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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Partnering Prospecting Preparing Personalizing Problem-solving
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?
How is activation the key to successful sponsorship?
Why is it important for us to approach potential partners with a unique value proposition?
…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.
How long will you partner with someone without these three elements of trust?
Why are these benefits important to sponsors?
After you understand the partnership approach, you can start prospecting…
The sponsor’s target market needs to overlap with the NASCAR circuit.
Make a list of potential sponsors that have these characteristics. How might a good activation strategy make a sponsor seem related to NASCAR?
A Higher State Of Hair Care™
Why might this be a poor sponsor
choice for some teams?
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
How is exclusivity going to affect the sponsors you might attract?
What categories are under-represented among NASCAR sponsors?
How could you use these assets to activate the brand aimed at the NASCAR fan market?
Dependent upon the marketing objectives of the sponsor, you must customize the activation to meet their needs.
Discuss: What did they do wrong? How could or was the problem resolved?Problem Solving