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Creative Sponsorship Sales

Creative Sponsorship Sales. Partnering Prospecting Preparing Personalizing Problem-solving Chapter 8. NASCAR Sponsors. Assume that you were the owner or marketing agency for a NASCAR team. How would you go about finding the best match as a sponsor?. Activation.

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Creative Sponsorship Sales

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  1. Creative Sponsorship Sales Partnering Prospecting Preparing Personalizing Problem-solving Chapter 8

  2. NASCAR Sponsors Assume that you were the owner or marketing agency for a NASCAR team. How would you go about finding the best match as a sponsor?

  3. Activation How is activation the key to successful sponsorship? • Activation refers to putting the sponsorship into action. • Sponsorships are not static (e.g., signs/billboards). Fans’ looking at signs or ads is not activation. • Activation occurs when fans recognize and make the connection between the sponsor and the property, allowing for fan identification and affinity with the property to transfer to the sponsor. Affinity transfer is key. • Activation plays an integral role in the sponsor’s leveragingthe sponsorship tie-in within the sponsor’s overall advertising or promotional campaign. • The role of the property is to activate the benefits offered by the sponsor in the minds of the property’s customers (the fans).

  4. Partnering

  5. Sponsorship Selling Why is it important for us to approach potential partners with a unique value proposition?

  6. A Partnership Approach …recognizes the unique need of the sponsor as its starting point for developing a sponsorship package that offers a unique value proposition suited specifically to the sponsor. A good partnership is based on trust. • When you think of what makes a good partner, what traits do you think of? What kind of person do you want to partner with?

  7. Trust How long will you partner with someone without these three elements of trust? • Long term commitment • Honesty • Benevolence (Golden Rule)

  8. Special Benefits of a Relationship Why are these benefits important to sponsors? • Confidence benefits—the sponsor has comfort in knowing what to expect from the property and has no anxiety when meeting with you, • Social benefits—the sponsor becomes emotionally attached to the people working for the property; employees of the sponsor and the property are comfortable and familiar with each other; close friendships are created, and • Special treatment benefits—the sponsor receives better prices or concessions, faster service, and individualized attention.

  9. Prospecting After you understand the partnership approach, you can start prospecting…

  10. Prospecting The sponsor’s target market needs to overlap with the NASCAR circuit.

  11. Prospecting Make a list of potential sponsors that have these characteristics. How might a good activation strategy make a sponsor seem related to NASCAR? • Relatedness—the sponsor & property are perceived as belonging together. • Image—sponsor’s business fits & is appropriate for primary target audience (families) • Prominence—the sponsor’s brand is prominent and familiar to fans

  12. Sponsor SelectivityAn Example of Negative Image A Higher State Of Hair Care™ Why might this be a poor sponsor choice for some teams?

  13. frequently purchased packaged goods and services, that are mass-marketed to consumers in highly competitive markets, and are frequently consumed at sporting events. What are some examples of sponsors with these characteristics? Why are they good sponsorship prospects? Characteristic of Typical Sponsors

  14. Typical Product/Service Categories of Sponsors How is exclusivity going to affect the sponsors you might attract? What categories are under-represented among NASCAR sponsors?

  15. Preparing How could you use these assets to activate the brand aimed at the NASCAR fan market?

  16. Personalizing Dependent upon the marketing objectives of the sponsor, you must customize the activation to meet their needs.

  17. Assignment: Find articles about failed sponsorships. Discuss: What did they do wrong? How could or was the problem resolved? Problem Solving • Signing the check & dropping the ball. • Due Diligence Overlooked. • Insufficient staffing & fulfillment. • Failure to sell internally. • Overlooking the fans.

  18. If we are together nothing is impossible. If we are divided all will fail. ~Winston Churchill

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