Communication Planning For Events

🚨 Most sponsorship proposals fail because they’re sales decks, not stories. Too many rightsholders still lead their proposals with what they have to sell — logo placements, hospitality, social media slots. But brands don’t buy assets. They buy outcomes. 🤝 Sponsorship isn’t sold on assets. It’s sold on ideas. That’s where creative strategy is the missing bridge. A great sponsorship proposal doesn’t just list rights. It shows how those rights can be activated through stories fans care about, and how those stories ladder up to a brand’s marketing and business objectives. 💡 Without creative strategy: Rights feel generic, interchangeable, and hard to justify. 💡 With creative strategy: Rights become a platform for culture, emotion, and growth. The difference between a sponsorship that gets signed and one that gets ignored comes down to how well you connect the dots between: • Rightsholder value (audience, assets, moments) • Brand ambition (category growth, audience penetration, equity building) • Creative strategy (the story that makes it irresistible) 👉 In a cluttered market, creative strategy isn’t a nice-to-have — it’s the glue that turns inventory into impact. Yet, week in week out I still see rightsholder proposals that lack that bridge. If you don’t understand how brands grow > work with those who do If you don’t have the time to customise for categories > work with those who do If you don’t know how to think about creative strategy > work with those who do Having spent most of my career advising brands how to grow through sponsorship (and having reviewed thousands of proposals for both Coca-Cola & Sky), get in touch if you want your sponsorship proposals to no longer be ignored. #sponsorship #marketing #brands #creative #strategy #sports #sportsbiz #sportsbusiness #sportsmarketing #sportsindustry

I do dozens of interviews with top CMOs every year. I always ask what the best performing marketing channel is. And right now everyone is saying events. Post COVID events are back, but also now in an AI world, I think there's a stronger appetite to get out and connect with real people vs. just getting answers from ChatGPT. But: like anything in marketing, running events just because everyone else is doing them is a great way to set money on fire (and still not drive any incremental business). Whether it's a booth at a trade show. A VIP dinner. A 500-person conference. They can all work. They can all flop. The difference: having a real plan and strategy for that event going in. Why do it in the first place? (which continues to be the most important lesson in marketing - what's in it for me? what's the hook? why should people come to our thing?) We talked to two event experts on the Exit Five pod recently Stephanie Christensen and Kristina DeBrito — and here are 5 keys they shared for B2B event success: 1. Pick the right format. Not all events do the same job. Big splash? Go flagship. Want pipeline? Try VIP roundtables. Tiny budget? Host micro-events around existing conferences. Set real goals. 2. “Leads” are not enough anymore. Are you driving awareness? Accelerating deals? Generating pipeline? Define this upfront—or you’ll waste time measuring the wrong stuff. There are more metrics than just "did we get leads from this event" and in today's world leads are tablestalkes. 3. Align your team, bro. Sales and marketing must move in lockstep. Slack alerts for registrations. Sales meeting updates. Leaderboards. It all matters. This is a team effort. 4. Make it memorable. People forget panels. They remember custom pancakes and great venues. Was the food good? Did the WiFi work? Did Oprah show up? Just kidding. Making sure you'r reading. But think surprise and delight, not branded frisbees. 5. Put the work in on the follow up. Events don't close deals - follow-up does. Segment attendees. Create custom offers. Babysit the handoff to sales like your job depends on it. Because it does. You just went shopping and got all these fresh groceries - dont let them spoil. B2B buyers want real connection again. Events can create that. Are you feeling this desire for events? Are you doing events in your business right now? Let me know...

