Tag Archives: sponsoring

Participants at the SalesPower Masterclass involved in sales conversations

How to Boost Expo and Sponsoring Sales: Masterclass in Singapore

Last week, I had the pleasure to conduct a sales training with 14 very talented event sales managers in Singapore. The workshop was part of the Masterclass Series that Lighthouse Independent Media stages.

Events, trade shows and conferences are different animals to sell. With a wide range of stakeholders (visitors, exhibitors, the organizers, their shareholders, press, bloggers, sponsors, online- vs. offline audiences etc.) and their varying motives, standard sales trainings often fail to meet the requirements of sales staff for events.

Subsequently, the learning objectives of the workshops in Singapore were Continue reading How to Boost Expo and Sponsoring Sales: Masterclass in Singapore

Creative event marketing and sponsoring – More examples

Wandering off the beaten track in the way how we market events and present sponsors is a fascinating journey. Events are there to wow people – not to bore them with the same visuals, messages or sponsorship logo placements like before.

Browsing the web, you’ll find it is full of great examples where creative minds explore the unexpected.

Enjoy just a couple of great stuff I found recently at Brilliant ads!

Cool way to sponsor a sports event, presented by Pepperidge Farm soft bread
Care for a pizza during lunch break? That’s the way to present it! Pizza Kingdom with more cheese!
A beer sponsor needs a special and mouthwatering pitch! By the way: Tyskie, a Polish beer, is one of my absolute favourites.

Interactive billboards are of course highlights and can create outstanding experiences. Check out the Coca Cola campaign in Australia, great stuff!

How to generate sales leads for events via Twitter: Step-by-step guide

How can you afford not to be active on social media these days?

However, lots of conference and exhibition organizers seem to lack a clear strategic view on what they want to achieve.

Social media and in particular Twitter can bring you exhibitors, conference delegates and event sponsors. It can turn cold contacts into (at least) lukewarm leads.


How that? By tweeting “Come exhibit at the great show X” or “Attend the super conference Y”, and then the sponsors, delegates and exhibitors will come flocking to your show?

Probably not…

Here’s some tips on how to get going. Feel free to add your experiences!

Step 1: Define your target audience. Ok. We’ve heard that a hundred times. But do you really know who to look for when browsing those 554,750,000 registered Twitter users? What are the keywords and hashtags your target audience would be using? Make a list.

Step 2: Analyse your followers. That is assuming you have some already. But after some Twitter activity and follower marketing, you might have a decent number of followers. Now comes the time to take a closer look at them and identify the leads. Let me guess: Only 10-15% of your followers are really interesting leads, right? Anyway… You may want to create a (private or public) list of those that are relevant and that you want to get as customers.

Step 3: Show some Twitter love. Don’t spam them by sending direct messages. I wonder who uses Twitter for direct messaging, anyway. Do you? RT your leads’ tweets. List them in helpful listings. Thank them for following back. #ff them. Make them aware of content that they may find interesting. Establish a warm Twitter base.

Step 4: Once a Twitter contact is established, you can take the next step. Whether that is a call or an email or any other suitable means of communication is up to you. But that is the time when you can take the contact beyond the Twitterversum. Maybe the person tweeting for the company is not the right one, but they can direct you to the relevant decision makers. Ultimately, conversion is the goal!

Twitter Sales Funnel

Sounds like quite some work? Yes it is. But how efficient is your emailing list? What’s the churn rate of unsubscribes every time you do a mail blast? How much does it cost you to send out snail mailings?

Essentially, XING and LinkedIn can be used in a similary way, but the threshold of getting in touch with potential customers is a lot lower with Twitter, in my opinion. It is easier to gather 4-digit numbers of followers on Twitter than it is on the business networks.

How do you use Twitter for lead generation? Or not at all?

10 Tips: How to Attract Conference and Exhibition Sponsors

Well, if only this was an easy to answer question…

One thing is for sure: Getting sponsorship for conferences and trade shows has become a lot more difficult, with so many options that potential sponsors have, and so many organizers competing for sponsorship.

Very broadly speaking, there is a basic dilemma for event organizers and sponsors. When looking for sponsorship, the ORGANIZERS typically want

  • Money
  • As  easy as possible
  • Standardized
  • Apart from that: To be left alone by the sponsors when it comes to the event programming (speakers, sessions etc.)

The SPONSOR, on the other hand, typically asks for

  • Exclusivity
  • A say as regards content (speaking opps, featured topics, case studies)
  • Individual offers
  • Preferred treatment throughout the whole event

During my time in a sponsoring and PR agency, working for brands like Volkswagen and Deutsche Post, I have learned how important those points really are for sponsors. As a potential sponsor, you immediately put aside those requests where you feel that you get a copy-and-paste template and where the organizers have not thought one second about your branding and positioning requirements.content marketing for events

Okay then, what would be some recommendations how to approach potential sponsors? Some food for thought, in the sense of a checklist of things to bear in mind:

  1. When you present a sponsoring proposal to a potential candidate, ALWAYS put their logo on the pdf or ppt! And make sure you use the correct and current one.
  2. Describe the target audience of your event – but not on a generic level, but particularly to what extent it overlaps with the sponsor’s target groups.
  3. Check on their website if your potential sponsor supports other events, and of what nature those are. What can you learn from that? Is there a particular person, decision maker or department behind those sponsorships?
  4. What can you find out about the brand positioning and brand values of your target sponsor? What bit of that ties in with your event positioning? Try to create a storyline that combines your event objectives with your sponsor’s objectives.
  5. Be creative. Develop out-of-the box offers to differentiate from your competitors. Of course, that also implies some research about what your competitors are actually offering.
  6. Be inspired by what other organizers (beyond the horizon of your own industry) have offered. Take a look at the sponsoring offers of events like SXSW, Mobile World Congress, CES, and in particular the TED Conferences. For our World Newspaper Week in Vienna, October 2011, we have created a comprehensive scope of promotional opportunities.
  7. Create some low-budget options for newcomers to your industry. We offer a simple branding sponsorship at our conferences, which is a kind of premium participation fee. A sponsor gets an entrance ticket, their logo on the website, on site, and their brochure in the delegate bags. Nothing fancy, but a good money maker.
  8. Involving sponsors in the program: Well… Why don’t you rather offer the opportunity to let a customer of theirs do the talking? That is much more credible and has a higher impact for the sponsor, too.
  9. Be flexible. You should have a clearly formulated offer when you approach a candidate, but be flexible enough to tailor it to their demands.
  10. Post-Event: Send a Thank-you-letter after the event along with a documentation (pics, facts and figures etc.).

Here you’ll find some more useful resources about how to attract sponsorship:

Why don’t you share your success stories here?