SlideShare une entreprise Scribd logo
1  sur  69
Télécharger pour lire hors ligne
Secrets in Winning Sponsorship
Workshop for Association Event Manager
Roy Ying
1.9.2015 | Manila
ACADEMIC
TEACHING
WORK
Housing Keeping Items
Housing Keeping Items
Q1 – Is it easy to sell sponsorship?
(QR Code Scanner)
Are you seeing this on your screen?
Turn on Wechat
Why Wechat?
Infographics extracted from
Chairman Media (24 March 2015)
Why Focus On China?
Q2 – How much associations
get?(send in your response via
wechat)
• Assuming the global market for sponsorship
money is USD 53 billion, how much do you
think associations get in terms of percentage?
–1%
–3%
–4%
–5%
–9%
Secrets to Winning Sponsorship
Ask not what sponsors can do for you
But what you can do for your sponsors
Why Should Sponsors Pay You?
Sponsors’ Motivations
• Logical match between the sponsor and
sponsoree (i.e., the event organizer) such as:
– The event’s audience matches the profile of the
sponsor’s potential clients;
– The event can help the sponsor achieve certain
corporate objectives (i.e., compliance, CSR, crisis
recovery, public engagement)
Association Managers Want……
67 million
180,000
700
42
Secrets to Winning Sponsorship
Secrets to Winning Sponsorship
Secrets to Winning Sponsorship
Q3 - How much do your events rely on
sponsorship?
QR Code Scanner
Members want……
Secrets to Winning Sponsorship
Secrets to Winning Sponsorship
Secrets to Winning Sponsorship
Publicity
Secrets to Winning Sponsorship
How to translate what members want
into revenue generating activities?
Expectation
Gap
Members want… Association can organize…
Business
Development
Exhibitions, Investment
Forums, Market Places
Brand Profile Awards, Competitions,
Conferences, Annual Dinners
Advocacy Policy Submissions, Surveys &
Researches, Town Halls
Publicity Press Conferences, Blogger
Events
Learning CPD Seminar, Training
1. Market Places
2. Investment Forums
3. Awards Ceremony
4. International Conferences
5. Press Briefing
6. Town Hall Meetings
7. CPD Seminar
8. Training
How do you start?
Q4 – At what stage do you start
engaging potential sponsors?
1. When the event is ready for promotion
2. When we need to commit expenses
3. When the event is still at inception stage
4. When last year’s event comes to a close
5. When there is a revenue shortfall
from ticket sales
6. Others (please specify)
Before You Approach Sponsors
Preparations
1. Event Audience Profile
Secrets to Winning Sponsorship
2. Make a List of Potential Sponsors
Where to look?
• Magazines related to your trade
• Competitor’s events
• Organizing committee members
• Annual reports of listed
companies
• PR agencies representing your
target sponsors
• Sponsorship agencies
2. Discussion
I am going to go around to ask the following
question:
• How can flipping through magazines* help
you find prospective sponsors?
* Interchangeable for 2-6
3. Design Sponsorship Package
Secrets to Winning Sponsorship
3. B2B Usually Wants ROI in terms of:
3. B2C usually wants user experience,
mass media exposure, sales leads
3. Price Tags on Entitlements
4. Marketing Messages
(Reasons to Sponsor)
4. Marketing Messages
(Program Highlights)
4. Marketing Messages
(Testimonials)
4. Marketing Messages
(Video from Previous Events)
4. Marketing Messages
(Image Gallery)
4. Marketing Messages
(Sponsorship Kit)
4. Marketing Messages
(Sponsorship Presentation)
5. Secure Repeat Customers
(Tips to service sponsors)
• Commit to sponsorship agreement
• Show how their entitlements are delivered
• Involve sponsors in major decisions / activities
• Know your sponsors’ branding guidelines
• Develop a plan to fight ambush marketing
• Measure effectiveness with sponsors
• Solicit interest for next year’s event by offering
content contribution opportunity
6. Plan to Measure
Q5 - Measurement of success
QR Code Scanner
From Sponsors’ Perspective
1. Are we talking to the right audience?
2. Is the sponsorship justified in terms of
achieving corporate objective(s)?
Ask your
sponsors what
they want to
know!
If you know what to measure…..
(Demographics)
• Collect the kind of
information you
need (for analysis)
from attendees
during registration
stage
• Try not to ask too
many questions
If you know what to measure…..
(Psychographics….by onsite surveys)
If you know what to measure…..
(Post event surveys)
• Tailor questions in a
way that helps you
assess whether the
event has met the
sponsor’ objective
If you know what to measure…..
(Social media engagement)
Questions?
(Raise your hand or ask via Wechat)
Thank you!
Find me on…..
roy_ying_0112 royingfai Roy Ying

