Trevor Williams

Personalization is the key to a successful sponsorship sale. You as the event organizer have what you believe are the main benefits, but the reality is every sponsor is different. Before entering sponsorship discussions, research and identify what your target is engaging with and how that resonates with what you've built. DO NOT just go after a brand for a big logo - always focus on brands that bring value to your event.

Meticulously define your campaign goals and identify what your competition is doing before launching any ads. The key here is understanding your target audience, what challenges and pain points they have, and where in the funnel you can message to them. Then decide how much you're willing to pay to include them in your advertising: are you happy with a few cents for clicks, or spending a few dollars for high-quality leads? As long as you take the time to build the foundational work in the upfront, A/B testing and maximizing results through optimizations becomes much easier.

Process efficiency is on everyone's mind as it relates to AI. When dealing with millions in media spend, it's cumbersome to sift through the analytics campaign by campaign to extract actionable insights. AI platforms can be utilized to automate pulling certain media levers based on criteria taught to the algorithm. This could mean adjusting budgets, editing campaign goals based on traction, and so much more.

Predictive analysis is a key efficiency driver when utilized to predict media outcomes. Taking a myriad of factors into consideration, including historic metrics, seasonality, and consumer trends, AI can help digital marketers drive more efficient media outcomes. Keep in mind that this is not a way out of doing the hard upfront work and optimizing accordingly. AI is a tool, just like a hammer, that needs to be used correctly. This tool just happens to be more sophisticated than a hammer.

You have 1/3 of a second to capture someone's attention, and that can only be done by delivering value. No matter if your digital strategy is focused on top-of-funnel awareness or bottom-of-funnel conversions, the ad and the action must provide value to the engager. Utilizing data to understand your niche audience's needs helps ensure the content you're producing is consistent, relevant, and satisfies their needs.

Do you know what your objectives are? These go far beyond reach, frequency, and spend to drill down to specific actions along the consumer journey you want your customers to take. Going into execution blind of what you want to come out of your digital strategy is the #1 reason I've seen marketers waste upwards of 35% of their digital dollars. Your KPIs align your objectives to results. This clear definition helps mitigate waste & allows marketers to focus on optimization post-launch vs catching up.