1. Dyson Sponsorship
of the PBA50______________________________________________________________________________
2. 1
Table of Contents
Rationale .......................................................................................................................................................2
Property Overview.......................................................................................................................................3
Company Profile ..........................................................................................................................................5
Summary of Sponsorships Benefits............................................................................................................8
Sponsorship Objectives................................................................................................................................9
Leveraging the Sponsorship........................................................................................................................9
Objective 1........................................................................................................................................9
Objective 2......................................................................................................................................11
Evaluation...................................................................................................................................................12
Consideration .............................................................................................................................................14
Timeline.......................................................................................................................................................16
Appendices..................................................................................................................................................17
APPENDIX A: PBA50 Brief Overview.........................................................................................17
APPENDIX B: Current PBA Sponsorships....................................................................................18
APPENDIX C: Company Overview...............................................................................................20
APPENDIX D: Consumer Analysis ...............................................................................................21
APPENDIX E: Objectives, Strategies, and Tactics........................................................................27
APPENDIX F: Logos .....................................................................................................................32
APPENDIX G: Questionnaires.......................................................................................................33
APPENDIX H: Sponsorship POV Analysis...................................................................................35
APPENDIX I: Pricing of Tangible Assets......................................................................................36
APPENDIX J: Cost Considerations................................................................................................39
APPENDIX K: Timeline for Sponsorship......................................................................................40
APPENDIX L: Works Cited...........................................................................................................41
APPENDIX M: PowerPoint Slides.................................................................................................45
3. 2
Rationale
A partnership with the PBA50 will elevate Dyson as a major leader in the household
appliance category in the United States. The PBA50 has 150 professional bowlers in 13
tournament locations around the United States, allowing Dyson to gain national exposure as an
innovative and high quality household brand. Since Dyson is not heavily involved in
sponsorship, a partnership with the PBA50 facilitates a low-risk opportunity to enter the
sponsorship world. Dyson will increase brand salience among American consumers, while
developing profitable business relationships by becoming the official household appliance brand.
As Dyson personifies the societal shift towards cutting-edge technology, the PBA50 roots
itself in bowling tradition. While the PBA50’s core principles aren’t identical to Dyson, a
partnership will evoke our shared commitment to consistency and ingenuity in performance.
Together, we will energize a stagnant fan base and firmly establish Dyson as a market leader
through increased American exposure. This sponsorship aligns the elite mentality of PBA50
bowlers with Dyson’s commitment to evolution through innovation. To become a bowling
champion or a multinational industry leader, evolution in performance and technique is critical to
the pursuit of excellence.
4. 3
Dyson Sponsorship of the PBA50
Property Overview: PBA50 (APPENDIX A)
What is the Pro Bowling Association 50?
The Pro Bowling Association 50 tour (PBA50) is the official senior tour for the PBA. The
American tour consists of 13 tournaments across 7 states. To qualify for 1 of the 125 spots on the
tour, bowlers must be over 50 years old and average over 200 points per game to qualify as a
professional senior bowler. The season runs from April through August, ending with the PBA50
World Championship. The bowler with the most points at the end of the season is awarded the
regular season title.
Fan Base
The PBA’s current U.S. fan base totaled 50 million ESPN viewers in 2014. Last year, 39,000
fans attended PBA50 events, with 80% of fans coming on Saturday and Sunday due to the
structure of the tournaments. Males and females each account for 50% of the fan base, with an
average income of $67,000, 20% greater than the national average. Bowling fans are
predominantly of Caucasian background, from the Midwest, and 40-65 years old with a college
education.
Fan Experience
Attendees of PBA50 events are active bowlers who compete in local bowling leagues. 49% of
these fans only attend PBA events hosted in their local city. The PBA lines the bowling alleys
with bleachers to create a stadium effect, while providing greater seating capacity. PBA50 events
are four days long (Thursday-Sunday) with the championships are held on Sundays. A four day
pass costs $60 and a day pass costs $25, as each day lasts about six hours.
5. 4
Media Exposure
In 2014, the Professional Bowlers Association announced the launch of the PBA Network, a
multi-platform viewing umbrella for PBA fans. The PBA Network partners with national
television companies ESPN and CBS. Fans can view different events on ESPN’s related
channels (ESPN2, ESPN Classic, ESPNews) and on the CBS Sports television network. In
addition, customers can gain access to the PBA’s Xtra Frame live streaming channel by choosing
a $64.99 yearly subscription or a $7.99 monthly subscription. A subscription gives members
access to Xtra Frame’s coverage of the tour, archived ESPN shows, and qualifying rounds.
Alongside national television and live streaming services, the PBA Network promotes a strong
online presence through website and social media platforms, connecting fans with video and
other news stories regarding the tour or their favorite bowler.
Current Sponsors (APPENDIX B)
The PBA currently has six official sponsors:
• Barbasol
• AMF
• Brunswick
• GEICO
• Hotel Planner.com
• USBC
There are also smaller sponsors that support local tournaments. Sponsors of PBA50 events are
given access to naming rights, signage, booths, and TV commercial time. The PBA tour secured
a deal with ESPN for 30 commercials lasting 30 seconds each. The average cost per spot is
$19,500, totaling $7.6 million across 13 tournaments. Since 2001, the PBA has grown from zero
sponsors, acquiring twenty one sponsorship deals composed of local and national brands.
The PBA50 packages sponsorships agreements at different tiers, as top level sponsors have
priority to official naming rights, premier signage positioning, and TV ad space.
6. 5
Company Overview: Dyson Ltd
Background on Dyson (APPENDIX C)
In 1993, James Dyson used the royalties from his first product’s sales to establish Dyson Ltd.
Dyson’s United Kingdom headquarters include research/development centers, a manufacturing
factory, and business operations offices. Dyson emphasizes its belief that quality products with
long life-spans are more important than small short term cost savings. In addition to their line of
signature vacuum cleaners, Dyson produces an array of innovative products including:
• Dyson Fans & Heaters, these stylish wind towers offer a bladeless and noiseless
solution to heating or cooling a space with power and efficiency.
• Dyson Humidifiers & Purifiers, simple structures with substantial health benefits.
Cleanse multiple forms of bacteria/allergens and circulate purified breathable air.
• Dyson Lighting, LED desk lamps and industrial ceiling light fixtures, combining
revolutionary structure design with an incredible life-cycle of 37 years.
• Dyson Airblade, automatic, sustainable, and entertaining. Reduce the need for
washcloths or paper towels and hygienically dry hands in twelve seconds.
Dyson’s multiple product lines appeal to a variety of customer segments. As electricity prices
and energy regulations increase, home and company use of air conditioning and heating systems
have decreased. Dyson has filled that void, providing cost effective and energy efficient
products.
Consumer Analysis (APPENDIX D)
Founder James Dyson sacrifices an affordable consumer purchasing price to build an
“innovative, powerful, and beautiful” vacuum cleaner. This insensitivity to high prices
has created a niche of wealthy and sophisticated customer segments within the household
7. 6
appliance market. Vacuum cleaner buyers are broken into three broad categories:
1. Middle to High income consumers (specialty store shoppers)
2. Low income consumers (big box store shoppers)
3. Industrial businesses (large scale shoppers)
United States consumers, regardless of income level, are more concerned with price and
indifferent to degree of quality. Dyson believes attracting middle to high income consumers will
offset the loss of low income consumers purchasing competitors’ products. Clare Mullin, global
marketing director for Dyson, states that the evolving U.S. market will find value in high quality
$400 vacuum cleaners. Discussing Dyson’s potential in the U.S. market, Mullin states:
“In other markets, it took us two to three years to overtake the No.1 brand
so we expect that to happen in the U.S.”