Contenu connexe

Tendances

Marketing Communications Planning Guide
Marketing Communications Planning GuideMarketing Communications Planning Guide
Marketing Communications Planning GuideMike Sullivan
 
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondMarketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
 
Creating a Successful Marketing Campaign
Creating a Successful Marketing Campaign Creating a Successful Marketing Campaign
Creating a Successful Marketing Campaign Lori Fisher
 
Demand Generation Strategy - Courting Your Customers
Demand Generation Strategy - Courting Your CustomersDemand Generation Strategy - Courting Your Customers
Demand Generation Strategy - Courting Your CustomersChi Rho Consulting
 
PR & Planning (PRCA Annual Conf 2010)
PR & Planning (PRCA Annual Conf 2010)PR & Planning (PRCA Annual Conf 2010)
PR & Planning (PRCA Annual Conf 2010)Martin Thomas
 
What's next in B2B Marketing: Looking Beyond Inbound and ABM
What's next in B2B Marketing: Looking Beyond Inbound and ABMWhat's next in B2B Marketing: Looking Beyond Inbound and ABM
What's next in B2B Marketing: Looking Beyond Inbound and ABMKarthik Nair
 
21st Century Marketing Communications - GeoActive Group
21st Century Marketing Communications - GeoActive Group21st Century Marketing Communications - GeoActive Group
21st Century Marketing Communications - GeoActive GroupDavid H. Deans
 
Software Business 2008 Conference
Software Business 2008 ConferenceSoftware Business 2008 Conference
Software Business 2008 ConferenceHenry Bruce
 
Growth strategy: An integrated approach
Growth strategy: An integrated approachGrowth strategy: An integrated approach
Growth strategy: An integrated approachLauren Spiteri
 
Showcasing Human Capital: How to Effectively Market a Professional Services Firm
Showcasing Human Capital: How to Effectively Market a Professional Services FirmShowcasing Human Capital: How to Effectively Market a Professional Services Firm
Showcasing Human Capital: How to Effectively Market a Professional Services FirmAchieve Internet
 
Monetizing Social Marketing And Measuring Roi
Monetizing Social Marketing And Measuring RoiMonetizing Social Marketing And Measuring Roi
Monetizing Social Marketing And Measuring RoiJulie Benlolo
 
How to Market Your Marketing Agency
How to Market Your Marketing AgencyHow to Market Your Marketing Agency
How to Market Your Marketing AgencyPeter Caputa
 
Social Media Marketing Plan Playbook
Social Media Marketing Plan PlaybookSocial Media Marketing Plan Playbook
Social Media Marketing Plan PlaybookDemand Metric
 
Creativity in Marketing Today
Creativity in Marketing TodayCreativity in Marketing Today
Creativity in Marketing TodayLori Fisher
 
Crisis management in a multi channel world 22.23 nov 2012(2)
Crisis management in a multi channel world 22.23 nov 2012(2)Crisis management in a multi channel world 22.23 nov 2012(2)
Crisis management in a multi channel world 22.23 nov 2012(2)nsharples
 
Campaign Strategy Training - Power Shift 2013
Campaign Strategy Training - Power Shift 2013Campaign Strategy Training - Power Shift 2013
Campaign Strategy Training - Power Shift 2013Rebecca Wilson
 
Essential Steps for Digital Media Buying and Planning
Essential Steps for Digital Media Buying and PlanningEssential Steps for Digital Media Buying and Planning
Essential Steps for Digital Media Buying and PlanningNitin Karkara
 

Tendances (20)

Marketing Communications Planning Guide
Marketing Communications Planning GuideMarketing Communications Planning Guide
Marketing Communications Planning Guide
 
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondMarketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
 
Creating a Successful Marketing Campaign
Creating a Successful Marketing Campaign Creating a Successful Marketing Campaign
Creating a Successful Marketing Campaign
 
Demand Generation Strategy - Courting Your Customers
Demand Generation Strategy - Courting Your CustomersDemand Generation Strategy - Courting Your Customers
Demand Generation Strategy - Courting Your Customers
 
PR & Planning (PRCA Annual Conf 2010)
PR & Planning (PRCA Annual Conf 2010)PR & Planning (PRCA Annual Conf 2010)
PR & Planning (PRCA Annual Conf 2010)
 
What's next in B2B Marketing: Looking Beyond Inbound and ABM
What's next in B2B Marketing: Looking Beyond Inbound and ABMWhat's next in B2B Marketing: Looking Beyond Inbound and ABM
What's next in B2B Marketing: Looking Beyond Inbound and ABM
 
21st Century Marketing Communications - GeoActive Group
21st Century Marketing Communications - GeoActive Group21st Century Marketing Communications - GeoActive Group
21st Century Marketing Communications - GeoActive Group
 
Software Business 2008 Conference
Software Business 2008 ConferenceSoftware Business 2008 Conference
Software Business 2008 Conference
 
