Laura Laidlaw - Standard Life

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MediaCom Engage Conference
Making Sport Pay
Sport as a Marketing Medium
Edinburgh, 10th May, 2012

Published in: Business, Sports
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Laura Laidlaw - Standard Life

  1. 1. Making Sport Pay –Sponsorship as part of themarketing mix
  2. 2. Making Sport PayTHE ASSOCIATION BETWEEN BUSINESS AND SPORTIS THE MOST MUTUALLY ADVANTAGEOUS RELATIONSHIPSINCE MORECAMBE MET WISE BA magazine/May 2012
  3. 3. Sport dominates the category Share of Reported Deal by category 2010 In % total committed investment Source: The World Sponsorship Monitor 2010Sport is the number one passion in the world, and brands know it..
  4. 4. Sponsorship isMulti level – able to•increase brand awareness•enhance/change/reinforce image•convey brand personality so that audience understanding of itis increased•differentiate a brand from its competitors•shape customer attitude•heighten visibility and provide positive publicity•enhance business, consumer and stakeholder relations•inspire employees
  5. 5. Current landscape•Marketing budgets are tight•The cost of acquiring customers is increasingly high•Traditional advertising and direct marketing might deliverbrand awareness, rarely creates a connection between brandand consumer•Sponsorship utilises the emotional connection between abrand and its target audience’s sport/lifestyle interests to drivea deeper engagement•An emotionally engaged audience is more receptive to abrand’s messaging, is more likely to recall and feel engagedwith that brand
  6. 6. Current Landscape Advertising Sponsorship Marketing budgets are tight – even more reason to focus our spend on targeted activities that takes the SL brand beyond recall, and into capturing the hearts and minds of our customers
  7. 7. Finding the right Sports Sponsorship• Be clear about your objectives• Do your homework – use the insight• Only run your own race• Find the synergies• Be accountable
  8. 8. Why Basketball?Standard Life• Transforming as a business• Re-launching brand – new VI, brandvalues, positioningBritish Basketball• Emerging new kid on the block• Fast growing team sport• Olympic potential• Athletes with interesting stories
  9. 9. Why Basketball?GB Basketball’s aspirations and potential provided opportunityfor Standard Life• To embed our new brand internally• To increase brand awareness and understanding externally• To capitalise on interest in sport in lead up to Olympics• To engage through an emotional connection
  10. 10. Making Sport PayAn effective sponsorship should provide –•Both/all parties with benefits•A return on objectives•A return on investment
  11. 11. GB Players’ Helicopter Day

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