Dyson expects to find success in the U.S. because of the specific subsets in each buyer category.
1. Middle/High income consumers
o Men & Women
o Age 20 - 44 & 45 - 69
In the United States, women are more likely than men to purchase vacuum cleaners. Dyson
markets many of their products to female customers, with most advertising campaigns including
images of mothers using Dyson to safeguard a child from harm.
The U.S. vacuum cleaner market has seen increasing demand from an aging population. Dyson
focuses primarily on older generations of U.S. consumers, attracting these customers from
competitors by demonstrating key differentiated benefits that are superior to the flaws of old
conventional vacuum brands.
3. Industrial Companies
o Large business operations
8. 7
Dyson’s Airblade product line for businesses will cut company costs and improve operating
efficiencies. The Hutton Hotel and M Resort Spa Casino state that electricity cost savings of
$9000 per month subsequently paid for the initial purchase of 100 Dyson Airblades. The Seattle-
Tacoma International Airport Environmental Manager Steve Rybolt states:
“By switching to the Dyson Airblade Tap, we’re going to save over 2 million feet
worth of paper towels - equivalent to about 3 one-way trips from Seattle to Portland.”
Size & Scope
Dyson is a premium brand, both for households and businesses alike. The innovative products
were originally sold through specialty stores, but Dyson has built a strong presence in large
discount retail stores like Walmart, Target, Best Buy, and Home Depot. Dyson expects to sell
200,000 additional units in the U.S. this year, as distribution through big-box stores will generate
close to a million units purchased by American customers. Dyson earned total profits of $86
million last year, while trying to overtake the largest market share of the American vacuum-
cleaner industry.
Brand Positioning
While Dyson is the most prominent vacuum-cleaner brand in countries like Japan, Korea, and
Australia, the innovative company faces heavy American competition from numerous household
brands. To compete within the densely concentrated industry, Dyson must justify the value of
premium vacuum-cleaner pricing, clearly establishing brand values like “innovative” “luxury”
and “reliability” within the minds of target customers. Currently, Dyson relies heavily on word-
of-mouth advertising; however, recent investments into large scale marketing campaigns have
established the following goals for Dyson’s diverse product lines:
9. 8
1. Regain highest market share in United States from Euro-Pro, LLC
2. Reconnect with American consumers interested in price rather than quality
Summary of Sponsorship Benefits
As an official sponsor of the PBA, Dyson will receive the following benefits:
Pre-Event Advertising
• Four 30 second TV Advertisements on ESPN
• PBA website displays Dyson tournament logo
• B2B sponsorship mail to other Official PBA sponsors
Participation
• Xtra Frame to display a Dyson Scoreboard
• Three 30 second Dyson television product commercials on ESPN
• Commentators announce Dyson as the official sponsor of the tournament
Collateral
• 100 tickets for distribution at Dyson’s disclosure
Displays
• Space for a hospitality area (25’ x 25’) promoting various Dyson products
• Separate hospitality area (15’ x15’) for B2B communications
• Obstacle course area (15’x 15’) for product interaction
Giveaways
• 2000 Free key rings with PBA50 and Dyson logo
• 2500 Dyson logo water bottles
• 4000 Dyson engineered pens
• 2 Embroidered PBA Shirts (Facebook/Twitter Sweepstakes)
• Obstacle course sweepstakes for the chance to win tickets to next year’s Pasco County
Florida Open or a Dyson Cinetic Big Ball vacuum
Signage
• Dyson logo appears in various areas of the tournament’s bowling center
• Dyson banners (8’ x 10’) will appear attached to grand-stands
10. 9
Sponsorship Objectives
Objective 1
Increase awareness of Dyson within the United States’ consumer market by 20%
at the end of the sponsorship.
Objective 2
Increase sales of Dyson products within the United States’ business market by 10%
at the end of the sponsorship.
Leveraging the Sponsorship (APPENDIX E)
Objective 1: Increase awareness of Dyson within the United States’ consumer market by
20% at the end of the sponsorship
• Strategy 1.1: On-site Sampling
o Tactic 1.1a: A hospitality tent (25’x25’) at Pasco County Florida Open
showcasing Dyson vacuums, hand dryers, and lights
o Tactic 1.1b: An obstacle course area (15’x15’) outside the Lane Glo Bowl Center
requiring contestants to knock over bowling pins, showcasing the mobility of the
Dyson Cinetic Big Ball Vacuum Cleaner
• Strategy 1.2: On-site Signage (APPENDIX F)
o Tactic 1.2a: Dyson logo appearing above pin lanes, ball returns, and bowlers’
chairs for exposure during ESPN and Xtra Frame broadcasts
o Tactic 1.2b: Three Dyson banners (8’ x 10’) will appear attached to all sides of
the grand-stands on championship Sunday of the Pasco County Florida Open
• Strategy 1.3: Giveaways
o Tactic 1.3a: Dyson brand ambassadors will give out 2000 key rings with PBA50
and Dyson logos, 2500 Dyson logo water bottles, and 4000 Dyson engineered
pens to tournament attendees
11. 10
o Tactic 1.3b: Obstacle course participants are entered to win tickets for next year’s
Pasco County Florida Open and a Dyson Cinetic Big Ball Vacuum
• Strategy 1.4: Social Media Platforms
o Tactic 1.4a: Facebook
§ Host a unified promotional campaign between Dyson’s Facebook (331k
followers) the PBA (123k) and the PBA50 (4k)
§ Fans can post status updates and pictures of their favorite moments with
#Dyson50 to win an embroidered PBA shirt
o Tactic 1.4b: Twitter
§ Integrate a cross-promotional campaign between the PBA’s Twitter
channel (32k followers) and Dyson (25.5k)
§ Fans can use #Dyson50 when sharing favorite bowling moments to enter
sweepstakes for an embroidered PBA shirt
o Tactic 1.4c: Instagram
§ Create a PBA50 Instagram to promote the best bowlers & moments
§ Dyson’s Instagram (4k followers) can foster personal connections with
consumers by appearing on PBA50’s profile
• Strategy 1.5: TV Time
o Tactic 1.5a: Xtra Frame will display Dyson tournament logo during breaks
o Tactic 1.5b: Xtra Frame to display Dyson scoreboard on the bottom right of the
screen during play at the Pasco County Florida Open
o Tactic 1.5c: ESPN will display three 30 second Dyson product commercials
during the Sunday championship telecast
12. 11
o Tactic 1.5d: Commentators announce Dyson as the official sponsor of the Pasco
County Florida Open during the six hours of Sunday ESPN coverage along with
four days of coverage on Xtra Frame
• Strategy 1.6: Pre-Event Advertising
o Tactic 1.6a: Dyson will use four 30 second TV advertisements on ESPN one week
prior to hosting championship Sunday for the PBA Pasco County Florida Open
o Tactic 1.6b: PBA displays Dyson tournament logo on website to inform viewers
of the upcoming PBA Pasco County Florida Open
Objective 2: Increase sales of Dyson products within the United States’ business market by
10% at the end of the sponsorship
• Strategy 2.1: On-site Sampling
o Tactic 2.1a: Send out invitation mailer to local businesses inviting them to come
to the B2B hospitality tent
o Tactic 2.1b: B2B relations hospitality tent (15’x15’) showcasing business specific
products (hand dryers, fans, heaters, and lighting)
o Tactic 2.1c: Fully catered food and beverage to enhance the exclusivity of the
event for attendees
• Strategy 2.2: Giveaways
o Tactic 2.2a: Dyson gives out 80 tickets to attendees from the mailing list with an
invitation to the B2B hospitality tent
o Tactic 2.2b: Business hospitality tent guests enter into a B2B sweepstakes for
exclusive discounts on Dyson business products
13. 12
• Strategy 2.3: Post-Event Communications
o Tactic 2.2a: Email list updating B2B attendees on Dyson business product
promotions and upcoming Dyson events
o Tactic 2.2b: Inform businesses about the James Dyson Foundation and invite
them to upcoming charitable events
Evaluation
Objective 1 Evaluation
We will measure an increase in customer awareness amongst American consumers by
implementing 5 evaluation strategies. The first evaluation technique will collect customer
awareness data through emailed surveys. Dyson will email a survey to residents in a local
PBA50 tournament city before and after the bowling event. Dyson will incentivize residents to
take the quick survey by offering a chance to enter the PBA50 sweepstakes for a brand new
Dyson product. Surveys will identify the effectiveness of Dyson’s promotional signage,
commercials, and newspaper articles on both visitors’ and non-visitors’ brand recognition within
the PBA50 tournament city (APPENDIX G).
