Sponsor Anytime Sales Presentation


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Sponsor Anytime Sales Presentation

  1. 1. <ul><li>Building communities through sponsorship. </li></ul>
  2. 2. Serving the community <ul><li>NovoLogic and its Anytime family of service offerings, has a very committed level of interaction with community groups, events and community programs. Through this commitment,  we serve the community by providing applications that facilitate the sharing of information, and access to managed systems and services, thereby enabling those associations to focus on their missions and not on the administrative efforts surrounding them  </li></ul><ul><li>  </li></ul><ul><li>We believe the products and services we provide should be aimed at promoting the development and growth of the communities we support. As a result, we have a goal to assist in a vision of being able to create a world where participation in events by youth are done for free. </li></ul><ul><li>  </li></ul><ul><li>By providing a system where local business can sponsor these associations through localized marketing programs, we have created a program that benefits the sponsor with real and measurable revenue generation streams while simultaneously providing ongoing revenue streams for the associations. Turning our vision into reality. </li></ul>
  3. 3. Brand building through sponsorship <ul><li>A company’s commitment to social issues affects consumers’ decisions on where to work, where to shop and what to buy. </li></ul><ul><li>  </li></ul><ul><li>Business owners want to be able to support their local community - they also want to see the impact of their contributions. </li></ul><ul><li>  </li></ul><ul><li>Sponsor Anytime provides a vehicle for local companies to create a sponsorship at a local level while providing a transparent and immediate view into how the company's sponsorship is impacting the community, building a very strong and profitable relationship between the community and the company. </li></ul>
  4. 4. What is sponsorship? <ul><li>Sponsorship is the underwriting of a special event, cause or group that support corporate objectives by enhancing the corporate image, increasing awareness of brands, or directly stimulating sales of products and services. </li></ul><ul><li>  </li></ul>
  5. 5. Why sponsorship works <ul><li>Researchers have viewed sponsorship as a powerful yet indirect form of persuasion (Crimmins and Horn 1996) that delivers messages in the form of associations between a sponsor and a sponsored entity to the mind of a consumer (Keller 2003).  </li></ul><ul><li>  </li></ul><ul><li>The image of sport makes it a popular target of sponsorship. It is generally seen as a healthy and honest activity, important in the development of an individual in our competitive society. </li></ul><ul><li>  </li></ul>
  6. 6. Why sponsorship works <ul><li>In sponsorship research, Madrigal (2000; 2001) conceptualizes social identification as a consumer’s emotional connection or attachment to a sponsored property. When a person identifies him/herself with a certain group, a sense of connectedness with the group is generated (Mael and Ashforth 1992).  </li></ul><ul><li>  </li></ul><ul><li>According to Turner (1984), sharing the same social identity results in a psychological group with a common mentality, thus, creating loyal citizens within the group. </li></ul><ul><li>  </li></ul><ul><li>Madrigal (2000; 2001) demonstrated that higher levels of team identification among the attendants of a sporting event appear to be positively related to intentions to purchase a sponsor’s products. </li></ul>
  7. 7. Why sponsorship works <ul><li>when consumers were asked if they </li></ul><ul><li>“ would I be willing to pay more for a service that supports a cause I care about,”    68 %    </li></ul><ul><li>agreed or strongly agreed   </li></ul><ul><li>  </li></ul><ul><li>Results of Irwin, Lachowetz, Cornwell and Clark’s (2003) survey </li></ul>
  8. 8. Why sponsorship works <ul><li>Sponsorship is a means of persuasion, but sponsorship does not try to change perceptions of the brand in a frontal assault. According to Crimmins and Horn (1996), </li></ul><ul><li>Sponsorship improves the perception of a brand by flanking our beliefs about the brand and linking the brand to an event or organization that the target audience already values highly. </li></ul>
  9. 9. How sponsorship works <ul><ul><li>mere-exposure effect </li></ul></ul><ul><ul><li>The basic idea of the mere-exposure effect is that, when objects are presented to the individual on repeated occasions, the mere exposure is capable of making the individual’s attitude toward these objects more positive (Zajonc and Markus1982). </li></ul></ul>
