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Adapting Sponsor Marketing Strategies for a Recession

Adapting Sponsor Marketing Strategies for a Recession. Brief review … You know what sponsors want who to reach how to reach them what to say how to present your material Now what?!. Understanding their business. You’ve read their press releases You’ve done a media audit

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Adapting Sponsor Marketing Strategies for a Recession

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  1. Adapting Sponsor Marketing Strategies for a Recession Brief review … You know • what sponsors want • who to reach • how to reach them • what to say • how to present your material Now what?!

  2. Understanding their business • You’ve read their press releases • You’ve done a media audit • When available, you’ve read the annual report • You understand their marketing strategy It’s time to tie it together … but first …

  3. Know the trends Need to know these in order to tie your sponsorship offering into the needs of the sponsor • More unique assets • Customization/personalization • Localization/grassroots marketing • Unique exclusivity • Interactive/experiential opportunities

  4. Trends (continued) • Opportunity to leverage with other sponsors (sponsor summit) • Opportunity to leverage with other suppliers • Flexibility • Virtual experience (Wii) • Social networking (YouTube, Craig’s List, Facebook, MySpace, Blogs <including video blogs>, Podcasts, Twittering) • Lower cost-per-touch

  5. Trends (continued) • Emphasis on lifetime value of a customer • Measurement (ROI, ROE, ROO, ROMI) • Marketing to seniors • Healthy and natural foods • Anything African (spices, Shea butter, etc.) • Anything “green” … organic, environmentally sensitive, etc.

  6. Trends (continued) • Sleep and stress-reducing aids • Specialized events (vertical) • Think globally, act locally (side note: International travelers) • Greater creativity • Consumercentric • Psychographics

  7. What’s not a trend • Packages • All things to all people/large, generic events • Demographics • Branding as the key sales approach • Clutter • Centralization • One size fits all

  8. More sales ammunition You’ve got the trends … now some statistics (from PROMO January 2008) • 30% plan to spend more on events and 42% expect to hold steady (IEG says 40% will spend more) • 30% spent $100K to $499K in 2007 • 27% allocated $1-5 million • 30% devote 25% or MORE of total marketing budgets to event sponsorship

  9. One major irritant of event marketing Ambush marketing … Or, as better said by Michael Lynch VISA … Parasitic marketing HOWEVER …

  10. Still the Promo survey … 30% admit to ambushing! And 26% have been ambushed! I don’t like it but … “The Ambush Marketing Toolkit” is available through McGraw-Hill Book Co. (Kim Skildum-Reid) if you must To my way of thinking it’s dishonest and unfair … for everyone

  11. More from the Promo survey … Sponsors measure impact by sales, intent to purchase, brand preference altered and amount of time engaged with product Marketing activities tied to events included sweepstakes, contests, data collection, sampling, coupon distribution, local advertising and radio tie-in

  12. Interestingly … The IEG survey people are still interested in branding and demographics! And, IEG says … 46% determine their budget 4Q 25% 3Q 9% 2Q 20% 1Q

  13. The joy of statistics! Basically, people have money and they are going to spend it on sponsorship … your job? Get them to spend it with you!

  14. How to do that Must follow the 12 steps • Take inventory • Establish media and retail partners • Develop sponsorship offerings • Research partners • Make contact • Set appointment

  15. … continued • Be creative on the sales call • Ask for the order • Keep the sponsor in the loop • Involve the sponsor in the event • Provide post-event report (ROI, etc.) • Renew for next year

  16. Positive aspects of “Recession” • Media will be more willing to work with you (they need you and your assets) … this is good for you • Competitors are cutting budgets – you will stand out … this is good for your sponsors • Staying in front of your customers indicates you are a survivor …good for sponsors

  17. Please remember this … Sponsorship is THE BEST MARKETING TOOL to use in an economic downturn because it provides the greatest return on investment based on cost per thousand (CPM)

  18. Friday … Activating Sponsorship to Maximize Value and Return How to make the sponsorship work!

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