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TRANSCRIPT
April 30, 2020
YOUR CORPORATE SPONSORSHIP
REVENUE PROGRAM
THE NEW NORM POST COVID19
Keep your Mic on mute please – no worry of screaming kids and barking dogs in the
background
Use the Group Chat Room on the side to ask questions, share thoughts and converse
PRESENTER
Brent BarootesPresident & CEOPartnership Group – Sponsorship Specialists
www.partnershipgroup.ca
HERE IS HOW YOU GET A HOLD OF ME
BRENT BAROOTES
@partnershipgrp
@sponsorshipspecialist
www.linkedin.com/in/brentbarootes
✓ Will my sponsors be back / hang around?
✓ What can I be doing right now?
✓ Will sponsorship still exist?
✓ When will live sporting events return and what will they look like for sponsors?
✓ What does the “New Norm” look like?
QUESTIONS YOU MAY ALREADY HAVE THAT I HOPE TO ADDRESS
There are 3 key stages of the pandemic from a sponsorship perspective you should focus on right now:
1. What can / should you have been doing already?
2. Start to plan and prepare for the future
3. Be ready for the New Norm in sponsorship around your organizations / events
1. Communication2. Caring and empathy3. Seeing how you can help
the greater situation versus just yourself
1) What can / should you have been doing already?
1) What can / should you have been doing already?
1. Communication2. Caring and empathy3. Seeing how you can help
the greater situation versus just yourself
4. Focus on your partner and not you
5. Being creative and providing support
1) What can / should you have been doing already?
1) What can / should you have been doing already?
1. Communication2. Caring and empathy3. Seeing how you can help
the greater situation versus just yourself
4. Focus on your partner and not you
5. Being creative and providing support
6. Determining what they need and helping them to achieve it
1) What can / should you have been doing already?
1) What can / should you have been doing already?
2) Start to plan and prepare for the future
Cancelled or suspended event or programming –look to the next one
Create a timeline plan.. Not sure when jurisdiction by jurisdiction will relax so set periods of time versus dates
Build out the strategy to follow and be flexible
Continue communication with your partners
3) Be ready for the New Norm in sponsorship
around your organizations / events
1. What does this mean?2. What are sponsors
looking for?3. What is the reality
impact?4. What won’t be there…
what will be there?5. Can I survive?
About Proposals Today
Put away your past beliefs – time for a
paradigm shift
The game has changed
THE NEW NORM
✓ Need to look at this from sport organizations (provincial, national and local) as well as destinations and suppliers' perspectives
✓ All in this together
✓ Start to look at the needs of your partners versus your own needs
THE NEW NORM
✓ There will be less sponsorship dollars… need to be collaborative
✓ CFIB estimated back at the end of March that 1 in 3 Canadian small businesses – the mainstay of our local economies and local event sponsors will not survive COVID 19… most recent is 1 in 2 will not make it!
✓ The average cost on a small business because of COVID is $320,000 and rising
THE NEW NORM
✓ Brands will need to reposition again, they have shifted during COVID to brand storytelling and social messaging… but will need to sell product, tell people they are open, share applicable products… there is a need for sponsorships… you need to be the right one
✓ Brands have shifted to digital more than ever – running online video, story telling… how can you integrate that into the future sponsorship… what videos can you produce, what ZOOM webinars for sponsors who cannot travel?
THE NEW NORM
✓ Nearly half of Canadians (Angus Reid poll late April) believe restrictions will start to lift in May and June
✓ Though restrictions still exist and have for over 6 weeks… few Canadians are truly housebound, 4 in 5 are venturing out now beyond grocery stores etc.
THE NEW NORM
✓ We saw brands shift to story telling and doing good and aligning with charities – you mostly are not charities… but can align with them
✓ Many people will not be able to afford your sport in the fall or 2020 or spring of 2021 little alone travel to it
✓ What are you doing to team up with organizations like Kids Sport or Right to Play or JumpStart and other community wellness charities to raise money for them?
THE NEW NORM
✓ Yes, we are going virtual... Partially
✓ Less people will travel… live streaming will be more important… additional assets
✓ On site… athletes registration kit… need to go virtual – The Sponsorship Guy from NYC – great article on Creating Sponsorship Revenue for Virtual Events – www.thesponsorshipguy.com
THE NEW NORM
✓ Activations will change – experiential booths and activities will need to go “touchless” and integrated
✓ Gone are the days of handing out promotional items and especially gone are sampling of food – can you sample and link through your email data base or social media?
