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2-Min Video: Building Long Term Relationships with Sponsors

Building Long Term Relationships with Sponsors

In this 2 minute video clip Larry discusses the right to build long term relationships with clients and how to avoid the behaviors that drive them away.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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The New Mindset for Sponsorship Sales

The New Mindset for Sponsorship Sales

In this two minute clip Larry discusses the most effective approaches to making the kind of connection to prospects that will greatly improve your chances of making a sale.


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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17 Creative Event Sponsorship Ideas

Sponsorship Ideas
This post was originally published on the Eventbrite blog. Read the original post here.

Event sponsors are critical to helping you fund and improve the attendee experience. But to stand out in a sea of sponsorship ideas, you need to think beyond brand awareness and create worthwhile opportunities that help sponsors achieve their goals.

Before you get to work putting your sponsorship ideas in motion, keep in mind three important factors. First, why people attend your event and the problems they’re experiencing. Second, your sponsor’s needs and how your event can meet them. And third, the brand activations that will bring it all together.

Ready to take your sponsorship to the next level? Here are 17 sponsorship ideas for your next event.

1 | Social mixers

Networking is one of the top reasons attendees go to conferences and other B2B events, but you might not have the bandwidth to organize after-hours parties. A sponsor can create exciting, off-site networking opportunities, which in turn give the sponsor the face-to-face interactions they’re looking for.

2 | Event apps

No matter the size of your event, an event app is a must for providing a personalized experience for your attendees. Tech-savvy attendees expect them and sponsors love to provide them because of the granular data they yield on what’s most interesting to your audience.

3 | Wellness breaks

Taking small breaks throughout the day is important to retaining focus, but it’s not enough just to switch from one sedentary activity to another. You need to move your body to really hit the reset button. Short movement classes like gentle yoga, hula-hooping, or even Zumba can help attendees take a mental break, while helping your sponsor connect with your audience.

4 | Stair or elevator wraps

Does your venue have a grand entrance? Or maybe a few escalators you hadn’t really given a second thought to? Using intriguing stairs or escalator wrap can surprise attendees and offer your sponsors a creative space to do something.

5 | Social photo booths

Similar to an old-fashioned photo booth, social photo booths allow attendees to take selfies, but they also allow users to create looping videos and GIFs and post them directly online. When photos are paired with your event hashtag, it can be some of the most potent social content your attendees can share at your event. Make it even easier with a sponsored social photo booth. 

6 | Wi-Fi

For most events, Wi-Fi access is a must. Especially if you want to encourage people to engage with your event on social media, or livestream speeches or panels. Sponsors can display their logo in the event brochure, on the event app, or signage around the event. Wi-Fi network splash page is another great opportunity not only for branding, but also to link to the sponsor’s website.

7 | Social media displays

A social media display highlights posts and photos that are tagged with your event’s hashtag on social networks like Instagram and Twitter. By offering a social media display as a sponsorship package, sponsors can control the flow of posts and add their brand’s call outs to a regular circuit.

8 | Livestreaming

Did you know that 30% of people who watch a livestream will attend that same event the following year? Live video can extend your reach and have a real impact on your bottom line. Offering a livestream as a sponsorship package can provide brands with the opportunity to engage with audiences beyond attendees.

9 | Activity-based prizes

Looking for an experiential and memorable way to get your sponsors in front of your attendees? Suggest sponsors award a useful or interesting prize to your attendees (like cupcakes or T-shirts) that they’re willing to do an activity for, like squats or a hashtagged selfie share. To increase engagement, consider making the activity a competition or a scavenger hunt that expands across the event.

10 | Virtual or augmented reality

Virtual reality (VR) and augmented reality (AR) allows sponsors to interact with attendees in ways they couldn’t otherwise. Help people experience the new product with AR or VR, like commercial van manufacturer FCA. FCA used augmented reality to show off a new line of vans and all the different color schemes with only one van physically present. It was an efficient use of space — and budget.