Growth strategy: An integrated approach
Growth strategy: An integrated approachGrowth strategy: An integrated approach
Growth strategy: An integrated approach
 
Showcasing Human Capital: How to Effectively Market a Professional Services Firm
Showcasing Human Capital: How to Effectively Market a Professional Services FirmShowcasing Human Capital: How to Effectively Market a Professional Services Firm
Showcasing Human Capital: How to Effectively Market a Professional Services Firm
 
Smckc lunch event
Smckc lunch eventSmckc lunch event
Smckc lunch event
 
Event marketing strategies
Event marketing strategiesEvent marketing strategies
Event marketing strategies
 
Monetizing Social Marketing And Measuring Roi
Monetizing Social Marketing And Measuring RoiMonetizing Social Marketing And Measuring Roi
Monetizing Social Marketing And Measuring Roi
 
How to Market Your Marketing Agency
How to Market Your Marketing AgencyHow to Market Your Marketing Agency
How to Market Your Marketing Agency
 
Social Media Marketing Plan Playbook
Social Media Marketing Plan PlaybookSocial Media Marketing Plan Playbook
Social Media Marketing Plan Playbook
 
Creativity in Marketing Today
Creativity in Marketing TodayCreativity in Marketing Today
Creativity in Marketing Today
 
Crisis management in a multi channel world 22.23 nov 2012(2)
Crisis management in a multi channel world 22.23 nov 2012(2)Crisis management in a multi channel world 22.23 nov 2012(2)
Crisis management in a multi channel world 22.23 nov 2012(2)
 
Event Marketing Notes for 2-1-17
Event Marketing Notes for 2-1-17Event Marketing Notes for 2-1-17
Event Marketing Notes for 2-1-17
 
Campaign Strategy Training - Power Shift 2013
Campaign Strategy Training - Power Shift 2013Campaign Strategy Training - Power Shift 2013
Campaign Strategy Training - Power Shift 2013
 
Essential Steps for Digital Media Buying and Planning
Essential Steps for Digital Media Buying and PlanningEssential Steps for Digital Media Buying and Planning
Essential Steps for Digital Media Buying and Planning
 

Similaire à Secrets to Winning Sponsorship

Digital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateDigital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateEs B
 
Commercialising Communities - SWARM 2013
Commercialising Communities - SWARM 2013Commercialising Communities - SWARM 2013
Commercialising Communities - SWARM 2013Michael Eva
 
Digital marketing campaign template
Digital marketing campaign templateDigital marketing campaign template
Digital marketing campaign templateAdCMO
 
How to optimise your social media campaigns
How to optimise your social media campaignsHow to optimise your social media campaigns
How to optimise your social media campaignsDigital Visitor
 
Valassis social marketing analysis
Valassis social marketing analysisValassis social marketing analysis
Valassis social marketing analysisYunqi Zhang
 
Intro to Digital Marketing (slideshare)
Intro to Digital Marketing (slideshare)Intro to Digital Marketing (slideshare)
Intro to Digital Marketing (slideshare)Vbout.com
 
Dynamic: influencer marketing platform
Dynamic: influencer marketing platform Dynamic: influencer marketing platform
Dynamic: influencer marketing platform Meihung Liu(Lesley)
 
Dynamic: influencer marketing platfirm
Dynamic: influencer marketing platfirmDynamic: influencer marketing platfirm
Dynamic: influencer marketing platfirmMeihung Liu(Lesley)
 
La Gear Light Up Tennis Shoes Research Paper
La Gear Light Up Tennis Shoes Research PaperLa Gear Light Up Tennis Shoes Research Paper
La Gear Light Up Tennis Shoes Research PaperMichele Thomas
 
How to Get a Grasp on ROI for Social Media
How to Get a Grasp on ROI for Social MediaHow to Get a Grasp on ROI for Social Media
How to Get a Grasp on ROI for Social MediaSpiral16
 
Segmenting prospects clients_incisive_edge
Segmenting prospects clients_incisive_edgeSegmenting prospects clients_incisive_edge
Segmenting prospects clients_incisive_edgeIncisive Edge
 
Social Marketing Program for Lynx Research
Social Marketing Program for Lynx ResearchSocial Marketing Program for Lynx Research
Social Marketing Program for Lynx ResearchMindy Tan
 
An Assessment Framework for Strategic Digital Marketing Effectiveness
An Assessment Framework for Strategic Digital Marketing EffectivenessAn Assessment Framework for Strategic Digital Marketing Effectiveness
An Assessment Framework for Strategic Digital Marketing EffectivenessSaurabh Kaushik
 
Integrated Marketing - Susan Prater, Masco Cabinetry
Integrated Marketing - Susan Prater, Masco CabinetryIntegrated Marketing - Susan Prater, Masco Cabinetry
Integrated Marketing - Susan Prater, Masco CabinetryOnline Marketing Summit
 
