liefmans presentatie voorlopig
TRANSCRIPT
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Sports Sponsorship
Presented byRobin, Harmke, Bo & Kevin
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Omdat vrouwen ook een bier verdienenBecause women also deserve their own beer
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Target Group
• Women
• Age 18-35
• Vital
• Primary: Flanders/Belgium
Secondary: The Netherlands
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Sponsorship (vs advertising)
• DialogueInteraction between brand and consumer
• Product samplingSport events allow on site trials on products -> awareness
• AwarenessLiefmans’ name becomes associated with a sponsored event:-> everyone can see it
• AttentionSponsorship=entertainment to its potential client
• NetworkingAim= interact with the business through social activityChosen venue is great for informal sales and networking
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Why is a sponsorship a perfect match?
Connection to people
Give something back
Money can’t buy experiences
Increase sales
Best visibility
Lot’s of things at once
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“Why?” you ask?
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International growth of women’s soccer
• 70,000 • 50,000• 7,196
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International growth of women’s soccer
• 70,000 spectators during Olympics match• 50,000 spectators during women’s CL-final• 7,196 tweets/minute during ‘11 World Cup Final• Fast growing women’s sport
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Why women’s soccer?
Team sport
Love for the game
Ambitious and athletic individuals
Shared goals and desires
Collective > individual
Growth in profile of women’s soccer
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Why the BeNe League?
• Belgian FA investing in women’s soccer
• Gateway to the Netherlands
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Figures
KNVB: 125,000 members
KBVB: 21,000 members (by the end of 2016, they aim for 35,000 = increase of 6% in 4 years time)
BeNe League Magazine: 50,000 copies
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Strategy
3. The positive result (ROI) will radiate fully on our brand
2. Facilitate it and make it big
1. Adopt a small, less visible sport in a growing segment
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OWNthe sport
Top to bottom
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Objectives
Awareness
Image/association
Dialogue
Visibility
Increase sales
Being relevant
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Activate how?
Sponsorship BeNe League (e.g. use famous players)
BeNe League Magazine (50.000 copies; 6x/year)
Create events -> Liefmans experiences
Sampling
Social media campaign
Sales reps: clubs, venues,..
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How NOT to activate
Only 2 – 5 % of coverage in traditional media goes to women’s sports (but it’s improving). Traditional media = cluttered and too expensive.
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Liefmans experience
• Liefmans Cup• Tournaments• Sampling• VIP treatment• Liefmans Village• Liefmans Terrace
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Liefmans Cup!Where can we find them?
Sampling
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Take a shot, score and get a free sample!
Win a unique Liefmans singlet!
Liefmans Soccer Girls
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Social media and conversations
Crucial to reach and engage people
Fans & ambassadors
3 I’s: informative, interesting & innovative
Community management
Twitter & YouTube
Social media alone will not suffice!As a part of a bigger strategy
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Optimize presence on Facebook
Set goals
Think ‘lean’
Focus on people
60% of internet users in Belgium are on Facebook!
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1. Facebook call-to-action campaign
Reach as much followers as possible
Concept: ‘Liefmans end of season party’
Liefmans takes care of everything!
“Why does your club deserve the Liefmans celebration party?”
-> viral movie of celebration party to trigger other people
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2. QR codes to become an immediate fan
e.g. BeNe League Magazine or print in sports venues
Scan & win!
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3. Search Engine Marketing SEA keywords
41% finds website through SEM
Optimalisation website: SEO
Link social media to website and SEM strategy
4. Other Facebook initiatives Interaction with fans
Competitions
‘Liefmans goal scoring dance’ contest
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BeNe League
Women’s amateur soccer
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Why does it fit?
Positive perception
Clear/uncluttered market
Low cost-of-entry
Upcoming market/sport
Shared values: growth, ambition,..