SAMENVATTING EVENT PARTNERS &
FINANCE JUNI
Inhoud
Event budget................................................................................................................................. 5
evaluatie.................................................................................................................................... 5
budget....................................................................................................................................... 5
Wat?.......................................................................................................................................... 5
Functionele kostenindeling........................................................................................................ 6
Vaste en variabele kosten.......................................................................................................... 7
Realiteit: combinatie van verschillende kostenindelingen..........................................................7
Grafische voorstelling van vaste en variabele kosten.............................................................7
Onvoorziene kosten................................................................................................................ 8
OpEx vs CapEx........................................................................................................................ 9
Budget als verkoopargument / verkoopselement....................................................................9
Budget als communicatietool.................................................................................................. 9
Budget als verplichte stap..................................................................................................... 10
Budget: break-even calculatie............................................................................................... 10
Budget als leidraad............................................................................................................... 10
Kostenreductie?.................................................................................................................... 10
Btw.......................................................................................................................................... 10
Hoe uitrekenen?.................................................................................................................... 11
Verscheidene btw-tarieven................................................................................................... 11
B2B events............................................................................................................................ 12
Private events (trouwfeesten, …)..........................................................................................12
Voorschotten?....................................................................................................................... 13
Subsidies............................................................................................................................... 13
In casu: hoe zit het met agency’s?........................................................................................13
Hoe overzichtelijk budgetteren?............................................................................................14
Numbers to know.................................................................................................................. 14
Suppliers to know.................................................................................................................. 15
Samenvatting event budget........................................................................................................ 17
budgetten / offertes..................................................................................................................... 19
Manieren worden budgetten opgesteld....................................................................................19
Offertes aanvragen vs effectieve offertes................................................................................20
Waarop moet je letten 4....................................................................................................... 20
Budget klein B2C (eigen baas)................................................................................................. 20
1
, Budget groot B2B (voor klant)................................................................................................. 20
De noodzaak van een budget?.................................................................................................21
Samenvatting budgetten en offertes........................................................................................... 21
partnerships................................................................................................................................ 23
Wat zijn partnerships............................................................................................................... 23
Voor en nadelen....................................................................................................................... 23
Potentiele nadelen................................................................................................................ 23
Nadelen beperken................................................................................................................. 23
Potentiële voordelen............................................................................................................. 24
Soorten partnerships............................................................................................................... 24
Sponsoring partnerships....................................................................................................... 24
Co branding / co-sponsorship................................................................................................ 25
Content Collaboration........................................................................................................... 25
Media partnership................................................................................................................. 25
Strategische partnerships..................................................................................................... 26
Community, Charity & Non Profit Partnerships......................................................................26
Product Partnerships............................................................................................................. 26
Affiliate Partnerships............................................................................................................. 26
Institutionele Partnerships.................................................................................................... 27
Conclusie:................................................................................................................................ 27
Sponsorship Effectiveness Model.............................................................................................27
stappenplan.......................................................................................................................... 27
Zaken die de effectiviteit beeinvloeden................................................................................28
Activaties................................................................................................................................. 28
Fysieke activaties.................................................................................................................. 28
Digitale activaties................................................................................................................. 28
Hospitality activaties !!!........................................................................................................ 29
Educatieve activaties............................................................................................................ 29
Cases....................................................................................................................................... 29
Samenvatting partnerships......................................................................................................... 29
Partner & sales............................................................................................................................ 31
Welke partners benaderen en hoe doen we dat?.....................................................................31
Bepaal je waardepropositie................................................................................................... 31
Doelgerichte segmentatie van partners................................................................................31
Benaderingsstrategien per partner.......................................................................................31
Benaderingstrategie per type partner...................................................................................33
Praktijkcase............................................................................................................................. 33
Do’s & Dont’s........................................................................................................................... 34
2
, Do......................................................................................................................................... 34
Dont’s................................................................................................................................... 34
