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Интеграция спонсоров в деловое мероприятие: 4 задачи с решениями от Веры Бойко

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Все новости / Хочу все знать! / В помощь организатору мероприятий / Интеграция спонсоров в деловое мероприятие: 4 задачи с решениями от Веры Бойко
Интеграция спонсоров в деловое мероприятие: 4 задачи с решениями от Веры Бойко

Участие спонсоров должно быть эффективным и логичным. Нельзя, чтобы спонсор затмил суть встречи, но и запомниться компания должна, более того, спонсорство должно окупаться в несколько раз - в этом убеждена организатор мероприятий в Level UP нетворкинг-встречи в Екатеринбурге, кипишолог в Event-среда, Вера Бойко. Блог Веры в facebook полон практических идей, советов и интересных заметок. Сегодня Вера делится с читателями Event LIVE любопытными интеграциями партнёров и спонсоров в мероприятие, разбирает решения конкретных задач и дает несколько советов по успешному внедрению промо-акций в событие. 

Задача № 1. Когда нужны конкретные гости

Задача: “Нам не надо много визиток, нам нужны крупные компании, которых мы знаем,” — такой запрос пришёл от спонсора. Найти 10 нужных людей на крупном событии сложная задача!

Стоимость участия: 70 тыс. рублей
 
Прибыль: 7 договоров в день проведения мероприятия
 
Решение:
Спонсор оформил небольшой стенд и купил опцию “Встреча с 10 клиентами”.
За неделю до мероприятия спонсору высылается список компаний, где он выбирает 15. Я как организатор пишу письмо каждому и договариваюсь о передаче контактов спонсору. Как раз из 15 человек отвечают 10. И в итоге назначаются встречи с нужными людьми. Знакомство, общение и продажа на мероприятии — дело тонкое.


 

Задача 2. Больше, ещё больше контактов!

Задача: собрать максимум контактов гостей для спонсоров.
 
Решение: добровольный обмен визитками. Ставим коробку на проходных местах и каждый, кто положит свою визитку, получит по почте все контакты участников из коробки. Также можно решить задачу с помощью нетворкинг-стены.
 
Плюсы:
  • Существенный довод для участия спонсора в следующих событиях

  • Повышение посещаемости рядовыми участниками

Минусы:
  • Спам

  • Удаётся вовлечь максимум 30% от количества гостей

 
В результате KPI участия спонсора автоматически повышается. Например, в среднем за 2 дня на стенде собирают около 42 целевых визиток. И тут же по итогам выставки партнёр получает ещё +350 потенциальных контактов. Безусловно, лучше собирать визитки после общения, но не всегда у спонсора получается обеспечить нужное количество людей на стендах. Такой подход помогает частично компенсировать нехватку людей и активностей спонсора. 
 

Задача 3. Игра нам в помощь: повышаем посещаемость стендов

 
Задача: повысить посещаемость стендов даже тех компаний, с которыми гость мероприятия давно знаком.
 
Решение: ввести игровую валюту, на которую на каждом стенде можно что-то купить. Заранее предупреждаем спонсоров о внедрении внутренней валюты. Мотивируем готовить сувенирку и «товары на продажу». Для того, чтобы сохранять интерес, меняем товары каждые 4 часа. 
 
Плюсы:
  • Гости сами подходят к спонсорам.

  • Увеличивается количество касаний с каждым посетителем.

  • Спонсоры не скучают в одиночестве на стендах.

  • Можно разработать алгоритм «заработка» товаров: оставить отзыв о мероприятии или запостить фотографию с хэштегом — продумать игровую механику.

  • Партнёры начинают тщательней готовится к событию.

 
Минусы:
  • «Товары на стендах» быстро заканчиваются.

  • Нужно детально проработать игровую механику, иначе инфляции не избежать.

  • Играют 60-80% гостей.

  • Не все спонсоры могут предоставить что-то интересное.

 
Не для всех целевых аудиторий подходит такой вариант. Учитывайте риски — игровая механика не должна мешать сути делового события. Да, будут играть не все, но если хотя бы часть гостей вовлекается, это значительно запускает слухи и повышает отдачу у спонсоров.

Задача 4. Заключать сделки прямо на мероприятии!

 
Стоимость участия в конференции: 115 тыс. рублей
Прибыль: 500 тыс. рублей за два дня
 
Опции в пакете:
Доклад 30 минут
Стенд 8 м2
Логотип в программе, пресс-воле, на сайте
Получение списка компаний заранее
 
Что обеспечило успех:
200 слушателей во время доклада
Отличный спикер
8 (!) активных менеджеров на стенде
Обзвон за неделю всех «зависших» клиентов и предложение заключить договор на мероприятии
 
Без активной проработки со стороны спонсора сложно ждать продаж. Когда на стенде всего несколько менеджеров, во время наплыва посетителей сложно ответить на все вопросы и собирать лиды. Активные переговоры за неделю до мероприятия позволяют назначать встречи на мероприятии. Особенно, если вы предоставляете бонусом билеты для клиентов партнёра.
 
Вывод: всегда можно придумать интересные и эффективные варианты интеграции спонсора в мероприятие, главное -  заранее знать возможности и предлагать решения.
 
Материал подготовлен эксклюзивно для Event LIVE. При цитировании или перепечатке активная ссылка на страницу с публикацией обязательна. 
 
 

 

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