event proposal ready, and decide on sponsorship options to mention a few. You also have to choose which sponsors you want to approach. Here are some tips so you can make that fantastic first impression and get the meeting going with your best foot forward. Remember, sponsors have as much power to break an event as they have to make one.
Begin by researching potential sponsors. Their website, social media accounts, and third-party review sites are a good place to start. Some questions you can ask yourself about a potential sponsor are:. Is your target audience the same? Do their brand values complement your event?
Have they sponsored similar events before? What sponsorship types are they more open to? How can they benefit your target audience? An elevator pitch is a persuasive speech that you can give in around 30 seconds to a minute—the time it takes to use an elevator.
Finish the pitch with a question or sentence that leads the conversation in the direction you want. You should also take care that your pitch is as natural as possible, that it flows into the conversation, and does not feel rehearsed.
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