Conference Sponsor strategy

[Leamsi9]

At the request of @derberg I've adapted the sponsorship thread from #381 tand opened it as a new discussion.

Sponsors

What	Coordinator	Details
Define sponsor tiers
Content for prospectus
Prospectus creation
Talking to sponsors

Notes

1. Define sponsor tiers

• A. Is it one tier, same benefits for all, or multitier, with extra visibility for gold, and silver, for instance. This could range from website mentions to swag for everyone, to call outs in sessions/tracks, to post event mentions and links, inclusion in the recorded videos, free tickets, etc.
• B. Sponsorship pricing: will it be donate what you can? Will there be minimum amounts?
  Exhibition space. Will companies have a space to set up a stall?
• C. Need to coordinate securing/mapping/allocating that space. Will everyone get the same size stalls? Will we charge differently for size? Will some spaces be for sponsors and others open to non-sponsoring companies for a fee?
• D. Need to integrate the sponsor logos to the event website, so coordinators of both need to be in touch, not least in terms of size and delivery timeline of assets, and of course website design/wireframing.
• E. If some of our sponsorship offering involves extra visibility in our site, such as a sponsor's virtual exhibition, where you can click to watch a video and sign up for info/swag, that also needs to be coordinated between web and sponsorship teams, including the delivery, format and length of sponsor copy to be included in the site, and deadlines for delivery.

2. In kind sponsorship: I don't know if we could get sponsorship in kind from someone like Postman who do so many events? They probably have a team, platforms and assets for event and sponsorship management. If they could donate in kind and help coordinate and deliver some of these things in exchange for being a top tier sponsor, that could be awesome.

[derberg]

Exhibition space. Will companies have a space to set up a stall?

• I think we want to enable sponsors to setup stalls (it should be high enough to cover costs of setup, maintenance and food for folks from the stall)

Need to coordinate securing/mapping/allocating that space. Will everyone get the same size stalls? Will we charge differently for size? Will some spaces be for sponsors and others open to non-sponsoring companies for a fee?

• I think we should keep it simple for first conference, and have all stalls same size

swag for everyone

• IMHO we need a dedicated tier for a sponsor that wants to pay for a conference swags for all participants, and get logon on the side of the t-shirt

Is it one tier, same benefits for all, or multitier, with extra visibility for gold, and silver, for instance.

yeah, some tiers +. some extras, like the mentioned swag above, or dedicated sponsorship for a sponsored talk, like one sponsored talk a day, for extra prize

such as a sponsor's virtual exhibition

this one I'm personally afraid of. We do hybris for the very first time and it is already overwhelming, and complicating virtual side of the event with exhibition makes me feel scared. Also it costs extra, so we would charge extra. I know platforms like Hopin cost much more in case of such features

In kind sponsorship: I don't know if we could get sponsorship in kind from someone like Postman who do so many events? They probably have a team, platforms and assets for event and sponsorship management. If they could donate in kind and help coordinate and deliver some of these things in exchange for being a top tier sponsor, that could be awesome.

yeah I tried with different people, in 3 different companies, and looks like interest is only in getting stuff out of the box, and not engage on organization level. I guess it is all about "time". This is what we have LF for, LF will charge us for it, and we should charge sponsors to cover as much as possible 😄

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From my perspective event goal is for sure not to earn money for the initiative. It is investment in the community. Best scenario is: we cover 100% costs from sponsors donations. There is always a backup in regular donations.

[Barbanio]

Is it one tier, same benefits for all, or multitier, with extra visibility for gold, and silver, for instance. This could range from website mentions to swag for everyone, to call outs in sessions/tracks, to post event mentions and links, inclusion in the recorded videos, free tickets, etc.

I agree with @derberg , I think it is best to have different levels with different benefits. I like the idea of having an exclusive level dedicated to conference swag. For example, we could have 5 levels? Platinum, gold, silver, swag sponsor, and another special level.

Sponsorship pricing: will it be donate what you can? Will there be minimum amounts?

Last year the price of contributions was fixed at different tiers. I think is good to remain flexible and setting affordable amounts for all types of sponsors is a good method to distribute the benefits in a clear way.

In kind sponsorship: I don't know if we could get sponsorship in kind from someone like Postman who do so many events? They probably have a team, platforms and assets for event and sponsorship management. If they could donate in kind and help coordinate and deliver some of these things in exchange for being a top tier sponsor, that could be awesome.

