Wrist sponsorship pr ad_benefits

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Wrist sponsorship pr ad_benefits

  1. 1. 3DWristbands. A new way for Sponsors Rory Musker
  2. 2. Contents <ul><li>Introduction to 3DWristbands </li></ul><ul><li>What makes the product different </li></ul><ul><li>Advertising Expenditure Comparisons </li></ul><ul><li>Cost Benefit Analysis. Visitor Redemption </li></ul><ul><li>Existing Sponsor and Venue users </li></ul><ul><li>Endorsement from Ad Agency in the US ( Omnicom Media Group) </li></ul><ul><li>Case Study/Scenario Marketing/Burger King </li></ul><ul><li>Case Study/Scenario Marketing/Coca Cola </li></ul><ul><li>Campaign Benefits </li></ul><ul><li>Conclusion </li></ul><ul><li>Contact </li></ul>
  3. 3. Introduction to 3D wristbands <ul><li>A new platform for worldwide sponsor involvement </li></ul><ul><li>New leader for top line event ideas </li></ul><ul><li>Proven success in USA </li></ul><ul><li>Provides customer insight </li></ul><ul><li>Integrated Marketing approach </li></ul><ul><li>High impact marketing on the wrist of the audience </li></ul>The examples above accurately reflect the real effect
  4. 4. Introduction to 3D wristbands <ul><li>Effect generated by lenticular printing technology </li></ul><ul><li>USP – ability to apply 3D effect on flexible material </li></ul><ul><li>World IP on printing process </li></ul><ul><li>Cannot be counterfeited </li></ul><ul><li>Each wristband can be personalised </li></ul><ul><li>Single use security or multi use fasteners </li></ul><ul><li>Fast delivery </li></ul>Customised shapes available
  5. 5. What makes the product different? <ul><li>96% of the TIME magazine readers recalled seeing the 3D ads. </li></ul><ul><li>91%b reported reading more than half of the article that the ad was attached to (30-40 % is typical for flat conventional print ads). </li></ul><ul><li>72% retained a distinct association between the 3D ad and the company that placed the ad, and its services. </li></ul><ul><li>69% of the readers were favourably disposed towards the 3D ad, compared to a mere 14% favourable rating among those exposed to the same ad in flat print. </li></ul><ul><li>62% of the readers responded that it increased their appeal to the company that placed the ad. </li></ul>According to a TIME Magazine study of mass-circulation of 3D advertising vs. conventional print advertising
  6. 6. Advertising Expenditure Comparison USA                                                                                                                                                                                                                   # of revisits or coupon redemption. # of bands @ 5% 5% redeem rate. Wristbands: Underside 1 day of viewing (5 x per hour x 6 hours - 30 &quot;views&quot;) £0.40 per band Worn for one day. Wristbands 2 x 30 seconds. £5,000 Two commercials. Television: Prime 1 x 30 seconds. £5,000 One commercial. Television: News 1 week. £8,400 Eight 30-second spots on major radio station. Radio 3 months. £5,160 2 bus sides. Bus side sign. 3 months. £4,650 In-airport display ad 4' x 5' Mural Ad. 5 days Monday - Friday. £7,000 One truck. Truck side sign. Three times in monthly magazine. £4,800 One half-page color ad. Local Business Magazine Six times in weekly section. £9,600 One quarter-page black and white ad in large local paper. Newspaper Magazine Section Three monthly mailings. £6,525 One standard coupon to 50,000 homes. Direct Mail: Company 2 Two quarterly mailings. £4,770 Half page of coupons to 45,000 homes. Direct Mail: Company 1 3 months. £6,900 One 14' x 48' highway sign. Billboard Period Cost Details Medium
  7. 7. Cost Benefit Analysis. Visitor Redemption                                                                                                                                                                                                                   The analysis below derives an average cost per 2,000-10,000 thousand customers on site at an event in one day. <ul><li>SUMMARY </li></ul><ul><li>Average cost to the venue </li></ul><ul><li>of £4,950 </li></ul><ul><li>Average gross benefit </li></ul><ul><li>(for 5000 visitors) is </li></ul><ul><li>£19,750 </li></ul><ul><li>Average Net Profit per </li></ul><ul><li>day £14,500 </li></ul>£22,250+ £19,750+ £7920+ £37,200+ <ul><li>Redemption value (cost per band). </li></ul>£25,000 £25,000 £10,000 £50,000 <ul><li>Total redemptions (x value of redemption). </li></ul>500 500 200 1,000 <ul><li>Total redemptions per day (return and spend £50.00). </li></ul>5% 5% redemption 2% redemption 10% redemption <ul><li>Factor to reflect other (underside promotion/coupon). </li></ul>£75 £75 £75 £75 <ul><li>Setup fees. </li></ul>£2,750 £2,750 £6000 £8,000 <ul><li>Total cost per band (one day). </li></ul>5,000 5,000 2,000 10,000 <ul><li>Number of customers. (avg. stay at event is 6 hours). </li></ul>£0.55 £0.55 £0.30 £0.80 <ul><li>Wristband cost (includes underside print or fob/coupon). </li></ul>Example Average Low High Item Wristband Cost Benefit Analysis/Visitor Redemption
