Brands and Sports Sponsorship: Barclays Premier LeagueBrandwatch
How can brands benefit from sponsoring sports events? We took a look at the buzz surrounding the Barclays Premier League to explore. More info: http://bit.ly/17z811J
Reading Express Indoor Pro Football hosted a Sports Marketing 101 Seminar on October 19, 2010. The class was instructed by Express General Manager Tim Glase, who brought a decade of experience in the sports industry, in particular motorsports, to the discussion.
The Elusive Measurement Dilemma of Sports Sponsorship ROIMichael Wolfe
Always elusive and difficult, using a method to ROI measurement of sports sponsorships is the preferred approach to a holisitic assessment. Sports sponsorship is a big business and this approach that is based on fan engagement is not only innovative but is long overdue.
Lifestyle Sponsorships: Social Change through sports sponsorshipStephen Dann
The presentation overviews a model of the creation of commercial sports sponsorships, and the adaptation of the commercial sponsorship strategy for the endorsement of social marketing campaigns through the lifestyle sponsorship concept
Brands and Sports Sponsorship: Barclays Premier LeagueBrandwatch
How can brands benefit from sponsoring sports events? We took a look at the buzz surrounding the Barclays Premier League to explore. More info: http://bit.ly/17z811J
Reading Express Indoor Pro Football hosted a Sports Marketing 101 Seminar on October 19, 2010. The class was instructed by Express General Manager Tim Glase, who brought a decade of experience in the sports industry, in particular motorsports, to the discussion.
The Elusive Measurement Dilemma of Sports Sponsorship ROIMichael Wolfe
Always elusive and difficult, using a method to ROI measurement of sports sponsorships is the preferred approach to a holisitic assessment. Sports sponsorship is a big business and this approach that is based on fan engagement is not only innovative but is long overdue.
Lifestyle Sponsorships: Social Change through sports sponsorshipStephen Dann
The presentation overviews a model of the creation of commercial sports sponsorships, and the adaptation of the commercial sponsorship strategy for the endorsement of social marketing campaigns through the lifestyle sponsorship concept
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
Strategic Marketing Plan Powerpoint Presentation SlidesSlideTeam
Every business professional dreams of building an organization that makes it recognizable in the marketplace. Also, it takes a lot of effort to market new products and reach out to more customers. This can be done if a business works with a complete strategy and proper guidelines. To run a successful marketing business, it is important to have better planning that executes the product in the market without any failure. Presenting our content ready Strategic Marketing Plan PowerPoint Presentation Slides that helps to showcase the methods you use to conduct market research and new trends. With the aid of this marketing strategy PPT layout, you can explain the process of evaluating opportunities along with the probability of success. Use our marketing plan presentation template to determine the steps that are needed to connect with customers that make them aware of the product. Showcase the steps like create customer value & loyalty, analyzing the consumer market, analyzing business markets, and identifying market segments & targets. Design a customer-driven marketing program by downloading our easy-to-customize strategic marketing plan PPT slide. https://bit.ly/3d915lk
This Public Relations Plan was developed for a class that was part of West Virginia University's Integrated Marketing Communications Master's degree program.
IT sports sponsorship goes beyond the signageJeffJedras
When watching your favourite sport on TV or at the stadium, it’s not uncommon to see signage from technology vendors.
Today though, sponsorships are going beyond the signage, as IT vendors use their tech to improve the game and the fan experience.