This is a brilliant idea, it would be great!

[Barbanio]

I asked the Linux Foundation for any prospectus sample with similar characteristics to the AsyncAPI Conference 2022. They sent us this great example:
FinOpsX-Sponsorship-Prospectus.pdf

I also found the API Specifications Conference 2022 prospectus, and I think it's very inspiring. I really like Marketing & Branding Add-ons section.
Prospectus-ASC-2022-042722.pdf

I think both prospectuses are good examples. I think that the sponsorship tiers are simpler in the FinOps prospectus. For me, this idea is better.

Regarding the Marketing & Brandings ADD-ONS section, both prospectuses share some options, but the ASC 2022 one is more complete.

I think it would be great if we take what we like the most from each one. My proposal is the following:

• Recording sponsor
• Scholarship sponsor
• Lunch sponsor
• Offsite Reception Sponsor
• T-shirt Sponsor
• Lanyards Sponsor.

ASC 2022 offers Attendee Workshop, I think it is a good idea, but it may be an extra that complicates the organization.

What do you think?

[Barbanio]

We should offer scholarship to any AsyncAPI contributor or maintainers (including TSC members) that is involved in the project, but cannot afford the travel. I wonder how we will decide who to sponsor 😄 best if it would be "based" on TSC recommendation

This is a good question, I think it's a good idea to make a recommendation based on the TSC. And to choose the people who will get the scholarships, we could do it through a vote of the TSC.

Offsite Reception Sponsor I have to admit I don't get this one 😄

This refers to the sponsor's logo being at the reception, at the venue entrance, and on event signage.

[smoya]

Some suggestions, feel free to take them and discuss or discard them:

Additions:

• Swag bag pack Sponsor

  • Allows to include a logo in the swag bag each attendee will receive.

• Lead Retrieval Scanners

  • This appears in FinOps prospectus. All Platinum, Gold, Silver sponsors get one access to a mobile app that allows them to scan attendees lanyard QR to get their "personal" info and do some future lead tracking (like sending job offers, or whatever). Usually Sponsors ask to scan your QR and in return, they offer you some swag or access to a contest, etc.
  • We would need to investigate a bit how this can be done. I admit I have no idea; I saw some websites that offer that service but didn't check.
  • If we don't like the idea, we can discard it and Sponsors can do in the old way (Ask to get attendee info manually).

Clarification:

• Lunch Sponsor:
  • How many meals? All the meals are covered by the same sponsor?
  • Coffee breaks are sponsored by the same sponsor? I saw other confs (ASC prospectus has it as well) where the coffee breaks were sponsored by others. Maybe we could split it as well?

[Barbanio]

Swag bag pack Sponsor

Allows to include a logo in the swag bag each attendee will receive.

Yes. We could create an add-on for the swag bag.

Lead Retrieval Scanners

This appears in FinOps prospectus. All Platinum, Gold, Silver sponsors get one access to a mobile app that allows them to scan attendees lanyard QR to get their "personal" info and do some future lead tracking (like sending job offers, or whatever). Usually Sponsors ask to scan your QR and in return, they offer you some swag or access to a contest, etc.
We would need to investigate a bit how this can be done. I admit I have no idea; I saw some websites that offer that service but didn't check.
If we don't like the idea, we can discard it and Sponsors can do in the old way (Ask to get attendee info manually).

I don't know how common it is in this kind of event. I'm a bit skeptical about facilitating the exchange of personal data in general. I can look into it if you think it is something to consider.

Lunch Sponsor:

    How many meals? All the meals are covered by the same sponsor?
    Coffee breaks are sponsored by the same sponsor? I saw other confs (ASC prospectus has it as well) where the coffee breaks were sponsored by others. Maybe we could split it as well?

I agree with you. I think it is best to have two sponsors, one for coffee and another for lunch.

[smoya]

I don't know how common it is in this kind of event. I'm a bit skeptical about facilitating the exchange of personal data in general. I can look into it if you think it is something to consider.

I saw it in several big conferences (>1000k attendees let's say), but now that I think a bit more... maybe for this AsyncAPI one is too much?

[Barbanio]

Maybe, let's see what others think.

