corporate sponsorship & revenue generation...
TRANSCRIPT
Corporate Sponsorship & Revenue Generation Workshop
Presented By: Cosmos Sports & Entertainment
In Conjunction With:Central Counties Tourism & Sport Durham
Cosmos Sports & Entertainment
Why?
● We believe that sports & entertainment organizations offer priceless value that enriches people’s quality of life.
● We understand the reality that many struggle to generate the revenue needed to fund their operations.
● We exist to create and offer sports & entertainment experiences to people all across Canada.
How?
Cosmos Sports & Entertainment
Cosmos Sports & Entertainment
What?
Cosmos Sports & Entertainment
Some Of Our Fans
Cary Kaplan● Cosmos Founder & President (2003).
○ Sold several million dollars in corporate sponsorship as the President of Cosmos.
Cosmos Sports & Entertainment
Who We Are
● Trained over 400 teams, organizations, and leagues on sponsorship/ticket sales.○ Houston Rockets, Phoenix Suns, Chicago Cubs, Calgary Flames, etc.
● Currently serves as the President of the Brampton Beast Hockey Club (ECHL).○ In charge of all Business Operations, generated hundreds of thousands of
dollars in sponsorship revenue.
Evan Colborne
● Cosmos Director of Business Development
Cosmos Sports & Entertainment
Who We Are
● Joined Cosmos 2011
● Specialities include: Marketing, Communications, Reporting & Analytics, and Ticketing.
Rebecca Meneray
● Cosmos Manager of Business Operations● Involved in several capacities across company operations including:
Ticket Sales, Corporate Sponsorship, Retail Program, Strategic Consulting, and HR.
Cosmos Sports & Entertainment
Who We Are
● Lack of Awareness
● Asset Valuation - How much to charge?
● Knowing who to reach out to, and how to reach out
● Articulating the value of sponsorship
● Having the required human resources to sell sponsorship
Challenges Related to Sponsorship
Pre-Workshop Survey
● How to sell more sponsorship
● How to show the value of sponsorship
● A Strategy/Plan for approaching sponsorship
● Valuation Tools
Outcomes From Today
Pre-Workshop Survey
Agenda
1. Effective Event Marketing
2. Digital Media With A Purpose
3. Sales & Negotiation
4. Sponsorship & Attendance
Key Discussion Items
Effective Event Marketing
Effective Event Marketing
● Exciting time to be in Event Business.
● Everyone is after that ‘Instagram moment’.
● Substantial opportunity to provide unique experiences.
Introduction
Effective Event Marketing
The Act of Marketing
The Reality of Marketing● Branding & ‘Brainwashing’.
Definitions
Effective Event Marketing
Coke vs. Pepsi
● Pepsi Challenge introduced in 1975
● Nearly 10 years later still see Coca Cola with a continued trend of consistently higher average market share (approx. 42% ).
Effective Event Marketing
Decathlete Example
The Right Person
Effective Event Marketing
Effective Event Marketing - The Right Person
● Long Tail by Chris Anderson○ Example 1: Amazon○ Example 2: Netflix
● Something For Everyone○ Unfortunate reality is that you can’t be all things to all people.○ Every segment represents unique wants, needs and behaviors. ○ All of these groups respond differently to marketing.
Fragmentation
● What Are Customer Personas & How Are They Helpful?○ Semi-fictional representations of customers based on
research and concrete data. ○ Take into consideration several factors including: basic
customer demographics, psychographic information, and behavioral attributes.
● Development of Customer Personas○ Utilize data from several sources: Google Analytics & Search
Console, Social Media, Surveys and Educated Guesses.
Personas
Effective Event Marketing - The Right Person
Persona Name Family Retiree Sports Fan
BackgroundJob, career path, family
Office WorkerManagerMarried with children
RetiredSuccessful careerMarried, now empty nester
1st or 2nd jobEntry levelNot married, does not have kids
DemographicsMale or Female, income, location
Female (Mom)34-44
Male60+
Male23-34
IdentifiersDemeanor, communication preference
BusyPut kids firstPrefers online communication.
Looking for hobby and sense of community. Prefers phone/in person communication.
Looking for a good time. Prefers online communication.
Sample Personas
Effective Event Marketing - The Right Person
Persona Name Family Retiree Sports Fan
GoalsPrimary & secondary
Fun, affordable, and unique activity with the kids.Entertain family.
