Keynote for 2018 Sponsorship Summit, how digital channels can deliver effective outcomes with case studies from Volvo Ocean Race and Air New Zealand.

1. Digital Channels
Leveraging Sponsorship

2. Barfoot & Thompson World Masters Games
Sponsorship has become a larger part of our strategy we want to stay
relevant in their lives when they’re not thinking about real estate.
Being involved in the community is key. Our objective is to make Auckland
an amazing place to live, work and visit. Bringing the event to Auckland is
about us giving back to the City. Jen Baird CMO, Barfoot & Thompson

3. Audience
•Design your personas
•Research them - a lot
•Understand differentiation
•Understand segmentation
•Apply to your communications & tactics
Peppers and Rogers’ 1to1 Methodology
1.Identify
2.Differentiate
3.Interact (and learn)
4.Customise

4. Goal Alignment
•OPSM : Macular Degeneration NZ
•Akzo Nobel : Volvo Ocean Race
•Amazon Prime : ABs, Man City

5. Media Consumption for Sailing Fans
* Source - Mindshare Mindreader data

6. Social Content Matrix

7. Key components for success
Strong
Narrative Angle
Tailored assets
for each channel
Targeted paid
support

8. The fastest growing fanbase of any team

9. Sponsored blog content
Page views = 871
Uniques = 408
Comments = 11
Leads = 5
Awareness = ?

10. Air New Zealand
Quiz Goals

11. 5 questions to uncover personas

12. 5 questions

13. Customer styles

14. Messaging
•What motivates each group?
•Opportunist
•Savvy Selector
•Lounger
•Goody Gatherer
•Facts - “you are…..”
•Writing style variations
•Calls to action

15. Engagement
•What to do in advance
•Just before an event
•During the campaign
•Next year

16. Pre-planned content

17. Salesforce
•This is last year’s event
•What can you re-use / recycle?

18. Mistakes to Avoid
•Promotional emails
•Landing pages
•Customer journey
•SEO

19. Promotional Emails

20. Landing Pages

21. Customer Journey

22. SEO

23. Resources
• http://www.activenetwork.com/assets/veb-eventsmb-the-future-of-event-
sponsorship.pdf
• https://web.archive.org/web/sitemap/http://www.worldmastersgames2017.co.nz/
• https://www.mallory-group.com/insights/the-power-of-sport-to-shift-consumer-
behaviour-for-good
• http://creativeagencysecrets.com/backstory-on-barfoots-world-masters-games-
advert/
• https://web.archive.org/web/sitemap/http://www.worldmastersgames2017.co.nz/
• https://www.kaushik.net/avinash/stop-organic-social-media-marketing-solve-for-
profit/

24. Connect
Please find me on LinkedIn and connect - remind me where we met!
rebecca@creativeagencysecrets.com
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