Group project for a Sales and Sponsorship class at Loras College. The Assignment was to pick a Johnson & Johnson company to sponsor the new MLS team that will begin play in Miami in 2018.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
Strategic Marketing Plan Powerpoint Presentation SlidesSlideTeam
Every business professional dreams of building an organization that makes it recognizable in the marketplace. Also, it takes a lot of effort to market new products and reach out to more customers. This can be done if a business works with a complete strategy and proper guidelines. To run a successful marketing business, it is important to have better planning that executes the product in the market without any failure. Presenting our content ready Strategic Marketing Plan PowerPoint Presentation Slides that helps to showcase the methods you use to conduct market research and new trends. With the aid of this marketing strategy PPT layout, you can explain the process of evaluating opportunities along with the probability of success. Use our marketing plan presentation template to determine the steps that are needed to connect with customers that make them aware of the product. Showcase the steps like create customer value & loyalty, analyzing the consumer market, analyzing business markets, and identifying market segments & targets. Design a customer-driven marketing program by downloading our easy-to-customize strategic marketing plan PPT slide. https://bit.ly/3d915lk
This Public Relations Plan was developed for a class that was part of West Virginia University's Integrated Marketing Communications Master's degree program.
IT sports sponsorship goes beyond the signageJeffJedras
When watching your favourite sport on TV or at the stadium, it’s not uncommon to see signage from technology vendors.
Today though, sponsorships are going beyond the signage, as IT vendors use their tech to improve the game and the fan experience.
Group project for a Sales and Sponsorship class at Loras College. The Assignment was to pick a Johnson & Johnson company to sponsor the new MLS team that will begin play in Miami in 2018.
Atmospherics - Physical Evidence, The ServicescapeTom Chapman
To consider the various elements that make up the service environment and to explore the concept of atmospherics and elements of environmental psychology.
The importance of the servicescape
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The classification of servicesape variables and their relative importance in different service environments.
Sports Sponsorship – A cost effective investment for your brandFuture Thinking
Sports fans are bombarded with brand messages and campaigns across all forms of media; from team, stadia and TV sponsorship to mobile, social media and online collateral. As a result, measuring, evaluating and predicting advertising and sponsorship campaign effectiveness to optimise your sponsorship portfolio has become increasingly complex. With so many investment opportunities to choose from, how do brands ensure their sponsorship portfolio enables them to reach the highest number of people within their target markets for the most cost effective investment? Earlier this year, SPA Future Thinking conducted an online study to find out where and how sports sponsorship deals are achieving cut through with fans.
Download our complimentary guide which highlights:
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Here at SPA Future Thinking we help a wide variety of companies; from sports brands, regulatory bodies, media agencies and broadcasters, to understand how to optimise the effectiveness of their sponsorship campaigns. Our range of solutions includes the launch of Campaign Optimiser 2.0 which identifies which platforms used have impacted most on campaign awareness, appeal and call to action.
For more information on understanding sponsorship please call/email Suzy Aronstam on +44 (0) 207 843 9777 or suzy.aronstam@spafuturethinking.com.
How much value is generated from sponsoring the World Cup?
Or its superstars, such as Lionel Messi or Cristiano Ronaldo?
Here are five metrics that are crucial to finding out.
Repucom Guest Lecture April 2014 (Thomas More & EHSAL)Wim Mathues
Adapted version of my Repucom guest lectures at Thomas More College (Sponsoring Program) and HUB/EHSAL Management School (Final Seminar on Marketing & Communication).
Advertising in Sport - With Videos and Examplesjanaiedwards1
PowerPoint that defines and explains advertising in sport. Provides examples, pros and cons, video links, techniques used, AIDA model, worked examples and activities
THE STATE OF Event Sponsorship- Defining event sponsorship in 2019 and strategic research on the trends.
This report is for sponsorship decision-makers. In it, you’ll find the necessary information to create more effective sponsorship opportunities. The goal is for you to generate greater revenue for the event and improve the ROI for your sponsors. This mutually beneficial relationship should grow in the years to come.
6 Ways to Promote Your Sports Betting Application.pdflucy wilson
Marketing is the cornerstone for driving user engagement and bringing more traffic to your product. BR Softech is a leading sport betting software provider that provides customizable and white-label sports betting software solutions. If you want to know more about Sports betting app development, contact us.
https://www.brsoftech.com/sports-betting-software-development.html
With successful referral marketing programs for
over 500 brands, we have put together this Referral Marketing Best Practices for 2014 guide. The guide provides smart marketers with the framework to launch successful referral marketing programs.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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2. SPORTS + MARKETING = A WINNING COMBINATION WHAT IS SPORTS MARKETING? EXPLOITABLE COMMERCIAL POTENTIAL BENEFITS OF SPORTS MARKETING SUCCESSFUL CONCEPTS RESEARCH AND INDUSTRY DETAILS Q & A
3.