The second technique will be measurement of sales and foot traffic inside the “Roll into Home”
hospitality tent. For fans at the event, coming to the hospitality tent will increase awareness of
the Dyson brand. Purchasing a household appliance is a simple process through the onsite
tablets, indicating increased customer reach and exposure of the Dyson brand. To analyze foot
traffic, Dyson will measure the amount of leftover giveaways at the end of the tournament
weekend. This technique will evaluate the attractiveness of the hospitality tent and how it
transfers to the Dyson’s brand image.
14. 13
The third technique will utilize Simply Measured Analytics to monitor activity and engagement
throughout the social media channels. Simply Measured Analytics provides a comprehensive
portfolio of data for both Dyson and the PBA50, illustrating the amount of fan impressions,
engagement, and interactions with each brand throughout the promotional campaign. Simply
Measured Analytics will determine if fans of the PBA50 are discovering the Dyson brand
through the effectiveness of Facebook, Twitter, and Instagram cross-promotion.
The fourth evaluation method is similar, as we will use Google Analytics to understand how
much website traffic the sponsorship directs to Dyson.com and PBA.com/tours/senior.
The final awareness assessment will gauge fan interaction with each YouTube channel. Dyson
has 6.5k subscribers and generates 3.4 million video views per year, while the PBA has 31k
subscribers and 2.9 million video views per year. Dyson and the PBA have amassed a total of 17
million and 15 million video views, respectively. Like the previous evaluation methods,
analyzing changes in YouTube viewership after a Dyson sponsored PBA50 event will be
contrasted with results from prior operating periods.
Objective 2 Evaluation
We will measure an increase in sales within the business market by analyzing Dyson’s large
scale transactions during the PBA50 season’s peak promotion periods and thereafter. Dyson
client relation representatives will contact companies that made recent investments in Dyson
products to evaluate potential of additional sales to the company’s partners and subsidiaries.
15. 14
Consideration
The length of the Dyson and the PBA50 sponsorship will be a three year deal beginning
February 1, 2016 and ending February 1, 2019. A three year contract duration gives both parties
enough time to prove the feasibility and effectiveness of the partnership. If the sponsorship
doesn’t yield desired results for Dyson and the PBA50, a three-year contract will allow both
sides to reevaluate benefits, costs, and possible improvements. With just thirteen tournaments in
a long six-month period, a three-year contract gives Dyson a short-term exit strategy, which also
benefits the budding PBA50 tournament. The three year contract will promote Dyson as the
official sponsor of the PBA50 within the household appliance category.
The three year partnership has an estimated value of $11,106,870.45 (APPENDIX H). We
considered a variety of expenses that thoroughly encompass the costs both partners will incur
over three years. Pricing averages within the sponsorship industry served as benchmarks for
evaluating the costs of activation, appearing on ESPN, and other promotional strategies
(APPENDIX I). Dyson will supply four Airblade V hand dryers as in-kind benefits for the
PBA50. One hand dryer will be installed in each of the four bathrooms at the Lane-Glo Bowl
center. The hand dryers provide the PBA50 with cost saving technology, while connecting
Dyson with consumers during the Pasco County Bowling tournament and at events in the Lane-
Glo bowl throughout the year.
The PBA50 will leverage the Dyson brand through key assets, including:
• Direct access to PBA50’s list of sponsors for potential B2B connections
• Direct access to PBA50’s customer fan base through Dyson logos on tickets, giveaways,
and on-site signage
• 100 Pasco County Open weekend passes
16. 15
Category exclusivity is also included in Dyson’s sponsorship package, as there is significance to
being the only household appliance sponsor at an event with mostly older adult attendees.
The activation cost of the sponsorship is estimated to be $518,215 (APPENDIX J). The
activation costs account for the B2B hospitality tent, the B2C hospitality tent, giveaways,
signage, social media platforms, and TV commercials. It is important for the value of a
sponsorship to merit at least three times as much as the activation costs. Based on the three-year
contract between Dyson and the PBA50, Dyson will only be paying $1,554,645 for sponsorship
activation. In return, Dyson will generate a projected value of $11,106,870.45. The sponsorship’s
rate of return easily recuperates initial activation costs, creating immeasurable value for both
Dyson and the PBA50 through a mutually beneficial exchange of brand assets.
17. 16
Timeline for Dyson’s PBA50 Sponsorship Activation
2-months prior to the PBA50 Pasco County Florida Open (February)
• Dyson Logo: Placed on the PBA50 Tour online season schedule
• PBA50 Instagram: Create a profile marketing platform for the PBA50
• Hand Dryers: Install four hand dryers in each bathroom at Lane-Glo Bowl
1-month prior to the PBA50 Pasco County Florida Open (March)
• Email Invitations: Send emails to local businesses in the area to inform potential partners
about the “Engineering Your Business” hospitality tent and the products available to be
tested.