Love this campaign by Stella. "Worth it" ✨ Playing off a familiar scene we all know. That claustrophobic bar. Enter "Claustrobar" You're crammed shoulder to shoulder... Getting bumped left and right. Then you get your first sip. Makes it all worth it. 👀 Or does it...? We're seeing the OPPOSITE trend for B2B events. Marketers want smaller more niche events. Think dinners with 15 to 25 people. ONLY the exact ICP they want. We just did our Q1 retro at The Alliance 🧵 NEW Q1 EVENT DATA FOR YOU: Dinners under 25 people drove 3.4 times higher average pipeline per attendee than 200+ person field events Sponsor satisfaction scores were 27 points higher for private dinners vs traditional happy hours Events with personalized pre invite cadences had a 35 percent average acceptance rate among ICP targets Renewal rates on sponsor programs anchored around curated dinners hit 82 percent, compared to 58 percent for "open bar" events Thats why we're doubling down on niche events. Dinners and intimate VIP exeperiences. Why they worked so well: Step 1: ICP first targeting Every attendee list starts with sponsor aligned ICP firmographic filters: Company size, role seniority, industry fit, existing buying intent. Step 2: Personalized outreach Dedicated in house teams send direct invites framed around relevance. We track weekly acceptance rates and optimize touchpoints if we fall below 30 percent. Step 3: Pre event intel Sponsors get attendee insights two weeks before the dinner. They know which companies and titles are coming so they can plan the content PRECISELY for that audience to make it hyper relevant. Step 4: Structured conversations No loud music. No random crowds. Strategic seating charts and guided conversation topics aligned to the topics attendees and sponsors care about. This makes the experiences great for BOTH the company sponsoring and the attendees. Ends in a win win for everyone. Example for you: At our Austin dinner for a sponsor in Jan - 17 handpicked senior leaders attended - 76 percent of attendees booked follow up demos within 21 days - The sponsor sourced $3.2 million in net new pipeline which was 3.1 times their original goal TLDR Invest in more dinners ✌️ 

🚨STORY TIME🚨 I just got off a call with a nonprofit (that I've sponsored before in my past career) that a brand I currently support is considering sponsoring. The nonprofit scheduled 30 minutes to introduce themselves and share updates on their upcoming event. Sounds promising, right? But here’s the reality: the call lasted 7 minutes. Time set aside by both organizations for the nonprofit to make a first impression, build a relationship, and align with the sponsor. And all they did was share event updates since their sponsorship application had slightly changed. No introduction of their team or mission. No meaningful conversation about impact. No attempt to understand the brand’s goals or how we could work together long-term. 👉 That was a wasted opportunity. Because let me tell you—getting any time on the calendar with a sponsor is a big deal. You have to maximize it. Here’s how this call could have gone differently: 1. Have a clear agenda and respect the sponsor’s time by planning key talking points: introductions, impact highlights, alignment questions, and next steps. 2. Introduce your team even if it’s just one or two people, humanize the conversation before jumping into the details. Sponsors want to know who they’re partnering with. 3. Share your “why" and go beyond event details. What community impact are you creating? Why should your mission matter to the brand? 4. Ask about the sponsor’s goals. Too many nonprofits forget this and sponsors aren’t there for charity—they’re there for alignment and ROI. 5. Highlight partnership opportunities and paint the vision for what is possible through partnership. Don’t just report updates—invite them into the vision. Show how their involvement could grow into more than a one-time transaction. 6. Confirm next steps and always leave the call with clarity: What’s the timeline? Who’s responsible for follow-up? When’s the next touchpoint? A 30-minute call could’ve opened the door to long-term partnership and curiosity to a future together. Instead, it left both sides empty-handed. In fact, one of the brand's staff members mentioned to me, "that was a waste of time, it could have been an email." 💎 Nonprofit leaders: if you’re securing time with a sponsor, treat it like gold. Don’t waste it.