[jansche]

There's a clear trend in the conference business to have tiered sponsorship options. Platinum, Diamond, Headline - there seems to be a value to sponsors to be on top of the sponsor hierarchy. That's why organisers try to outbid each other in terms of superlatives for tiers.

I'd suggest going the opposite direction and only declare distinct packages, not tiers, with different prices and content, already including an additional option.

• Recording sponsor package is clearly the most expensive option. List it top. Also logo should be bigger. Would include a workshop and 3 minutes stage time during a general session.
• Offsite Reception would be a big package as well. Include 3 minutes in a General Session.
• Lunch sponsor may contain special shout out on stage, but no pitch.
• etc

Packages could also be custom tailored. Offer that as well. Some sponsors may want to combine a smaller and a bigger option.

If you want to stick to the classic schema of having tiers, make it ridiculously over-the-top, like Starbucks calls all their coffee sizes biggest, even bigger than biggest, Burj Khalifa with Eiffel Tower on top.

[derberg]

Hey, just to make sure, you suggest no tiers, so things that folks now call Add-ons, would be also for things that usually go to tiers?

I mean, you suggest separate package called:

• Key Note presentation - 3 available only
• Exhibit Booth

and no tiers at all?

[jansche]

I'd suggest packages that are called what they contain:

• Recording Sponsor (would contain platinum package and the recording option, may contain a keynote, if this is what you want to do.)
• etc etc
  and then one sponsor package, that doesn't contain any options, the most basic tier. Could be called basic.

I wouldn't tie keynotes to a sponsorship. But maybe I'm too idealistic.

[derberg]

I wouldn't tie keynotes to a sponsorship. But maybe I'm too idealistic.

actually, you are right. We can have once a day one sponsored talk that is available for sponsors.

I'd suggest packages that are called what they contain

I think I still do not understand 100%.
so we have what is called addons now. And we have tiers, like platinum/gold/bronze but they are not for a purchase separately, but they are included in addons, as extras?

[Barbanio]

I like the idea of doing things less hierarchically. But I don't find a real alternative to tiers to get money. Because even if we make packages, we will also need funds to pay for different expenses. Do you know how we could get it without using the tier system?

[jansche]

I like booths. They offer sponsors an easy, known type of engagement. Sponsors feel prepared for this through other event sponsorships they did in the past. It adds value for them, as they can connect with attendees in person. Some love to geenrate leads and see this as the real benefit. I don't.
I'd love to see an alternative to classic booths, one, that attendees could be more attracted to: sponsored lounge areas (open areas with lounge furniture to relax and socialise). That are should be the declared sponsor space, but open and welcoming, so people could use it as a meeting point, retreat, chat space. It should be clear though that once you enter that area, representatives of the sponsor may approach you individually or as a group and offer interaction (e.g. mini-tutorials, elevator pitch for their product(s), raffles, whatever they bring). But after this interaction, or even if the attendees don't show interest, they could stay in the space.

[Barbanio]

I really like this idea. I wonder how we could make sure that sponsors will not be invasive with their marketing strategy in these spaces.

[jansche]

What's the expected attendance of AsyncAPI Conference? You wouldn't do 10 such places with a capacity of 15 persons each for 200 attendees.

It all depends on good project management and the right balance, I guess. If sponsors have clarity what is ok and what is not, then they will stick those rules. If attendees perceive this space as an enjoyable retreat, they'll use it. As soon as they get abused by overly active representatives, branding, fencing (incl. barriers to enter the space like badge scanning), they'll not make use of it. Attendees also need to know the conditions, if they get surprised by a sponsor approaching them asking for a badge scan, while they thought they'd be in a relax area, this would impact attendee experience quite negatively. So communication to attendees would be necessary, too. And a very natural intuitive experience.

[derberg]

we do it in person for the first time, pandemia is here and there, so we aim small this year:

• 100-150 max
• one track, with big room
• one small "hall" with booths, coffee machines - here people can be approached by sponsors
• separate "hall" for break and talk - here it is purely for the community, no sponsors

Community first basically

[smoya]

separate "hall" for break and talk - here it is purely for the community, no sponsors

Some sponsors might pull out from it if we don't ensure they will be close to attendees on those breaks. And I can understand it; they might want to recruit, sell their product, make noise, etc.

[derberg]

this is why we put snacks and coffee machines there, so they have an opportunity to attract attendees. I think we need to respect that people need also a save non marketing place, I saw it on many conferences

[Barbanio]

Hi! I have made a draft of the content of the prospectus according to what we have talked about in this thread.