Digital Marketing Roundtable 4/6/17
Digital Marketing Roundtable 4/6/17Digital Marketing Roundtable 4/6/17
Digital Marketing Roundtable 4/6/17Martha Herdendorf
 
Digital marketing-strategy-e book
Digital marketing-strategy-e bookDigital marketing-strategy-e book
Digital marketing-strategy-e booksiammahmud4
 
Digital marketing-strategy
Digital marketing-strategy Digital marketing-strategy
Digital marketing-strategy moadsalem
 
Digital Lead Generation for Economic Development
Digital Lead Generation for Economic DevelopmentDigital Lead Generation for Economic Development
Digital Lead Generation for Economic DevelopmentAtlas Integrated
 

Similaire à Secrets to Winning Sponsorship (20)

Digital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateDigital marketing-campaign-planning-template
Digital marketing-campaign-planning-template
 
Commercialising Communities - SWARM 2013
Commercialising Communities - SWARM 2013Commercialising Communities - SWARM 2013
Commercialising Communities - SWARM 2013
 
Digital marketing campaign template
Digital marketing campaign templateDigital marketing campaign template
Digital marketing campaign template
 
How to optimise your social media campaigns
How to optimise your social media campaignsHow to optimise your social media campaigns
How to optimise your social media campaigns
 
Non Profits3
Non Profits3Non Profits3
Non Profits3
 
Valassis social marketing analysis
Valassis social marketing analysisValassis social marketing analysis
Valassis social marketing analysis
 
Intro to Digital Marketing (slideshare)
Intro to Digital Marketing (slideshare)Intro to Digital Marketing (slideshare)
Intro to Digital Marketing (slideshare)
 
Dynamic: influencer marketing platform
Dynamic: influencer marketing platform Dynamic: influencer marketing platform
Dynamic: influencer marketing platform
 
Dynamic: influencer marketing platfirm
Dynamic: influencer marketing platfirmDynamic: influencer marketing platfirm
Dynamic: influencer marketing platfirm
 
La Gear Light Up Tennis Shoes Research Paper
La Gear Light Up Tennis Shoes Research PaperLa Gear Light Up Tennis Shoes Research Paper
La Gear Light Up Tennis Shoes Research Paper
 
How to Get a Grasp on ROI for Social Media
How to Get a Grasp on ROI for Social MediaHow to Get a Grasp on ROI for Social Media
How to Get a Grasp on ROI for Social Media
 
Segmenting prospects clients_incisive_edge
Segmenting prospects clients_incisive_edgeSegmenting prospects clients_incisive_edge
Segmenting prospects clients_incisive_edge
 
Social Marketing Program for Lynx Research
Social Marketing Program for Lynx ResearchSocial Marketing Program for Lynx Research
Social Marketing Program for Lynx Research
 
Proposal
ProposalProposal
Proposal
 
An Assessment Framework for Strategic Digital Marketing Effectiveness
An Assessment Framework for Strategic Digital Marketing EffectivenessAn Assessment Framework for Strategic Digital Marketing Effectiveness
An Assessment Framework for Strategic Digital Marketing Effectiveness
 
Integrated Marketing - Susan Prater, Masco Cabinetry
Integrated Marketing - Susan Prater, Masco CabinetryIntegrated Marketing - Susan Prater, Masco Cabinetry
Integrated Marketing - Susan Prater, Masco Cabinetry
 
Digital Marketing Roundtable 4/6/17
Digital Marketing Roundtable 4/6/17Digital Marketing Roundtable 4/6/17
Digital Marketing Roundtable 4/6/17
 
Digital marketing-strategy-e book
Digital marketing-strategy-e bookDigital marketing-strategy-e book
Digital marketing-strategy-e book
 
Digital marketing-strategy
Digital marketing-strategy Digital marketing-strategy
Digital marketing-strategy
 
Digital Lead Generation for Economic Development
Digital Lead Generation for Economic DevelopmentDigital Lead Generation for Economic Development
Digital Lead Generation for Economic Development
 

Plus de THE HANG SENG UNIVERSITY OF HONG KONG

Plus de THE HANG SENG UNIVERSITY OF HONG KONG (20)

Upward management telling story to your boss
Upward management   telling story to your bossUpward management   telling story to your boss
Upward management telling story to your boss
 
Lecture 8 future of mpr
Lecture 8   future of mprLecture 8   future of mpr
Lecture 8 future of mpr
 
Lecture 6 how mpr adds value
Lecture 6   how mpr adds valueLecture 6   how mpr adds value
Lecture 6 how mpr adds value
 
Lecture 5 reaching target audience
Lecture 5   reaching target audienceLecture 5   reaching target audience
Lecture 5 reaching target audience
 
Lecture 4 managing mpr activities
Lecture 4   managing mpr activitiesLecture 4   managing mpr activities
Lecture 4 managing mpr activities
 