What to say when you announce a sponsorship, so people actually pay attention. This ain’t the run of the mill press release. You’re building the story that your partners, execs, and media will build from. For context: I co-write messaging with sponsors and service providers across sport. From the first post to the follow-up that actually drives momentum. Here’s the 13-part checklist I use with sponsors to make sure that happens: 1/ Headline POV Lead with perspective. Not the deal. → “Why [Brand] is backing [Athlete/Team]” → “This is what [Series] got right about the future” 2/ Opening line that earns attention Start with a stat, insight, or belief. Not a logo. Not a thank-you paragraph. 3/ Logo placement with purpose Use it once, early, and tie it to meaning, not just exposure. 4/ Strategic pull-quote from exec No boilerplate. No fluff. One line from the CEO/CMO/CTO that frames the why of the deal. 5/ Athlete or team reference Tie their style, performance, or history to your brand’s values. This is where sports meet story. 6/ Photo or visual asset Use race-day imagery, behind-the-scenes shots, or real team integration, not stock images. (More to be said on this) 7/ Internal link to company POV or press release Bridge to the deeper story. Let them explore the details, but don’t shove it in the feed. 8/ Quote or POV from second voice Let the CTO or Head of Innovation speak to tech. Let a customer reference the impact. Add depth through voice layering. 9/ Race-week timing Don’t post in the void. Align to the race calendar, qualifying hype, or post-podium conversations. 10/ Pre-baked reshare language Give execs and partner teams a 1-line summary to repost with intent. No “We’re thrilled...” reshares. (Please) 11/ Hashtags with purpose (or none at all) Avoid the hashtag soup. Use one or two that shape narrative, not reach. 12/ Tagged collaborators (if useful) If you tag the team/athlete, it should add context or bring new eyeballs. Never tag out of obligation. 13/ Soft CTA that drives alignment End with clarity: → “What’s something you want to see more of in sponsorships?” → “We’re just getting started. More from this journey soon.” Final note: You’re writing a reference point that sales, PR, and investors will return to all season. Don’t publish and vanish. Publish and position. Photo by Darren Heath.

As a Communications Officer in an NGO, targeting donors, funders, and partners on social media requires strategy — not just storytelling. Here’s how I would approach it: 1. Segment Before You Speak Not all audiences are the same. Donors want impact, transparency, and emotional connection. Funders want data, scalability, governance, and measurable outcomes. Partners want alignment, visibility, and shared value. A single generic post won’t convert all three. Content must be intentional. 2. Lead With Impact + Evidence Social media is crowded. Credibility wins attention. I would consistently publish: Before/after impact stories Clear outcome metrics (beneficiaries reached, % change, ROI of intervention) Visual dashboards and infographics Short case studies Numbers build trust. Stories build connection. Together, they build funding confidence. 3. Position the Organization as a Thought Leader Donors don’t just fund projects — they fund competence. I would create: LinkedIn articles on sector insights Commentary on policy trends Reflections on lessons learned from field implementation Data-driven threads on SDG alignment This attracts institutional funders looking for strategic partners — not just implementers. 4. Showcase Partnerships Publicly Tag existing partners. Celebrate collaboration. When organizations see their peers working with you, social proof increases credibility. Partnerships attract partnerships. 5. Clear Call-to-Action Every campaign should answer: Are we seeking grants? Corporate sponsorship? Strategic collaboration? Technical partners? The CTA must be visible and specific — website link, proposal deck, contact email, impact report. 6. Retarget & Nurture Social media is the first touchpoint, not the final conversion. Connect with decision-makers on LinkedIn Send tailored follow-up messages Share quarterly impact briefs via email Invite prospects to webinars or virtual field tours Campaigns convert when communication continues beyond the post. Key Takeaways Targeting donors, funders, and partners on social media is not about posting more. It’s about: Strategic messaging. Evidence-based storytelling. Consistent positioning. Relationship building. Because funding follows credibility. #NGOCommunications #FundraisingStrategy #DevelopmentSector #SocialImpact #CommunicationsOfficer #CommunicationsManager