4. Sports sponsorship spending in North America increased by nearly 40% from 2001-2006, and is expected to increase to $13.24 billion by 2011. (IEG Sponsorship Report, 2007)Source: IEG, Inc., *IEG Sponsorship Report (2001-2006); eMarketer projections (July 2007)
5. SPORTS MARKETING By definition, a sports sponsorship is the relationship between a company seeking to market a brand/service AND a property in which the company pays in return for access to the “exploitable commercial potential” associated with the property.
11. FANS/DEMOGRAPHICS Which sport has the most avid fan base? Percent of U.S. population who say they are “very interested” in specific sports. Source: Sports Business Journal - Based on a 12-month average, Nov. 2006 - Oct. 2007
12. BRANDING/SIGNAGE Marketers turn to sports to develop a heart & mind connection. By leveraging the emotional power of a team, player, sport or event, a sponsor can create a strong tie between his/her brand and the fans. The frequent appearance of a brand name or logo establishes the company as part of what that team, event, or league represents. This connection is more lasting and valuable than traditional advertising alternatives.
13. BRANDING/SIGNAGE You receive multiple views per person in each game, making it much more effective than passing by on the side of the road. Fans Expect Signage at Sporting Events. They are more likely to accept your brands. Placement often ties directly into TV, Newspaper, and digital coverage – further expanding the viewership. Locations are strategically placed. Sizing and design matter.
15. MEDIA: DESTINATION PROGRAMMING On-air coverage of sporting events creates a window of opportunity for marketers. Exclusive destinations for sharing an experience allows the marketer access to a captive audience. Radio – television – print - online A CAPTIVATED AUDIENCE DESTINATION PROGRAMMING EXCLUSIVE CONTENT
17. PROMOTIONS: CREATING INTERACTION Sometimes, showing a product on a screen, or hearing an ad on the radio is not enough. Using the mass appeal of a sporting event allows your organization to connect directly to the fan base. Creating a positive community image at the event goes a long way to build loyalty, converge new users, and establish lasting impressions.
18. PROMOTIONS: CREATING INTERACTION Additional benefits of promotions: Media tags Extended recognition Focused fan-base Tracking data (Ex: text to win) Involving Fans builds retention and brand awareness. Increase fan entertainment and receive a dedicated, and captive, audience
19. HOSPITALITY: ONE-ON-ONE INTERACTION Corporate hospitality is no longer just about entertaining clients. It’s about maximizing your return on investment. According to Sports Business, “It costs five times as much to acquire a new client as it does to keep an existing one.” Yet, the majority of brand owners have not even begun to scratch the surface of using hospitality as a way of retaining and motivating clients or their own employees in any meaningful way. Source: SportsHospitality.com
20. HOSPITALITY: ONE-ON-ONE INTERACTION FIVE KEY’S TO HOSPITALITY: * Choose the right event for the right people * Ensuring the right mix of guests * Choosing an appropriate location or venue * Good and professional organization of the event * Good quality and quantity of food and drinks WHY USE HOSPITALITY: * Cement and build relationships * Thank your customers * Raise your profile * Motivate your staff * Enhance loyalty and retention * Remind your customers of what you do Source: SportsHospitality.com
21. FINANCIAL BENEFITS: RELATIONSHIP TO STOCKS “Using announcements from the five most popular professional “ball and stick” sports in the United States, the results of the study document that officialsponsorships were perceived positively by stock market investors… Specifically, Cornwell, Pruitt, and Van Ness (2001) showed that Indianapolis 500 race-winning sponsors with direct ties to the automotive industry experienced increases in stock prices almost 3 percent higher than the sponsors of unrelated products.” Source: Journal of the Academy of Marketing Science, 33(4), 401-412
22. FINANCIAL BENEFITS: BANK OF AMERICA “…the millions that Bank of America spends on sports sponsorships is an income-generating activity, not a frivolous marketing outlay, say bank officials. For every dollar the bank spends on sponsorships, they say, it brings in $10 in revenue and $3 in earnings.” Source: Ken Lewis, Bank of America CEO/President in Sports Business Journal, March 2009
23. FINANCIAL BENEFITS: AAA INSURANCE “AAA clubs use sponsorship to engage customers and prospects and develop positive feelings about the brand.” “The club credits its sponsorship and other non-traditional marketing activities with playing a key role in lifting its market penetration from less than 3.5 percent share to roughly 15 percent.” Source: IEG Sponsorship Report, 8/10/09, Volume 28: Number 15
24. SPORTS MARKETING: SUMMARY Creating a common connection through sports with your customers will reveal a lifetime of loyalty and brand recognition. Incorporating the right mix of branding, media, promotions, and hospitality with your local sports franchise will provide the qualitative and quantitative results to justify your commitment to the sponsorship.