Lecture 3 consumer behavior
Lecture 3   consumer behaviorLecture 3   consumer behavior
Lecture 3 consumer behavior
 
Lecture 2 understanding mpr
Lecture 2   understanding mprLecture 2   understanding mpr
Lecture 2 understanding mpr
 
Lecture 1 introduction to mpr
Lecture 1   introduction to mprLecture 1   introduction to mpr
Lecture 1 introduction to mpr
 
HKBU Festive Lecture 9 - protocol and post event
HKBU Festive Lecture 9 - protocol and post eventHKBU Festive Lecture 9 - protocol and post event
HKBU Festive Lecture 9 - protocol and post event
 
HKBU Festive Lecture 8 - onsite logistics management
HKBU Festive Lecture 8 - onsite logistics managementHKBU Festive Lecture 8 - onsite logistics management
HKBU Festive Lecture 8 - onsite logistics management
 
HKBU Festive Lecture 7 - manpower talent and stage management
HKBU Festive Lecture 7 - manpower talent and stage managementHKBU Festive Lecture 7 - manpower talent and stage management
HKBU Festive Lecture 7 - manpower talent and stage management
 
HKBU Festive Lecture 6 - publicity and marketing for festive events
HKBU Festive Lecture 6 - publicity and marketing for festive eventsHKBU Festive Lecture 6 - publicity and marketing for festive events
HKBU Festive Lecture 6 - publicity and marketing for festive events
 
COMM6026 Lecture 9 - research in mpr
COMM6026 Lecture 9 - research in mprCOMM6026 Lecture 9 - research in mpr
COMM6026 Lecture 9 - research in mpr
 
COMM6026 Lecture 8 - planning mpr
COMM6026 Lecture 8 - planning mprCOMM6026 Lecture 8 - planning mpr
COMM6026 Lecture 8 - planning mpr
 
COMM6026 Lecture 7 - how mpr add value and mpr planning
COMM6026 Lecture 7 - how mpr add value and mpr planningCOMM6026 Lecture 7 - how mpr add value and mpr planning
COMM6026 Lecture 7 - how mpr add value and mpr planning
 
COMM6026 Lecture 6 - importance of pr and marketing mix
COMM6026 Lecture 6 - importance of pr and marketing mixCOMM6026 Lecture 6 - importance of pr and marketing mix
COMM6026 Lecture 6 - importance of pr and marketing mix
 
COMM6026 Lecture 5 - marketing aspect of pr a new partnership
COMM6026 Lecture 5 - marketing aspect of pr a new partnershipCOMM6026 Lecture 5 - marketing aspect of pr a new partnership
COMM6026 Lecture 5 - marketing aspect of pr a new partnership
 
COMM6026 Lecture 4 - pr as a compliment to marketing
COMM6026 Lecture 4 - pr as a compliment to marketingCOMM6026 Lecture 4 - pr as a compliment to marketing
COMM6026 Lecture 4 - pr as a compliment to marketing
 
HKBU Lecture 3 - festive event planning
HKBU Lecture 3 -  festive event planningHKBU Lecture 3 -  festive event planning
HKBU Lecture 3 - festive event planning
 
HKBU Lecture 2 - conceptualizing a festive event
HKBU Lecture 2 - conceptualizing a festive eventHKBU Lecture 2 - conceptualizing a festive event
HKBU Lecture 2 - conceptualizing a festive event
 

Dernier

Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 

Dernier (20)

Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 

Secrets to Winning Sponsorship

Notes de l'éditeur

  1. Good afternoon ladies and gentlemen Very happy to be in Manila today to talk about my favorite subject – sponsorship management. A lot of my colleagues have told me that they love organizing events but don’t like selling sponsorship. I can understand that not all event managers are cut out to be sales people, but it’s almost inevitable to have to look for sponsors in just about every major event that we organize. That comes with the job. Why is sponsorship management my favorite topic? It is something that forces an event manager to think very hard on the value it brings. Sponsors are very practical. They will only show interest if the event is able to help them achieve certain corporate objectives. It’s up to the event manager to figure it out, hopefully before the program has been developed. I hate to say this but a good event automatically draws attention from ticket buyers and commercial sponsors.
  2. These icons pretty much sum up my life. For the past 5 years, I was the Head of Communications and External Affairs for Royal Institution of Chartered Surveyors based in Hong Kong but had a regional portfolio of about 250 events a year around the North Asia Region. The previous job was with Hong Kong General Chamber of Commerce, and before that I was the Assistant Director of External Affairs for Mission Hills Golf Club. These are all membership organizations, they all run plenty of event, and I had to find sponsors in every one of these jobs. Currently, I am employed as Senior Manager, Corporate Communications for the Mass Transit Railway Corporation. Finally, I get to sit on the other side of the fence to be evaluating sponsorship proposals from event organizers.
  3. I know this is the grave yard shift so I do intend to make this session as interactive as possible. So my first house keeping announcement is not to ask you to put away your phone, but rather to take it out. You will need it throughout this session.
  4. I hope you are able to find WIFI connection. Throughout the next 90 minutes, you will be asked to answer questions and provide feedback through a number of platforms. May I trouble you to download a QR Code Reader and We Chat on your phone? I know We Chat may not be very popular in this part of the world, but I do want to show you how powerful it is in China.
  5. Ok…..Can everyone scan this using your QR Code Reader?
  6. I could have asked you to raise your hand to answer this question, but based on my experience, the response could range from zero hands to maybe 30% of the audience, but it’s not where near the level of response I get via Google Forms. It’s free. It’s easy to use. I’d recommend you to use it in your conference to make it more interesting for your audience.
  7. Now please turn on wechat. I know some of you may still be struggling with the profile set up. You can deal with it during the Q&A session. The purpose of showing you this is to create a platform for everyone in this room to get to know each other. For those who have Wechat, please use the QR code scanner to enter the private chat room called MICECON 2015 Sponsorship. Within a few seconds, you should see dozens of people joining this group and they are all people sitting in this room. I sincerely hope that some of you will become friends or business partners after this session via this platform.
  8. The purpose of using social media is to engage audience. I could have asked you to follow my hashtag, or create a LinkedIn discussion, or ask you to like my facebook fan page. I wanted you to try Wechat because it is the most powerful tool in China and whether you like it or not, there is a chance that you will need to interact with a Chinese sponsor in the future. I can pretty much bet every penny I have that he / she prefers to communicate with you via Wechat than on email.
  9. When I started organizing events 20 years ago, the only Chinese sponsor I had to deal with was the Bank of China’s Hong Kong branch. Now, almost half my sponsors are from China so I really have to speak their language, use their platform and create value that they appreciate in my events.
  10. We are all association managers. We know that sponsorship revenue is very important. In fact, we probably have in our budget a target to reach in terms of the amount of sponsorship money to bring in. Do you have it? I certainly do. Well, I did. But is this the message we want to tell our sponsors? Is it the reason for sponsors to want to support your event?
  11. There are a lot of books and articles written on sponsorship management. I am not going to repeat the theories and best practices. Based on all the events I have organized, there are just 2 approaches I found useful in appealing to any potential sponsor. Of course, there were the sponsors recruited by my boss via his own personal charisma, but that’s not what I could do at my level.
  12. We are all association managers. Well I was one until about a week ago. My CEO was very clear in asking everyone in the office to help him achieve his targets. They are…….
  13. This is the Headquarters of my former employer – The Royal Institution of Chartered Surveyors. It’s a heritage building located just across the Big Ben. I extracted these numbers from the 2014 annual report. Global revenue: 65 million pounds, 65% from membership, 30% from commercial activities and 5% from others. There are 180,000 members around the world, serviced by a staff body of 700 in 42 countries.
  14. Yes. Annual subscription. Best that we don’t even have to chase them to pay up, and that the subscription fee can be adjusted annually to match inflation. You must think that I am dreaming.
  15. Every member will want to buy tickets to our events. In fact, all our events should be over-subscribed that we only welcome members to join. The revenue from events should eventually match the revenue from membership subscription. I don’t know about you but my former boss was quite serious in asking me to achieve this objective. That’s why I had to manage a very busy event calendar to fulfill my CEO’s vision.
  16. Every event needs to make money. It’s not enough to break even. CEO wants a healthy profit margin so we must sell sponsorship packages to corporate accounts. It’s best that we have the annual calendar of events planned 12 months in advance and have all the potential sponsors lined up for us to choose from. Believe it or not, this was on my business plan last year, and I did make some progress.
  17. Where do we usually start to look for sponsorship money? Our members first of course. Let’s look at what members want, and see if what we want matches with what they want.
  18. In my former job at the RICS, members are all in the real estate and construction sector. Some are in the more technical roles, but many of them are keen to meet potential clients through events organized by the institution. To them, business development is what they want from their membership.