11 | DIY craft area

Everyone has a crafty side, so why not engage your attendees creative side with a craft area? Depending on how intricate your sponsors want to get, you could have premade crematic for guests to paint, build your own terrarium stations, or just stick to glitter and glue. This not only gives attendees a chance to share what they’ve made on their social media channels, but it serves as a reminder long after they’ve left your event. 

12 | Give back

Use the spotlight of your event to draw attention to charities or causes your sponsors work with. You can host a sponsored charity drive — for example, attendees can opt to “sponsor” animals or land for wildlife conversations. You can even combine this sponsorship idea with the craft area to really make attendees feel like they’re getting involved for a good cause. 

13 | Treat yourself

Similar to wellness breaks, this gives attendees the opportunity to feel pampered, and ultimately, leave with a great impression of your sponsors. Offering 5-10 minute mini massages is a good way to organically engage guests with your sponsor’s brand. Even if your sponsors don’t provide these types of services, you can hire trained staff for the day, and have them wear sponsor branded clothing. 

14 | Play area

Looking to have attendees blow off some steam, but want to skip the workout? How about a play area. Giant games of Jenga, chess, board games, or even a ball pit are excellent ways to capture guests’ attention. And it’s a creative way to give your sponsor branded game pieces that will get posted and talked about.

15 | Premium swag bags

Customize a swag bag with premium merch not available to all attendees. If you really want to go for it, get sponsors involved to offer more high-end gifts, like massages, tickets to shows, or wine.

16 | Digital swag bags (learn more)

In addition to the traditional bag, you can now offer a digital one. New services allow you to set up a page with offers from sponsors before, during, and after your event. By extending the time that sponsors can connect with attendees, you’ll provide more activation opportunities. What’s more, these services provide sponsors with meaningful data to measure against their goals. 

17 | Privacy pods

These fully enclosed booths offer a quiet place to make a phone call or have a meeting. They come in various sizes from one person (like a phone booth) to larger versions which seat four. They are usually made of mostly glass and can be wrapped with a brand or provided by a sponsor. Many come with power and WiFi. 

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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Activation Trends in Sponsorship

In part 4 of Larry’s interview at Eventbrite he discusses how integrating digital content can add sponsor value for your event.


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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6 Apps to Increase Productivity

Man looking at his phone

6 Apps & Extensions You Have Probably Never Heard Of, But Will Be Glad You Did.

There are many challenges to running a successful agency. The biggest for most of us is finding ways to save time and improve performance. Here, in no particular order, are some of my favorites. I’m sure these would work for plenty of other businesses, but they have become a necessity for me. And no, I’m not getting compensated for clicks, some of these are free:

Instapaper. One of my most used apps, Instapaper allows you to save article, webpages and pretty much anything you are viewing in your browser to a clean format to read later. This is not cut and paste. You can file the information into categories you create and even share it. I use it to read stuff I don’t have time for, later when I do. This is by far the cleanest format I have seen. It works on any screen, so if you are browsing your feed on your phone and want to save it, you are two clicks away. It will be at the top when you get around to opening it later.

Clipboard History Pro. This one is a life saver. Anything you copy and paste is saved for you to access later. You can even save to a favorite’s category for frequently used links or descriptions. This extension for Chrome lives at the top of your browser. Once installed you don’t have to do anything, it saves automatically. If you need something you copied, you click and a drop-down box appears.

Lola.com. My new favorite business travel app. Designed for SMB’s lola.com gives you a platform for booking, controlling business travel expense, enforcing travel policy and managing reporting and categorizing for accounting. But one feature is really irreplaceable and that is the customer service. I was recently stuck at DFW Airport due to ongoing weather delays and while my airline was very slow to update me, the team at lola.com kept me updated by looking at the inbound aircraft status. When the airline said it was another hour delay, I knew the plane hadn’t even departed the previous location and instead of waiting around, they booked me on a flight the next morning while everyone else was scrambling.

Calendly. Scheduling calls and appointments can be a real time waster with all the back and forth. This Chrome extension allows you to set up your appointment criteria for different lengths and types of calls or meetings. Then, when you are suggesting a meeting you simply click on the type of meeting (I use 15-minute intro call, 30-minute conference call and others). It creates a link which you paste into an email that allows the recipient to click on the link, select an available time on your calendar and confirm the appointment. It adds it to your calendar once accepted. It will also send reminders.

