You’re not sure what went wrong. Your company recently co-sponsored an event that had an amazing turnout. But weeks or even months later, you realize you spent thousands and made nothing back – not one attendee turned into a legitimate lead. Sure, you got some good branding, but you thought this sponsorship would help you close a deal.
What happened?
Last month, Pierponter Sarah Zomper and I attended a Legal Marketing Association Luncheon where Bob Silvy, VP of Marketing for American City Business Journals, discussed the best practices in event sponsorship. Bob said that the key to avoiding the above scenario is remembering that sponsorships aren’t parties – instead, they are business opportunities. And you need to treat them accordingly.
Here are Bob’s top three tips to making the most of an event sponsorship:
- Write a Sales Plan: Planning is the single most important part to a successful sponsorship. Determine a specific sales goal and a step-by-step plan to achieve it, including what your company will do at the event, which attendees you’re going to target and how to follow up with those attendees when the event ends.
The sales plan should also provide a direct, measurable way to show your CEO the leads and opportunities gained from the sponsorship.
- Differentiate Yourself: Sure, you’re plastering your logo all over the event, but so are the other sponsors. Avoid corporate camouflage by using simple creative tactics – such as announcing a hidden gift certificate in one of the gift bags – to engage attendees.
Your employees can differentiate themselves by greeting attendees at the door, staying away from the corporate table and impressing target attendees with knowledge of their recent accomplishments.
- Activation: A single conversation at an event does not make a relationship, much less a client. Soon after the event, reach out to prospects with a personalized thank-you note or an invitation to a follow-up luncheon.
Use these follow-up “touches” to activate a sustained connection with the prospect. Focus only on the relationship – follow-ups should never feel like sales pitches.
Event sponsorships can be exciting business opportunities that introduce your company to new prospects, industries and audiences. By writing a thorough sales plan, having a unique and engaging presence at the event and following up with prospects afterward, you can be sure to reap return from your event investment.
Posted:
12/30/2010 10:28:16 AM by
Danielle Urban | with
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In today’s digital age, one-way communication will get your social media efforts on a one-way road to nowhere.
We see it all the time- unknowing companies posting self-serving messages promoting their newest gizmo or gadget and not even trying to get to know their audience. Well sorry guys and gals, social media just doesn’t work that way.
Stray away from the one-way detour and start your social media campaign with two-way communication. This process entails proactively listening to what your brand’s audience is saying, understanding what they’re talking about and responding with content that benefits them. Stay on this track and pretty soon your brand’s audience will start following you and actually listening to what you have to say.
Follow the links below and see how these companies gained success through two-way communication:
Posted:
12/29/2010 10:52:55 AM by
Sylvester Palacios | with
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Following five years of a consensus building, ISO (International Organization for Standardization) 26000 guidance on implementing social responsibility was launched in early November. This has received acceptance from more than 90 countries and is expected to set the norm for social responsibility for private and public sector organizations in the years to come.
Corporate social responsibility may come across as a highly idealistic endeavor, but it actually produces highly favorable and observable results. Research by DePaul University reveals that companies that are perceived by the public to adopt more socially responsible business practices and ethics are more likely to perform financially better than those companies who don’t.
Among other things, an organization’s social responsibility can influence:
- Brand differentiation and competitive advantage
- Recruitment and retention of workers, members, customers, clients or users
- Enhancement of morale, commitment and productivity
- Relationships with investors, owners, donors, sponsors and the financial community
- Management of risks and legal compliance
ISO 26000 is based on broad stakeholder input, including business, labor, consumers, developing countries, government, nongovernmental organizations and others. It establishes the primary expectations for social responsibility and places stakeholder engagement at the heart of its implementation. Communicators have multiple opportunities to use this standard to integrate social responsibility into decision-making by facilitating honest dialogue with stakeholders and developing ethical communications.
In today’s unpredictable business environment, the need for responsible behavior is more critical than ever. ISO 26000 provides guidance on:
- Principles, practices background and trends relating to social responsibility
- Concepts, terms, definitions and characteristics related to social responsibility
- Core subjects, issues and fundamental expectations
- Communication commitments and performance
- Identifying and engaging stakeholders
- Integrating socially responsible behavior throughout the organization
It is important to note that ISO 26000 offers “guidance” on socially responsible behavior and possible actions. It does not contain requirements and, therefore, in contrast to ISO management system standards, is not certifiable. More information on ISO 26000 is available at:
http://www.iso.org/iso/social_responsibility.
