Rethinking sponsorship marketing to build a better brand experience

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Matt Jones, SVP, Global Strategy & Creative at Jack Morton, presented at Sponsorship Australasia National Conference on 20 October 2011. He talked about how we need to think about sponsorship differently and ideas to make it a win-win-win situation.

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Rethinking sponsorship marketing to build a better brand experience

  1. 1. Your Logo. Here.
  2. 2. Your Logo. Here.
  3. 3. A presentation "about sponsorship.
  4. 4. By someone who is not "an expert on sponsorship.
  5. 5. No facts. No data. No results.
  6. 6. A few case studies. Some insights. I hope. Lots of opinions.
  7. 7. Brand Experience.
  8. 8.
  9. 9. A discussion about "brands.
  10. 10. A discussion aboutexperiences.
  11. 11. A discussion about "people.
  12. 12. A discussion about "sponsorship.
  13. 13. Think about people.
  14. 14. And the lives they live.
  15. 15. And the roles corporate brandswant to play in their lives.
  16. 16. And how hard it is to do that.
  17. 17. And the relationships these samepeople have with other things.
  18. 18. LoveLike sport and music "and art and fashion "and creativity and charity.
  19. 19. LoveLike sport and music "and art and fashion "and creativity and charity.
  20. 20. Transactional. Emotional.
  21. 21. Meaning. Experiences.Authenticity. Stories. Passion. Communities.
  22. 22. Never…Media. Advertising space. "Product placement opportunities.For sale.
  23. 23. LoveThings people want less of.
  24. 24. LoveThings we all want more of.
  25. 25. So that’s the subject "of my presentation.
  26. 26. A better way to "think about sponsorship.
  27. 27. A better different way tothink about sponsorship.
  28. 28. Badging.Building.
  29. 29. Badging.Building.
  30. 30. For both the brands involved.
  31. 31. For all the people involved.
  32. 32. Brand building.
  33. 33. ExperienceBrand building.
  34. 34. “Design for generosity” Clay Shirkey
  35. 35. Matt Jones " (a different one)
  36. 36. Make things better.Make better things.
  37. 37. Your Logo. Here.No Logo. Anywhere.
  38. 38. Your Logo. Here.No Logo. Anywhere.
  39. 39. There’s a lot "to get through.
  40. 40. This is a presentation "about how sponsorship "is an opportunity to "create a win-win-win.
  41. 41. Let’s talk about winning.
  42. 42. For brands.
  43. 43. Your Logo.
  44. 44. No Logo.
  45. 45. Awareness brands.
  46. 46. Experience brands.
  47. 47. What’s going on?
  48. 48. The battle for advocacyThe battle for awareness.
  49. 49. The battle for advocacyThe battle for awareness.
  50. 50. The battle for advocacyFragmented.
  51. 51. The battle for advocacyCluttered.
  52. 52. The battle for advocacyUser-controlled.
  53. 53. The battle for advocacyCynical.
  54. 54. The battle for advocacyConnected.
  55. 55. The battle for advocacyCommunity.
  56. 56. The battle for advocacySocial. Stories. Spread.
  57. 57. Experience brands.
  58. 58. Focus on the experience.
  59. 59. The battle for advocacyPaid Owned Earned .
  60. 60. The battle for advocacyStory Telling.
  61. 61. The battle for advocacyStory Creating. Telling
  62. 62. Experiences.Stories.Purpose. "Culture. Community.
  63. 63.
  64. 64. 68  
  65. 65. 77  
  66. 66. 83  
  67. 67. Authentic purpose.Adding real value.
  68. 68. Creating stories. EBFWBM/Social Plumbing.
  69. 69. Rewarding communities. Brand2Everyone.
  70. 70. Your Logo. No Logo.
  71. 71. Here. Anywhere.
  72. 72. Communication. Community.
  73. 73. Impressions.Somewhere.
  74. 74. 91
  75. 75. Impressions.Engagement.Somewhere. Anywhere.
  76. 76. The persistence "of media thinking.
  77. 77. Despite the"hyper-connected "world we live in.
  78. 78. Despite how we "all live/consume.
  79. 79. And it hurts sponsorship thinking.
  80. 80. 78% of sponsorship strategies "and activation plans are developedwith zero focus on the realbusiness problem they are solving.Approximately.
  81. 81. What’s your business problem?
  82. 82. Experiences.Stories.Purpose. "Culture. Community.
  83. 83. And how sponsorship "is an opportunity to create "A win-win-win.
  84. 84. Let’s talk about winning.
  85. 85. For properties.
  86. 86. For rights-holders.
  87. 87. Can’t we find better terms?
  88. 88. You are passion.
  89. 89. You are community.
  90. 90. You are authenticity.
  91. 91. You are exactly "what brands need.
  92. 92. You are a chance to "create experiences.
  93. 93. You are a chance to "tell stories.
  94. 94. You are a chance to "reinforce purpose.
  95. 95. You are a chance to "be part of the culture.
  96. 96. You are a chance to "reinforce existing community. "
  97. 97. You are a chance to "create new community. "
  98. 98. Do your development "materials read like this?