Added value voor de event manager/ het event concept........................................................35
samenvatting.............................................................................................................................. 35
Stappenplan sponsor & partnership?...........................................................................................36
Event sponsoring – Bruno Verhofstede........................................................................................ 36
1. Overzicht van Verhofstede & Partners.................................................................................36
2. Overheidsprojecten.............................................................................................................. 37
3. Televisieprojecten................................................................................................................ 37
4. Andere Projecten................................................................................................................. 37
5. Succesratio in Sponsoring.................................................................................................... 37
6. Succesratio na Covid-19...................................................................................................... 37
7. Redenen voor daling in succesratio.....................................................................................37
8. Hoe succesvol sponsoren?................................................................................................... 37
Evolutietrends in sponsoring................................................................................................. 37
10. Research & voorbereiding maken het verschil...................................................................38
10.1. De behoeften van de sponsor......................................................................................38
11. Timing is cruciaal............................................................................................................... 38
12. Werkplanning..................................................................................................................... 38
13. Top–bottomstrategie.......................................................................................................... 38
14. Veranderende tijden.......................................................................................................... 38
15. De kracht van persoonlijke communicatie.........................................................................39
16. “Les danseuses du président”............................................................................................39
17. Netwerken......................................................................................................................... 39
17.1. Pro netwerken.............................................................................................................. 39
17.2. Pro netwerken 2.0........................................................................................................ 39
18. Persoonlijk contact............................................................................................................. 39
19. Presentatie......................................................................................................................... 39
20. Persoonlijkheid................................................................................................................... 39
21. Elke crisis is een kans........................................................................................................ 39
22. Vervolg (Follow-up)............................................................................................................ 40
23. Kwaliteit = lange termijn................................................................................................... 40
24. Debriefing.......................................................................................................................... 40
25. Vernieuwing op lange termijn............................................................................................40
26. Succesvol sponsoren op lange termijn...............................................................................40
27. Waarden om na te streven.................................................................................................40
Samenvatting Event sponsoring – Bruno Verhofstede.................................................................40
partnerplan................................................................................................................................. 41
3
, Voorbereiding van het aanbod naar partners..........................................................................41
Zelfanalyse........................................................................................................................... 41
Onze doelstelling(en)............................................................................................................ 42
Partnerniveaus...................................................................................................................... 43
Partnermodel........................................................................................................................ 45
Partnerpakketten.................................................................................................................. 45
Voorbereiding van de partnerwerving......................................................................................48
Prospectielijsten.................................................................................................................... 48
Stap 2: maak per sector random lijst 15 prospects...............................................................48
Stap 3: Maak een top 15 volgens schatting met prospects die meest en minst kansrijk zijn 49
Wervingsplan........................................................................................................................ 49
Helikopterview op partnerplan................................................................................................. 49
Samenvatting partnerplan........................................................................................................... 50
Studietips.................................................................................................................................... 50
Partnervoorstel, gesprek en overeenkomst.................................................................................52
Partnervoorstel........................................................................................................................ 52
Gesprek................................................................................................................................... 53
Samenvatting partnervoorstel, gesprekken & overeenkomst......................................................54
eventpartners.............................................................................................................................. 55
Wat is sponsoring..................................................................................................................... 55
Vanuit het standpunt van de partner.......................................................................................56
Belangrijk.............................................................................................................................. 57
Hoe meten partners hun return? / impact meten van sponsering?.......................................58
Vanuit mijn standpunt als eventmanager................................................................................58
Heb ik partners nodig?.......................................................................................................... 58
Welke directe voordelen kan ik bieden?................................................................................58
Welke indirecte voordelen kan ik bieden?.............................................................................58
Types van partners.................................................................................................................. 59
Partners die in cash investeren.............................................................................................59
Partners die in ruil investeren...............................................................................................59
Gedeelte cash, gedeelte ruil................................................................................................. 60
Overheden............................................................................................................................ 61
Kort samengevat................................................................................................................... 61
Samenvatting eventpartners....................................................................................................... 61
partners & sales.......................................................................................................................... 62
1. Recap Intro Partners............................................................................................................ 62
2. Welke partners benaderen en hoe doen we dat?.................................................................62
Stap : Bepaal je waardepropositie.........................................................................................63
