20130206 eca präsentation
TRANSCRIPT
APPROACH FOR EUROPEAN
MARKETING STRATEGIE FOR
THE SPORT OF CANOEING
BY ECA
6. Februar 2013
AGENDA
DEFINITION
THE EXPECTATIONS OF MEDIA, BRANDS AND SPONSORS
INVENTORY
BEST PRACTICE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
ECA MARKETING STRATEGY, VISION AND CHANCE
REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
ECA MARKETING STRATEGY SWOT ANALYSIS
ECA MARKETING STRATEGY APPROACH AND SYSTEM
6. Februar 2013
DEFINITION
6. Februar 2013
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
The marketing strategy for a whole sport, an association, event, team or single
athlete follows the same guidelines like for a brand or a product.
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
It is the definition and direction for the following parts of the development
of the sport:
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Definition of the core values of the sport
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Description, how the core values are presented to members and public
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Definition of the most important objectives for development (e.g. members
acquisition/ increase numbers of events/ increase revenues/ increase media
awareness etc.)
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Definition of present target groups and future target groups, compare their needs
to the offers of the sport
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Work out future guidelines for the future development of event formats
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Elaborate communication strategy with
special respect to digital media
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Elaborate promotion strategy for the
growth of the sport
DEFINITION
6. Februar 2013
WHAT DOES MARKETING STRATEGY MEAN TODAY?
• Define areas of economical growth and how to manage them such as media
marketing, sponsoring and licensing/ merchandising
EXAMPLE FOR THE ESSENCE OF THE ECA
MARKETING STRATEGY
6. Februar 2013
DEFINITION
Develop Canoe as a modern and lifestyle oriented, sustainable sport that
addresses broad target groups. Increase media awareness significantly by the
creation of heroes and innovative event formats. Establish additional economical
value chains specially in sponsoring by the acquisition of sponsors outside the
core industry. Reinvesting the generated income into the work with young talents
of the sport.
THE EXPECTATIONS OF MEDIA,
BRANDS AND SPONSORS
6. Februar 2013
MEDIA
6. Februar 2013
THE EXPECTATIONS OF MEDIA, BRANDS AND SPONSORS
• Maximum of general interest
• As spectacular as possible
• Easy to understand
• Heroes
• Good media services
BRANDS AS SPONSORS
6. Februar 2013
THE EXPECTATIONS OF MEDIA, BRANDS AND SPONSORS
• Positive image of the sport
• Maximum of media reach and identification in the defined target group
• Interesting content and platform for brand activations
• Testimonials to be used as brand ambassadors
INVENTORY
6. Februar 2013
INVENTORY
6. Februar 2013
INVENTORY
• 43 federations
• Appx. 2 Mio club members in the federations
• Almost 20 disciplines –
including 9 olympic –
with:
– different distances
– male and female
– different ages
– mixed races
– relay races
• 13 different european championschips
INVENTORY
6. Februar 2013
INVENTORY
Sprint
Canoe
KayakI / II / IV
200 / 5001.000 / 5.000m
Male/female
Different ages
Mixedrelay races
SlalomCanoeKayak
I / II
Male / female
different ages
Team Events
Mara-thon
Wild-water
CanoeI / II
Kayak I
Team Events
Different ages
Canoe Polo
Canoe Free-style
Dra-gonBoat
Ocean Racing
Kayak
I / II
Male / female
Diff. ages
BEST PRACTISE EXAMPLES
FOR SUCCESSFUL
SPORTSMARKETING
6. Februar 2013
BEST PRACTISE EXAMPLES FOR SUCCESSFUL
SPORTSMARKETING
6. Februar 2013
• Remark:
the following examples should help to clarify but have a strong connection to the
german market
BIATHLON
6. Februar 2013
BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
Results
• Maximum of media reach
• Large number of sponsors
Reasons
• Easy to understand
• Focosing disciplins
• Strong lobby in TV
• National Heroe (Magdalena Neuner)
