www.bv02.comcopyright bv02 inc.® 2006 sponsorship marketing how to measure the effectiveness of...
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www.bv02.com Copyright bv02 Inc.® 2006
Sponsorship Marketing
How to Measure the Effectiveness of your
Sponsorship Marketing Program
www.bv02.com Copyright bv02 Inc.® 2006
Who is bv02?
An alliance of independents who specialize in the design, refinement and implementation of core marketing and sales processes.
More than 60 years combined experience working with public and private sector organizations on local, national and international initiatives
Core team members have led or participated in more than 600 client projects
Clients include: Royal Canadian Mint, Ketchum Canada, EEDO Knowledge Corporation, The National Gallery of Canada, Carleton University, CEPEO, Farm Boy, Global Development Group.
bv02 developed a relationship email campaign to support and add value to EEDO’S marketing and sales initiatives
www.bv02.com Copyright bv02 Inc.® 2006
bv02 Services
Marketing, Communication, Sales and Fundraising strategies and plans
Full range of integrated marketing solutions and campaigns
Brand development, launch & management
Sales productivity strategies and tools
Sales Channel and/or Community development and management
All Web components but hosting
By combining excellence in creative design, dynamic content and new technologies, bv02 helped create an innovative, world class showcase for the permanent collection of the National Gallery of Canada.
www.bv02.com Copyright bv02 Inc.® 2006
What we will try to cover
Steps required to develop and manage a sponsorship program In particular:
Key Business Considerations Sponsorship Strategy Considerations Recommended Program Elements
Q&As
www.bv02.com Copyright bv02 Inc.® 2006
Key Business Considerations
Establish a Plan Must support Marcom/Sales objectives Consult, consult, consult Answers the following:
What do we want to achieve? Who do we want to reach? What do we need?
Dedicated Resource Centralize activity Coordinate with Marcom Department(s)
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Sponsorship = Relationship Management
Sponsorship is one element of corporate marketing Sponsorship creates targeted, quality encounters
with consumers Sponsorship marketing provides an exciting
environment for companies to reach consumers It gives a company the opportunity to complement
existing marketing efforts and leverage sales objectives by creating an integrated marketing program through the use of multiple vehicles for exposure.
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Sponsorship development is not a precise discipline. It is an extension of the marketplace, responsive to a changing market where any number of factors can affect cost and consequently, the ability (or inclination) of businesses to pay that cost.
www.bv02.com Copyright bv02 Inc.® 2006
Sponsorship Strategy Considerations
Positioning Considerations Seek to capitalize on the inherent attributes of an
organization/property.
ING Bank @ Rijksmuseum“A modern look at a rich past”
In Dutch, ‘bank’ also means‘couch’.
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Sponsorship Strategy Considerations
Positioning Considerations cont’d..
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Sponsorship Strategy Considerations
Value Determination To help evaluate potential opportunities properties
should provide the following elements: A strategy that demonstrates how the sponsorship
arrangement will assist you in selling to that target audience
Must include PR goals/objectives, beyond those involving the marketing of products/services
An analysis of the property’s potential value based upon your company’s target audience
A mechanism that builds accountability into the relationship allowing you to monitor and quantify the tangible value of the relationship.
www.bv02.com Copyright bv02 Inc.® 2006
Sponsorship Strategy Considerations
Creative Ways to Structure Deals Seek to leverage the power of your
sponsored property across your brand portfolio:
E.g: Local Sales Incentive Tie-Ins Risk mitigation
E.g. Sell Through Rights; Promotional Partnership; Partnership Leverage; Performance Clauses; etc.
www.bv02.com Copyright bv02 Inc.® 2006
Recommended Program ElementsReview and Evaluation
Assess each opportunity against a set of specific objectives: Accomplishes specific B2B or B2C goals Designs promotions that connect with consumers on multiple
levels in multiple ways Integrates advertising, PR, events and hospitality into one program Identifies the hidden value in sponsorship benefits Extends benefits internally and externally
Be proactive Seek out properties that market to your audience What are your competitors sponsoring? Look for similar
properties/programs What are your partners/suppliers sponsoring?
Consider this: A larger number of businesses and corporations will support a
healthy and vibrant organization than will support a struggling organization, or program, in need.
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Recommended Program Elements
Post Measurement Reports Measure the results of each sponsorship against the
strategic plan. Make it a condition in your sponsorship agreement! Report Principles
Proactive vs reactive approach Broaden existing event evaluation methods Measure influence of sponsorship on brand and bottom
line Conduct an image and awareness study Include an institutional sales tracking component Examine perceptions pre & post event
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Rules to live by....
Have a plan Consult, consult, consult Dedicated Resource Centralize Coordinate and Leverage with other
departments Capitalize on the attributes of your
sponsored property/organization Look for the value-add Leverage your brand portfolio Assess against a set of specific objectives Be proactive Measure!