TinEye. TinEye is a reverse image search extension. I use this mostly when I am suspicious that I have received a connection request that looks off. You simply right click on the image, select TinEye and it scours the web to find the image. I have used it the most on LinkedIn and Fiverr when someone in a profile is suspiciously good looking. I know, sounds dumb, but when you find out that you are looking at a stock photo, you know to delete.

The Great Suspender. If you are like me, you have way too many tabs open and it eats up your computer’s memory. The extension automatically suspends unused tabs to free up system resources. The tab still appears on your browser, but when you open it is asleep. Just click on it and comes right back.

Pipedrive CRM. I can’t imagine you don’t have a CRM. But if you don’t or you don’t like the one you have, Pipedrive does everything I need it to do at a very reasonable price. It is web based and has iPhone and Android versions. It integrates with many other platforms, is customizable and easy to learn. Support is just an instant message away. I’m leery of any CRM that requires you hire a consultant to help you implement it, Pipedrive is simple and feature filled.

It would be great to hear back from you about your favorite time saving apps and extensions.


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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Innovative New Technology for Events

What are some of the best ways to use Virtual Reality and Augmented Reality for events?  In this clip from my interview with Dan Kimball the Senior Vice President of Marketing at eventbrite.com headquarters in San Francisco we discuss some specific examples of successful integration of VR and AR.


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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How Technology is Changing Sponsorship

Technology is changing how events are produced and how sponsors activate. In this clip from my interview with Dan Kimball the Senior Vice President of Marketing at eventbrite.com headquarters in San Francisco we discuss the impact of this technology on events and sponsorship.


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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Using Data to Grow and Sell Sponsorship

Using data to grow sponsorship is often overlooked or improperly implemented. In this clip from my interview with Dan Kimball the Senior Vice President of Marketing at eventbrite.com headquarters in San Francisco we discuss tactics and trends for the successful use of data to influence and close sponsorship deals. 

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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Searching for Sponsors? Switch up the Job Titles

Man Looking Through Binoculars

The Sponsorship Guy’s Pro Tips for Finding Leads

You are on LinkedIn. You are trying to find new prospects. When I enter “Sponsorship” into the search field, I get 13,805,662 results. Not helpful. By further filtering to just the United States and to the Marketing and Advertising Industry we are down to 429, 938. Still, not even close.

Using your filters won’t help much unless you know the job title of the prospect. It’s also tricky to filter out people with Sponsorship in their job title but aren’t prospects because they are in sales or operations. Let’s skip people with Sponsorship in their title and look at some other prospects.

I find it works best to look in the industry you want and then by job title. Here are the job titles I often use when searching for prospects on LinkedIn:

Experiential Marketing | It is expensive for companies to create and operate their own experiential. You can offer to white label or create an experience with their brand. Offer something that matches their brand marketing.

Integrated Marketing | This is a big marketing bucket where different tactics get combined. Very often sponsorship is part of their responsibility. See what else they are doing that pairs nicely.

Marketing Communications | Marcom is in the middle of everything. A good event is a tool in their box. These folks know the brand message, align with it.

Consumer Engagement | If activation is a strong suit of your property, this is a good place to start. Every company wants more customers, show them your audience contains their ideal consumers.

Market Manager | Local or regional business leader who may be very interested in how your event or property can help them meet their objectives. If you are an established property in their market, they are more likely to know you.

Marketing and Activation | Think lead generation and conversion. If your event has an audience that matches the prospect’s needs, they may want to influence, educate and sell them.

Promotions | Sampling, engagement and awareness of well aligned audiences needs a place to happen.

Business Development | If your property or event can help open an important channel, this is a great connection to make especially for conferences that align.

Field Marketing | This team is likely to be directly engaged with events and properties.

Event or Events | Managers and marketers with Event or Events in their titles are often the ones who are looking for you. Look for people working for companies in your target segment, so you don’t get wedding planners and such.