• Innovative and media oriented event formats
BEACH VOLLEYBALL
6. Februar 2013
BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
Results
• Large number of sponsors
Reasons
• Easy to understand
• Extremly livestyle oriented
• Unique event format in top public areas (city and beach)
• Interational Heroes (Brink/ Reckermann)
• Offer of cross media packages
• Execution of marketing by TV partner
BOXING KLITSCHKO FIGHTS
6. Februar 2013
BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
Results
• Top TV reach
• Maximum TV Marketing
• Maximum TV advertising by consumer brands
Reasons
• Easy to understand
• International wellknown heroes
• Strong and established tv partner
WINDSURFING: WORLD CUP GERMANY
6. Februar 2013
BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
Results
• Top TV Reach
• Large number of sponsors
Reasons
• Unique and spectacular content
• Professional press service
• Offer of cross media packages in cooperation with mediapartners in print and TV
• Sponsoring and brand activation out of one hand
• International heros: Robby Naish and Björn Dunkerbeck
• From 2012: building an international hero (Philip Köster)
KITESURFING WORLD CUP GERMANY
6. Februar 2013
BEST PRACTISE EXAMPLES FOR SUCCESSFUL SPORTSMARKETING
Results
• Top TV Reach
• Large number of sponsors
Reasons
• Unique and spectacular content
• Unique lifestyle event atmosphere
• Professional press service
• Offer of cross media packages in cooperation withmedia partners in print and TV
• Sponsoring and brand activation out of one hand
ECA MARKETING STRATEGIE
VISION AND CHANCE
6. Februar 2013
VISION
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ECA MARKETING STRATEGIE VISION AND CHANCE
Create heros and spectacular
event formats to increase TV and
media reach of canoeing on
national level and on european
level to attract leading brands as
sponsors.
THE 3 MAIN STEPS TO THE SUCCESS
6. Februar 2013
ECA MARKETING STRATEGIE VISION AND CHANCE
• Create positive energy by the unity of all federations and stakeholders in the
process of future development
THE 3 MAIN STEPS TO THE SUCCESS
6. Februar 2013
ECA MARKETING STRATEGIE VISION AND CHANCE
• General competitive advantage
this is the combination of outstanding sportiv succsess of canoing with
implementation of a marketing strategy on European level
THE 3 MAIN STEPS TO THE SUCCESS
6. Februar 2013
ECA MARKETING STRATEGIE VISION AND CHANCE
• Build the requirements for professional sports marketing
POSSIBLE OBSTACLES FOR SUCCESSFUL AND
SUSTAINABLE SPORTSMARKETING ON INTERNATIONAL LEVEL
6. Februar 2013
ECA MARKETING STRATEGIE VISION AND CHANCE
• No consistent, complete and sufficient media facts - a simple but exact briefing for all
federations has to be worked out
• Brands to be identified that execute European marketing strategies AND fit to the sport- talk
to Eurosport for media AND marketing cooperation
• No consistent platforms on European level are offered: develop an event format on high
sportive level, presented in the main European markets as a unified format
REQUIREMENTS FOR
SUCCESSFUL AND
SUSTAINABLE
SPORTSMARKETING
6. Februar 2013
STRUCTURE
6. Februar 2013
REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
Build a unified and efficient structure for the
basic needs of the marketing system:
• Research and data base management
• Conception
• Acquisition
• Execution
• Reporting
• Innovation
• Legal
CONTENT
6. Februar 2013
REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
• Present formats, that are
easy to understand and maximum
spectacular
PROTAGONISTS
6. Februar 2013
REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
• Support the protagonists to become heros
in their country and on international level
PR SERVICE
6. Februar 2013
REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
• support media to optimize content
– find innovative stories and hooks for the reports
– engage the best photographers
– find cross over elements
• Increasing of media reach e.g.
– enter prime time news through top results in relation with spectacular pictures through constant approach of the TV stations
• Devise TV formats out of sports, as
entertainment, boulevard, etc.