Hobby / CommunityAffordable entertainment
Hangout with friends / GF or BFAffordable entertainment
ChallengesPrimary & Secondary
Time constraintsCompeting activitiesUnsure about the value
Limited fixed incomeTransportation
Won't come aloneNeeds a good reason to come
What can we do?To help them achieve their goals and address their challenges
Showcase non-hockey entertainment, that appeals to kids.Self-identification in ads (more targeted ads with family)
Facilitate a sense of communitySelf-identification
Showcase why the Kings are the best place to hangout with friendsSelf-identification (Promote the hockey / entertainment)
Effective Event Marketing - The Right Person
Persona Name Family Retiree Sports Fan
ObjectionsWhy wouldn’t they buy tickets?
Don’t have timeGames are too lateToo expensive to feed family at games.Kids don’t want to sit through entire game.
Lost touch with team. No longer feel the emotional connection they once did.Games are too late. Difficult to get to games, particularly if there is bad weather.
Need to see if friends want to attend the game as well.Will wait to see what else is going on before making a decision.
MessagingHow should we describe our solution to their goal/challenge
Affordable family friendly entertainment
Strong sense of community. Easy to get to.
Unique place to gather with friends, have a beer and enjoy high level hockey.
Elevator Pitch The Kings game is affordable fun for the whole family.
When you become a Kings fan, you become family.
The Kings offer the most unique, affordable social gathering place for you and your friends.
Effective Event Marketing - The Right Person
The Right Message
Effective Event Marketing
Effective Event Marketing - The Right Message
● Start With Why - Simon Sinek1. Why: Your belief, purpose or cause2. How: Value proposition/differentiator 3. What: Your event/product/service.
● Example: Farmer’s Market○ Believe in locally grown, organic produce. ○ Offer a forum to local farmers to sell. ○ Farmer’s market on every weekend.
Messaging
The Right Time
Effective Event Marketing
Effective Event Marketing - The Right Time
Attend The Event →
Event Downloads, RSVP & Ticket Purchase →
Returning Visitors & Social Audience Engagement →
Web Traffic & Impressions →
The Customer Journey (Marketing Funnel)
Effective Event Marketing - The Right Time
Time
Tick
et P
urch
ase
The Hockey Stick Model
Mid 1700’s Newspapers
Late 1700’sMagazines
Late 1800’sFilms
Early 1900’sRadio
Mid 1900’sTelevision
Late 1990’sInternet
Mid 2000’sSocial Media
Historical Landscape of Canadian Media
Effective Event Marketing - Traditional vs. Digital
Traditional MarketingPROS CONS
Negotiable
Casts Wide Net
Familiarity
Interruptive
Expensive
Avoidable
Digital MarketingPROS CONS
Targeted
Scalable
Measurable
Non-negotiable
Time Consuming
Technical
Pros & Cons
Effective Event Marketing - Traditional vs. Digital
Pre-Workshop Survey
Breakdown of Marketing Mix
● Apples to Apples ○ The least expensive, but
most effective.
● Layering Media○ Avoid having ‘siloed’
marketing efforts
○ Combined to guide
people along the
customer journey.
Additional Considerations
Effective Event Marketing - Traditional vs. Digital
Stage Family Retiree Sports Fan
Awareness Facebook Ads Newspaper Display Ads
Interest “10 Things your kids will love about…”
Community Ambassadors program
Player signings, standings, stats, highlights.
Desire RemarketingFacebook Event
RSVP RemarketingCalendar Download
Action
Effective Event Marketing
Bringing It All Together
Questions?
Effective Event Marketing
Break Time
Digital Media With A Purpose
Digital Media With A Purpose
Introduction
-Owned Media-
Digital Media With A Purpose - Owned
● Consider your role as a media company first.
● Recognize the competition for an audience. ○ Every 60 seconds online:
● Twitter users tweet 277,000 times.
● Instagram users share 216,000 photos.
● Youtube users upload 72 hours of new video content.
● Facebook users share 2,460,000 pieces of content.
Content
● ‘Evergreen’ Versus Seasonal (‘Quick Decay’) Content○ Evergreen:
“10 Reasons Why Festivals Are Fun Family Events” ○ Seasonal:
“Fun Things To Do At The 2017 Fall Fair”
Digital Media With A Purpose - Owned
Content
● Content Format ○ Video → Audio → Written → Quotes
● “Jab, Jab, Jab - Right Hook” Concept
○ Jab: Aims to engage/trigger an emotional response. ■ Concise, unique, and compelling.
