Beijing Olympic Sponsorship

6,444 views
6,385 views

Published on

Sponsorship and branded utility presentation. With thanks to PSFK

Published in: Economy & Finance, Business
1 Comment
8 Likes
Statistics
Notes
  • great motivation for athletic training. i personally can't compete on the olympic level! :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
6,444
On SlideShare
0
From Embeds
0
Number of Embeds
64
Actions
Shares
0
Downloads
515
Comments
1
Likes
8
Embeds 0
No embeds

No notes for slide

Beijing Olympic Sponsorship

  1. 1. Making eyeballs work making minds think
  2. 2. Why Sponsorship Sucks <ul><li>Sponsorship is invariably a lazy way for a brand to reap the dividends of ‘hanging out’ with the right company </li></ul><ul><li>Most sponsorship is executed by stakeholders who had no part in the decision making process </li></ul><ul><li>Often this results in brand apathy for what should be an exciting point of brand leverage </li></ul><ul><li>Invariably this leads to a brand following the usual parameters of sponsorship, copying precedents and ‘following the rules’ </li></ul><ul><li>The rules of engagement for marketing are still being written </li></ul><ul><li>The scope for brands and consumer engagement opportunities is really opening up in the beginning of the 21 st century </li></ul>
  3. 3. Why Sponsorship Sucks <ul><li>FACTS, INFORMATION, TRENDS </li></ul><ul><li>Sponsorship is a complex and relatively new communications arena for a lot of companies, and </li></ul><ul><li>consequently, there is a lack of clarity about its strength as a marketing communications tool. </li></ul><ul><li>Sponsorship is not a straightforward selling instrument; it works quite indirectly. Many companies </li></ul><ul><li>claim they don’t know how to implement them. </li></ul><ul><li>But marketers clearly believe in the value of Sponsorship as evidenced by the explosion in </li></ul><ul><li>Sponsorship investment over the last two decades: from $2 bn in 1984 to over $33 bn in ’03. This </li></ul><ul><li>escalation is driven largely by ‘sports’, which account for nearly two-thirds of total Sponsorship </li></ul><ul><li>spend in most countries. </li></ul>
  4. 4. ROI <ul><li>FACTS, INFORMATION, TRENDS </li></ul><ul><li>Sponsorship is a complex and relatively new communications arena for a lot of companies, and </li></ul><ul><li>consequently, there is a lack of clarity about its strength as a marketing communications tool. </li></ul><ul><li>Sponsorship is not a straightforward selling instrument; it works quite indirectly. </li></ul><ul><li>Many companies claim they don’t know how to implement them. </li></ul><ul><li>But marketers clearly believe in the value of Sponsorship as evidenced by the explosion in </li></ul><ul><li>Sponsorship investment over the last two decades: from $2 bn in 1984 to over $33 bn in ’03. This </li></ul><ul><li>escalation is driven largely by ‘sports’, which account for nearly two-thirds of total Sponsorship </li></ul><ul><li>spend in most countries. </li></ul>
  5. 5. Activation <ul><li>Sponsorships don’t work unless consumers are told about them. They’re like brands themselves – they need to be advertised so the nature of the Sponsorship is known and understood. They need awareness to generate awareness for the brand! It’s important to create content related to </li></ul><ul><li>the Sponsorship, use it as a showcase for the event and as a way to deliver the rights across all </li></ul><ul><li>modes of communication, i.e., ‘consumer touch points’: merchandising, point of sale, advertising, </li></ul><ul><li>etc. </li></ul>
  6. 8. YouTube gives everyone a channel
  7. 10. Consumers having their own fun without brands <ul><li>Once we needed advertising and sponsorship </li></ul><ul><li>It paid for a lot of entertainment </li></ul><ul><li>Advertising and sponsorship was useful </li></ul><ul><li>But now we can use digital tools to have fun </li></ul>
  8. 12. <ul><li>The unbranded Flickr uploader and downloader </li></ul><ul><li>A missed opportunity for Kodak or Fuji? </li></ul>
  9. 13. <ul><li>Everything you need is here at Teabuddy - to keep track of who made the last round of tea, how long it is since someone made their last round, and perhaps most important of all - to nail the tea-slackers! </li></ul><ul><li>A missed opportunity for Tetley or PG Tips? </li></ul>
  10. 14. Branded & Sponsorship Utility <ul><li>If small teams could create applications that people love – imagine what could be done by a big brand with a big budget </li></ul><ul><li>In order for brands to remain relevant they must become useful </li></ul><ul><li>Branded and sponsorship Utility is all about brands being useful to their customers, suppliers and the people they touch </li></ul>
  11. 15. Examples
  12. 16. Nike iPod RunLondon <ul><li>The previous site is a map of the Run London event sponsored by Nike </li></ul><ul><li>It’s also a ‘route finder’ – a Utility </li></ul><ul><li>And also links to another type of branded utility of Nike and iPod who have collaborated together to create a ‘running experience’ which goes beyond just music or running shoes as the next slide shows </li></ul>
  13. 18. Manulife Opportunity <ul><li>The Beijing Olympics are an opportunity to shake up the way that Sponsorship is traditionally executed </li></ul><ul><li>It’s about walking the walk and not just talking the talk </li></ul>

×