7th FIS Youth and Children‘s Seminar Sponsoring, … · 7th FIS Youth and Children‘s Seminar...

transcript

7th FIS Youth and Children‘s Seminar

Sponsoring, miracle instrument to finance ski sport for children and youngsters?

Jean-Baptiste FeltenZürich, September 23rd 2009

2© Felten & Compagnie AG, specialists for content-driven communication, www.feltencie.com Sept. 23d 2009

Your speaker

Jean-Baptiste Felten, lic.oec. HSG

• Zintzmeyer & Lux, Zürich - BMW Corporate Identity• Scholz & Friends, Hamburg - BMW national and international advertisement• Team BBDO, Hamburg - Montblanc Global Marketing, Rothman Cigaretten Promotion• ABB Asea Brown Boveri Ltd., Zürich - Vice President Marketing Communications• CWL, Kreuzlingen - Sport TV- and Marketing-rights, Member of the Executive Board

• Felten & Compagnie AG (Winterthur) Mussler & Felten GmbH (Frankfurt) – Agencies for content-driven communication

• Vice-president of the „Fachverband für Sponsoring“ (www.faspo.ch)• Director of the jury of the International Sponsoring Award• Member of the “Arbeitskreis Marketing der Schmalenbach Gesellschaft / D. Ges. f.

Betriebswirtschaft”• Lecturer with the “CAS Sponsoring Management”, Zürcher Hochschule Winterthur ZHAW

Agenda, 7th FIS Youth and Children‘s Seminar 2009

I) Companies and their communication needs

II) Why companies are looking for new communication instruments

III) Sponsorships and content-driven communication

IV) The sponsorship market

V) Sportssponsoring

VI) Arguments for winning support

I) Companies and their communication needs

„Die Unternehmung als produktives soziales System, Prof. Dr. Hans Ulrich, 1968.

St. Galler Management Modell, Ulrich / Krieg 1972;Dubs/Euler/Rüegg-Stürm/Wyss 2004

I) Companies and their stakeholders

shareholders

clients

competitors

employees

Public / NGOs

suppliers

I) Companies, their stakeholders, spheres and issues

„Die Unternehmung als produktives soziales System, Prof. Dr. Hans Ulrich, 1968.

St. Galler Management Modell, Ulrich / Krieg 1972; Dubs/Euler/Rüegg-Stürm/Wyss 2004

Sourrounding spheres / Issues:-Society: Social issues, sport, culture

- Nature: Environment- Technology: Sciene and Edu.- Economy: Science and Edu.

clients

competitors

employeesPublic / NGOs

suppliers

I) Areas of business-communication

Source: St. Galler Management Modell

Public Relations

Market-communication

Internal communication

Financial communication

I) Objectives of the der business-communication 1)

• Internal communication– Agreement- and coordination-function, integration and motvation

• Financial communication – Confidence building and expectations towards the financial markets

• Public relations– Establishment of communication- and legitimation-potential

• Market-communication (acquisition and sales)– Conviction- and persuasion-function

Conclusion: Business-communication pursuits multiple objectives. This implies multiple chances for the use of sponsorships.

1) Thomas Dyllick / Arnt Meyer (2004)

II) Why companies are looking for new communication instruments

II) Evolution of media use 1980-2005, Germany, per diem

Source:ARD/ZDF long-

term studymass-

communication2007Daily media use is increasing

II) Media use: Youth and media in Switzerland

Source: Link Institut / WEMF, n= 500, Adolescent persons 15-20J

Frequency of use

Seldom / never

1 to 3 times per month / weekly

Several times per day

Don´t know / no answer

II) Advertisement international

A gobal phenomenon, sensory overload is increasing

Weekly number of spots (in thousand)

II) Consumers opinion on advertisements

∅ = 71,03 ∅ = 52,84 ∅ = 67,94

Country too much advertising is advertising is advertisements amusing informative

II) Sensory Overload: Distraction

Advertising-cognition is decreasing

II) Globalization and the internet

– Internationalization and globalization lead to a wider range of products in the markets.

– As true innovations are scarce, more products are alike and do not differ from the other.

– The internet raises the number and transparency of available offers too.

Differentiation of brands and offerings increasingly through emotional arguments.