  19. RICS is a professional institution. There’s some status in becoming a member, but that’s not enough to motivate them to keep paying their annual subscription, buying event tickets and budgeting for sponsorship. They need high profile conferences with top government officials, thought leadership round table discussion with globally renowned experts and brand recognition activities such as awards and competitions that give them a chance to be on the spotlight.
  20. As with many membership organization, RICS is a collective voice. Members do want the institution to actively respond to government consultations, collect views from the membership and offer useful recommendations to the authorities.
  21. I think this is self explanatory. Publicity is an effective tool to make members feel proud of their membership. It’s even better if you involve them in formulating views and recommendations about current issues.
  22. We are a professional institution. Members expect to be able to learn something from RICS. That’s pretty much a given.
  23. Knowing what members want is the first step but you won’t get any budget to organize events unless you are able to turn these insights into activities that can contributes towards your KPIs……. annual subscription, event tickets and sponsorship.
  24. I spent a lot of time trying to understand what we as association managers are doing vis-à-vis what members are expecting us to do for them. Yes, there is a huge expectation gap but it’s not that difficult to fill. From the annual membership surveys, I notice that members don’t mind paying for conference tickets. Their employers budget for event sponsorship every year. However, the quality has to be up to standard, and the content must be relevant to their needs. I then tried to produce a matrix based on what members want vis-à-vis the kind of events that the institution can offer.
  25. We are all association managers. The kind of events on the right hand side should not come as a surprise to anyone. We do these for a living. However, in the past, we were asked to organize these events for the wrong reason. I have talked to a lot of my peers, they would give me reasons such as: It’s an annual event. We just have to do it. No choice. Our revenue comes a little short, we need to organize more events to make up the shortfall. The boss wants it. Let him have it. Our competitors are having their own flagship events. We ought to have our own. Unfortunately, none of these reasons fulfills what members want out of the association. Remember what I said about sponsorship in the beginning? The key word is “Match.” If we plan our event without considering what’s in it for the members, I honestly cannot think of a reason why they should sponsor or even purchase tickets.
  26. This is the world’s largest property market with 22,000 trade visitors conducting transactions on real estate projects around the world. RICS has been a co-organizer for a number of years.
  27. It’s an investment forum I organized in Shanghai last year. Guess why Savills sponsored?
  28. I just had lunch with this chap yesterday. He received the highest accolade from RICS as the property person of the year. In the same dinner, other awards were presented to the best agency, the best property managers, the best CSR projects and the best professional service providers. These are recognition that companies want as they go a long way in marketing their brand names. I remember this event started in 2012. In the beginning, we had to pull some personal connections to secures sponsorship money, but today, the big firms have already marked this event on their diary and budget is automatic. I hardly have to sell anything. It’s really a matter of doing sufficient promotion to draw people’s attention. Money comes in without having to do any cold calls.
  29. This is an event I organized in Beijing this year. The person speaking is the former lord mayor of London Sir Michael Bear. Members want top government officials. Let them have it. Sponsors want to be associated with key decision makers. Let them have it. To be honest, having him in the conference is not really important as his speech was neither thought provoking nor informative, but I did spend a lot of time trying to secure his attendance because I know his presence is important in terms of my ability to draw sponsorship and sell tickets.
  30. This is self explanatory. We just need content that attracts media attention. Members love it to see their institution’s spokespersons appear on the news. Again, if you have expertise in your membership, I’d strongly suggest you use them. Make them feel proud being a member. I guarantee you that they will be so much more supportive when you want their help in organizing events, marketing sponsorship and selling tickets. At the very least, they will be willing to offer their connections.
  31. This lady is the Chief Secretary for Hong Kong Special Administrative Region Mrs. Carrie Lam. Remember in the matrix that members like to see town hall meetings? Well, what I did a couple of years ago was to engage the top officials in the government. I ended up targeting Mrs. Lam as her former role was the Secretary for Development. She has a wealth of knowledge in planning and development, land administration, engineering and construction. I went through all the red tape to get her office to agree to accepting an honorary fellow membership from RICS, but before that, I went through a bigger hell to sort out more red tapes from my London Headquarters. The end result was a very proud moment for members as they see the number one official in Hong Kong shaking hands with our President in becoming a fellow member. There were members who purposely made the trip to London to this event from Hong Kong.
  32. Continuous Professional Development seminars. We have about 200 of these every year.
  33. It’s quite a lucrative business yet members love it because they get to learn Best of all, their employers pay for it and they get to spend a day outside their offices.
  34. Of all the events I have organized, the easiest way to get sponsorship is a phone call from my Chairman to a number of his friends calling for support. It’s top down. No questions asked. There’s not a lot of expectation from the sponsors as they are doing my Chairman a favor. However, these are also the kind of sponsorship money that we as event managers cannot pull off, and hence not sustainable nor repeatable. My approach is a little more time consuming. It takes a bit more effort, but if you plan your approach well, there is a good chance that you can win support from a few potential sponsors.
