wrist sponsorship pr ad benefits
DESCRIPTION
How wristbands can aid sponsors with new and exciting campaigns by communicating directly with individuals before, during and after live music and other outdoor eventTRANSCRIPT
3DWristbands.A new way for Sponsors
Rory Musker
Contents
• Introduction to 3DWristbands• What makes the product different• Advertising Expenditure Comparisons• Cost Benefit Analysis. Visitor Redemption• Existing Sponsor and Venue users • Endorsement from Ad Agency in the US (Omnicom Media Group)• Case Study/Scenario Marketing/Burger King• Case Study/Scenario Marketing/Coca Cola• Campaign Benefits• Conclusion• Contact
Introduction to 3D wristbands
• A new platform for worldwide sponsor involvement
• New leader for top line event ideas
• Proven success in USA
• Provides customer insight
• Integrated Marketing approach
• High impact marketing on the wrist of the audience
The examples above accurately reflect the real effect
Introduction to 3D wristbands
• Effect generated by lenticular printing technology• USP – ability to apply 3D effect on flexible material• World IP on printing process• Cannot be counterfeited • Each wristband can be personalised • Single use security or multi use fasteners• Fast delivery
Customised shapes available
What makes the product different?
• 96% of the TIME magazine readers recalled seeing the 3D ads.
• 91%b reported reading more than half of the article that the ad was attached to (30-40 % is typical for flat conventional print ads).
• 72% retained a distinct association between the 3D ad and the company that placed the ad, and its services.
• 69% of the readers were favourably disposed towards the 3D ad, compared to a mere 14% favourable rating among those exposed to the same ad in flat print.
• 62% of the readers responded that it increased their appeal to the company that placed the ad.
According to a TIME Magazine study of mass-circulation of 3D advertising vs. conventional print advertising
Advertising Expenditure Comparison USA
Medium Details Cost Period
Billboard One 14' x 48' highway sign. £6,900 3 months.
Direct Mail: Company 1 Half page of coupons to 45,000 homes.
£4,770 Two quarterly mailings.
Direct Mail: Company 2 One standard coupon to 50,000 homes.
£6,525 Three monthly mailings.
Newspaper Magazine Section
One quarter-page black and white ad in large local paper.
£9,600 Six times in weekly section.
Local Business Magazine
One half-page color ad. £4,800 Three times in monthly magazine.
Truck side sign. One truck. £7,000 5 days Monday - Friday.
Mural Ad. In-airport display ad 4' x 5' £4,650 3 months.
Bus side sign. 2 bus sides. £5,160 3 months.
Radio Eight 30-second spots on major radio station.
£8,400 1 week.
Television: News One commercial. £5,000 1 x 30 seconds.
Television: Prime Two commercials. £5,000 2 x 30 seconds.
Wristbands Worn for one day. £0.40 per band 1 day of viewing (5 x per hour x 6 hours - 30 "views")
Wristbands: Underside 5% redeem rate. # of bands @ 5% # of revisits or coupon redemption.
Cost Benefit Analysis. Visitor Redemption
The analysis below derives an average cost per 2,000-10,000 thousand customers on site at an event in one day.
Wristband Cost Benefit Analysis/Visitor Redemption
Item High Low Average Example
Wristband cost (includes underside print or fob/coupon).
£0.80 £0.30 £0.55 £0.55
Number of customers. (avg. stay at event is 6 hours).
10,000 2,000 5,000 5,000
Total cost per band (one day).
£8,000 £6000 £2,750 £2,750
Setup fees. £75 £75 £75 £75
Factor to reflect other (underside promotion/coupon).
10% redemption
2% redemption
5% redemption 5%
Total redemptions per day (return and spend £50.00). 1,000 200 500 500
Total redemptions (x value of redemption). £50,000 £10,000 £25,000 £25,000
Redemption value (cost per band). £37,200+ £7920+ £19,750+ £22,250+
SUMMARY
Average cost to the venue of £4,950
Average gross benefit (for 5000 visitors) is £19,750
Average Net Profit per day £14,500
Existing Sponsor and Venue Applications USA
*Concept is for illustration purposes only
• Walt Disney Company• Coca Cola Events• Burger King• Pepsi Events• Anheuser Busch• Universal Parks• Six Flags Theme Parks• World Cup Rugby• HBO Events• Academy Awards• Grammy Awards• 7Eleven
• Special Events and Corporate Sponsorships. EG: Olympics, NASCAR and NFL.• Cadillac / Chevrolet – auto shows, test drive and sponsorship extension.• Radio Shack – retail and sponsorship applications.• Microsoft – current client – runs X-Box conferences and retail promotions.• News Corp – working with Business development lead – Fox Sports, AmericanIdol, MySpace, NAM/Smart Source custom Publishing
Sponsor Applications Venue Applications
Endorsement from Ad Agency in the US
*Concept is for illustration purposes only
Ray KatzU.S. Director of Sports Marketing. Omnicom Media Group Optimum Sports Division www.omd.com
“I fully endorse Wrist Marketing as a subcontractor to ICS, the main domestic wristband distributor in the U.S, for the projects on which I am teaming up with them to deliver programs for clients. Some of these clients include Arena Football League, LPGA, and National Lacrosse League”
Ray Katz 3 July 2007
Scenario Marketing – Burger King Sponsor
• Opening of the new Spider Man Film – sponsored by Burger King• The audience purchase or are given a 3DWristband at the foyer
• The most popular 3DWristbands have a tear-off fob
CONTINUED
Scenario Marketing – Burger King Sponsor
• After the film the 3DWristband can be used to claim a meal and for reviewing offers from the Burger King website on the underside of the 3DWristband
CONTINUED
Scenario Marketing – Burger King Sponsor
• In addition – the fob can be removed and used to claim discounted or free meals at Burger King restaurants
• Fobs enthusiastically adopted and placed on key rings and necklaces • Campaigns maintained for up to six months
Scenario Marketing – The World of Coca Cola
An additional example
The underside of the 3DWristband
Campaign Benefits
• A high percentage of take-up of offers and new visitors to sponsors website
• Effective for data capture for new visitors registering to learn about additional offers and free gifts.
• Ability for sponsor to extend the range and duration of campaigns• Personalisation of the product• Enhances the customer journey• Enduring and easy to initiate new campaigns
Conclusion
• Enthusiastically adopted by the market• Early UK results extremely positive (NEC Birmingham)• Highly effective for driving visitors to sponsors websites and
raising brand awareness• Exploits strong growth in on-line communities (Web 2.0)• Well positioned and effective for the youth market• Can integrate with barcode and wireless technology providing
additional opportunities for more sophisticated campaign strategies.
Rory MuskerBarn 3 CalcotCheltenham, Gloucestershire. GL50 1TA Tel1: 044 (0)5602 753 268 Tel2: 044 (0)7786 528 440 Email: [email protected]