• Email Questionnaires: Send emails to local residents asking questions about Dyson and
the PBA50
• Social Media Campaign: Cross-promote Dyson and the PBA50’s social media channels
(Facebook, Twitter, Instagram)
1-week prior to the PBA50 Pasco County Florida Open
• ESPN Commercials: ESPN will begin airing four commercials to advertise the upcoming
Pasco County Florida Open. Commercials will be aired during morning ESPN telecasts
on Monday, Wednesday, Friday, and Saturday
During the Pasco County Florida Open and the PBA50 Season (April 7 - August 14)
• Hospitality Tents and Signage: Set up the day before and day of competition
• Giveaways:
o Thursday: 2000 key rings with PBA50 and Dyson logos
o Friday: 2500 Dyson logo water bottles
o Saturday: 4000 Dyson engineered pens to tournament attendees
o Sunday: Distribute remaining giveaway inventory to hospitality tent visitors
o Sweepstakes: Grand prizes will be awarded to winners on Championship Sunday
before the final event
• ESPN Commercials: Dyson commercials will be aired during breaks on Sunday
• Social Media Campaign: Real-time updates and fan interactions on all platforms
Post-Season (August - March)
• Post-Event Communications: Continue B2B email communications of new Dyson
products and upcoming events with the James Dyson Foundation
• Post-PBA50 Season: Implement evaluation tactics (Analytics, 2nd
B2C survey) and revise
strategy inefficiencies to measure sponsorship effectiveness in achieving both objectives
(APPENDIX K)
18. 17
APPENDIX A: PBA50 Brief Overview
Industry: Sports, Men’s Senior Sports, Bowling
Founded: 1981, Formerly PBA Senior Tour
Schedule: 20 week season; 13 tournaments in 7 states
Players: 125 all-male predominantly-American bowlers
PBA Fan: well-educated, high income, older age, 50/50 male and female1
PBA Sponsors: Barbasol (Official Sponsor), Brunswick (Official Supplier),
Geico (Official Automobile Insurance), HotelPlanner.com (Official Travel Partner),
United States Bowling Congress (Official Sponsor), AMF (Official Sponsor)2
Exhibit 1: PBA50 Tournament Locations Map
1
Miller, Steve. "PBA Phone Conversation." Telephone interview. 8 May 2015.
2
PBA.com "Professional Bowlers Association." Professional Bowlers Association. Web. <http://www.pba.com/Resources/PbaHistory/>.
The above map displays the general
tournament locations of the PBA50
Refer to the key for event names. The
event order is listed chronologically
from top to bottom.
(ex: first event is the Pasco County
Open – final event is the Super Senior
Championship)
19. 18
APPENDIX B: Current PBA Sponsorships
AMF:
AMF became an official sponsor of the PBA in 2014 and is responsible for hosting NBA
All-Star Chris Paul’s Celebrity Invitational. The PBA provides AMF with entitlements,
visibility on PBA telecasts, and a package including billboards, commercial spots and on-
site signage through the 2014 and 2015 season. AMF also provides the PBA with
promotional support through PBA’s media assets at 340 domestic bowling centers.
In addition to AMF’s sponsorship of the Celebrity Invitational, AMF will sponsor the
PBA U.S. Open for both men and women in 2015. These events consist of $250,000 in
funding for broadcast television production.3
Brunswick:
In 2010, Brunswick and the PBA50 agreed to a $3.1 million sponsorship deal that allows
Brunswick the rights as the official lane maintenance and capital equipment supplier for
the PBA50 tour. The PBA will use Brunswick Authority 22 lane machines, cleaners, and
cloth exclusively at all PBA and PBA50 tour events. For the next three seasons,
Brunswick will also supply and maintain all equipment used for tour events such as pin
setters, ball returns, scoring systems, and synthetic lanes.
In return, Brunswick will be provided official naming rights as the lane maintenance and
capital equipment supplier for the PBA50. Brunswick will also supply all pins on
nationally televised tour events and will be stated as the official bowling ball of the
PBA50 tour. Brunswick will also be give substantial advertising space on ESPN and CBS
telecasts, signage opportunities, and the naming rights for two of the majors each season.4
HotelPlanner.com:
In December 2013 HotelPlanner.com and the PBA entered into a sponsorship agreement
that made HotelPlanner.com the official travel partner of the PBA and PBA50 Tours. The
deal placed a booking portal on the PBA website so visitors can make all reservations
through HotelPlanner.com directly from the PBA website. HotelPlanner.com runs a
travel sweepstakes for each stop on the tournament schedule, giving away $200 in travel
credit for those who book through the PBA website. HotelPlanner also receives signage
and TV advertising space at each tour stop.5
3
Richgels, Jeff. "Commissioner Tom Clark Expects PBA Deal with Bowlmor AMF." 11thframe.com. N.p., n.d. Web.
<https://www.11thframe.com/news/article/6835>.
4
Schroeder, Dave. "Brunswick and PBA Strike $3.1 Million Sponsorship Deal." - Free Online Library. Brunswick Corporation, 12 Nov. 1997.
Web. <http://www.thefreelibrary.com/Brunswick+and+PBA+Strike+%243.1+Million+Sponsorship+Deal-a019989340>.
5
Richgels, Jeff. "Deal with HotelPlanner.com Makes It PBA's Official Travel Partner." 11thframe.com. N.p., n.d. Web.
<https://www.11thframe.com/news/article/6306>.
20. 19
Barbasol:
In 2013, Barbasol signed a new multi-year contract as an official sponsor of the PBA.
Barbasol’s sponsorship value has not been disclosed but is worth at least “six-figures.”
Barbasol activates its sponsorship by hosting the Tournament of Champions, as it takes
place in Indianapolis where Barbasol was originally founded in 1919. The event features
an elite field of 48 Tour Champions and takes place over a four day period from
Thursday to Sunday. Barbasol receives media exposure as the Tournament of Champions
is viewed on PBA’s exclusive channel Xtra Frame before Sunday’s tournament final is
shown on ESPN.6
Geico:
Geico returned as the official PBA World Series of Bowling VI tournament sponsor in
2014. The agreement marked the 12th anniversary since Geico began sponsoring the
event. The tournament reached was able to reach over 4.5 million viewers, including 15
million impressions of the sponsorship.
The partnership provided the automobile insurance company with over $500,000 in
media exposure, including signage and commercial units for the 2 months before and
during the tournament. Geico’s logo was incorporated with the World Series logo, and
was placed above lanes and ball returns during the tournament. The sponsored
tournament provided $650,000 in prize earnings, which is the richest in professional
bowling history.7
USBC:
The United States Bowling Congress is the official bowling and governing body of the
PBA. The USBC sponsors various tournaments in the PBA, including the USBC Masters
tournaments. The governing body offers winnings for each tournament it sponsors. The
Masters tournament ranges from $850 to $50,000 depending on how each bowler
places.8
6
"Professional Bowlers Association." Barbasol Signs on as Titled Sponsor for PBA Tournament of Champions. PBA, 15 Feb. 2013. Web.
<http://news.pba.com/post/2013/02/15/Barbasol-Signs-on-as-Titled-Sponsor-for-PBA-Tournament-of-Champions.aspx>.
7
Vint, Bill. "Professional Bowlers Association." GEICO Returns as Entitlement Partner for GEICO PBA World Series of Bowling VI. N.p., 29
Aug. 2014. Web. <http://news.pba.com/post/2014/08/29/GEICO-Returns-as-Entitlement-Partner-for-GEICO-PBA-World-Series-of-Bowling-
VI.aspx>.
8
Administrator, IBMA. "USBC Masters Moves to February in 2015 as Part of PBA Tour
Schedule." International Bowling Media Association. N.p., 12 May 2014. Web. <http://bowlingmedia.wstemp03.com/News/News-Articles/usbc-
masters-moves-to-february-in-2015-as-part-of-pba-tour-schedule-46>.
21. 20
APPENDIX C: Company Overview
Background on Dyson
In 1978, James Dyson began building the first prototype for the world’s first bag less vacuum
cleaner. After five years and over five thousand prototypes, James Dyson sold his first ever
vacuum cleaner in Japan, quickly becoming a high-tech status symbol selling for $2,000.9
The
Dyson headquarters establish an integrated chain of daily operations, allowing Dyson to
strategically monitor business throughout over 70 countries worldwide.10
International sales are
vital to Dyson’s success, becoming the most popular brand in both South Korea and Japan. In
Western markets, Dyson is the bestselling vacuum-cleaner brand in the U.K. owning 40% market
share and 64% in Australia, while ranking 2nd in the U.S. at 23% market share. To emphasize
commitment to long term quality, all Dyson vacuums come with a 5 year warranty and no extra
costs, as expensive bags and filters aren’t necessary.11
9
"A History and Market Analysis of Dyson." UKEssays. N.p., n.d. Web. <http://www.ukessays.com/essays/marketing/a-history-and-market-
analysis-of-dyson-marketing-essay.php>.