ONE OF THE REASONS I WAS ASKED TO BE HERE TODAY IS BECAUSE OF THE GROWING TREND OF NON-TRADITIONAL MARKETING SPENDS ACROSS THE COUNTRY.THIS GRAPH SHOWS THE GROWING TREND OF SPONSORSHIPS DATING BACK FROM 2001.
IT IS THIS “EXPLOITABLE COMMERCIAL POTENTIAL” THAT WE ARE GOING TO GO THROUGH TODAY SO THAT EVERYONE REALLY UNDERSTANDS WHAT A SPORTS MARKETING PROGRAM CAN OFFER.
THE COMMERCIAL POTENTIAL OF ANY SPORTS MARKETING CAMPAIGN BEGINS WITH FANS. WHETHER IT’S COLLEGIATE SPORTS, MINOR LEAGUE BASEBALL, OR A LOCAL TRIATHLON – IT’S IMPORTANT TO KNOW WHO YOU ARE APPROACHING.
THIS SLIDE SHOWS THE LOBOS DEMOGRAPHIC DETAILS WITH AN EMPHASIS ON IN-GAME ATTENDEES. EVERY ORGANIZATION OFFERS A VARIETY OF DEMOGRAPHIC DETAILS TO MARKETERS – AND WITHIN EACH SPORT AND MEDIUM – NEW DEMOGRAPHIC SEGMENTS BECOME CLEARLY DEFINED. BASKETBALL ATTENDEES HAVE A SLIGHTLY SKEWED DEMOGRAPHIC THAN FOOTBALL FOR EXAMPLE.FOR EXAMPLE: PEOPLE WHO ATTEND GAMES TEND TO BE WEALTHIER WHILE RADIO LISTENERS HAVE A LOWER HOUSEHOLD INCOME. MIND YOU THAT DURING AWAY GAMES – THE BLEND OF BOTH HIGHER AND LOWER INCOME LEVELS BECOMES MORE SIGNIFICANT.
AS IT RELATES TO ALBUQUERQUE, WE’RE FORTUNATE THAT COLLEGIATE FOLLOWING HAS A BETTER ATTRACTION FOR SPORTS FANS, MAKING IT EVEN MORE VALUABLE TOTIE INTO A LOCAL SPORTS PROGRAM.
SO, HOW DO WE REACH THOSE FANS? THE FIRST WAY TO EXPLOIT THECOMMERCIAL POTENTIAL OF YOUR SPORTS MARKETING CAMPAIGN IS THROUGH THE USE OF BRANDING, OR SIGNAGE.
BRANDING COMES FROM EVERY MARKETABLE ANGLE IN MOST SPORTING EVENTS. THE RIGHT DESIGN IN THE RIGHT LOCATION RECEIVES MORE EXPOSURE AND GENERATES A POSITIVE EMOTION.
