Sport sponsoring: dead or alive? Albert Smit CEO ISPO SpoBIS 2009 Munich

Albert Smit? 1968 Industrial Engineering – University of Technology Eindhoven Product & brand manager – Unilever Strategy Consultant – VODW Marketing Founder & CEO - Milestone Marketing 100% focus on B-to-B marketing Consulting Technology Outsourcing

1968

Industrial Engineering – University of Technology Eindhoven

Product & brand manager – Unilever

Strategy Consultant – VODW Marketing

Founder & CEO - Milestone Marketing

100% focus on B-to-B marketing

Consulting

Technology

Outsourcing

Milestone: full service B2B Marketing agency Of all B2B Marketing money, a vast 78% is spent without clear ROI. We strive to make marketing measurable and –thus- more successful . Milestone is a full service B2B Marketing agency We help our customers to generate more leads and grow their customers and channel partners By creating and implementing marketing programs That are measurable and result driven Together with our customer we identify what works best Enabling continuous improvement of marketing effectiveness So our customers can outperform their competitors Rather than having to outspend them…

Of all B2B Marketing money, a vast 78% is spent without clear ROI.

We strive to make marketing measurable and –thus- more successful .

Milestone is a full service B2B Marketing agency

We help our customers to generate more leads

and grow their customers and channel partners

By creating and implementing marketing programs

That are measurable and result driven

Together with our customer we identify what works best

Enabling continuous improvement of marketing effectiveness

So our customers can outperform their competitors

Rather than having to outspend them…

Milestone creates key players’ synergy: increase ROI through Co-Marketing Campaigns Team Sports professional Venue Main Sponsor Marketing Campaigns powered by: Campaign set-up & management Pro-active account management Drive lead nurturing & conversion Secure database management Portal management SLA management Sub sponsors

Campaign set-up & management

Pro-active account management

Drive lead nurturing & conversion

Secure database management

Portal management

SLA management

Growing customer base & broad marketing experience

Background: our clients spend on sport sponsoring

Sport sponsoring: highly effective? ‘ Who knows some interesting people we could invite?’ ‘ Invite your friends! We still have some business seats empty...’ Selective & timely invitations? ‘ Just have a good time!’ Enjoy the game! ‘ We collected some businesscards. By the way, where are they?’ Gathering other relevant prospect information? Selection? Conversion objectives? Business case? Disciplined sponsorship activation???

‘ Who knows some interesting people we could invite?’

‘ Invite your friends! We still have some business seats empty...’

Selective & timely invitations?

‘ Just have a good time!’ Enjoy the game!

‘ We collected some businesscards. By the way, where are they?’

Gathering other relevant prospect information?

Selection? Conversion objectives? Business case? Disciplined sponsorship activation???

Back to basics: sponsoring = marketing instrument. In current times: it should drive sales & ROI. Brand building Sales growth Leaders Followers Laggards Innovators More ROI Advertising & PR Sales promotion!

Sport sponsoring should (co-)drive sales € Sales Lead Suspect Prospect Customer Name Demand Generation Fulfillment Satisfied customer Ambassador Loyal customer Account mgt Cust.service Repeat customer Marketing Sales Fulfil ment After sales Customer Service Marketing Sales Business Dev. & Innovation € € € Relationship marketing & Cross/upselling Selective Lead generation

Investment in a (potential) client should match expected returns Growing knowledge of prospect / customer Growing value of prospect / customer!

Acceptable costs /contact- conversion ? Growing knowledge of prospect / customer Growing value of prospect / customer! 0,1 10 1k 1 100 500 10k E.g. 100k

Sport-sponsoring costs* /contact- conversion ? 0,1 10 1k 1 100 500 10k E.g. (€) 100k *incl. Activation: sponsor fee x 2.5 Growing knowledge of prospect / customer Growing value of prospect / customer! 250 25k

Summary: integrated, disciplined marketing = key Sport sponsoring is too often a stand-alone activity, without clear ( measurable ) results. In current times, this is no longer acceptable. Sport sponsoring should be part of a B-to-B marketing program: a managed ‘ production process ’ aimed at creating ‘ambassadors’: complex multi-person DMU’s many ‘production’ stages (marketing/sales actions, online & offline) Sport sponsoring is a stage in the M&S production process It generally should not be expected to generate sales on its own It should merely be one (effective) step in a marketing program The business case for sport sponsoring is more viable, if based on such an integrated marketing program approach. The business case must be realized through disciplined marketing: proactive & timely sponsorship activation! Without it, many sponsors will retreat from the sports arena...

Sport sponsoring is too often a stand-alone activity, without clear ( measurable ) results. In current times, this is no longer acceptable.

Sport sponsoring should be part of a B-to-B marketing program: a managed ‘ production process ’ aimed at creating ‘ambassadors’:

complex multi-person DMU’s

many ‘production’ stages (marketing/sales actions, online & offline)

Sport sponsoring is a stage in the M&S production process

It generally should not be expected to generate sales on its own

It should merely be one (effective) step in a marketing program

The business case for sport sponsoring is more viable, if based on such an integrated marketing program approach.

The business case must be realized through disciplined marketing: proactive & timely sponsorship activation!

Without it, many sponsors will retreat from the sports arena...

Sport sponsoring: dead or alive? It’s up to you & your marketing team* to ‘ just’ do it: Thank you! aim to drive sales through co-marketing: measurable , integrated & disciplined activation ! * with Milestone inside, consider it done.

Milestone Marketing BV Caesar Building Zonnebaan 9 3542 EA Utrecht PO Box 13267, 3507 LG Utrecht The Netherlands T +31-(0)30-242 9065 F +31-(0)30-240 4242 www.milestonemarketing.com Your B2B ambitions delivered