10
High, Peter. "Innovator Sir James Dyson Turns Everyday Products Into Gold." Forbes. Forbes Magazine, 24 Feb. 2014. Web.
<http://www.forbes.com/sites/peterhigh/2014/02/24/innovator-sir-james-dyson-turns-every-day-products-into-gold/2/>.
11
Kelley, Raina. "How James Dyson Revolutionized the Vacuum." Newseek. N.p., 13 Jan. 2011. Web. <http://www.newsweek.com/how-james-
dyson-revolutionized-vacuum-67039>.
22. 21
APPENDIX D: Consumer Analysis
Middle/High Income consumers
In the United States, the vacuum-cleaner market is split into seven different product lines, a $5
billion vacuum cleaner market.12
Customers and businesses can purchase upright, canister,
handheld, or even robotic vacuum cleaners. While European and Asian nations refuse to sacrifice
quality for low prices, more than half of all household vacuum cleaners sold in the U.S. cost $95
to $125. Vacuums with prices above $235 have increased market share from 12.2% to 38.3% of
the total U.S. market.
Men & Women Subsets
Dyson relies on women customers to drive market growth. Men will do less housework than
women even when they are unemployed, as women derive more of their identity from
housework and child care.13
12
"Household Vacuum Cleaner Market in the US 2014-2018." PR Newswire. UBM Plc Media Company, 30 Sept. 2014. Web.
<http://www.prnewswire.com/news-releases/household-vacuum-cleaner-market-in-the-us-2014-2018-277646141.html>.
13
Marcotte, Amanda. "Man vs. Vacuum." Pittsburgh Post-Gazette. N.p., 8 Jan. 2015. Web. <http://www.post-
gazette.com/opinion/2015/01/08/Man-vs-vacuum-housework-Amanda-Marcotte/stories/201501080143>.
23. 22
Exhibit 1: Dyson Favorability14
Dyson’s customers express greater positive associations with the Dyson brand
than with products of competitors.
Exhibit 2: Gender Demographics
Dyson’s total market is comprised of more women consumers than men. As females
experience increases in education, equality, and higher salaries, Dyson expects women to
capture even more of the market.
14
Hardy, Josephine. "Dyson vs Hoover: Vacuum Online Conversation Comparison."
DataRank. N.p., 20 Jan. 2015. Web. <http://blog.datarank.com/dyson-vs-hoover- vacuum-online-conversation-comparison/>.
24. 23
Exhibit 3: Product Images Directed at Women15
Every Dyson product has a video or photo with a woman or mother. This form of
marketing further demonstrates the continued perception of the matriarchal role in
cleaning the household.
15
Dyson, .com. "Dyson Vacuum Cleaners, Fans, Heaters & Tools | Official Site."
Dyson Vacuum Cleaners, Fans, Heaters & Tools | Official Site. Web. <http://www.dyson.com/>.
25. 24
Age Subsets
In the U.S. market, Dyson is focused on selling to older demographics of consumers.16
Younger
demographics are more likely to reside in smaller living spaces, requiring a simple and
affordable vacuum.17
Exhibit 4: Age Demographics18
Dyson’s sales stem from the elderly customer age group, fifty-five years and older.
Purchases from millennials have slightly increased in recent years.
16
Cuneo, Alice Z. "No. 2 in Market Share: Dyson Hoovers up Vacuum Business." Advertising Age News RSS. N.p., 06 Dec. 2004. Web.
<http://adage.com/article/news/2-market-share-dyson-hoovers-vacuum-business/101369/>.
17
Robin, Jack. "Household Vacuum Cleaners Market Is Worth USD 14 Billion by 2018 : Transparency Market Research." Linkedin.
Ransparency Market Research Pvt. Ltd, 31 July 2014. Web. < www.linkedin.com/2Fpulse/2F20140731065533-348022851-household-vacuum-
cleaners-market-is-worth-usd-14-billion-by-2018-transparency-market-research>.
18
Hardy, Josephine. "Dyson vs Hoover: Vacuum Online Conversation Comparison."
DataRank. N.p., 20 Jan. 2015. Web. <http://blog.datarank.com/dyson-vs-hoover- vacuum-online-conversation-comparison/>.
26. 25
Industrial Companies
Industrial investments into Dyson products provide long-term cost savings. Positive testimonials
from business/Industry structures that use large-scale Dyson products include:
• Movie Theater Cinemas
• School Districts, Museums & Aquariums
• Restaurants
• Hotels & Casinos
• Grocery Stores
“Dyson’s hand dryer has also delivered a tangible financial benefit. They’ve paid for themselves
in around 12 to 18 months.” - Lisa Watts, Director of Operations at the Hutton Hotel
Exhibit 5: Dyson in Seattle-Tacoma International Airport19
Exhibit 5 shows how an airport reduced wasteful costs and inefficient employee tasks by
effortlessly installing a Dyson Airblade into every bathroom.
19
Dyson.com. "Company Case Studies." Web. <http://airblade.dyson.com/case-studies.aspx>.
27. 26
Brand Positioning
To penetrate the competitive U.S.market, Dyson must promote to American consumers the
benefits of long term cost savings that stem from premiere quality and function.20
The United
States’ $3 billion dollar vacuum cleaner market includes established brands like Kenmore,
Oreck, and industry leaders TTI Floor Care and Euro-Pro. Euro-Pro’s line of modernized and
affordable Shark vacuum cleaners has captured close to 30% of the U.S. market after owning just
1% in 2008.21
20
Sidhu, Inder. "Profiles in Doing Both: How Dyson Blew Away the Vacuum Market." The Huffington Post. TheHuffingtonPost.com, 25 May
2011. Web. <http://www.huffingtonpost.com/inder-sidhu/profiles-in-doing-both-ho_b_613827.html>.
21
Cave, Andrew. "How Shark Ate Dyson's Lunch In America." Forbes. Forbes Magazine, 29 Dec. 2014. Web.
<http://www.forbes.com/sites/andrewcave/2014/12/29/how-shark-ate-dysons-lunch-in-americas-vacuum-cleaners-market/>.
28. 27
APPENDIX E: Objectives, Strategies, and Tactics
Objective 1: Increase awareness of Dyson within the United States’ consumer market by
20% at the end of the three year sponsorship
Strategy: On-Site Sampling
The purpose for the consumer hospitality tent is to give tournament attendees the chance to view
Dyson products and demonstrations. The “Roll into Home “ tent will be out front of the Lane Go
Bowl, starting on Thursday, and ending after championship Sunday. The tent will open two
hours prior to play each day, and end one hour after play finishes. All attendees at the event will
be invited to come inside the tent, and will be able to view a variety of Dyson’s vacuums, hand
dryers, and lighting fixtures.
Exhibit 6: Location of B2C Hospitality Tent
These images illustrate the location and a replica of the “Roll Into Home” hospitality tent.