McDonald's waited decades to put its logo on a Formula 1 car. When they finally did, it wasn't a global mega-deal. It was a one-off surgical activation with Red Bull Racing & Red Bull Technology in São Paulo, for a single race. While millions watched the Golden Arches on the halo, the real value was being created at a local McDonald's, re-imagined as a pit stop. They connected with the massive Brazilian fanbase by embracing the local nickname for the brand: "Méqui." The move was perfectly timed to launch the sale of Red Bull energy drinks in their restaurants, turning a visibility play into a direct product integration for a market of over 150 million F1 fans in Latin America. It started small, with virtual trackside ads visible only to the Latin American broadcast audience. Then came the physical activation: turning a São Paulo restaurant into an F1 fan destination. Only then, with the foundation of local engagement and product synergy in place, did the logo appear on the car for the São Paulo Grand Prix: a move that amplified a strategy already in motion. This shows that the goal of modern sponsorship is not to be seen, but to be experienced. One is a passive glance that is instantly forgotten. The other becomes a powerful, shareable memory. #BrandStrategy #Marketing #F1 #Sponsorship #RedBullRacing #McDonalds #FalconHQ #SportBiz

I’ve been having lots of conversations about LinkedIn for events from organisers wanting to drive visibility and engagement, to exhibitors heading to upcoming tradeshows, and everyone in between. Whether you’re hosting, exhibiting, or attending LinkedIn can help you get more out of every event: ✨ More visibility 🤝 More connections 📈 More business outcomes Yet LinkedIn is often underused in the event space. A one-and-done post. A quick thank you. A flurry of activity... then silence. But here’s the thing: the event isn’t the beginning and it shouldn’t be the end. To get the most value, LinkedIn should be part of your strategy before, during and after the event. Here’s how to make the most of it: 🌠 1. Be LinkedIn Event Ready Your profile and company page shape your first impression often before anyone meets you. They should tell a clear, credible story that aligns with your event involvement. Organiser Tip: Create a LinkedIn Brand Kit for your speakers, exhibitors, and team – banners, hashtags, talking points, and example posts. Exhibitor Tip: Use an event-themed banner to show your stand details or branding. 🌠 2. Build Relationships Before the Event The most valuable connections rarely start cold on event day. The lead-up to the event is prime time to increase visibility, build familiarity, and position yourself as someone worth connecting with or visiting at the stand. Organiser Tip: Spotlight speakers, exhibitors, and sessions early and use tags to amplify. Exhibitor Tip: Shortlist people you want to meet - clients, prospects, collaborators, media and start connecting early. 🌠 3. Maximise the Event Experience Use LinkedIn to take people behind the scenes, amplify moments as they happen, and make your presence visible to those who couldn’t attend. Organiser Tip: Have someone live post from the floor, tagging participants and sharing session soundbites. Exhibitor Tip: Make it easy for people to connect with you it creates immediate pathways to keep the conversation going. 🌠 4. Keep the Momentum Going This is the stage where most people go quiet, but this is when the real relationship-building begins. Use LinkedIn to keep the conversation going. Share your takeaways. Follow up with new connections. Repurpose content into future posts. Organiser Tip: Share a highlight post and set the stage for what’s next even a “Save the Date” works. Exhibitor Tip: Send a personalised follow-up message referencing your chat. 🌟 Key Takeaways LinkedIn is one of the most powerful tools you have to extend your event beyond the room. It allows you to build relationships before the first handshake, stay visible throughout the event and strengthen credibility and connection long after the banners are packed away. And if you'd like support to develop your own LinkedIn event strategy that's more than one and done, I’d love to help. Because showing up is just the beginning. #linkedin #events #eventmarketing

