Date post: | 01-Nov-2014 |
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New Directions in Sponsorship
Bernie Colterman
Managing Partner
CEPSM
what we do (really well)
Strategic Marketing Planning
Sponsorship Valuations &
Strategies
Revenue Development
Social Marketing
Partnership Marketing
Centre of Excellence for Public Sector Marketing
Social Media / Digital Marketing
demographics
environment
technology
economics
social values
health
our world is changing
• Segmentation
• Advertising clutter
• Shift to selling the brand
“experience”
• The web
• Power of the customer
• The economy
The way
companies
market is
changing…
why should you care?
“Old school” sponsorship managers waiting for the call
the old way of doing things…
Generic Gold, Silver,
Bronze Packages
Passive involvement
Sponsorship “clutter”
is being replaced by this…
and this…
and this…
and this…
and this…
and these…
So, where’s
the big
shift?
Companies are taking a
strategic, integrated
approach towards
marketing
targeted
campaigns
focused on their
core business...
and core
audiences.
Companies want to
connect with audiences in
meaningful ways that
demonstrate authenticity
Not through
interruptive
messaging…
Percentage of Canadians that like to buy brands that
contribute to worthy causes.
77%
Percentage of Canadians who would buy a product if
quality and price were not factors, based on its influence
for social good.
41%
Percentage of Canadians who say they would remain loyal
to a brand through a recession if it supports a good cause
– even if lower priced brands were available:
68%
Companies want to be tied to strong
brands with value-added activation
elements.
Not through passive
involvement
Companies want people chatting
about them in positive ways…
and not be viewed as
a “necessary evil”…
In the new game,
the customer
is the star player.
And finally,
companies want to see
Value
You want money for what?
Companies
are just like
us…
They want to
un-complicate
their lives
All this leads to the new
sponsorship model…
Strategic
Cooperative
Marketing
So, what can you do to make
the shift?
Be a marketing-driven organization
#1
Signs of a marketing-driven
organization…
�Customer-centric
�Well understood and communicated brand
�Focus on results, not process and politics
�Culture of innovation
�Understand “competition”
�Up to date on marketing trends/technology
�Use all 4P’s in the marketing mix
Know your audience
#2
…at all levels…at all levels
Know your brand and USP
#3
What is a Brand?
Great Brands Tell Great Stories
Positioning
Positioning is the act of designing the organizational image and value
offer so that customers understand and appreciate what the
organization stands for in relation to its competitors.
• Need to stand out from its competitors in a positive way
• Build upon your present strengths
• Search for a niche
• Make sure claimed differences are backed up with reality!
• Position occupied in “peoples minds” (battle of the mind) must be favourable and distinctive
• Position differently for different segments (e.g. large companies vs. small companies)
Focus on the right fit
#4
• audience
• time of year
• nature of property
• company “pain”
Adopt a structured sale approach
#5
• prospecting
• contacting / building rapport
• qualifying
•proposing / presenting
•closing
Do your research
#6
Listen before proposing
#7
Understand where you add value
Insist on activation
#8
Quick Poll:
When Canadians were asked “what influences you to
purchase brands you normally don’t”, what
percentage answered Experiential Marketing?
52%
Have a sponsor servicing strategy
#9
• clear agreements
• understanding what’s really
important
• think “renewal”
Demonstrate value and impact
#10
• to the company
• to your organization and/or cause
• to the audience
CEPSM Valuation Process
Phase I
1. Identify existing and potential assets
2. Establish baseline values for each asset
3. Determine potential reach of each asset
4. Calculate Potential Revenue for each asset
Phase 2
5. Determine packaging of assets
6. Launch structured sales program
Packaging Options
• By Property (e.g. overall event, single pieces)
• By Geographical Location (e.g. City-wide, national)
• By Audience (e.g. youth, seniors, women)
• By Lifestyle (e.g. runners, fitness buffs)
• By Time of Year (e.g. summer season)
Other Packaging Considerations
• Corporate Marketing Objectives
• Mixing and Matching of Assets
questions?
Bernie Colterman Phone: 613.230-6424 ext. 224
E-mail: [email protected]
Blog: www.berniecolterman.ca
Web: www.cepsm.ca
where to find me…