  35. First, it’s your mentality. At what stage would you normally involve your sponsor? I am not referring to when you should engage them, but rather in reality, what stage do you start thinking about your sponsors? A lot of my peers would start at 5. The more experienced event managers would start at 1. The commercial event organizers would start at 2. I would either start at 3 if it is a new event, or at 4 if the same event was held last year. The earlier you can engage your sponsors, the more likely that they will want to be a part of the event organization, and therefore, the more likely that they will put it into next year’s budget plan.
  36. I think these questions are quite self explanatory. If you need clarification, please feel free to drop me a line via wechat. I will try to go through as many of them as possible during Q&A.
  37. Ok. Now you are ready to put together a sponsorship marketing plan. Just exactly what preparation do you need before you try to secure your appointments?
  38. Step 1 – audience profile. I know this is very basic. It’s something that every sponsor would ask. Of course, if your brand name is famous enough, you can probably still get some sponsor’s interest if they know your event well enough, or they are already associated with your association. That was where RICS was when I joined 5 years ago. I did ask my colleague how they managed to secure sponsorship without telling the sponsors what type of audience they are facing. The response was quite simple……every sponsor was part of the organizing committee. However, in order to appeal to a wider pool of potential sponsors, the demographics of your audience is necessary.
  39. Find out what type of target audience your sponsors are interested in. If your event is populated with a number of potential clients, I am sure your sponsor would be interested in at least attending, if not being associated with your event in some way. Of course, your next task is to collect the relevant data and produce a summary in a clear and concise fashion.
  40. Step number 2 – make a list. Again, it’s very basic. You really need to know who your target sponsors are. Of course, I am assuming that you have already approached sponsors who have supported your event in the past. This list is geared towards new sponsors. I generated this list from the sources of sponsors I had recruited in the past. It’s not something I found in any text book or trade journals so this is not an exhaustive list, but this should give you an idea in terms of where to look.
  41. Perhaps you may wonder how flipping through trade magazines can help you find sponsors. Instead of me doing all the talking, I am going to come down and pick on someone to answer this. Do I have a volunteer? You can interchange the question with other approaches such as attending your competitor’s event……
  42. Step 2 is actually quite time consuming. Please make sure that you have allocated sufficient manpower resources to do a proper job in researching the right contact person in each potential sponsor. Now step 3 – designing your sponsorship package. Gone are the days where sponsors only get a logo on the backdrop, some free tickets, an advert on the event program or a hyperlink on the event website. Don’t get me wrong, these are still expected but we as event managers need to come up with new ideas or tailor the package so that it matches the sponsor’s corporate objectives. Also, with technology playing an increasing role in association conferences, please make sure that your sponsorship packages include exposures on your event’s social media, youtube channel, and mobile APP via CVENT or EventBrite.
  43. Before you decide what entitlements to include, please make sure you understand your sponsors’ needs. Are they B2B or B2C businesses? They may have different needs.
  44. We are association managers. Most of us should be in the B2B business, especially when it comes to sponsorship marketing. We deal with companies. They usually like exclusive status, speaking opportunities, video showing, exhibition booth, one to one client interactions, email penetration etc.
  45. We don’t really have a lot of B2C events, maybe except the golf day, the valentine cocktail and Christmas parties. Even then, we are still approaching the employers of our members to support, but in our business, it’s really the HR side who would be interested in working with me as their target audience are on an individual level.
  46. So, knowing your sponsors’ needs can help you design your sponsorship package in such a way that you know how much value they are willing to pay you. You may also want to check what you can offer vis-à-vis what the sponsors want. For example, every sponsor will want you to share your registration database, but are you legally allowed to offer this as a sponsor’s entitlement?
  47. The next step is to craft a number of key messages that outline the reasons for people to come to your event. It’s pretty self-explanatory, except that I would advise the event manager to focus on what’s in it for the audience or the sponsors. It’s best to craft different messages for different types of audience. Please go easy on the history of the association or the legacy of the conference. These are not the reason why people want to spend money to support.
  48. Show as many big names as you possibly can as they may very well be potential clients of your sponsors. Also try to offer ways for sponsors to be seated close to the sponsors on welcome dinners or opening ceremony.
  49. If your event was held last year, please make sure that you have interviewed your sponsors or VIPs. Their testimonials can go a long way in securing your next sponsor as 3rd party endorsement.
  50. Again, produce a simple video promotional teaser. It can be used on website, youtube, and even in your sponsorship sales presentation. Take advantage of every opportunity to re-use and recycle content that you have from last year.
  51. I think this is pretty standard if you have an event website. Please make sure that you know who’s downloading your images because they could potentially the ones who are either interested in attending or potentially sponsoring.
  52. Do invest in producing a professionally looking sponsorship prospectus. Sponsors do get a lot of invitations from many conference organizers. You do need to stand out from the rest to have a chance.
  53. If you are able to secure a meeting with a potential sponsor, please make sure you have a simple, easy to understand and professionally crafted sales presentation.
  54. Remember these 2 approaches?
  55. Make sure you know what to measure, or the sponsors will not be able to evaluate the effectiveness of their sponsorship money in your event.
  56. Feel free to ask any questions, or anything to clarify as I understand there was quite a lot to cover in 90 minutes.
  57. Thank you! Please note that some of the images I no longer have the right to publish so I cannot upload this on slideshare. What I can do is to send it to the private wechat room but you will have to join the chat room first.