HERE ARE EXAMPLES OF HOW BRANDING COMES ACROSS IN THE MEDIA.EA SPORTS (FIFA): MY WORK WITH ESPN360 ACTUALLY INCLUDED IN-GAMEADVERTISING AS A MEANS TO ENHANCE THE PLAYER EXPERIENCE AND EARN REVENUE. WE FOUND THAT IN-GAME ADVERTISING IN THE SPORTS VIDEO GAME CREATED A 76% INCREASE IN CONFIDENCE FROM OUR PLAYERS WHILE GIVING SPONSORS AN AVERAGE OF 2.8 HOURS OF GAME PLAY EXPOSURE PER PLAYER, PER DAY.
ANOTHER WAY TO REACH FANS IS THROUGH THE USE OF MEDIA. GRABBING FANS WHERE THEY HAVE TO TUNE IN, LOG-IN, OR WATCH ENSURES YOUR AUDIENCE IS PAYING ATTENTION. USING MEDIA ALLOWS MARKETERS TO TAP INTO A CAPTIVATED AUDIENCE WITH DESTINATION PROGRAMMING BECAUSE THE SPORTS PROPERTY IS PROVIDING EXCLUSIVE CONTENT THAT CAN ONLY BE FOUND IN SPECIFIC LOCATIONS.
USING THE LOBOS AS OUR EXAMPLE: THE LOBOS HAVE CREATEDA STATE-WIDE RADIO NETWORK TO BROADCAST OUR GAMES. THIS IS THE SAME CONCEPT THAT MAJOR LEAGUE BASEBALL USES WHEN IT AIRS GAMES ACROSS THE COUNTRY – ALLOWING PEOPLE FROM ALL OVER TO HEAR THE YANKEES PLAY THE REDSOX.IN NEW MEXICO – YOU CAN TUNE IN FROM FARMINGTON, TO GALLUP, EVEN ALL THEWAY DOWN WHERE OUR IN-STATE RIVALS ARE IN LAS CRUCES. ON TOP OF THAT – PEOPLE WHO MIGHT NOT USUALLY LISTEN TO 770 KKOB HAVE TOTUNE IN TO OUR BROADCASTS TO HEAR THE LOBOS PLAY. SO WHETHER YOU LISTENTO SOFT ROCK, COUNTRY MUSIC, OR HIP HOP – IF YOU ARE A LOBO FAN – YOU TUNE IN TO OUR BROADCAST BECAUSE OF THE UNIQUE CONTENT - CREATING DESTINATION PROGRAMMING.
A 3RD, AND SOME SAY THE MOST FUN WAY, TO ATRACT FANS AND EXPLOIT YOUR SPORTS SPONSORSHIP IS THROUGH THE USE OF PROMOTIONS. PROMOTIONS CAN BE AT GAMES, OR AT STORE LOCATIONS. FANS OF TEAMS WANT TO PARTICIPATE IN TEAM ACTIVITIES, TO FEEL CLOSE TO THE TEAM. IF YOUR COMPANY CAN PROVIDE THAT EXPERIENCE – YOU HAVE THE OPPORTUNITY TO CONVERT NON-USERS, IMPROVE MARKET SHARE, AND GENERATE DIRECT RESULTS. TALK ABOUT AAA SPONSORSHIP OF THE EAGLES.