  8. 8. Existing Sponsor and Venue Applications USA *Concept is for illustration purposes only <ul><li>Walt Disney Company </li></ul><ul><li>Coca Cola Events </li></ul><ul><li>Burger King </li></ul><ul><li>Pepsi Events </li></ul><ul><li>Anheuser Busch </li></ul><ul><li>Universal Parks </li></ul><ul><li>Six Flags Theme Parks </li></ul><ul><li>World Cup Rugby </li></ul><ul><li>HBO Events </li></ul><ul><li>Academy Awards </li></ul><ul><li>Grammy Awards </li></ul><ul><li>7Eleven </li></ul><ul><li>Special Events and Corporate Sponsorships. EG: Olympics, NASCAR and NFL. </li></ul><ul><li>Cadillac / Chevrolet – auto shows, test drive and sponsorship extension. </li></ul><ul><li>Radio Shack – retail and sponsorship applications. </li></ul><ul><li>Microsoft – current client – runs X-Box conferences and retail promotions. </li></ul><ul><li>News Corp – working with Business development lead – Fox Sports, AmericanIdol, MySpace, NAM/Smart Source custom Publishing </li></ul>Sponsor Applications Venue Applications
  9. 9. Endorsement from Ad Agency in the US *Concept is for illustration purposes only Ray Katz U.S. Director of Sports Marketing. Omnicom Media Group Optimum Sports Division www.omd.com “ I fully endorse Wrist Marketing as a subcontractor to ICS, the main domestic wristband distributor in the U.S, for the projects on which I am teaming up with them to deliver programs for clients.   Some of these clients include Arena Football League, LPGA, and National Lacrosse League” Ray Katz 3 July 2007
  10. 10. Scenario Marketing – Burger King Sponsor <ul><li>Opening of the new Spider Man Film – sponsored by Burger King </li></ul><ul><li>The audience purchase or are given a 3DWristband at the foyer </li></ul><ul><li>The most popular 3DWristbands have a tear-off fob </li></ul>CONTINUED
  11. 11. Scenario Marketing – Burger King Sponsor <ul><li>After the film the 3DWristband can be used to claim a meal and for reviewing offers from the Burger King website on the underside of the 3DWristband </li></ul>CONTINUED
  12. 12. Scenario Marketing – Burger King Sponsor <ul><li>In addition – the fob can be removed and used to claim discounted or free meals at Burger King restaurants </li></ul><ul><li>Fobs enthusiastically adopted and placed on key rings and necklaces </li></ul><ul><li>Campaigns maintained for up to six months </li></ul>
  13. 13. Scenario Marketing – The World of Coca Cola An additional example The underside of the 3DWristband
  14. 14. Campaign Benefits <ul><li>A high percentage of take-up of offers and new visitors to sponsors website </li></ul><ul><li>Effective for data capture for new visitors registering to learn about additional offers and free gifts. </li></ul><ul><li>Ability for sponsor to extend the range and duration of campaigns </li></ul><ul><li>Personalisation of the product </li></ul><ul><li>Enhances the customer journey </li></ul><ul><li>Enduring and easy to initiate new campaigns </li></ul>
  15. 15. Conclusion <ul><li>Enthusiastically adopted by the market </li></ul><ul><li>Early UK results extremely positive (NEC Birmingham) </li></ul><ul><li>Highly effective for driving visitors to sponsors websites and raising brand awareness </li></ul><ul><li>Exploits strong growth in on-line communities (Web 2.0) </li></ul><ul><li>Well positioned and effective for the youth market </li></ul><ul><li>Can integrate with barcode and wireless technology providing additional opportunities for more sophisticated campaign strategies. </li></ul>
  16. 16. <ul><li>Rory Musker </li></ul><ul><li>Barn 3 </li></ul><ul><li>Calcot </li></ul><ul><li>Cheltenham, </li></ul><ul><li>Gloucestershire. </li></ul><ul><li>GL50 1TA </li></ul><ul><li>Tel1: 044 (0)5602 753 268 </li></ul><ul><li>Tel2: 044 (0)7786 528 440 </li></ul><ul><li>Email: rory@wristmarketing.com </li></ul>

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