Over the next 3 months, I’m hosting 4 major events in France, UK, USA and KSA. Beforehand, I want to share my top tips on how to get the best out of networking. 1. Set Clear Targets Action: Make a hit list of the top 10 companies or people you need to meet. Research what they care about—know their wins, pain points, & what they’re hunting for before you walk through the door. Outcome: These conversations won’t just happen by chance. By doing your homework, you’ll turn a five-minute chat into a deal-building moment. Schedule meetings in advance, & after the event, send a tailored follow-up email that shows you were listening. 2. Take the Stage (Literally) Action: Get on the agenda. Whether it’s a keynote, panel, or fireside chat, nothing says “I’m the one to watch” like holding the mic. Use this time to address the industry’s biggest challenges & position yourself—& your company—as the answer. Outcome: Speaking builds instant credibility. It’s not just exposure; it’s authority. Post-event, share the highlights on LinkedIn & invite attendees to continue the conversation, turning an audience into a lead pipeline. 3. Own the Floor Action: Don’t just lurk—work the room. Engage with key exhibitors, ask questions, & position yourself as a resource, not just another pitch. Be direct but curious: “What’s your biggest challenge this year?” and “How can I help?” are powerful openers. Outcome: You’ll stand out as someone who listens. Take notes during conversations, & follow up within 48 hours with a personalised message. Not a generic “great meeting you”—send actionable insights or specific ideas that move the ball forward. 4. Host the Inner Circle Action: People bond better in a more relaxed setting than over Wi-Fi. Organise an exclusive dinner, roundtable, or cocktail event for a curated group of heavy hitters. Keep it intimate—this is about building relationships, not just showing off. Go easy on the heavy sell. Outcome: People remember who brought them value & connections, not who handed out free pens. Post-event, share any key takeaways & book one-on-one follow-ups to solidify what you started over drinks. 5. Hack the Tech Action: Use every tool at your disposal—event apps, LinkedIn, QR codes. Pre-event, reach out to attendees & book meetings. At the event, swap contacts digitally to keep things seamless, & use a CRM to track every interaction. Outcome: You’ll leave the event with an organised roadmap of leads, not just a stack of business cards destined for a desk drawer. Follow up strategically with segmented, value-driven emails & keep the momentum alive. The Bottom Line: Trade fairs & exhibitions aren’t just networking. Preparation, presence, & follow-up separate those who close deals from those who just collect swag bags. Be human. Don’t think of this as just a branding exercise but an opportunity for long term partnerships. Be genuine - your new contacts will become close contacts, if not friends. Make it count! #revenuegrowth

Stop Sponsoring Events Just for glossy photos — Start Demanding Real Data Too many brands are throwing money at events without a clue about the ROI. They’re happy with a slick reel, a few polished photos, and a flashy logo plastered across the venue. But the real question isn’t how good it looks—it’s whether it’s actually working.  Shiny Content Isn’t ROI   Here’s what brands should be asking for: hard data. Who exactly is attending these events? Where are they from, what age group are they in, and—here’s the kicker—how many of them are even familiar with the brand? If brands only care about surface-level content, they’re missing the whole point. Data-driven sponsorship means diving into the demographics, geographics, and psychographics of event attendees, which tells you if you’re actually reaching your target audience or just the most conveniently available crowd. Brand Awareness and Perception  Knowing how people feel about your brand matters more than a photo op. Events should be providing detailed analytics on brand awareness and brand perception—both before and after. If you’re a CPG brand, it goes further: are people even trying your product? Do they like it? Do they care? We’re talking about behavior metrics. Events shouldn’t just be content factories; they should be a platform for tracking real engagement and gauging whether your product is making a memorable impact. The Problem with Just Showing Up Here’s where many brands fall short: they’re okay with just “being there.” They put their name on a festival banner without any plan to dig into the details of what that exposure means. A big logo on a stage is nice, but if it’s not moving the needle, it’s nothing more than an expensive placeholder. If you’re not taking the time to measure how attendees actually interact with your brand, you might as well be invisible. Demand Data or Don’t Bother   To fix this, marketing leaders need to make data a non-negotiable part of any sponsorship deal. Before signing on, get specific about the analytics you expect. Whether it’s demographic insights, behavior tracking, or post-event follow-ups, know exactly what you’re getting and make sure it aligns with your goals. It’s time to prioritize substance over appearance and demand data that tells you whether your sponsorship dollars are really working. What to do about this nonsense? In today’s world, event sponsorship without data is just noise and wasted cash. It’s time to demand more than glossy photos. Get the insights, understand your impact, and make sure your brand is getting more than just a fleeting spot on someone’s Instagram feed. When done right, event sponsorship can be transformative—but only if it’s backed by data that actually means something.