The tent will be located outside of Lane-Glo Bowl, to the left of the B2B hospitality tent.
Five brand ambassadors will be inside the tent. Three ambassadors will be in charge of product
information and demonstration, while two will be roaming and engaging with guests inside the
tent. Consumers who are interested in purchasing products will be able to do so, with
ambassadors using iPad technology to help customers purchase products to be delivered to their
homes. The motive for the tent is to expose attendees to the high technology that Dyson products
offer, and allow them to get a hands-on experience with Dyson’s home products. This will
increase awareness among attendees that will hopefully transfer after the event has ended.
The “Big Ball Challenge” obstacle course is intended to show attendees the capabilities of Dyson
products. The obstacle course will consist of coned lanes with bowling pins throughout the
29. 28
course. Participants will attempt to move through the lanes with a Dyson Big Ball Vacuum and
knock over all the pins, without exiting the lanes. Consumers who finish without moving from
the lanes will be entered for a chance to win a Dyson Big Ball Vacuum and tickets to the next
Pasco County Florida Open. The winner will be drawn randomly on championship Sunday. The
interactive game will show attendees the mobility and reliability of Dyson’s vacuum, while
increasing the awareness of Dyson’s products.
Strategy: On-Site Signage
The on site signage will provide Dyson visibility during ESPN championship Sunday and Xtra
Frame telecasts. The primary signage will be placed above the pins on every lane during the
competition and will feature the Dyson company logo. The signs will be 5 feet in length by 2 feet
in width and will be in visible from all camera angles during telecasts. The over pin signage will
also be viewable by all event attendees throughout the four day tournament. Dyson will also
place three signs on stadium bleachers to increase on-site visibility for event attendees. The
bleacher signs will be larger than the over pin signage, measuring 10 feet by 4 feet featuring the
Dyson logo. Dyson will also be granted two signs above the main entrance to the event venue.
These signs will be hung over the ticketing and security checks, in direct eyesight of every
person that walks through the venue doors.
Strategy: Giveaways
These small prizes will serve as physical/material forms to promote Dyson. Media advertising
and commercials familiarize consumers with the Dyson name, but key rings, water bottles, and
pens emblazoned with the Dyson logo will give event visitors a physical object to hold, feel, and
use. Key rings will be distributed to guests on Thursday, water bottles on Friday, pens on
Saturday, and leftover inventory will be distributed on Sunday. Though the giveaways have
modest value, tent guests generally feel positive or neutral about free gifts. These giveaways will
further promote the Dyson logo in American communities, as PBA50 event attendees might
frequently use the giveaways when returning home.
Strategy: Social Media Platforms
Using online communities like Facebook, Twitter, and Instagram will establish an additional
avenue to inexpensively engage with consumers. Social media offers another form of advertising
for Dyson; however, this online marketing channel resembles a more personal connection with
PBA50 fans unlike conventional television and newspaper endorsements. While Dyson has 367k
followers across all social media channels, the PBA’s 190k following is instrumental for gaining
new customers in a specific segment of the market. Dyson’s large social media fan base stems
from countries around the world and followers aren’t as emotionally connected to the product as
PBA fans are connected with the sport of bowling. Having access to 190k people will give
Dyson the potential to become positively associated with the PBA brand in the minds of
consumers from small tight-knit cities around the United States.
By using the hashtag #Dyson50 in social media posts, fans will be entered to win a PBA shirt.
There will be two shirts given away, one for the Facebook sweepstakes and one for Twitter.
30. 29
Exhibit 7: Dyson Embroidered Shirts
The image above are the shirts for the social media giveaway.
Winners will be randomly selected to win one of the two shirts.
Strategy: TV Time
As the naming sponsor for the Dyson Pasco County Florida Open, Dyson will be provided seven
30 second ESPN commercial advertisements. Dyson will air three product showcase
commercials during the ESPN championship Sunday telecast. The product showcase
commercials will feature Dyson vacuums, and feature their superior performance capabilities.
All seven of the commercials will assist in building awareness of Dyson products in the United
States.
Dyson will also take advantage of naming rights for the tournament. Each time the Xtra Frame
and ESPN commentators mention the Dyson Pasco County Florida Open, Dyson will gain media
impressions. The scoreboard featured on the telecasts during the four days of the tournament will
gain extra impressions for those watching the event on Xtra Frame. Each of these impressions
spread the visibility of Dyson, helping meet their objective to increase brand awareness in the
American market.
Strategy: Pre-Event Advertising
The motive for pre-event advertising is to inform ESPN and PBA website viewers of the
upcoming Dyson sponsored Pasco County Florida Open. The four ESPN commercials will not
only be able to reach bowling fans, but the wide variety of sports fans who view ESPN. It will
inform watchers of the upcoming tournament, and expose them to the Dyson tournament logo
and name. For those visiting PBA’s website, the Dyson tournament logo will be displayed on the
PBA50 online schedule, to inform viewers of the upcoming Pasco County Florida Open. The
31. 30
purpose of the ESPN advertisements and Xtra Frame Dyson display is to inform viewers of the
upcoming Dyson sponsored tournament, and improve awareness of the Dyson’s brand.
Objective 2: Increase sales of Dyson products within the United States’ business market by
10% at the end of the sponsorship
Strategy: On-Site Sampling
The tactics to be implemented for on-site sampling will have the purpose of networking with
local businesses surrounding the tournament. Invitations will be sent out to 2500 local businesses
eight weeks prior to the event. A follow up letter will be sent out six weeks before the event as a
reminder to RSVP. The final RSVP date will be 4 weeks before the event takes place. The Dyson
“Engineering Your Business” hospitality tent will be located outside of Lane Glo Bowl to the
right side of the parking lot. Inviting these businesses to congregate under the hospitality tent
will be done to give them exposure to Dyson Products that could be implemented in their offices.
Five brand ambassadors will be inside the tent, with the purpose of networking and product
demonstration. Three ambassadors will be in charge of product information and demonstration,
while two others will be roaming and engaging with business clients. All ambassadors will have
iPads to facilitate transactions for those businesses interested in purchasing Dyson products.
There will be one table per business that will seat at least eight attendees. There will be fully
catered food and beverages set up in a buffet style for attendees to go up and get food and drink
at their pleasing. The intention of this networking event it so gain these business’s interest in
buying Dyson vacuums, hand dryers, and lights for their office buildings. Dyson products will be
showcased to attendees and will allow for hands-on interaction by these attendees to give them
immediate satisfaction in using Dyson products.
Exhibit 8: Location of B2B Hospitality Tent
The B2B tent will be located outside of Lane-Glo Bowl, next to the B2C tent. Also
above, an image displays the James Dyson Foundation’s core principles (Teach & Learn)
32. 31
Strategy: Giveaways
The purpose of this strategy is to reinforce Dyson’s willingness to take care of its consumers. By
distributing 80 tickets to attendees from the mailing list that attend the “Dyson: Engineering
Your Business” Hospitality Tent we hope to show these attendees that Dyson cares about their
business and is serious about keeping them satisfied with Dyson products. These tickets will be
on hold at the hospitality tent and will be waiting at the business’s tables upon arrival. As
attendees enter into the hospitality tent, they will immediately be entered in to a sweepstakes to
win discounted Dyson products on Championship Sunday. The purpose of these sweepstakes is
to gain customer loyalty from the winner. Then it is up to Dyson to keep the customer happy
with its products. In return the winner will spread its satisfaction with Dyson products via word-
of-mouth to other attendees at the hospitality tent who they were able to network with. This will
lead to greater sales of Dyson products to other business.