  99. 99. Do you turn your fans, yourfollowers, your members……into a LIST?
  100. 100. We talked about a win-win-win.
  101. 101. What does winning mean……for PEOPLE?
  102. 102. The experience economy.
  103. 103. Experience. Status. Influence. Realtime. Contribution.Community.
  104. 104. “You may think…I’m primarily in thebusiness of serving good food.Actually, though, food is secondary tosomething that matters even more…creating positive, uplifting outcomesfor human experiences and humanrelationships. Business, like life, is allabout how you make people feel.”!Danny Meyer
  105. 105. The huge opportunity. Experiences.
  106. 106. Brands. Win. Win. Win. Experiences.
  107. 107. Brands. This isn’t about Nike. Experiences.
  108. 108. Brands. Or about AON. Experiences.
  109. 109. Brands. It’s about the rest of us. Experiences.
  110. 110. Brands. Who all need a partner. Experiences.
  111. 111. Brands. With the right mindset. Experiences.
  112. 112. Any brand can provide $$$$.
  113. 113. Any property can provide
  114. 114. The right partners bring more.
  115. 115. The right partners get more.
  116. 116. Brands. Build, don’t badge.Experiences.
  117. 117. Brands. Collaborate, don’t activate. Experiences.
  118. 118. Brands. Be active, not passive.Participate, don’t associate. Experiences.
  119. 119. Brands. Commitments, not contracts.Experiences.
  120. 120. Brands. Long-term, not short-term.Experiences.
  121. 121. Two unique contributions..One common purpose.Zero replaceability.
  122. 122. Brands. Ownable = IrreplaceableExperiences.
  123. 123. Brands. The answer. Experiences.
  124. 124. Brands. The My answer. Experiences.
  125. 125. Brands. Design. Ideas. Experiences. People.Authentic Passion. Mutual benefit.Media. Experiences.
  126. 126. Brands. Design. Ideas. Experiences. People.Authentic Passion. Mutual benefit.Media..
  127. 127. Brands. Design. Ideas. Experiences. People.Authentic Passion. Mutual benefit.
  128. 128. Brands. Think activation first. Experiences.
  129. 129. Brands. Then build your strategy. Experiences.
  130. 130. Brands. Your ‘Build’ idea. Then build your portfolio. Experiences.
  131. 131. Brands. Reject narrow definitions of ‘sponsorship’. Experiences.
  132. 132. Brands. Think broadly around "(experiential, story-creatingpurposeful, cultural, community)partnerships.
  133. 133. Brands. Always think in a venn. Experiences.
  134. 134. People Property Brand
  135. 135. Universe of possibility
  136. 136. ExperienceSweetspot
  137. 137. People Property Brand
  138. 138. Brands. Get inspired. Experiences.
  139. 139. Sponsorship?Branded entertainment?CSR?
  140. 140. Sponsorship?Branded entertainment?CSR?
  141. 141. Sponsorship.
  142. 142. Sponsorship. Partnership.
  143. 143. Brands. Collaborate.Experiences.
  144. 144. Brands. Make something.Experiences.
  145. 145. Brands. Good. Experiences.
  146. 146. Brands. Good. Better. Experiences.
  147. 147. Sponsorship. Partnership. Branded entertainment. Branded content. Brand experiences. Good purpose.
  148. 148. ands. Who cares what we call it? Experiences.
  149. 149. ands. As long as we "don’t call it media. Experiences.
  150. 150. Generic.!Idea-free."Spam."Noise."Stalking."
  151. 151. The same goes for "endorsements, licensing "deals, and ‘ambassadors’.
  152. 152. ands. Who cares what we call it? Experiences.
  153. 153. As long as it’s "real and value-adding.
  154. 154. As long as it "solves mutual problems.
  155. 155. Brands. Above all, as long "as it’s a win-win-win. Experiences.
  156. 156. Brands. Lastly…and critical. Experiences.
  157. 157. Brands. The working relationship betweenthe brand and the property. Experiences.
  158. 158. Brands. In-house or agency?Experiences.
  159. 159. Brands. Whose agency?Experiences.
  160. 160. Brands. Whose agenda?Experiences.
  161. 161. Brands. Should you disintermediate me?Experiences.
  162. 162. Brands. Who starts…"property builds then sellls? Experiences.
  163. 163. Brands. Versus…"brand buys, then builds? Experiences.
  164. 164. Brands. Neither.Experiences.
  165. 165. Brands. Collaboration. Creativity. Sustainability. Longevity. Mutual benefit.
  166. 166. People Property Brand
  167. 167. People Property Brand
  168. 168. People Property Brand
  169. 169. Brands. Find an agency willing "to work for both parties. Experiences.
  170. 170. Brands. Collaborate with them too. Experiences.
  171. 171. Brands. Partnership, not projects. Experiences.
  172. 172. Lead with what you build.Lead with partnerships. Lead with experiences. Lead with communities. Lead with what you can own.
  173. 173. Lead with sponsorship. LeadLead with employees. Lead with what you "Lead with what you own.
  174. 174. No Logo. Anywhere.
  175. 175. No Logo. Anywhere.

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