4
FINANCE JUNI
Inhoud
Event budget................................................................................................................................. 5
evaluatie.................................................................................................................................... 5
budget....................................................................................................................................... 5
Wat?.......................................................................................................................................... 5
Functionele kostenindeling........................................................................................................ 6
Vaste en variabele kosten.......................................................................................................... 7
Realiteit: combinatie van verschillende kostenindelingen..........................................................7
Grafische voorstelling van vaste en variabele kosten.............................................................7
Onvoorziene kosten................................................................................................................ 8
OpEx vs CapEx........................................................................................................................ 9
Budget als verkoopargument / verkoopselement....................................................................9
Budget als communicatietool.................................................................................................. 9
Budget als verplichte stap..................................................................................................... 10
Budget: break-even calculatie............................................................................................... 10
Budget als leidraad............................................................................................................... 10
Kostenreductie?.................................................................................................................... 10
Btw.......................................................................................................................................... 10
Hoe uitrekenen?.................................................................................................................... 11
Verscheidene btw-tarieven................................................................................................... 11
B2B events............................................................................................................................ 12
Private events (trouwfeesten, …)..........................................................................................12
Voorschotten?....................................................................................................................... 13
Subsidies............................................................................................................................... 13
In casu: hoe zit het met agency’s?........................................................................................13
Hoe overzichtelijk budgetteren?............................................................................................14
Numbers to know.................................................................................................................. 14
Suppliers to know.................................................................................................................. 15
Samenvatting event budget........................................................................................................ 17
budgetten / offertes..................................................................................................................... 19
Manieren worden budgetten opgesteld....................................................................................19
Offertes aanvragen vs effectieve offertes................................................................................20
Waarop moet je letten 4....................................................................................................... 20
Budget klein B2C (eigen baas)................................................................................................. 20
1
, Budget groot B2B (voor klant)................................................................................................. 20
De noodzaak van een budget?.................................................................................................21
Samenvatting budgetten en offertes........................................................................................... 21
partnerships................................................................................................................................ 23
Wat zijn partnerships............................................................................................................... 23
Voor en nadelen....................................................................................................................... 23
Potentiele nadelen................................................................................................................ 23
Nadelen beperken................................................................................................................. 23
Potentiële voordelen............................................................................................................. 24
Soorten partnerships............................................................................................................... 24
Sponsoring partnerships....................................................................................................... 24
Co branding / co-sponsorship................................................................................................ 25
Content Collaboration........................................................................................................... 25
Media partnership................................................................................................................. 25
Strategische partnerships..................................................................................................... 26
Community, Charity & Non Profit Partnerships......................................................................26
Product Partnerships............................................................................................................. 26
Affiliate Partnerships............................................................................................................. 26
Institutionele Partnerships.................................................................................................... 27
Conclusie:................................................................................................................................ 27
Sponsorship Effectiveness Model.............................................................................................27
stappenplan.......................................................................................................................... 27
Zaken die de effectiviteit beeinvloeden................................................................................28
Activaties................................................................................................................................. 28
Fysieke activaties.................................................................................................................. 28
Digitale activaties................................................................................................................. 28
Hospitality activaties !!!........................................................................................................ 29
Educatieve activaties............................................................................................................ 29
Cases....................................................................................................................................... 29
Samenvatting partnerships......................................................................................................... 29
Partner & sales............................................................................................................................ 31
Welke partners benaderen en hoe doen we dat?.....................................................................31
Bepaal je waardepropositie................................................................................................... 31
Doelgerichte segmentatie van partners................................................................................31
Benaderingsstrategien per partner.......................................................................................31
Benaderingstrategie per type partner...................................................................................33
Praktijkcase............................................................................................................................. 33
Do’s & Dont’s........................................................................................................................... 34
2
, Do......................................................................................................................................... 34
Dont’s................................................................................................................................... 34