Brand Managers | The brand is their baby. The right event can raise the profile, target their known consumers or align brand values. They also know where the money is for the brand.

Product Placement | It’s not just for TV and the Oscars. Being the official provider of a product or service to your event or property can establish legitimacy and affinity for consumers.

Sales | They probably aren’t your ultimate buyer, but they care about what the company is doing to promote its business and likely sympathize with how hard it is to sell. If asked right, they will sometimes give you an email or phone number you need.

Communications and PR | These jobs are tangentially involved in covering sponsorship activities that produce media coverage and sometimes have a direct link to the sponsorship team.

Use the ones that make sense to you. In my experience, anyone with Sponsorship in their job title is probably getting flooded with all kinds of offers and have put up a firewall to protect their sanity. Unless you know the CMO or CEO, you probably won’t get to them either. I think you will find that even if they aren’t the decision maker, you may get the insights you need to have the right offer to the right person.


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.

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3 Principles Elite Events Use to Attract and Reward Wealthy Clients

From the Cannes Film Festival to Wimbledon, all elite events share a wealthy target audience. One of my favorite culinary events Once Upon A Kitchen is a great example. It features multiple award winning celebrity chefs in an experience that will attract wealthy diners from all over the world to Miami Beach this coming December.

When marketing to Ultra High Net Worth individuals (UHNW have $30MM+ in assets) through high profile events you will always find three elements in common.

1 | Exclusivity

Typically, the goal is to get as many people into your event as possible but that’s not the case when your event is meant for a UHNW audience. Once Upon A Kitchen applies this principle by limiting access to only 300 guests, pricing tickets at a range from $1,500 to $5,000. The more rarified the location and limited the access, the more desirable an event becomes.

2 | Very High Pricing

The wealthy are no strangers to the world’s finest cuisine but to duplicate the fare they would have to travel to the restaurants all over the world including France, Italy and Brazil. Any event meant for this audience adds to its aura by being prohibitively expensive. To deliver on the promise of being a one of a kind or bucket list level event this year’s Once Upon A Kitchen event is bringing together:

  • Massimo Bottura – Owner/Executive Chef, Osteria Francescana (Italy), World’s 50 Best Restaurants (#1, 2018)
  • Mauro Colagreco  – Owner/Executive Chef at Mirazur (France), The World’s 50 Best Restaurants (#3, 2018)
  • Alex Atala – Owner/Executive Chef, D.O.M. (Brazil), 4th Best Restaurant in the World (2012)
  • Antonio Bachour – Winner of The Best Chef Awards 2018’s Best Pastry Chef award
  • Roberto Cipresso – World-renowned Winemaker & Host of Once Upon A Kitchen

3 | Partnership with Elite Brands

Not all sponsors are the right sponsors for the UHNW market. Brands that want to be a part of events that target the wealthy should be prepared to create bespoke experiences that WOW. This audience is not easily impressed. They are used to exclusive access, to being treated like royalty and have traveled and dined at the finest destinations. So to connect with them, you have to bring in bold entertainment, engaging activations and price is no object partnerships. These should include luxury vehicles, yachts, fine wines and spirits.

The lifetime value of a new client in this channel can be very significant. For brands whose survival is predicated by cultivating UHNW audiences one of the most effective ways to connect and demonstrate your brand character is through and elite event like Once Upon a Kitchen. The right event or experience can be a brand’s best pathway to connecting with luxury consumers.  By following the principles of exclusivity, very high pricing and partnering with other elite brands you ensure that your event.


Want more? Join TheSponsorshipGuy.com’s mailing list and get insights and updates every couple of weeks.

About Larry Weil:

Sponsorship engagement strategist and customer acquisition specialist for some of the nation’s most recognized brands Larry has over $200MM in sponsorship transactions to his credit. He has a Rolodex of over 4,000 brand and industry contacts. Larry is an expert seller, negotiator, presenter, and strategist. He has successfully represented properties and sponsors in numerous categories including Conferences, Trade Shows, Convention, and Visitors Bureaus, Entertainment and Sports Properties, and Tech.