This is PART 2 of a series of posts on maximizing sponsorships and their return.
4.0 Use High Perceived Value Giveaways
A great example of on-site data collection with incentives is the PCMA Convening Leaders Conference. Convening Leaders is the definitive event for professionals in the business events industry. At the conference, a local photography studio and make-up artists teamed up to run a live activation targeted at providing professional head shots. At their booth you could get a quick touch up from the make-up artist and a professional head shot free of charge. This simple activation hit two vital pillars of maximizing sponsorships:
2. People who had their head shots taken would have to submit their information and email address to receive their head shot after the conference
Needless to say, that booth was consistently packed throughout the conference! The key was offering an incentive, of high perceived value, for highly targeted and like minded community members. We've included statistics on opt-ins and popular prizing categories for you to gauge how to activate your target market.
5.0 Personalized Follow-Ups
Successful live community sponsorship activations go beyond the event. It’s extremely important to follow up with every engagement or subscriber using personal, relevant, and contextual communications that offer them further incentives and additional content that relates back to your actual activation.
In an ideal situation it's important to tailor your emails directly from deep consumer insights. Personalize emails with any information possible, even with basic name information, to make communication feel like a one-to-one outreach rather than a marketing initiative. With increased information deliver relevant brochures, offers and sales to consumers directly based on the industry and interests expressed at your activation. We've provided industry benchmarks for email opens:
By focusing on each part of the activation, from pre-event to post-event, you ingrain yourself within that community atmosphere and become almost as invested as the people with those activations. The post-event follow-up and marketing drip is where you will convert consumers to purchase.
CONCLUSION
Successful live community sponsorship activations go beyond the event. It’s extremely important to follow up with every engagement or subscriber using personal communications that offer them further incentives and additional content that relates back to your actual activation. By following these key insights and steps you can improve the performance of your community sponsorship activations. Use the enclosed averages and industry benchmarks to understand how your activations are performing in the greater scope of sponsorships. Finally, tailor these recommendations to the individual communities. The best results and maximizing sponsorships come from adding true value back to the consumers you target.
Hopefully these data-driven insights help you maximize sponsorships across your live marketing campaigns.