David Bauer & Matt Newell's presentation at Mumbrella Retail Marketing Summit 2017
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David Bauer (Supercheap Auto) and Matt Newell (The General Store) present on How Sponsorship Supercharged the Supercheap Auto Brand at Mumbrella's Retail Marketing Summit.
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David Bauer & Matt Newell's presentation at Mumbrella Retail Marketing Summit 2017
- 1. SUPERCHARGING SPONSORSHIPS A SUPERCHEAP AUTO CASE STUDY
- 2. $880 million Source: IMR Research. Sponsorship sales in Australia & NZ FY 2016
- 3. MAXIMISING SPONSORSHIPS 1. Find an asset that amplifies your brand values 2. Enhance the customer experience 3. Reach out to new audiences / grow the event 4. Leverage the event commercially
- 8. CHOOSE A PROPERTY THAT AMPLIFIES YOUR BRAND VALUES
- 22. INTRODUCE NEW AUDIENCES TO THE PROPERTY
- 26. LINK THE EVENT TO A COMMERCIAL EVENT
- 27. FIND A HUMAN TRUTH
- 34. MAXIMISING SPONSORSHIPS 1. Find an asset that amplifies your brand values 2. Enhance the customer experience 3. Reach out to new audiences / grow the event 4. Leverage the event commercially
- 35. THANK YOU
- 36. QUESTIONS MATT NEWELL Executive Strategy Director The General Store e) matt.newell@thegstore.com.au m) 0403 821 025 DAVID BAUER GM Customer Communications & Engagement Supercheap Auto e) davidba@supercheapauto.com p) 07 3482 7745
Editor's Notes
- I’ve spent over 20 years working in marketing but the last 12 years of my career I have specialised in working with retailers. And I can tell you there is no better school than retail, to study the science of buying. Now interestingly, when I work with these very sales focused organisations I have noticed that they spend an awful lot of time developing strategies around how to sell stuff. But they spend far less time thinking about how people buy stuff. And that’s interesting because the buying bit is the bit that matters. Now this is true of businesses that sell products and services… But I have also worked extensively with executives and management teams helping them ‘sell in’ the concepts and strategies that we have developed, to their teams... And the same principals apply. What matters is not how well can we sell the ideas. What matters is whether our people will buy them. So to understand that... We need to understand the Science of Buying. The first thing to be aware of, is that the way people buy makes no sense whatsoever. We’re all crazy. Every year I travel around the world looking at consumer trends and retail innovation. And last year I was in London and I was walking down Regent Street, when I came across this queue...
- I’ve spent over 20 years working in marketing but the last 12 years of my career I have specialised in working with retailers. And I can tell you there is no better school than retail, to study the science of buying. Now interestingly, when I work with these very sales focused organisations I have noticed that they spend an awful lot of time developing strategies around how to sell stuff. But they spend far less time thinking about how people buy stuff. And that’s interesting because the buying bit is the bit that matters. Now this is true of businesses that sell products and services… But I have also worked extensively with executives and management teams helping them ‘sell in’ the concepts and strategies that we have developed, to their teams... And the same principals apply. What matters is not how well can we sell the ideas. What matters is whether our people will buy them. So to understand that... We need to understand the Science of Buying. The first thing to be aware of, is that the way people buy makes no sense whatsoever. We’re all crazy. Every year I travel around the world looking at consumer trends and retail innovation. And last year I was in London and I was walking down Regent Street, when I came across this queue...
- I’ve spent over 20 years working in marketing but the last 12 years of my career I have specialised in working with retailers. And I can tell you there is no better school than retail, to study the science of buying. Now interestingly, when I work with these very sales focused organisations I have noticed that they spend an awful lot of time developing strategies around how to sell stuff. But they spend far less time thinking about how people buy stuff. And that’s interesting because the buying bit is the bit that matters. Now this is true of businesses that sell products and services… But I have also worked extensively with executives and management teams helping them ‘sell in’ the concepts and strategies that we have developed, to their teams... And the same principals apply. What matters is not how well can we sell the ideas. What matters is whether our people will buy them. So to understand that... We need to understand the Science of Buying. The first thing to be aware of, is that the way people buy makes no sense whatsoever. We’re all crazy. Every year I travel around the world looking at consumer trends and retail innovation. And last year I was in London and I was walking down Regent Street, when I came across this queue...
- I’ve spent over 20 years working in marketing but the last 12 years of my career I have specialised in working with retailers. And I can tell you there is no better school than retail, to study the science of buying. Now interestingly, when I work with these very sales focused organisations I have noticed that they spend an awful lot of time developing strategies around how to sell stuff. But they spend far less time thinking about how people buy stuff. And that’s interesting because the buying bit is the bit that matters. Now this is true of businesses that sell products and services… But I have also worked extensively with executives and management teams helping them ‘sell in’ the concepts and strategies that we have developed, to their teams... And the same principals apply. What matters is not how well can we sell the ideas. What matters is whether our people will buy them. So to understand that... We need to understand the Science of Buying. The first thing to be aware of, is that the way people buy makes no sense whatsoever. We’re all crazy. Every year I travel around the world looking at consumer trends and retail innovation. And last year I was in London and I was walking down Regent Street, when I came across this queue...
- I’ve spent over 20 years working in marketing but the last 12 years of my career I have specialised in working with retailers. And I can tell you there is no better school than retail, to study the science of buying. Now interestingly, when I work with these very sales focused organisations I have noticed that they spend an awful lot of time developing strategies around how to sell stuff. But they spend far less time thinking about how people buy stuff. And that’s interesting because the buying bit is the bit that matters. Now this is true of businesses that sell products and services… But I have also worked extensively with executives and management teams helping them ‘sell in’ the concepts and strategies that we have developed, to their teams... And the same principals apply. What matters is not how well can we sell the ideas. What matters is whether our people will buy them. So to understand that... We need to understand the Science of Buying. The first thing to be aware of, is that the way people buy makes no sense whatsoever. We’re all crazy. Every year I travel around the world looking at consumer trends and retail innovation. And last year I was in London and I was walking down Regent Street, when I came across this queue...