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Michael Payne

The Marketing Potential of the Worlds Greatest Sports Events Key lessons to ensure success And avoid failure!. Michael Payne. MICHAEL PAYNE. Sen Advisor to WPP on Sports – Olympic Strategies since 2004. IOC Director – Marketing / Broadcasting 1983 – 2004. 16 Olympic Games.

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Michael Payne

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  1. The Marketing Potential of the Worlds Greatest Sports Events Key lessons to ensure success And avoid failure! Michael Payne

  2. MICHAEL PAYNE • Sen Advisor to WPP on Sports – Olympic Strategies since 2004. • IOC Director – Marketing / Broadcasting 1983 – 2004. 16 Olympic Games. • Sen Advisor to Rio 2016 Olympic Bid Campaign. • Sen Advisor to Globo re 2014 / 2016 Olympic rights acquisition.

  3. MICHAEL PAYNE • Overseen Olympic marketing strategies for more than 200 companies across all sectors. • Negotiated over $ 20 billion media rights. • 1970’s Development of InterSoccer World Cup Marketing Strategy. • Author Olympic Turnaround

  4. So where were you: • Friday 2nd October.

  5. The Power of the Opportunity • Brazil – Host World’s Two Greatest Events. 2014 World Cup 2016 Olympic Games • Total Ownership of World’s Media. • Total Ownership of World’s Attention.

  6. The Power of the Opportunity • 3 Years dominant media coverage. 2014 - 16 • 7 year journey and beyond. • 220 country broadcast. • 4 Billion TV viewers. • Cumulative TV audience 100 Billion viewing hours • 30,000 visiting journalists.

  7. The Power of the Opportunity • Showcase a new Brazil to the World. • Rebrand vehicle for the whole country. • Showcase for Brazilian industry Design; Innovation; Technology. • Vision for the future of Brazil. • Pride in the country.

  8. The Opportunity “The marketplace has become so fragmented that very few platforms can talk to such a mass audience… The Olympics borrows from the attributes marketeers want: continuity, patriotism, wholesomeness, loyalty, rooting for your country.” The Wall Street Journal

  9. Understanding the Marketing Opportunity • What are the different programmes? • How do all the different programmes relate to each other? • How does broadcasting relate to sponsorship… and new media? • Who sells what? • What is international; what is local?

  10. Understanding the Olympic / World Cup Sponsorship Opportunity • Is sponsorship even the right word? • What exactly does the Olympic or World Cup brand represent ? • What exact marketing rights are available? • How do you make these rights work? • What do you really want to achieve?

  11. The Power of Olympic / World Cup Sponsorship • The power to change • The power to “own” the market place • The power to unite • The power to incentivise • The power to drive business

  12. The Power to Change TOP Partner – Samsung “We had second tier brand awareness… being an Olympic sponsor made us world class” Il Hyung Chang – Sen VP, Samsung Interbrand Study • 1996 Ranked 96th • (1997 Became Olympic Sponsor) • 2004 Ranked 21st • 2010 Ranked 19th

  13. The World’s Largest Stage Unique platform to launch • New technologies • New ideas • New thinking “To Corporations, the Olympics represent a mini test market.” Wall Street Journal

  14. Making World Cup / Olympic Sponsorship Work – Key lessons for Success5 Key Stages. • Analysing the opportunity and preparing to bid • Bidding and negotiating • Activating the rights – and making it work • The Games • Life after 2014 / 2016

  15. 1. Analysing the Opportunity and preparing to bid • Understanding the opportunity and rights on offer • Evaluating how rights could serve business agenda • Identification of clear strategic objectives

  16. 2. Analysing the Opportunity and preparing to bid • Understanding what the Committee is looking for: - Cash - Value in kind: technology and services - Marketing in kind – building the brand • Defining the product category and special rights • Understanding the competition

  17. 3. Bidding and Negotiating • Do not underestimate the competition! • What is it worth… what the market will pay!

  18. American Express on Losing the Olympics to Visa “The worst mistake I ever made at American Express”. James Robinson, Chair – CEO, Amex, reflecting on the impact of his decision to reject TOP “The greatest marketing blunder in history” Media Commentary on Robinson’s decision

  19. Blink and you could lose the rights! 1997 – Motorola lost to Samsung Within 7 years, Samsung had jumped from 6th to 2nd place in wireless market sector, unseating Motorola.

  20. 4. Activating the rights and marking it work • Clear strategic vision • Leadership from the top • Integration into existing marketing strategies – not replacement of • Early buy in amongst all key stakeholders • Empowered and respected management structure

  21. 5. Activating the rights and marking it work • Becoming best friend of the Organising Committee • Properly understanding and appreciating the potential and power of the Olympic / World Cup brand • Appropriate resources – Human and Financial to manage the project • Research, validate and refine to strategic plan • Pace yourself

  22. The Risks • Failing to get the rights • No clear strategic vision • Ambush marketing • Not invented here • The media • Agenda high-jack • Activating too late • Market clutter • Under resourced • Mismanagement by agencies

  23. 1. Take Time NOW to understand the Opportunity. 2. This is not an opportunity for 2014 /2016. It is an opportunity NOW. 3. The opportunity is Game Changing – for business and the country. 4. There is no repeat second chance. It is once in a life time – once in a country’s history!

  24. Obrigado

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