As for the price of each Add-ons package, once we confirm which package we are interested in, we could request a quote from Pinnacle branding, the company we are working with to create the AsyncAPI swags.

Feel free to give your feedback.

https://docs.google.com/document/d/14vj8vLa-IE6ZNSN9gfMP4SkYliQqa68J/edit?usp=sharing&ouid=105782233104866345736&rtpof=true&sd=true

[derberg]

amazing work 👏🏼 , I left some comments there

[jessemenning]

Just perusing this, one thing that Solace would be interested in sponsoring is live-captioning.

[derberg]

live-captioning in virtual or in-person too?

[derberg]

@jessemenning I'm asking this specific question as at one conference that I attended in the past, actually in Barcelona, there was a feature, that above the stage there was a screen and a live captioning was done by a person, not for the recording only, but for in-person attendees too. I loved that by a 💯

[jessemenning]

Interesting, @derberg . Don't know for sure, but I'll definitely run it by the Solace marketing folks.

[Barbanio]

Hello!
I have adapted the content of the prospectus to the new circumstances of the conference. I have some doubts that I left inside the document, it would be great if you could give me feedback. Thank you!
https://docs.google.com/document/d/1eEk3762j3IJbxIy9kry-otIxOuUwIm5P/edit#

[derberg]

I mean, we talk about the logo on a sleeve. I just never saw a t-shirt with more than one. I guess it is because there is no enough space. And also the idea is that it is not too aggressive, so people still wear it not being afraid they are a walking billboard 😄

[Barbanio]

And also the idea is that it is not too aggressive, so people still wear it not being afraid they are a walking billboard 😄

Hahaha, you are right!

And in this section, do you think it's necessary to maintain this text: "This enhanced marketing opportunity can be combined with one-level event sponsorship (platinum, gold, or silver)"?
Maybe it can be done as a separate sponsorship since $5,000 is quite a lot of money for one sponsor. What do you think?

[derberg]

tbh I have no opinion. If you think we should split, then split 👍

[Barbanio]

@mcturco, I think the content is ready now. Anything I can do, let me know! 🙂

[mcturco]

Sounds great! I will post an update when I have one :)

[Barbanio]

We need to design the prospectus. Maybe we could include on the cover the design that @mcturco created for the conference website (I love it). And some header or footer (with the AsyncAPI logo and colors) for the rest of the document. What do you think, Missy?

Regarding the swags for the speakers, how about including this same design on the t-shirt, for example?

[mcturco]

Yeah let's do it! I am available to help with this 😄
Should we have a full cover page with the design?

I think people would be excited about having the same design on a t-shirt, but would love to hear what others think as well! And hopefully we have the budget for that?

[Barbanio]

Thanks, @mcturco 🎉!

Usually, the first page is a cover page, like this example:
Prospectus-ASC-2022-042722.pdf

Regarding the budget for the swags, I have proposed a category within the prospectus so that sponsors can pay for this expense in exchange for having their logo printed in small size on the items, for example, on the sleeve of the t-shirt. Let's see what others think of all this 🙂

[mcturco]

Hey everyone, here is a design document with the Prospectus information added (thank you, @Barbanio) and a bit of visuals applied.

Sponsorship_Prospectus_2022_v2.pdf

Download the file above ^ Have a look, and let me know if you have any feedback or if we should add/remove something.

Thanks!

[mcturco]

Good point, @derberg! Yeah I think the last one looks good since it has a lot of faces in there.

Here is an updated version!

Sponsorship_Prospectus_2022_v4.pdf

[derberg]

looks awesome

@alequetzalli @magicmatatjahu can you confirm that you are ok to have your faces in the sponsors prospectus?

[magicmatatjahu]

No problem for me, but maybe we should add more, most active contributors like Jonas and other? Only suggestion.

[derberg]

the idea was just to show part of the recording:

• that there are people behind conference, many
• show how logos are presented

and it is a screenshot from the last part of the conference where Jonas was simply not visible as he did not help with event organization 😛

[quetzalliwrites]

lol I def agree that this prospectus shouldn't only have Fran/Lukasz face, the lack of diversity is not encouraging 😄✌🏽

sure! you can totally use my face if you want! Canela charges per pic tho 😜😜😜😜😂😂