HOSTING A PROMOTION INCLUDES MANY VARIABLES. YOU CAN:CREATE BENEFIT PROGRAMS FOR USING YOUR PRODUCT OR SERVICEDRIVE TRAFFIC TO YOUR STORE LOCATION BY OFFERING A UNIQUE TEAM/GAME EXPERIENCEGIVE FANS A TAKEAWAY OR KEEPSAKE THAT IS KEPT/DISPLAYED – INCREASING LOYALTY AND REACHSPONSORING PROMOTIONS ALSO LEADS TO FAN ENTERTAINMENT. THINK ABOUT KISSING CAM’S, LUCKY SEAT PROMOTIONS, OR HALF-COURT SHOTS TO WIN MONEY… FANS WANT TO BE A PART OF THOSE PROMOTIONS AND ENJOY WATCHING THEM.ADDITIONAL BENEFITOF PROMOTIONS TYPICALLY INCLUDE:THE SPORTS PROPERTY TYPICALLY HELPS PROMOTE YOUR SPONSORSHIP WITH THEIR OWN MARKETING BUDGET. EXAMPLE: “RALLY TOWEL NIGHT, THINK PINK GAME, ETC.”TRACK RESULTS. TYPICALLY, FANS HAVE TO SIGN UP OR COMPLETE AN ACTION TO RECEIVE ENTRY IN A PROMOTION. TEXT TO WIN.
THE FINAL EXPLOITABLE COMMERCIAL OPPORTUNITY FOR MARKETERS COMES FROM THE USE OF HOSPITALITY AT THE ACTUAL EVENTS. THIS IS SOMETHING MOST COMPANIES FAIL TO COMPLETELY UTILIZE. GIVING PROSPECTS, EXISTING CLIENTS, AND EMPLOYEES A UNIQUE EXPERIENCE GIVES YOU THE FACE-TO-FACE INTERACTION THAT PROVIDES IMMEASURABLE BRAND LOYALTY.
SOME OF THE BIGGEST ARGUMENTS AGAINST SPORTS MARKETING ARE BASED ON METRICS. “HOW CAN WE QUANTIFY RESULTS?” “WHAT ARE THE RATINGS FOR THE GAMES?” “HOW MANY IMPRESSIONS WILL WE RECEIVE?” THESE ARE THE TYPE OF QUESTIONS I ALWAYS HERE. WELL, THE RESULTS ARE NOT ALWAYS EASILY QUANTIFIED IN SPONSORSHIPS. VARYING GAME TIMES DON’T ALLOW GAMES TO FITINTO TYPICAL RATING SPOTS FOR TV & RADIO. IMPRESSIONS CAN BE MORE IN ONEGAME AND LESS IN ANOTHER BASED ON THE ACTION ON THE FIELD. BUT HERE ARE SOME EXAMPLES AND STUDIES THAT SHOW HOW SPONSORSHIPSBENEFIT SPONSORING BUSINESSES.
THIS SLIDE SHOWS A REACTION FROM KEN LEWIS – PRESIDENT AND CEO OF BANKOF AMERICA – ABOUT A CLAIM THAT THE BANK’S MARKETING SPENDING WAS “FRIVOLOUS.” BANK OF AMERICA USES SPORT SPONSORSHIPS TO INCREASE IT’S OVERALLPROFITABILITY AND USES EVERY ONE OF THE EXPLOITABLE COMMERCIAL AVENUESTO ACHIEVE IT’S GOALS.
HERE, AAA FURTHER DEVELOPS THE IDEA THAT SPONSORSHIPS ENHANCE THE “FEELING” ASSOCIATED WITH THEIR BRAND. AAA SPONSORSHIP ELEMENTS:OFFER A CRUISE WITH PROFESSIONAL ATHLETES AT END OF THE SEASONDISCOUNTED COST TO FANSDISCOUNTED COST TO EXISTING AAA MEMBERSTEAM UP WITH FRITO LAY TO OFFER IN-STORE PROMOTION GIVEAWAY ONE FREE TRIP FOR TWO USING PROMOTIONUSE PRE-SEASON SIGNING DAY PARTY TO KICK OFF THE EVENTGIVE ADDITIONAL GIVEAWAYS (JERSEYS, TICKETS, ETC)
A STUDY PERFORMED BY TURNKEY INTELLIGENCE – A NEW JERSEY MARKET RESEARCH FIRM - SHOWED THAT THE POSITIVE PERCEPTION OF SPONSORSHIPS IN MID-MAJOR CONFERENCES, AND AMONG COLLEGE FANS IN GENERAL, FAR EXCEEDS THE PROFESSIONAL RANKS.