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Why Companies Sponsor

Why Companies Sponsor. Increase visibility Associate with particular lifestyles Business-to-Business Marketing Distinguish from the competition. Why Companies Sponsor. Hospitality & Entertainment Opportunites to merchandise Show off product/service Drive sales.

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Why Companies Sponsor

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  1. Why Companies Sponsor • Increase visibility • Associate with particular lifestyles • Business-to-Business Marketing • Distinguish from the competition

  2. Why Companies Sponsor • Hospitality & Entertainment • Opportunites to merchandise • Show off product/service • Drive sales

  3. Criteria for partnership . . . Compatibility What does this mean? 1.What is the image of Cadillac? 2.Would sponsoring the WWF be a good idea for Cadillac? Why?

  4. Criteria for partnership . . . Audience What does this mean? 44% of America’s Cup fans would “Almost Always” buy A.C. sponsored products over non-sponsors.

  5. Criteria for partnership . . . Working w/Retailers What does this mean? Pepsi “under the cap” promotion

  6. Criteria for partnership . . . Media Impact What does this mean? Placing signs where they will be seen on television

  7. Criteria for partnership . . . Exclusivity What does this mean? Does Pizza Hut have control of the Arrowhead high school sports market?

  8. Criteria for partnership . . . Increase consumer sales What does this mean? Quik Trip making items available at a discount with a “fill up” of gasoline

  9. Pricing Sponsorships • Tangible . . . easy to place a price on Examples: logo on event materials, tickets, hospitality, on-site sampling, ad in program • Intangible . . . difficult to place a price on Examples: prestige of property, category exclusivity, attracting media coverage

  10. Leveraging Sponsorship Key Question . . . “How can sponsorship be leveraged to maximize sponsorship?”

  11. Leveraging Sponsorship • Drive consumer sales • offer discount with purchase-proof of purchase • Added-value for consumers • family night • Self-liquidators • right to sell video tape of highlights

  12. Leveraging Sponsorship • Retailer incentives • General Mills increasing POP displays, shelf space • Cross promotions • Pizza Hut and US Cellular “Call of the Game” • Media involvement • Use mascot to deliver news release to media

  13. Perspective #1 As a PROPERTY “Prove” sponsorship opportunities have been successful to gain new partners and renew current partners Perspective #2 As a SPONSEE Consider whether or not to continue the partnership based on the value you received Measuring Sponsorship Results

  14. Measuring Sponsorship Results Most sponsorship pros agree there are 3 categories of evaluation . . . • Sales results • Changes in attitudes & awareness • Media coverage

  15. Why Sponsorships Fail • In the past . . . The boss simply sponsored what he “liked” versus what would be “effective.” SO Some common reasons for failure are . . .

  16. Why Sponsorships Fail • Pay & Run • The Details • Impatience • A Little Here & A Little There

  17. Why Sponsorships Fail • No One to Run the Show • The “Inside” is Left Out • Fans? What Fans?

  18. Why Sponsorships Fail The common causes for sponsorship failure can all be eliminated through concentrated effort on the part of both parties to ensure a successful event. The infamous “that’s good enough” can lead to disaster.

  19. Sponsorship Rights & Benefits • A sponsee must be able to offerrights and benefits to the sponsor in exchange for the sponsorship fee. • These rights and benefits are called INVENTORY.

  20. Sponsorship Rights & Benefits Here is a generic inventory list . . . • Sponsorship type: title • Sponsorship: presenting • Exclusivity

  21. Sponsorship Rights & Benefits • License: use of logo, merchandising • Media Inclusion • On-site: sampling, coupons

  22. Sponsorship Rights & Benefits • Signage: venue, pre-event, press conference • Hospitality: event tickets, VIP tickets • Cause Tie-In: mention sponsor charity organization or donation

  23. In-Kind Equipment Services Technology Expertise The Web Any of the above on web site Links to sponsor site Sponsorship Rights & Benefits

  24. Additional Inventory Items • Ball Racks • PA Announcements • Warm-ups • Player Introductions • Half-time Stats • Stats Crew • Three Point Shot

  25. Additional Inventory Items • Blimp • Pocket Schedule • Basket Standards • Scoreboards • Ball Boy/Girl Uniforms • Half-time Entertainment • Game Night Sponsorship • Game Ball Delivery

  26. Additional Inventory Items • Attendance Guessing Game • Game MVP • Locker Room Signs • National Anthem Singer

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