II) Decreasing credibility

D CH USA WEU TEUAdvertising people 28% 31% 25% 27% 32%bankers 72% 77% 63% 49% 50%Charity organizations 48% 66% 61% 54% 56%Civil servants 49% 75% 64% 50% 50%Clergy 74% 59% 71% 55% 58%Doctors 88% 87% 80% 84% 83%Environment 61% 68% 60% 61% 61%Firemen 97% 95% 93% 94% 91%Journalists 35% 30% 42% 34% 36%Judges 77% 74% 66% 62% 61%Lawyers 69% 58% 38% 51% 48%Managers 15% 25% 34% 28% 33%Market researchers 64% 68% 50% 57% 61%Marketeers 35% 53% 29% 36% 39%Policemen 85% 83% 73% 75% 69%Politicians 10% 21% 22% 13% 14%Postmen 81% 91% 85% 81% 76%Teachers 83% 82% 81% 79% 82%The army 75% 65% 83% 73% 73%Trade unions 48% 59% 41% 43% 44%AVERAGE 60% 63% 58% 55% 56%

GFK Trust Index 2008

II) Summary: Why new methods?

1. Media use is increasing.

2. The number of advertisements is increasing.

3. Also on a global level, sensory overload is increasing.

4. The advertising-reception is decreasing.

5. The technical development leads to a further reduction of advertising-reception.

6. Differentiation of brands and offerings increasingly through emotional arguments.

7. Credibility is hard to communicate through advertising.

III) Sponsorships and content-driven communication

III) Definition Sponsoring

Summing up, the communication instrument sponsoring can be defined as followed:

„Planning, organization, realization and monitoring of all activities …

• ... That involve supply of money, material expenses, services or know-how by companies or institutions …

• ... To promote persons and/or organizations in the areas of sport, culture, social issues, environment and/or associated with the media …

• … To simultaneously reach the goals of the business-communication.“

Source: Bruhn, Manfred: Sponsoring als Instrument der Markenartikelwerbung, in: Markenartikel, 49. Jg., Nr. 5, S. 190-198.

III) Definition Sponsoring

The communication instrument sponsoring transports the message to the target group as an element of an editorial content.

With its functional principles, sponsoring is closer to public relations than to the instruments of classical advertisement.

Sponsoring is a “cross-section instrument” that can be used in all media / communication instruments!

The roots of sponsoring*:The payment of a radio- or TV-program in order to receive advertisement in return.

* Oxford Advanced Learner‘s Dictionary of Current English

III) Sponsoring vs. content-driven communication

The operating principle is the same.

The difference is that sponsoring only comprises the “purchase” of an existing product while content-driven communication also includes self-initiated measures (e.g. Red Bull Air Races).nicht

Botschafter

Target group relvevant themes

Media Culture

Social issues

Science Environment Sel

III) The „raison d‘ être“ of sponsoring

Brands• Cost efficient and effective communication tool

> awareness and sales,> interaction, emotion and trust

• Discreet form of communication• Reaction to the sensory overload provoked by “media plurality”• Communication via target group relevant content makes milieu-/living environment-

segmentation easier• Higher authenticity and trustworthyness

At events, also consumers without intensive media use can be reached.

Media• Co-financing of events/content• Establishment of new forms of advertisement

III) Basic requirements

• Congruency– Theme / Theme-interest of the target group– Performance profile / communication goals– Image values of the sponsee / values and target-image of the

company/product/sponsor

• Logical parentheses between theme/engagement and company/product

• Integrated thinking + acting of the company

• Actuality

• Credibility

III) Sponsoring = trading and commitment of immaterial rights

Possible Sponsorships• Single events or projects• Series of events• Teams• Single personalities• buildings, also temporary• Institutions

Possible rights• Naming rights• Advertising rights (agree reach!)

– TV-rights– Rights for presence on boards or

other on-site presence– Portal-/IT-rights– Media rights (print, mobile, etc.)

• Hospitality-rights• Promotion-rights• Licensing-rights• Merchandising-rights

III) Sponsoring – Strengthsin view of brand-communication

Sponsoring strengths:

• Usable in all areas of business-communication

• Usable in all steps of market-communication

> awareness > knowledge > trial > recommendation > interaction

• Consistent message

• emotional address

• Effect- and cost-efficient

III) Sponsoring – weaknessesin view of brand-communication

Sponsoring weaknesses:

• Complex planning and organization

• Usually aiming mid- to long-term

• „Overcrowded“ in some areas / cases

• „Logic-link“ requires intensive analysis

» Primarly image- und awareness goals» Sales (Retention & Acquisition) and CR are increasing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Mitarbeitermotivation/ -bindung

unmittelbarer Abverkauf

langfristiger Abverkauf

Business to Business-Kommunikation

Corporate (Social-)Responsibility

Kundengewinnung/ -bindung

Bekanntheitssteigerung

Imagefestigung/-transfer

vorrangig auch noch gar nicht

III) Sponsoring goals

Basis: 148 companies: Marketing-decider in D / 116 und CH / 32

Questionnaire to sponsoring structures 05/09, FASPO / SWA / BDI / Sportfive

Image-TransferBrand Awareness

Clients / SalesCorp. Respons.