Posted:
12/27/2010 2:11:23 PM by
Randy Pruett | with
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During the holidays, it’s easy to get swept away in the pandemonium of the season—between shopping, decorating, cooking and baking, everyone is abuzz with the anticipation and excitement only Christmas can bring.
But it’s also important to pause and give back, especially during this time of year. Many charities and nonprofit organizations rely on the final push of donations that typically come at the end of the year in order to successfully move on into the next. Now, a growing number of organizations have utilized social media and online campaigns in order to most effectively reach their goals throughout the holiday giving season.
Last month, several celebrities temporarily stopped posting on their Facebook and Twitter accounts in support of singer Alicia Keys’
Keep a Child Alive charity, in advance of World AIDS Day on December 1st. Mega-stars such as Lady Gaga, Kim Kardashian, Ryan Seacrest and Justin Timberlake kept quiet on all social media fronts until $1 million was raised in support of the campaign—which took just six days, thanks to a hefty $500,000 donation from billionaire pharmaceutical executive Stewart Rahr.
While Keep a Child Alive’s “celebrity digital death” campaign lasted less than a week, its conclusions were clear: online giving and social media-based fundraising campaigns not only work, they work extremely well.
Here at Pierpont, we’re helping to support several of our favorite local charities through our holiday micro-site,
Pierpont’s Toy Box. We’ve hand-picked organizations in Houston, Austin, Dallas and San Antonio to spotlight on our website, to give people a chance make new holiday memories and
give back to San José Clinic, Big Brothers Big Sisters, the Salvation Army and the Elf Louise Christmas Project.
Social media has helped transformed the way people stay in touch, how businesses connect with their audiences and how news is reported—now, there’s no limit to how it can help nonprofit and charitable organizations garner the support they need to thrive and continue serving our communities.
What are some ways you’re choosing to give back this holiday season?
Posted:
12/23/2010 11:30:42 AM by
Lisa Pirtle | with
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The term is often used to describe the concept of asking that a good deed be repaid by bestowing it to others. With the holiday season upon us, there is truly no time like the present to “pay it forward,” both personally and professionally.
Though 2010 has been an economically challenging year for most, there is always room to give back to the community – and it doesn’t have to come from your check book.
On a personal level, the holiday season always puts me in the giving spirit and I have a lot to be thankful for this year. So in order to “pay it forward,” I’ve elected to volunteer with Citizens for Animal Protection (CAP), a non-profit organization that provides shelter, adoption, foster care, rescue and other vital services to animals in need. A dog lover myself and the wife of a want- to-be veterinarian, there is no better organization to get involved in so I can do my part to save animals in need.
On a professional level, Pierpont sets an example to other Houston-area businesses by giving back year after year. One organization we support believes in a cause that seems to be more important than ever in recent years. The San José Clinic is one of the oldest charity clinics in the U.S. and has provided healthcare to the uninsured since 1922.
While Pierpont is devoted to supporting the San José Clinic year round, the holiday season is a time for our staff to give back in a way that is more meaningful. In December of 2007 I joined two of my colleagues at the San José Clinic’s Annual Children’s Christmas celebration and got to see first-hand the smiles on children’s faces as we painted their cheeks with festive holiday-themed designs. The 2010 Children’s Christmas Celebration took place earlier this month where once again, our younger staff members got out there to lend a helping hand and brighten the season for kids in need. Additionally, Pierpont generously provides support by donating to the clinic to ensure that toys and more importantly, food are provided to children and their families during the holiday season.
I’m continually amazed at the compassion and support my own company provides to the less fortunate in our community and the inspiration it gives my colleagues and I to give back on our own time.
So when you are wondering how you or your company can “pay it forward” this holiday season, remember that there are so many ways to reach out and help those in need. Does your company have a cause? If so, ask how you can participate.
Happy holidays!
Posted:
12/22/2010 10:19:12 AM by
Sarah Miller | with
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