Using Research to Drive Sponsorship Revenue

Michael Harker

Founder and Senior Partner, Enigma Research

October 24, 2018

8:45 a.m – 12:15 p.m., half-day workshop

Data drives decision-making

Whether you’re pitching a new sponsorship investment or a renewal, if you don’t have the data to back up your proposal, you’re asking your sponsor to take a big risk. That’s a very weak position to begin a negotiation.

Unless you engage in regular research, it’s likely you don’t know your property and your audience as well as you think you do, and that is costing you potential sponsorship revenue. You are losing sales because you don’t have the data to back up your proposal. You are not focussing your sales efforts on the categories that hold the most promise because you don’t have the data to point you in the right direction.

In this session, you will learn:

  • The basics. Publicly-accessible data that can serve as a foundation for every sponsorship pitch you make
  • Three tiers of data set: the must have, the good to have, and the data that will blow your sponsor away.
  • Why the research you are currently conducting may be a waste of time and money
  • What your prime sponsorship prospects need to know about your property
  • Data gathering techniques and strategies
  • How to deal with unfavourable research results
  • Plus, surprise takeaways
  • Plus, sample surveys that you can adapt and use right now.

Who this session is for:

If you plan to conduct research on your own, this workshop will ensure that you gain maximum value from your efforts. If you plan to engage a professional research firm, this workshop will arm you with the insights you need to direct a research program that delivers real value that you can translate into revenue.

About Michael Harker

Michael Harker, a.k.a. The Event Professor, is Founder and Senior Partner of Enigma Research, with offices in Toronto,  New York and Santa Monica. Enigma Research specializes in all aspects of events and event marketing.

Enigma has conducted more than 1,000 event-related surveys from coast-to-coast, at festivals, sports events, fairs, exhibitions, auto shows, consumer shows, trade shows, and business conferences. Notable events include WrestleMania, the Pasadena Tournament of Roses, US Open of Surfing, Detroit NAIAS, Calgary Stampede, and the 2012 Final US Presidential Debate. The majority of Enigma’s studies measure sponsorship and experiential ROI for leading brands and agencies.

Michael chronicles his work in digital newsletter called Event Professor Stories. He also teaches sponsorship and event planning  in the Event Management Program at Centennial College in Toronto.

Full participation in Using Research to Drive Sponsorship Revenue is applicable for 3.5 points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.