Transcript Sponsorship - Lionel Maltese

Lecture 4
Sport & Event Marketing
Summer School
Sport Event Management
Kedge Business School 2016
Lionel Maltese
Maitre de Conférences Aix Marseille University – CERGAM IAE Aix-en-Provence
Associate Professor Sport Event Management Kedge Business School
Business Manager ATP – WTA Events and consulting
Twitter : @lionelmaltese
The Place to leverage and activate
 Sponsorship leverage can be defined as “the act of using
collateral marketing communications to exploit the
commercial potential of the association between a
sponsee and sponsor.”
 Activational communications (or activation) can be
described as “communications that promote the
engagement, involvement, or participation of the
sponsorship audience with the sponsor”
(Weeks, Cornwell & Drennan, Psychology & Marketing, 2008)
Focus on partnership resources
PR services : often inside the partnership contract
PR : stimulating business relationships  event =
network place
Sponsorship : more B to C concept witch has an effect
both sponsor and event brand
Definition
 Provision of assistance either financial or in kind to an
activity by a commercial organization for the purpose of
achieving commercial objective (Meenaghan, 1983)
 Sponsorship involves two main activities (Cornwell and
Maignan, 1998) :
 exchange between a sponsor and a sponsoree whereby the latter
receives a remuneration (cash or in-kind contribution) and the
former obtains the right to associate itself with the activity
sponsored
 marketing of the association by the sponsor
Sponsor support : financial or not
SPONSOR
SPONSORED
Firm, non profit
organization,
institution…
Entity : individual, group,
oragnization, event…
Area : sports, arts,
environment..
Benefits for the sponsor : achieve communication
objectives
Media
Sponsor Sponsored
target Target
PUBLIC
Sponsorship & Corporate Sponsorship (CS)
 CS : altruistic support
 Corporate Sponsor : discrete support
 Cause Related Marketing (FCB, NBA Care, LiveStrong…)
 The most important : sports development support
 French examples : Suez, Total, Lagardere…
Stewardship
Definition : The program of fostering relationships with
important stakeholders and publics by applying the
concept of reciprocity, responsibility, reporting and
relationship nurturing.
Reasons for sponsorship development
Originality :
Young customer : zapping phenomenon
Pleasant place
Core targets : facilitated segmentation
Communication tool : internal and external
Barriers for the communication :
Limitation of the advertising space
TV regulation (ex : Naming)
Indirect access with the media (through an event)
Strategic approaches for sponsorship
Passion approach : passion of a CEO (“The dancer
of the President”) : RLD (Adidas – Om), Serge
Kampf (Cap Gemini – BO)
Opportunistic approach : link between a
sponsorship project and a firm CEO (Sodexho /
Cities – Thomson / Canal +…)
Strategic approach : sponsorship integration with
the global strategic communication or marketing
strategy of a firm (banks, sport brands… )
Sponsors objectives
 More institutional sponsorship than brand /
product communication :
 L’Oreal support for UNESCO to promote women
(institutional sponsorship)
 Garnier (L’Oréal brand) support for Australian Open in
Tennis (“brand” sponsorship)
 The first objective = IMAGE
 Notoriety of the brand
 Product valorization
 Social Responsibility (Lagardere Strategy at the
beginning…)
Brand or firm notoriety
Sponsorship => notoriety (top of mind)
augmentation => turnover augmentation
Unknown brands : launching effects (Dia,
Airness…)
Brands reinforcement for holder ones
When the brand stop important sponsorship
operations => negative public reaction (ex :
ONCE)
Brand image valorization
Brand – Product : Positionning reinforcement with
sponsorship strategy (image transfer)
Sponsorship tool to develop more social or
dynamic image
Examples :
Groupama & Sailing sponsoring (dynamic)
Playstation & Steve Fosset boat (social, authenticity,
human…)
Product valorization
Proof : linking sponsorship ojectives with the
supporting activity
Examples :
 Nike, Adidas, Michelin…
 Peugeot
 Philips on the Ryder Cup (45 000 specataors / day)
…
Employee Motivation
Internal communication :
Firm culture
Employee identification with the corporate organization
Employee participation (sponsorship project)
Sales Force dtimulation
Examples : cycling team, sailing…
Sales development
Firms objective : selling but also changing target
behavior
Examples :
Co-branding : adidas-RG
Temporary work (agencies)
UMTS – WebTV – PodCast through an event
Activation axis
Visibility
Relational
Sponsorship –
Event Communication
CRM
Hospitality
Services Marketing
Entertainment
Experiential
Experiential Marketing
Activation tools
Billborads
Printed
supports
Scoring
Referees
Media
Supports
Human
Supports
Cause Related
Marketing
PR
Fans
Web Marketing
Web 2.0
Objects
Mobile
Maketings
Stands
Seminars
Conferences
Games
Official
Participation
Involvement
Special Events
Naming
Branding
Visibility
Relations
Supplier
CAUSE RELATED MARKETING
 Cause marketing or cause-related marketing refers
to a type of marketing involving the cooperative efforts
of a "for profit" business and a non-profit organization
for mutual benefit. The term is sometimes used more
broadly and generally to refer to any type of marketing
effort for social and other charitable causes, including
in-house marketing efforts by non-profit
organizations.
 Cause marketing differs from corporate giving
(philanthropy) as the latter generally involves a
specific donation that is tax deductible, while cause
marketing is a marketing relationship not necessarily
based on a donation.
Ethical Corporate Responsibility (Babiak & Wolfe, 2006)
Discretionary Corporate Responsibility (Babiak & Wolfe, 2006)
Event Stakeholders
Classical
Commercial
Sponsorship
Communication
platform
Donation
CAUSE
Financial
Stakeholders
Private or
plublic
organizations
Stakeholders
with legitimacy
OGN Association
Donation
Process
Cause identification : local aspects, fit with your
main sponsors or cities…
2. Legitimacy with your OGN or association
3. Activation program
4. ROI or ROO for :
1.
1.
2.
3.
Sposnors
ONG
Event
CSR : ressources arrangement and synergies
HOW ?
Solutions :
 Corporate Social Responsability and Cause marketing
 Cross businesses (not easy…) using public – provate
networks…
 Danger : impossible to put the offer or attractiveness
on your website or business presentations…
Relational business model and external control of your
stakeholders sharing resources
COMPETENCIES
Cause-related sponsorship
Private Sponsors
Organization
Public sponors
Sports Institutions
Club / event
Athletes
Relational –
integrated
Business Model
Fans
Suppliers
Media
COMPETENCIES
awaraness
communication
Event or Club
Partneship Resources
VRIO
Sponsor
Event communication
(sponoring resources)
Linkage
among
resources
Summary : being “sensemaking” !
 Understand the sponsor needs (your customer !) :
 Targeting for your sponsor (sponsor day for instance)
 Linking your media planning with the communication
strategy of your sponsors
 Selecting the media
 No concurrency between the brands…
 Being aware for new activations….
 Making you sponsor dependant and not the contrary
 Relation Iron Cage = your content and your difference
Using strategic FIT for your sponsor but You must be a
“visionary” (strategic INTENT)