Sponsorship Marketing


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Sponsorship Marketing

  1. 1. Presented by- Mayank Dixit Business Development
  2. 2. Global Sponsorship Spending
  3. 3. Global Sponsorship Spending by region
  4. 4. Sponsorship Marketing Spend trend
  5. 5. Sponsorship Marketing Spend types 36% 41% Sports 23% 26% 36% 22% 27% Causes 26% 31% 31% 28% 27%Community events / festivals / fairs 12% 23% 30% 15% 23% Online sponsorship 9% 19% 23% 11% 12% Arts 13% 12% 2007; N=132 22% 20% 2008; N=165 16% Entertainment 19% 21% 2009; N=110 18% 12% 2010; N=106 Associations and membership 12% 19% organizations 17% 2011; N=120 15%
  6. 6. Sponsorship Opportunities• Showcase community/social • Access to property provided researchresponsibility • Rights to survey audience on-site• Sample/displays/showcase • Spokesperson access to personalitiesproducts/services • Cross-promotion opportunities• Entertain clients prospects • Access to property merchandise• Gain on-site sales rights • Access to property database/mailing list• Drive retail/dealer traffic • Right to property logos/marks• Excite employees • Property collateral materials• Incent sales force • Property’s media buy• Networking • Right to promote co-branded product• Create awareness/visibility services• Increase brand loyalty • Category exclusivity• Change reinforce brand image • On-site signage• Access platform for experiential • Broadcast ad opportunitybranding • Presence on property website • Title of proprietary area
  7. 7. Why Sponsorship•Generate visibility & awareness In general, what makes the difference for sponsors are…•Create or change image •A property’s ability to go the extra mile in servicing•Differentiate from competitors •Its willingness to create and help execute activation Ideas•Demonstrate commitment to specific group •Its delivery of sizeable return on investment relative to the fee•Gain platform for business-to-business Service: Sponsors Reward Flexibility,marketing Accommodation Creativity: Properties That Think, Act•Merchandise at point of sale Like Agencies Win Out Value: Who Delivers The Biggest Bang•Demonstrate product attributes For The Buck•Build sales (both direct and indirect)
  8. 8. • Opportunity• Audience Information• Benefits• Call for Action
  9. 9. Sample
  10. 10. • Co-sponsorship of others eventorganized• Sole sponsor of sub event-workshop/forum etc.• Guaranteed visibility• Editorial features• Full promotional rights• Rs. 1 Lacs worth of activationcredit
  11. 11. • Targeted Sampling and display• Sales and Marketing Inserts• 50,000 member database• Recognition, invitation andparticipation in other events• Service driven partnerships/Biannual Reports
  12. 12. Why proposals get declinedThe most common reasons for getting turned down are:• They don’t answer the key questions the partner is asking• Isn’t in a format that they can sell internally• They don’t show how the partner will get their money back• They aren’t directed to the decision-maker• The concept isn’t a match for the partner’s marketing strategy• A solid relationship has not been built• Information came in at the last minuteo 6-8 weeks for large companies (Nike, P&G, etc.)o 5-6 you keep getting weeks for smaller companies (Brand Jordan)o 2 weeks or less: get the heck outta here…• “The Ask” is not included (you know, what youre actually asking for)
  13. 13. Common mistakes1. Inadequate PreparationToday’s economic climate requires you to get inside the head of the typical brandmanager and a deliver a plan and event model that will meet his/her concerns.2. Mass Sponsorship ProposalsSending a generic proposals to many brands which have different-2 requirement.3. Failure To Understand The PartnerFailing to learn or understand your partner’s business (i.e. how they make money).4. Tied To The PlanFailing in love with your plan (creating stubbornness, inflexibility, anddefensiveness).5. No measurable objectivesFailing to recognize that proven ability to create ROI is what really matters tobrands.6. Bigger Is BetterProviding decks that are four inches thick (size does matter and shorter is better).Be prepared to have multiple presentations in different lengths.
  14. 14. Common mistakes7. Bad TimingForgetting that timing is everything. Don’t raise money at the last minute. Itwill be already be too late and cost of desperation will be too high cultivate therelationship.8. Price Wise/Partner FoolishIt’s not just about getting the best financial deal, it’s also about learning whatother strategic benefits the partner brings to the table.9. No CompetitionBelieving and professing to brands that your event has no competition10. Benefits offered do not meet sponsor’s objectives (e.g. increased sales)11. Lack of communication between account manager and sponsor12. Poor event documentation (e.g. after action report)13. Too many sponsors14. Sponsorship does not have a favorable impact on the audience
  15. 15. Here’s What You Need• Ability to understand the Brand Manager/Agency Account Managerneed• Amazing executable Concept/Unique Event Model• In a Large or Fast-Growing or Hard-to-Tap Market• Defensibility• Repeatable ROI Model• Reasonable Financial Terms• Measureable Milestones for Success• Agility To Adapt to Market Reality• Mastery of the Art of Persuasion
  16. 16. How valuable are the following metrics toyou in evaluating sponsorships?
  17. 17. Modern Sponsorship Management
  18. 18. Sponsorship Measurement process