FORMATS
6. Februar 2013
REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
• Find innovative, easy to understand and
spectacular event formats, e.g.:
– Wildwater Pro / Am with celebrities
– Floodlight events in metropoles in one
disciplin
– Multi discipline TV entertainment formats
MANAGEMENT
6. Februar 2013
REQUIREMENTS FOR SUCCESSFUL AND SUSTAINABLE SPORTSMARKETING
• Establishing of an efficient marketing management by:
– ECA: overall coordination
– National Federations: research and execution
– External consultancy: professional support for strategy, concept and execution
– Media Partner: Helpful leverage for approaching international brands
ECA MARKETING STRATEGIE
SWOT ANALYSIS
6. Februar 2013
STRENGTHS
6. Februar 2013
ECA MARKETING STRATEGIE SWOT ANALYSIS
• one of the most successful olympic sports in important european markets
• positive connection between people, technology and nature
• High attitude of sustainability (health and nature protection)
• conoeing is kind of everywhere practicable but still special
• The target group is broad
WEAKNESSES
6. Februar 2013
ECA MARKETING STRATEGIE SWOT ANALYSIS
• The events are quite complicated for marketing
• No real heros
• No constant media awareness
• Not recogniced as "hip" and "cool" lifestyle sport
OPPORTUNITIES
6. Februar 2013
ECA MARKETING STRATEGIE SWOT ANALYSIS
• successful athletes are building the basis to become heroes
• The sport is absolutely fascinating (special disciplines), they are the basis for
innovative event formats
• Top approach of sustainability
• Unified objectives of the federations
• Innovative attitude of ECA
RISKS
6. Februar 2013
ECA MARKETING STRATEGIE SWOT ANALYSIS
• investing time and resources without success for implementing the marketing
program
• No unified execution on professional level
• Not all federations or organizers are motivated to collaborate
ECA MARKETING STRATEGIE
APPROACH AND SYSTEM
6. Februar 2013
BUILDING AND IMPLEMENTING INTERNAL STRUCTURE FOR
STRATEGIE/ CONCEPTION AND COORDINATION OF OPERATIONS
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• Internal Management on part time basis and external consultancies
ESTABLISHING OF A CENTRAL DATA BASE
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• Inventory on national and international level
• Definition of key markets by parameters of international media and economy
• Preparation of the relevant basic data by defined key figures like numbers of
athletes, medals, basic media)
• Comparisons to other sports
• Data of existing formats to be packed for international marketing
• Preparing all existing data of digital in each target market
DEFINITION OF CONTENT GUIDELINES
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
Examples:
• Success
• Positive competition
• Sustainability
• Nature
DEFINING OF PLATFORMS
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• System of events (which events in particular build the basis for the marketing of
european sponsorships)
• Teams and single athletes
AGREEMENT WITH ALL PARTICIPATING FEDERATIONS AND
ORGANIZERS
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• Definition of efforts and rewards
DEFINITION OF SPONSORING PACKAGES FOR MARKETING
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• Elaboration of a sponsoring pyramid for defining the sponsoring architecture
• Sponsoring presentations in detail at the events
• Possible testimonial campagnes
• Definition of pricings for the sponsoring categories
ACQUISITION OF PAN EUROPEAN MEDIA PARTNER
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• Definition of cross media packages
• Collaboration on marketing and approach of sponsors
DEFINITION OF DISTRIBUTION OF SPONSORING REVENUES
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• In favor of
– ECA
– National federations
– Events
– Teams and single athlets
ELABORATION OF CLIENT LIST
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• ideal in cooperation with a pan european media partner
FINAL DECISION ON MARKETING PARTNERSHIP
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• Intensity of media partnership
• Intensity of agency support
NEXT STEPS
6. Februar 2013
ECA MARKETING STRATEGIE APPROACH AND SYSTEM
• Acquisition phase
• Negotiations
• Execution phase
• Resumee
IDEAS FOR DEVELOPMENTS
6. Februar 2013
NEW FORMATS
6. Februar 2013
IDEAS FOR DEVELOPMENTS
• Sports oriented:
– grand slam cup in european metropoles
• Entertainment oriented:
– entertainment format to be developed
HOW TO BUILD HEROES
6. Februar 2013
IDEAS FOR DEVELOPMENTS
• Constant PR support
• Always creative stories
• Connect with celebrities
• Spectacular content (wildwater- waves etc.)
PR SUPPORT
6. Februar 2013
IDEAS FOR DEVELOPMENTS
• Elaborate PR Ideas
– guidelines by professional PR agency as
guidelines and creative input
DIGITAL STRATEGY
6. Februar 2013
IDEAS FOR DEVELOPMENTS
• Focus to be top of class in digital
communication on European level
THANK YOU FOR
YOUR ATTENTION
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