selling digital sponsorship: 7 ways to demonstrate value

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7 Ways to Demonstrate Value Pat Coyle

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Many sports teams need help selling digital assets within sponsor programs. I used these slides to illustrate points in a talk I gave at NBA sales meetings in Oct 2012. If your team needs help capturing revenue from digital, drop me a line. I can help: [email protected]

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Page 1: Selling Digital sponsorship: 7 ways to demonstrate value

7 Ways to Demonstrate Value

Pat Coyle

Page 2: Selling Digital sponsorship: 7 ways to demonstrate value

I suggest the Merlot. It is complex, and fruity… You want fries with that?

More

How Do You Sell Digital?

Page 3: Selling Digital sponsorship: 7 ways to demonstrate value

Sponsorship Media

$

#1 Understand that Sponsors Think & FEEL

Page 4: Selling Digital sponsorship: 7 ways to demonstrate value

Mobile

Arena

Fan

Digital

TV

SocialWeb

Radio

Digital is important to fans

It is important to sponsors too

Sponsor brand

#2 Re-Position Digital

Page 5: Selling Digital sponsorship: 7 ways to demonstrate value

#3 Know Your Numbers – but explain benefits:

Reach&

Frequency

Page 6: Selling Digital sponsorship: 7 ways to demonstrate value

1. Reach fans at home

2. Reach fans at work

3. Reach fans on vacation

4. Reach fans before, during and after games

5. Reach fans 24/7/365

6. Allow fans to click, register, buy

7. Allow fans to share with ALL their online friends

8,400

Can you afford to leave digital out of sponsorship?

Only Digital does ALL this - EVERY DAY

Page 7: Selling Digital sponsorship: 7 ways to demonstrate value

Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-120

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

Unique Visitors

NewJerseyNets.com NYPost.com

#4 Flip the script – sell quality over quantity Metro Daily Website

Team Website

Page 8: Selling Digital sponsorship: 7 ways to demonstrate value

2.6 million Annual Unique FANS (web)(5,000 FANS per day, every day)!

100K Opt-in FANS via E mail

500K Facebook FAN likes

165,000 Twitter FAN followers

#5 Bring Numbers To Life – with fan faces

Page 9: Selling Digital sponsorship: 7 ways to demonstrate value

• Fans want:– Camaraderie– Recognition– Access

• Sponsors want:– Attention– Consideration– Action

Team wins by helping (both) sponsors and fans get what they want…

Digital Activation

#6 Teach Partners How to Activate - digitally

Page 10: Selling Digital sponsorship: 7 ways to demonstrate value

What’s missing?- co-branding (sponsorship)- relevance (to fans)- call to action (in context)

#6 (con’t) Manage expectations - measure results

Page 11: Selling Digital sponsorship: 7 ways to demonstrate value

#7: Sell 360-Degree Experience

Arena Digital

Signage Sponsor Sections

Promotions Banners, Landing Pages

Score board Video Player

PA Announcement E mail, Social, SMS

Fan

Branding

Call to Action

Multi media

Push Message

Page 12: Selling Digital sponsorship: 7 ways to demonstrate value

Remember, your clients need digital

Contact:Pat [email protected]