○ Right Hook: Aims to sell/self-promote.■ ‘Jabs’ afford you the opportunity to try the right hook. ■ Approach to the ‘right hook’ is constantly changing.
Content
Digital Media With A Purpose - Owned
TWITTER INSTAGRAM
WEBSITE
Digital Media With A Purpose - Owned
Website & Social Media
● Recognizing The Importance of Your Owned Database○ Implied versus express consent
○ Fluidity in rules pertaining to data capturing/management.
Digital Media With A Purpose - Owned
Your Database
● Building Trust - Exchanging of Value○ Offering something of value in exchange for their
information.
● Collecting Data & Developing Your Database ○ Contests, Newsletters, Sales, Kids Club, etc.
Digital Media With A Purpose - Owned
Your Database
● Harvey MacKay 66○ List of 66 questions to help develop a
customer profile.
○ Goes beyond the ‘buying’ and focuses
on the ‘buyer’.
● Tool for managing and analyzing the customer life-cycle.
● Technologies that can be implemented at both low- & no-cost.
Customer Relationship Management
Digital Media With A Purpose - Owned
-Earned Media-
● Change In Traditional Media Staff○ Fewer employed at media
outlets
● Bombardment Of Press Releases○ ‘Is It News Worthy?’
○ Make their lives easier
● Relationship Building○ Will make it easier to reach out
when you have a news story
Digital Media With A Purpose - Earned
Your Database
● Bloggers○ Seek out local blogs to your
city or region.
● Instagram○ Who of your followers have
the most followers?○ Top accounts in your region?
● Twitter○ Same as approach as
instagram. https://www.naturallycracked.com/2017/05/more-than-just-a-picture.html
Digital Media With A Purpose - Earned
Influencers
-Paid Media-
● ‘Pay To Play’ Landscape● Remarketing
○ Working backwards up the funnel towards ‘Awareness’
● Facebook○ Value for attention
Remarketing
Digital Media With A Purpose - Paid
Paid Media
Questions?
Digital Media With A Purpose
Lunch Break
Sales & Negotiation
● Not Everyone Is A Front-Line Salesperson
● Focus On Them (Listen)
● Start With Suppliers
Sales & Negotiation
Leveraging Your Network
● Marketing Versus Philanthropy○ Opportunity to generate ROO/ROI (mutual benefit)
○ As opposed to sponsorship because ‘it’s the right thing to do’
Sales & Negotiation
Positioning Sponsorship
● Adding Value To The Attendees○ Sponsors should be bringing something to the event
○ Not simply putting their brand on a stage/flyer
○ I.e. subsidizing costs for giveaways, etc.
Positioning Sponsorship
Sales & Negotiation
● Consider Their Timeline
● Find The Contact, Not The Form
● Appreciate The Sales Cycle
○ Consider the number of
touch points it will
require to close a sale.
When To Reach Out
Sales & Negotiation
● Maintaining The Value
Pricing Integrity & Pride In Product
Sales & Negotiation
Questions?
Sales & Negotiation
Break Time
Sponsorship & Paid Attendance
● Objective versus Subjective Pricing: Branding ○ Valuing assets based on their relevance/importance in regards to
the sponsor’s needs.
BIC Razor$3.71 for 12-pack
Gillette$9.97 for 2 pack
Pricing & Packaging
Sponsorship & Paid Attendance
● Multi-Year Concept ○ Locking partners into multi-year deals allows for efficiency in
renewals, and more time to be spent on prospecting new partners.
● To Publish Rates or Not?○ Public availability of rates for sponsorable assets - pros/cons?
Pricing & Packaging
Sponsorship & Paid Attendance
PRICE
TIME PRODUCT
Objection Handling
Sponsorship & Paid Attendance
● Ticketing For Free Events ○ Allows to collect information about event attendees.
○ Provides you with insight into crowd expectations. ○ Free keepsake for attendees
● Example: Restaurant Reservations
○ Not always necessary for patrons to make reservations.
○ As part of the ingrained process of going out for dinner,
reservations make it more likely the patrons will actually
come out .
Sponsorship & Paid Attendance
Advanced vs. Walk-Up
Questions?
Sponsorship & Paid Attendance
Conclusion