B2B TargetsLongterm SalesShortterm SalesEmpl. Motivation

IV) Evolution of the sponsoring market

IV) Sponsoring as an element of the market-communicationAverage communication expenditures of total budgets (D)

Source: Sponsor Visions 2009

20092000

Average share in %Target group: AdvertiserBasis: All

Classic advertisementNon-classic advertisementSponsoring

IV) Sponsoring-Volume: 2002-2011 (D)

Source: Sponsor Visions 2009

Total volume 4,2 4,4 4,6

Media-Sponsoring 0,9 0,9 0,9

Culture-Sponsoring 0,3 0,3 0,3

Public-Sponsoring 0,4 0,4 0,5

Sport-Sponsoring 2,6 2,8 2,9

Roundet average in Mrd. EUROZielgruppe: Advertiser/AgenciesBasis: All

2009 2010 2011

IV) Sponsoring growth Germany

Source: ZAW Jahrbuch der Werbung, Sponsor Visions, DFL, S.5

IV. Sponsoring growth Germany

Source: ZAW Jahrbuch der Werbung, Sponsor Visions, DFL, S.5

IV) Sportsponsoring, Sport-interest vs. Movies in TV

116 118 12

6 130 13

8 140 14

9 159 162 17

200 203 204 21

Frankreich

Spanien

Schwed

Finnland

Griech

enland

Nord-Belgien

England

Deutschland

Portugal

Italie

Norwegen

Holland

Indexed reach of the most successful Sport-events compared to the most successful movies, 1994 S

ource: IP/Loka le A

n stalte n/199 4

IV) Worldwide Sponsoring-Investments

Global expenditure for sponsoring rights in Mia. US-Dollar, 1987-2006

23,6 24,225,9

2830,5

1987 2001 2002 2003 2004 2005 2006

Source: IEG

IV) Worldwide Sponsoring-Investments in regions

42,5%0,6%

Europe

Afric a

Ame ric asMiddle Eas t

Pac ific

Source:The World Sponsorship Monitor (TWSM), 2004

IV) Worldwide Sponsoring-Investment-Issues

BROADCAST

SPORTS

ARTS & CULTURE

Source:The World Sponsorship Monitor (TWSM), 2004

IV) In which categories to brands invest?

Event Sponsor

Organisation

Sponsor

Personality

Sponsor

Team Sponsor

Source:TWSM, 2006 (Anzahl von Abschlüssen 2005)

V) Sportsponsoringfrom a comunications perpective,

e.g. a Swiss perspective

V) Sportsinterest

2007 % wo- aveTotal men rage

BASPO 2007

V) Sportsinterst by age group / via medias

age groups

sports

V) MA Sponsoring, a universe of relevant information

MA Sponsoring, 27.08.08/MB 22

n = 11'000

MACH Consumer

33 sports,26 sportsevents, 12 sportsinstit.23 culture issues

MA Sponsoring: data sources (overview)

n = 24'000

MACH Basic

Sponsoring

20 productcategories(buying behaviour,,attitudes)

Socio Demography,interests

Media usage and reach

MACH Radar

n = 11'000 (24'000)

n = sample size

psychography,Values,Media-images

Single Source

MA Sponsoring

Market research is a powerful tool contact

Sponsorship-and/or

Advertising Associations

in order to find sources and tools.

V) Which issues should be supported in sports

Note: Number of interviewees, n=10262Source: Federal authority of sport, 2008

Disabled

Amateurs

Masssports

Elite SportsMore to be doneLevel of support should be maintainedSupport could be reducedDon‘t know

VI) Arguments

VI) Focus the communication needs <> FIS kids & youth

• Internal communication– Agreement- and coordination-function, integration and motvation

• Financial communication – Confidence building and expectations towards the financial markets

• Public relations– Establishment of communication- and legitimation-potential

• Market-communication (acquisition, support and sales)– Conviction- and persuasion-function

Conclusion: Business-communication pursuits multiple objectives. This implies multiple chances for the use of sponsorships.