✓ You need to have the solutions to avoid the “we can no longer sample so we won’t be there” – again work together…
✓ Your conferences and AGMs can go partially digital
THE NEW NORM
✓ Nearly 75% of the event-goers surveyed by the 2020 Back to Live Events Survey by Enigma Researchindicated that they will be very motivated to attend live events once the pandemic is over
THE NEW NORM
✓ Over 50% of these event-goers are more likely to return to events if there are contactless payments for admission, food and merchandise
✓ This would then spill over to activation and engagement opportunities with sponsors as well
THE NEW NORM
✓ IEG notes that about 1 in 2 of those surveyed feel it will be between 3-6 months before sponsorship returns to some normalcy
✓ There will be a shift away from traditional (and far to reliant style that doesn’t work sponsorships) such as signage and media exposure around live events to creating value adds to the participants – onsite or virtually
THE NEW NORM
✓ CSLS / T1 Agency (Norm O'Reilly) note a 60% of their survey showing a September 2020 “return to normalcy (note 25% said it would be not until 2021!)
✓ There will be a decrease of between 30-45% in sponsorship rights fees
✓ There will be a decrease of about 45% in live activation
THE NEW NORM
✓ We need to throw out what we have done in the past with sponsorship and start anew
✓ Determine needs of partners (so the sport event, the venue / destination and the sponsor / supplier) and see what no longer works, how the goals can still be achieved and what the new goals are and how to achieve those in the new situation
THE NEW NORM
✓ Now is when you should be preparing…
THE NEW NORM
✓ The transition back will be slow… face the fact… sure some events will be back quick but most slow
✓ There will be Four Stages to the Return :
1) Now in it
2) Resuming small scale operations;
3) Expanding Social events
4) Domestic Tourism
THE NEW NORM
✓ The shift (as noted) will be slow
✓ Return to normal life will be gradual and cautious especially when high occupancy like track meets, regional and provincial and national events
✓ Canadians are more scared of the future now than they were at the beginning of April
THE NEW NORM
✓ Until a vaccine is implemented large scale events (over 1000) like sports, trade shows, conventions will be less accepted
✓ Smaller localized events will be ventured to first… this will go for event planners but also sponsors
✓ But sponsors want to be out there… witness WNBA virtual draft, NBA virtual Draft
✓ International involved events will be way down the road due to probably the retention of 2-week quarantines for international travel
✓ Also depend on opening of borders
THE NEW NORM
Dealing with your sponsors…
✓ Check your agreements for force majeure and what you are obligated to or not
✓ Exiting can damage your brand with the audience… plus if you have been there for a few year, you lose that equity… like pulling your money out of the stock market at the bottom of the of the bear market
✓ Perhaps extend you contract by 1 year or suspension for a year
CONCLUSIONS AND NEXT STEPS
1. Stay connected to your partners and determine on an ongoing basis how you can help them
2. Plan today for the future
3. Build out a timeline for your sponsorship strategy and implements being fluid and flexible
The marketplace has become competitive:
• Charities in the game
• Non profits and member associations
• Pro and amateur sport
• Municipalities
• People holding “turf”
What has changed in the marketplace?
CONCLUSIONS AND NEXT STEPS
1. Stay connected to your partners and determine on an ongoing basis how you can help them
2. Plan today for the future
3. Build out a timeline for your sponsorship strategy and implements being fluid and flexible
4. Throw away “what we used to do” and start with a clean white board and solve problems with new tools
5. Understand that digital, social, virtual will be the new world that you have been to scared to integrate into over the past 5-10 years… it is now NOW!
QUESTIONS?
Use the Group Chat Room on the side to ask questions, share
thoughts and converse
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NEXT WEBINARS THROUGH
Webinar #4 : Thursday, May 7th, 2020 @ 1:00 pm EasternCancellation and postponement of major sporting events in Canada: An overview of the legal, financial, human, operational and sport impacts of COVID-19, lessons learned and strategies to relaunch the event business in Canada.Presenter: Benoit Girardin, LBB Sport
Webinar #5: Thursday, May 14th, 2020 @ 1:00 pm EasternOfficial Launch: Sport Tourism Event Evaluation Report (STEER)Presenter: Iain Edmondson, Director, Legacy Delivery Ltd.
QUESTIONS?
NEXT WEBINARS THROUGH
Webinar #4 : Thursday, May 7th, 2020 @ 1:00 pm EasternCancellation and postponement of major sporting events in Canada: An overview of the legal, financial, human, operational and sport impacts of COVID-19, lessons learned and strategies to relaunch the event business in Canada.Presenter: Benoit Girardin, LBB Sport
Webinar #5: Thursday, May 14th, 2020 @ 1:00 pm EasternOfficial Launch: Sport Tourism Event Evaluation Report (STEER)Presenter: Iain Edmondson, Director, Legacy Delivery Ltd.