HOW TO INCREASE AN EVENT’S SPONSOR VALUE
At ACCESSTM Event Solutions we take pride in encouraging our employees to seek professional development by means of seminars, courses, and conventions. We’re excited to send Danny and Cecil to San Diego next week for Ron Seaver’s Sponsorship Boot Camp. Ron Seaver, long time partner of ACCESSTM Event Solutions, is the president of Seaver Marketing Group and The National Sports Forum and has over twenty-five years of experience in the field of marketing and sponsorship.
For two days starting on the 27th, Cecil and Danny will be learning how to better understand sponsorships – how they work, how they’re sold, and how to create more value for the sponsors of live events (which is currently an $18 billion industry). Ron Seaver will be leading attending business leaders and entrepreneurs on a journey through his “Brought to You By..” sponsorship system, providing the tools and skills to obtain any sponsorship goal. The process begins with 13 key questions to ask during negotiations and the 5 things to know before one buys a sponsorship.
We’re also hoping it holds the secrets to making an internet phenomenon, like Psy’s recent hit, Gangnam Style.
We sat down with Danny and Cecil for a little Q & A session on their upcoming trip.
“DANNY, WHY DO YOU THINK IT’S IMPORTANT TO LEARN AND TONE THE SKILLS OF SPONSORSHIP?”
Danny – “Well, I’ve been in the sports and entertainment industry for over 10 years now and sponsorship is the name of the game. Brand alignment with passions and business objectives create exciting opportunities for everyone to engage and participate. And when a team or brand can engage the community, fan, or consumer at an emotional level, everybody wins.
“SO DOES THIS MEAN YOU ARE EXCITED ABOUT GOING?”
Danny – “I’m very much looking forward to it. A lot of my clients and industry peers are looking for new ways to drive additional sponsorship revenue in a more meaningful way. Ron is a friend and veteran in the industry and I always look forward to the great things he has to say, share, and teach.”
“CECIL WHAT ARE YOUR THOUGHTS ON THIS GREAT OPPORTUNITY FOR PERSONAL DEVELOPMENT?”
Cecil – “We’ve always provided a valuable piece of sponsor real estate for the live events we service – our branded event badge. I want to know how to make it the best tool possible for sponsors of those events.”
“IS THERE ANYTHING IN PARTICULAR YOU ARE LOOKING FORWARD TO TAKING AWAY?”
Cecil – “A couple of things, actually. One – how are sponsorship values determined? I’d like to know what industry standards are based on the type of event and the type of sponsorship real estate (TV ads, websites, experiential opportunities, etc).
Secondly, I want to better understand how large events are handled – the process of how multiple sponsorships are sold and how our passes can best fit into common sponsorships.”
Now the Boot Camp isn’t just teaching and learning, there will also be plenty of time for all of the attendees to interact with one another and to share ideas, roadblocks, and breakthroughs.
On a more professional note, Kyle, our Marketing Assistant, is equally (if not more) excited for Danny and Cecil to go, for over those two days he will have the back office to himself. We can only assume he will be practicing his Gangnam Style dance routine.
If you are also attending the Boot Camp or if you have any sponsorship success stories, we would love to hear what your thoughts and ideas are.