In my last blog we looked at some of the basic elements you need to consider before adding Wi-Fi sponsorship
to the list of available sponsor packages at your event. Today I wanted
to share a few alternative ways that organisers can help generate
revenue to cover the costs of Wi-Fi.
1. Single, premium sponsorship package versus multi-sponsor
We’ve
talked already about the provision of sponsor splash pages and
dedicated landing pages. However, it’s also worth thinking about how you
package your Wi-Fi for sponsorship purposes. A single, premium-level
sponsor can be sought to cover the costs of the entire provision and in
return would benefit from site-wide coverage; nobody at the event would
connect without going through their branded pages. A great opportunity,
but not a low-cost one and you may struggle to find a sponsor with deep
enough pockets to fund this option on your event. An alternative
approach is to provide various Wi-Fi access areas at the event which
connect through a dedicated sponsor. For example, the VIP Lounge Wi-Fi
at your event might be sponsored by one supplier, whilst the Networking
Bar Wi-Fi might be provided by another. Logistically, there are a number
of ways that a provider like DB Event Networks can set this up for you,
with users from each area connecting to a dedicated and sponsor-branded
splash page, but one of the benefits that we’ve found sponsors have
truly valued is that this approach creates a touch-point with the user,
rather than a more anonymous experience. As an organiser, it enables you
to make a WiFi provision at your event, without breaking the bank.
2. Packaged exhibitor connectivity
For
many years it’s been commonplace for organisers to create stand
packages which include furniture and electrical provision, giving
exhibitors the benefit of a single fixed uont cost. Wi-Fi is
increasingly a service that can be added into a stand furniture package
(or even just into a bare shell package) for a fixed per-stand cost. For
example, you might look to provide 2 connections for every 12m of space
the exhibitor books. This also has the benefit of providing a bulk-buy
approach and gives good visibility of the amount of connectivity to be
provided at the event, which in turn gives the organiser the advantage
of additional leverage with the venue or supplier for their own
connectivity needs. In some instances, depending on the scale of the
event, it may be possible to provide a general free Wi-Fi connection to
the visitors, off the back of the provision already in place through
this packaged approach.
3. DDR Packages
The same
packaged approach can be applied from a venue perspective, on
conferences and meetings using a Daily Delegate Rate. An additional cost
per delegate can be added to cover additional Wi-Fi costs and the fact
this is presented as the price from the outset means it is already
budgeted and accounted for which makes it less challenging for
organisers to find funding further down the line.
4. Joint venture approach with suppliers
On
events which have extensive connectivity requirements, there are a
number of potential business models for organisers and suppliers to
share risk and reward on the provision of connectivity to customers.
For example, it is sometimes feasible for a specialist provider like DB
Event Networks to install a level of site-wide connectivity and to
re-sell this connectivity to customers – if suppliers make a profit, you
get an agreed commission from this. Or as an organiser you could
pre-book a specific number of connections for exhibitors and look to
recoup these fees by selling the connections at a marked up rate. Any
profit generated could potentially be reinvested to help fund
visitor-wide Wi-Fi at the event.
5. Premium users fund light users
It’s
undoubtedly difficult to provide a level of site-wide connectivity
which meets the varying needs of all users at one time. The general
consensus at an event is that a visitor should be able to check emails,
update social networks, and look something up on-line – but even these
simple actions can vary enormously in usage; for example uploading a
video to your facebook status is clearly much more of a broadband drain
than simply tweeting that you’ve arrived at an event. As an organiser,
look at the viability of creating a basic level of free access for all
your visitors and a premium paid-for option which enables users to
undertake heavier activities or to be connected for longer periods. For
example your free level usage might allow 1 or 2mb of usage, perhaps for
one hour at a time but those wishing to upload files or be connected
for longer would then be directed to a payment site. The payments from
heavier users could help organisers subsidise the free provision for
visitors.
Any comments? Email sarah@mashmedia.net