Strategy: Post-Event Communication
Post-event communication will be the most important strategy in achieving Dyson’s objective to
grow business sales in the United States. Following up with business attendees after attending
the “Dyson: Engineering Your Business” Hospitality Tent, will be critical to showing them that
Dyson cares about them and their business. Dyson will keep businesses up to date with its new
products and promotions about upcoming Dyson events. Dyson will also inform businesses
about Dyson’s charitable work through the James Dyson Foundation inviting them to donate and
attend the foundation’s charitable work. The James Dyson Foundation is about encouraging
people to think differently and be innovative with people’s imagination to come up with new
ideas and inventions to realize their engineering potential. It is Dyson’s most notable way of
contributing to charity work.
33. 32
APPENDIX F: Logos
Exhibit 9: Dyson Pasco County Tournament Logo
The image above is the official tournament logo for the Pasco County Florida Open. This
logo will be displayed on lanes, ball returns, chairs, and TV/Xtra Frame broadcasts.
Exhibit 10: Dyson Banners
The image above will be the banner logo displayed on bleachers during championship
Sunday.
Exhibit 11: Xtra Frame Dyson Scoreboard
The image above will be the Xtra Frame scoreboard. The scoreboard will be visible
during the Xtra Frame broadcast during competition.
34. 33
APPENDIX G: Questionnaires
Exhibit 12: Pre-PBA50 Season B2C Survey
The questionnaire above will be the survey emailed before the PBA50 season begins.
This will be the starting metric to determine awareness of the Dyson brand in each city.
35. 34
Exhibit 13: Post-PBA50 Season B2C Survey
The questionnaire above will be emailed at the end of the PBA50 season. The survey will
gauge the awareness that has grown since the beginning of the season.
36. 35
APPENDIX H: Sponsorship POV Analysis
Dyson: Official PBA Sponsorship Summary
Category Benefit Estimated Impressions Value Per Impression Total Value
On-Site Sampling
B2B Hospitality Tent 2,500 $ 0.25 $ 625.00
B2C Hospitality Tent 3,000 $ 0.20 $ 600.00
Obstacle Course 1,500 $ 0.30 $ 450.00
Invitations 2,500 $ 0.02 $ 50.00
Catering 1,000 $ 0.10 $ 100.00
Giveaways
Key Rings 2,000 $ 0.04 $ 80.00
Water Bottles 2,500 $ 0.06 $ 150.00
Pens 4,000 $ 0.06 $ 240.00
B2C Sweepstakes 1,000 $ 0.30 $ 300.00
B2B Sweepstakes 1,000 $ 0.40 $ 400.00
Tickets 80 $ 0.01 $ 0.80
On-Site Signage
Bleacher Signage 12,000 $ 0.01 $ 120.00
Above Pin Signage 100,000 $ 0.01 $ 1,000.00
Bowlers Chairs 600,000 $ 0.01 $ 6,000.00
Ball Return 100,000 $ 0.01 $ 1,000.00
Internet Promotions
Facebook 9,160,000 $ 0.01 $ 91,600.00
Twitter 1,140,000 $ 0.01 $ 11,400.00
Instagram 80,000 $ 0.01 $ 800.00
YouTube 120,000,000 $ 0.01 $ 1,200,000.00
Web Traffic 6,000,000 $ 0.01 $ 60,000.00
TV Advertising
Xtra Frame Screen Break 126,000 $ 0.01 $ 1,260.00
On Screen Scoreboard 6,000,000 $ 0.01 $ 60,000.00
TV Commercials 6,300,000 $ 0.33 $ 2,047,500.00
Pre-Event Advertising
Pre-Event Commercials 28,750,000 $ 0.25 $ 7,187,500.00
Website Advertising 6,000,000 0.01 $ 60,000.00
Post Event Communications
B2B Mailer 5000 $ 0.02 $ 100.00
Total (Annual) 184,394,080 $ 10,731,275.80
Value of Sponsorship Benefits (annual)
Year 1 $ 10,731,275.80
Year 2 $ 10,731,275.80
Year 3 $ 10,731,275.80
Total $ 32,193,827.40
Prestige Multiplier 15%
Total Value $ 37,022,901.51
Discount at 70%
Total Price of 3 Year Sponsorship
$ 11,106,870.45
Annual Price of 3 Year Sponsorship
$ 3,702,290.15
37. 36
APPENDIX I: Pricing of Tangible Assets
On-Site Sampling:
The B2B hospitality tent will have catering inside with brand ambassadors demonstrating Dyson
products. Dyson expects to make 2,500 impressions valued at $0.25 per impression based on
benchmark guaranteed on-site exposure value.
The catering of the B2B hospitality tent will only account for 1000 impressions as Dyson expects
a 40% attendance rate. Each impression is valued at $0.10 based on benchmark guaranteed on-
site exposure value.
The B2C hospitality tent will allow its attendees to have hands-on interaction with Dyson
products and question brand ambassadors about Dyson. Dyson expects to make 3,000
impressions valued at $0.20 per impression based on benchmark guaranteed on-site exposure
value.
The obstacle course outside in the parking lot challenging its participants to knock down bowling
pins with Dyson’s Cinetic Big Ball Vacuum Cleaner. Dyson expects to make 1,500 impressions
from expected tent attendees valued at $0.30 per impression based on benchmark guaranteed on-
site exposure value.
Invitations will be sent out to official PBA sponsors and local business surrounding the Pasco
County Florida Open within 25 miles. Dyson expects to make 2,500 impressions valued at $0.02
per impression based on benchmark mailings value.
Giveaways:
Dyson will give out 2,000 key rings with the Dyson logo engraved on Thursday of the
tournament. Each key ring impression will create $0.04 in impression value based on benchmark
collateral impression value.
2,500 Dyson logo water bottles will be handed out to event attendees on Friday of the
tournament. Each water bottle will create $0.06 in impression value for Dyson based off of
industry benchmark values for giveaways.
4,000 Dyson logo pens will be given away to event attendees on Saturday of the tournament.
Each pen creates $0.06 in impression value based on benchmark values for giveaways.
Dyson will be conducting a B2B sweepstakes offering discounts to the winning company. With
an expected return of 40% from the 2,500 local companies, the value of the sweepstakes is based
on attendance from 1,000 people. Each impression is valued at $0.40.
Dyson will conduct a B2C sweepstakes for the event attendees. With an expected return of 25%
from 4,000 event attendees the value of the sweepstakes is based on attendance from 1,000
38. 37
people. Each impression is valued at $0.30 based on benchmark values for guaranteed on-site
exposure.
Dyson‘s sponsorship package includes 100 tickets, with 80 given to local area businesses. Each
ticket is worth $.01 based on benchmark values for having the Dyson name on these tickets.
On Site Signage:
Dyson will hang a larger banner from each of the three bleacher sections assembled in the
bowling alley. Each of the three banners will be seen by the 4,000 event attendees, generating
12,000 impressions. Each impression has an estimated value is $0.01 based on benchmark values
for on-site signage values.
A sign featuring the Dyson logo will be placed above the pins on each of the 25 lanes. Each sign
will be visible for 4,000 audience members generating 100,000 impressions. Each of these
impressions will be worth $.01 based on benchmark values for on-site signage values.