Added value voor de event manager/ het event concept........................................................35
samenvatting.............................................................................................................................. 35
Stappenplan sponsor & partnership?...........................................................................................36
Event sponsoring – Bruno Verhofstede........................................................................................ 36
1. Overzicht van Verhofstede & Partners.................................................................................36
2. Overheidsprojecten.............................................................................................................. 37
3. Televisieprojecten................................................................................................................ 37
4. Andere Projecten................................................................................................................. 37
5. Succesratio in Sponsoring.................................................................................................... 37
6. Succesratio na Covid-19...................................................................................................... 37
7. Redenen voor daling in succesratio.....................................................................................37
8. Hoe succesvol sponsoren?................................................................................................... 37
Evolutietrends in sponsoring................................................................................................. 37
10. Research & voorbereiding maken het verschil...................................................................38
10.1. De behoeften van de sponsor......................................................................................38
11. Timing is cruciaal............................................................................................................... 38
12. Werkplanning..................................................................................................................... 38
13. Top–bottomstrategie.......................................................................................................... 38
14. Veranderende tijden.......................................................................................................... 38
15. De kracht van persoonlijke communicatie.........................................................................39
16. “Les danseuses du président”............................................................................................39
17. Netwerken......................................................................................................................... 39
17.1. Pro netwerken.............................................................................................................. 39
17.2. Pro netwerken 2.0........................................................................................................ 39
18. Persoonlijk contact............................................................................................................. 39
19. Presentatie......................................................................................................................... 39
20. Persoonlijkheid................................................................................................................... 39
21. Elke crisis is een kans........................................................................................................ 39
22. Vervolg (Follow-up)............................................................................................................ 40
23. Kwaliteit = lange termijn................................................................................................... 40
24. Debriefing.......................................................................................................................... 40
25. Vernieuwing op lange termijn............................................................................................40
26. Succesvol sponsoren op lange termijn...............................................................................40
27. Waarden om na te streven.................................................................................................40
Samenvatting Event sponsoring – Bruno Verhofstede.................................................................40
partnerplan................................................................................................................................. 41
3
, Voorbereiding van het aanbod naar partners..........................................................................41
Zelfanalyse........................................................................................................................... 41
Onze doelstelling(en)............................................................................................................ 42
Partnerniveaus...................................................................................................................... 43
Partnermodel........................................................................................................................ 45
Partnerpakketten.................................................................................................................. 45
Voorbereiding van de partnerwerving......................................................................................48
Prospectielijsten.................................................................................................................... 48
Stap 2: maak per sector random lijst 15 prospects...............................................................48
Stap 3: Maak een top 15 volgens schatting met prospects die meest en minst kansrijk zijn 49
Wervingsplan........................................................................................................................ 49
Helikopterview op partnerplan................................................................................................. 49
Samenvatting partnerplan........................................................................................................... 50
Studietips.................................................................................................................................... 50
Partnervoorstel, gesprek en overeenkomst.................................................................................52
Partnervoorstel........................................................................................................................ 52
Gesprek................................................................................................................................... 53
Samenvatting partnervoorstel, gesprekken & overeenkomst......................................................54
eventpartners.............................................................................................................................. 55
Wat is sponsoring..................................................................................................................... 55
Vanuit het standpunt van de partner.......................................................................................56
Belangrijk.............................................................................................................................. 57
Hoe meten partners hun return? / impact meten van sponsering?.......................................58
Vanuit mijn standpunt als eventmanager................................................................................58
Heb ik partners nodig?.......................................................................................................... 58
Welke directe voordelen kan ik bieden?................................................................................58
Welke indirecte voordelen kan ik bieden?.............................................................................58
Types van partners.................................................................................................................. 59
Partners die in cash investeren.............................................................................................59
Partners die in ruil investeren...............................................................................................59
Gedeelte cash, gedeelte ruil................................................................................................. 60
Overheden............................................................................................................................ 61
Kort samengevat................................................................................................................... 61
Samenvatting eventpartners....................................................................................................... 61
partners & sales.......................................................................................................................... 62
1. Recap Intro Partners............................................................................................................ 62
2. Welke partners benaderen en hoe doen we dat?.................................................................62
Stap : Bepaal je waardepropositie.........................................................................................63
4