1) Thomas Dyllick / Arnt Meyer (2004)

CorporateResponsibility

Marketing Communications

» Gradual transition from Sponsoring to CR» Little strategic orientation

Source: Sponsor Visions 2009, Deutschland, Marketingentscheider

50%48%

Yes No No answer

CSR-program existing?

CSR-program started based on an existing sponsorship

Budget allocation from Sponsoring-budget to CSR-program

CSR-program integrated in field of sport-sponsorship

CSR-program integrated in field of culture-sponsorship

CSR-program integrated in field of public-sponsorship

Short-term trend: 0% Long-term trend: 100%

VI) Sponsoring vs. CR <> leverage extisting partnerships

V. CR – which issue to address > e.g. obesity of children

Finnland 13 %Deutschland 15 %Frankreich 18 %England 22 %Spanien 30 %Griechenland 31 %Malta 35 %Italien 36 %

USA 30+%

IOTF, Obesity in Europe

VI) Consequences of obesity

- Health (sugar („Alterszucker“), heart, orthopedic, cancer....)- Social- Economic

... And we should not forget aboutall the arguments the Swiss expresedin the market research

Disabled

Amateurs

Masssports

Elite SportsMore to be doneLevel of support should be maintainedSupport could be reducedDon‘t know

Arguments for winning supportmarket-communications

VI) Why children are an interesting target audience for marketing

- The consumption patterns established with young adults can remain in place for many years.

- They influence many decisions regarding the consumption and buying behaviour of families (... e.g. computers / electr. games)

- They are consumers themselves ...

VI) Youth and children as a target audience, example Germany

- 5,7 Mio kids 6 – 13 years of age- 3,7 Mio use a computer- 3,4 Mio use the internet- 3,9 Mio play electronic games- 90% love reading- They spend p.a. 2,5 Bio € (mainly on sweets, media and icecream)- They have 3,5 Bio € in the bank accounts- They are mostly brand conscious

Source: KidsVerbraucherAnalyse 2009

Market research is a powerful tool:- which brands to address- potential partners for media-cooperations (print & electronic media)- in addition to ‚natural partners‘ such as destinations / manufacturers ...

VI) What children and young people spend their money for / D

Icon Kids & Youth 2007

FashionDisco, going out Comp., E-GamsHandy / Tel.MusicCosmeticsHobbiesEvent-TicketsDrinksFast FoodSavings

FashionTelecommunicationMusicPapers, Bks, CcsEvent-TickesDrinksDisco, going outFast FoodCostmeticsSweets

All categories do offer you potental sponsors!

VI) Bulid and leverage cooperations, e.g. print-media D,

Icon Kids & Youth 2007

andmanufacturers,destinations,....

VI) Merchandising, e.g. what youngsters put up in their rooms

Pictures of friends

Posters of Pop-/Music stars

Souvernirs from vacations

Event-tockets

Animal-posters

Sports-posters

Film-posters

City/landscape-posters

Other items

Current stars could give something back ...

VI) What children and young people like to be associated with

Icon Kids & Youth 2002,12 to 17

Animal protection

Rollerblader/Inlineskater

Skateboarder

Extremsportsmen

Computerfreaks

Soccerfans

HipHopper / Rapper

American Sports FansPart of it like it

FIS has heroes to offer ... Jumpers, free-stylers ...

VI) Conclusion

- Sponsoring is no mircle instrument- As in sports, you need a lot of things to make it work: a vision, dedication,

experience, inspiration, endurance and good partners, ... , a quantum of luck andgood materiale.g. rather than carbon and titanium

state of the art data .... and knowledge.- A focus on what you can deliver to help a company, a brand and the

people who manage it to achieve their targets.- There are opportunities out there. - You should use them not only for short-term-funding but rather for

supporting your strategic goals > expand your base of active kids and to improve the quality of your product – for the sake of the sportsmen and women, as well for those interested in your sport, and for society at large.

- Then sponsoring can work miracles.

Thank you for your interest!

A member of the and network

www.sponsor.com

Felten & Compagnie AG Mussler & Felten GmbH

Specialists for

Zürcherstrasse 41 Eschenheimer-Anlage 25aCH-8400 Winterthur D-60318 Frankfurt am MainPhone: +41 52 269 08 - 00 +49 69 978485 0Fax: +41 52 269 08 - 01 +49 69 978485 86

Jean-Baptiste Felten, jbf@feltencie.comInternet: www.feltencie.com www.mussler-felten.de

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7th FIS Youth and Children‘s Seminar Sponsoring, … · 7th FIS Youth and Children‘s Seminar...

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