Dyson will feature the event logo containing the Dyson name on the back of each bowlers chair.
There are six chairs placed at each of the 25 lanes, with each chair exposed to 4,000 event
attendees. This signage is estimated to generate 600,000 impressions worth $.01 each based on
benchmark on-site signage values.
The tournament logo featuring the Dyson name will be placed on each of the 25 ball returns at
Lane-Glo Bowl. Each ball return sign is visible by 4,000 expected event attendees generating
100,000 impressions. Each impression is worth $.01 based on benchmark on-site signage values.
TV Advertising:
Xtra Frame commercial screen breaks occur every half hour during a six hour broadcast. Each
screen break will display the Dyson tournament logo. Xtra Frame has 7,000 subscribers and an
average of 3,500 viewers tune into each broadcast. Based on these numbers, Dyson expects
126,000 impressions over the three day telecast. The fourth day of the tournament will be
broadcast on ESPN, therefore Dyson will not be featured on screen breaks during the fourth day
telecast. Each impression is worth $.01 based on benchmark non-guaranteed media exposure.
As the event title sponsor, the Dyson tournament logo will be placed as the on-screen scoreboard
for the three days of the broadcast on Xtra Frame and Sunday ESPN telecast. The scoreboard
will generate 6,000,000 unique impressions based on the ESPN and Xtra Frame television
ratings spanning the four days of coverage. Each impression is worth >$.01 based on benchmark
values for non-guaranteed media exposure.
Dyson will produce three product feature commercials to be aired during the Sunday ESPN
telecast. Each commercial will be visible by 2,100,000 viewers based on ESPN bowling ratings.
These three commercials will generate 6,300,000 impressions valued at $.33 per impression
estimated based on industry benchmark rates for national television advertising.
39. 38
Internet Promotions:
Dyson, the PBA, and the PBA50 Facebook accounts add up to 458,000 likes and throughout the
Tournament there will be 20 posts generating 9,160,000 impressions. Each impression is valued
at $0.01 based on benchmark internet exposure.
Dyson and the PBA combined have 57,000 followers and there will be 20 posts throughout the
tournament generating 1,140,000 impression. Each impression is valued at $0.01 based on
benchmark internet exposure.
Dyson currently has 4,000 followers on Instagram and there will be 20 posts throughout the
tournament on Instagram generating 80,000 impressions. Each impression is valued at $0.01
based on benchmark internet exposure.
The PBA has 6,000,000 PBA subscribers on YouTube. There will be 20 videos posted to
YouTube from the Tournament giving Dyson up to 120,000,000 impressions. Each impression is
valued at $0.01 based on benchmark internet exposure.
Web Traffic comes from how many hits the PBA’s website and Dyson’s websites generate over
a month and is valued at 6,000,000 impressions. Each impression is valued at $0.01 based on
benchmark internet exposure.
Pre-Event Advertising:
Pre-Event commercials will be show one week prior to the event. There will be four commercials
and there will be a total of 28,750,000 impressions made. Each impression is valued at $0.25
based on benchmark non-guaranteed media exposure.
Website Advertising will be the same as Web Traffic described in the internet promotions
section. There will be 6,000,000 impressions made through website advertising. Each impression
is valued at $0.01 based on benchmark non-guaranteed media exposure.
Post-Event Communications:
Dyson’s post-event communications consist of a B2B mailer that will be sent out to all the
business invited to attend the B2B hospitality tent. There will be 2 letters sent out: one for
notification of Dyson’s promotions and products, and the other for notice of the James Dyson
Foundation asking for support. There will be 5,000 impressions made at a value of $0.02 per
impression based on benchmark mailing exposure.
41. 40
APPENDIX K: Timeline for Sponsorship
Exhibit 8: Visual Chart
An additional timeline of the partnership, expressing milestones of the sponsorship deal
in a more linear visual model.
42. 41
APPENDIX L: Works Cited
Administrator, IBMA. "USBC Masters Moves to February in 2015 as Part of PBA Tour
Schedule." International Bowling Media Association. N.p., 12 May 2014. Web.
<http://bowlingmedia.wstemp03.com/News/News-Articles/usbc-masters-moves-to-
february-in-2015-as-part-of-pba-tour-schedule-46>.
Cave, Andrew. "How Shark Ate Dyson's Lunch In America." Forbes. Forbes Magazine, 29 Dec.
2014. Web. <http://www.forbes.com/sites/andrewcave/2014/12/29/how-shark-ate-dysons-
lunch-in-americas-vacuum-cleaners-market/>.
Cuneo, Alice Z. "No. 2 in Market Share: Dyson Hoovers up Vacuum Business." Advertising Age
News RSS. N.p., 06 Dec. 2004. Web. <http://adage.com/article/news/2-market-share-
dyson-hoovers-vacuum-business/101369/>.
Dyson.com. "Company Case Studies." Web. <http://airblade.dyson.
com/case-studies.aspx>.
Dyson, .com. "Dyson Vacuum Cleaners, Fans, Heaters & Tools | Official Site."
Dyson Vacuum Cleaners, Fans, Heaters & Tools | Official Site. Web.
<http://www.dyson.com/>.
Hardy, Josephine. "Dyson vs Hoover: Vacuum Online Conversation Comparison."
DataRank. N.p., 20 Jan. 2015. Web. <http://blog.datarank.com/dyson-vs-hoover- vacuum-
online-conversation-comparison/>.
High, Peter. "Innovator Sir James Dyson Turns Everyday Products Into Gold." Forbes. Forbes
Magazine, 24 Feb. 2014. Web.
<http://www.forbes.com/sites/peterhigh/2014/02/24/innovator-sir-james-dyson-turns-
every-day-products-into-gold/2/>.
43. 42
"A History and Market Analysis of Dyson." UKEssays. N.p., n.d. Web.
<http://www.ukessays.com/essays/marketing/a-history-and-market-analysis-of-dyson-
marketing-essay.php>.
"Household Vacuum Cleaner Market in the US 2014-2018." PR Newswire. UBM Plc Media
Company, 30 Sept. 2014. Web. <http://www.prnewswire.com/news-releases/household-
vacuum-cleaner-market-in-the-us-2014-2018-277646141.html>.
Kelley, Raina. "How James Dyson Revolutionized the Vacuum." Newseek. N.p., 13 Jan. 2011.
Web. <http://www.newsweek.com/how-james-dyson-revolutionized-vacuum-67039>.
Marcotte, Amanda. "Man vs. Vacuum." Pittsburgh Post-Gazette. N.p., 8 Jan. 2015. Web.
<http://www.post-gazette.com/opinion/2015/01/08/Man-vs-vacuum-housework-Amanda-
Marcotte/stories/201501080143>.
Miller, Steve. "PBA Phone Conversation." Telephone interview. 8 May 2015.
Niggulis, Ott. "How to Run Effective Online Sweepstakes Campaigns." ConversionXL. N.p., 11
Jan. 2013. Web. <http://conversionxl.com/how-to-run-effective-online-sweepstakes-
campaigns/>.
PBA History. "Professional Bowlers Association." Professional Bowlers Association. Web.
<http://www.pba.com/Resources/PbaHistory/>.
"Professional Bowlers Association." Barbasol Signs on as Titled Sponsor for PBA Tournament
of Champions. PBA, 15 Feb. 2013. Web. <http://news.pba.com/post/2013/02/15/Barbasol-
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