Transcript March: Sara Piracha, bv02 - Canadian Marketing Association

Sponsorship Marketing
How to Measure
the Effectiveness of your
Sponsorship Marketing Program
www.bv02.com
Copyright bv02 Inc.® 2006
Who is bv02?
An alliance of independents who specialize in the design, refinement and
implementation of core marketing and sales processes.
More than 60 years combined experience working with public and private sector
organizations on local, national and international initiatives
Core team members have led or participated in more than 600 client projects
Clients include: Royal Canadian Mint, Ketchum Canada, EEDO Knowledge
Corporation, The National Gallery of Canada, Carleton University, CEPEO, Farm
Boy, Global Development Group.
bv02 developed a relationship email
campaign to support and add value
to EEDO’S marketing and sales
initiatives
www.bv02.com
Copyright bv02 Inc.® 2006
bv02 Services
 Marketing, Communication, Sales and Fundraising strategies and plans
 Full range of integrated marketing solutions and campaigns
 Brand development, launch & management
 Sales productivity strategies and tools
 Sales Channel and/or Community development and management
 All Web components but hosting
By combining excellence in creative
design, dynamic content and new
technologies, bv02 helped create an
innovative, world class showcase for the
permanent collection of the National
Gallery of Canada.
www.bv02.com
Copyright bv02 Inc.® 2006
What we will try to cover
 Steps required to develop and manage
a sponsorship program
 In particular:
 Key Business Considerations
 Sponsorship Strategy Considerations
 Recommended Program Elements
 Q&As
www.bv02.com
Copyright bv02 Inc.® 2006
Key Business Considerations
 Establish a Plan
 Must support Marcom/Sales objectives
 Consult, consult, consult
 Answers the following:
 What do we want to achieve?
 Who do we want to reach?
 What do we need?
 Dedicated Resource
 Centralize activity
 Coordinate with Marcom Department(s)
www.bv02.com
Copyright bv02 Inc.® 2006
Sponsorship = Relationship
Management
 Sponsorship is one element of corporate marketing
 Sponsorship creates targeted, quality encounters
with consumers
 Sponsorship marketing provides an exciting
environment for companies to reach consumers
 It gives a company the opportunity to complement
existing marketing efforts and leverage sales
objectives by creating an integrated marketing program
through the use of multiple vehicles for exposure.
www.bv02.com
Copyright bv02 Inc.® 2006
Sponsorship development is not a
precise discipline. It is an extension
of the marketplace, responsive to a
changing market where any number of
factors can affect cost and
consequently, the ability (or inclination)
of businesses to pay that cost.
www.bv02.com
Copyright bv02 Inc.® 2006
Sponsorship Strategy Considerations
Positioning Considerations
 Seek to capitalize on the inherent attributes of an
organization/property.
ING Bank @ Rijksmuseum
“A modern look at a rich past”
In Dutch, ‘bank’ also means
‘couch’.
www.bv02.com
Copyright bv02 Inc.® 2006
Sponsorship Strategy Considerations
Positioning Considerations cont’d..
www.bv02.com
Copyright bv02 Inc.® 2006
Sponsorship Strategy Considerations
Value Determination
 To help evaluate potential opportunities properties
should provide the following elements:
 A strategy that demonstrates how the sponsorship
arrangement will assist you in selling to that target
audience
 Must include PR goals/objectives, beyond those involving
the marketing of products/services
 An analysis of the property’s potential value based upon
your company’s target audience
 A mechanism that builds accountability into the
relationship allowing you to monitor and quantify the
tangible value of the relationship.
www.bv02.com
Copyright bv02 Inc.® 2006
Sponsorship Strategy Considerations
Creative Ways to Structure Deals
 Seek to leverage the power of
your sponsored property across
your brand portfolio:
 E.g: Local Sales Incentive Tie-Ins
 Risk mitigation
 E.g. Sell Through Rights;
Promotional Partnership;
Partnership Leverage; Performance
Clauses; etc.
www.bv02.com
Copyright bv02 Inc.® 2006
Recommended Program Elements
Review and Evaluation
 Assess each opportunity against a set of specific objectives:
 Accomplishes specific B2B or B2C goals
 Designs promotions that connect with consumers on multiple
levels in multiple ways
 Integrates advertising, PR, events and hospitality into one
program
 Identifies the hidden value in sponsorship benefits
 Extends benefits internally and externally
 Be proactive
 Seek out properties that market to your audience
 What are your competitors sponsoring? Look for similar
properties/programs
 What are your partners/suppliers sponsoring?
 Consider this:
 A larger number of businesses and corporations will support a
healthy and vibrant organization than will support a struggling
organization, or program, in need.
www.bv02.com
Copyright bv02 Inc.® 2006
Recommended Program Elements
Post Measurement Reports
 Measure the results of each sponsorship against the
strategic plan.
 Make it a condition in your sponsorship agreement!
 Report Principles
 Proactive vs reactive approach
 Broaden existing event evaluation methods
 Measure influence of sponsorship on brand and bottom
line
 Conduct an image and awareness study
 Include an institutional sales tracking component
 Examine perceptions pre & post event
www.bv02.com
Copyright bv02 Inc.® 2006
Rules to live by....
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www.bv02.com
Have a plan
Consult, consult, consult
Dedicated Resource
Centralize
Coordinate and Leverage with other
departments
Capitalize on the attributes of your
sponsored property/organization
Look for the value-add
Leverage your brand portfolio
Assess against a set of specific objectives
Be proactive
Measure!
Copyright bv02 Inc.® 2006