  10. 10. How sponsorship works <ul><ul><li>balance theory </li></ul></ul><ul><ul><li>suggests three elements linked in a triangular relation: the sponsor, the event, and the consumer. If the consumer has a preexisting positive sentiment toward the event, it is likely the consumer will form a positive attitude toward the sponsor. This occurs because humans are motivated to achieve a balanced state, and it would be unbalanced to have a positively valued element linked to a negatively valued element. </li></ul></ul>
  11. 11. How sponsorship works <ul><ul><li>affect transfer </li></ul></ul><ul><ul><li>positive feelings toward an event or cause transferring to the sponsoring brand through the sponsorship association </li></ul></ul>
  12. 12. How sponsorship works <ul><ul><li>image transfer </li></ul></ul><ul><ul><li>The message of image transfer is that, along some dimension, this brand is like this event. </li></ul></ul>
  13. 13. How sponsorship works <ul><ul><li>signal theory </li></ul></ul><ul><ul><li>consumers perceive the value of sponsorship as a credible signal of a corporate position.  The very fact of undertaking sponsorship is itself likely to transfer values such as size, status and security. Sponsorship can serve as a credible signal of consumers’ perceptions of product quality, financial stability </li></ul></ul>
  14. 14. How sponsorship works <ul><ul><li>attribution theory </li></ul></ul><ul><ul><li>consumers care about and respond to the motives of sponsors in cause-related marketing campaigns. attribution theory would posit that consumers cognitively infer a motive for the sponsorship behavior; an altruistic motive attribution could provide the foundation for positive belief, image and attitude toward sponsors </li></ul></ul>
  15. 15. What it will do for your Business <ul><ul><li>Reach Targeted Audience/Consumers </li></ul></ul><ul><ul><li>Link product and services with community </li></ul></ul><ul><ul><li>Tie company image with image of sponsored association </li></ul></ul><ul><ul><li>Increase awareness of products or services </li></ul></ul><ul><ul><li>Expresses commitment to the community or on social issues </li></ul></ul><ul><ul><li>Provides merchandising or promotional opportunities </li></ul></ul><ul><li>  </li></ul>
  16. 16. What it will do for your Business <ul><li>Allow you to do on a local </li></ul><ul><li>level what these companies </li></ul><ul><li>do on a national or global level </li></ul>
  17. 17. Why Sponsor Anytime <ul><li>Previously, only large businesses could afford to sponsor or do cause marketing as a way of boosting profits as well as establishing goodwill.  </li></ul><ul><li>  </li></ul><ul><li>However, now smaller companies are sponsoring everything from local volleyball and softball teams to fairs, festivals and clean-ups of parks as an effective method of boosting their visibility in their community.  </li></ul><ul><li>  </li></ul><ul><li>These sponsorships help companies enhance their public profile very cost effectively. </li></ul>
  18. 18. Why Sponsor Anytime <ul><li>on-line, feature rich web advertising property </li></ul><ul><li>increased visibility on the web  </li></ul><ul><li>search engine friendly internet ad space promoting your company </li></ul><ul><li>targeted exposure to your local consumers through links on associations web sites and via email updates for their events and associations </li></ul><ul><li>ability to provide local, targeted coupons, specials and offers to consumers who live within your buying area </li></ul><ul><li>A significant portion of the fees go directly the sponsored associations, and your company will be recognized as a major contributor to that association, helping you build a strong relationship with the community </li></ul>
  19. 19. What does it cost <ul><li>Basic Listing           -    FREE </li></ul><ul><li>inclusion in the SEO friendly business directory with basic information </li></ul><ul><li>Standard Listing      -    $60.00 per month (per sponsored association) </li></ul><ul><li>Basic listing plus: </li></ul><ul><li>logo    | marketing description | coupons/offers </li></ul><ul><li>inclusion in email blasts | consumer ratings </li></ul><ul><li>Premier Listing - $120 per month + (standard listing fees) </li></ul><ul><li>Basic and Standard features plus” </li></ul><ul><li>Preferred Search placement </li></ul><ul><li>Premium Placements with all directory pages </li></ul><ul><li>Video commercials and testimonials </li></ul>
  20. 20. <ul><li>Search Engine Optimized Directory Listing </li></ul>
  21. 21. High impact Internet business directory
  22. 22. Samples: Association website
  23. 23. Promotion on Event Registration Pages and Printed Receipts
  24. 24. Promotion in targeted Email Communication
  25. 25. Promotion on high traffic Schedules and Standings pages