![Page 1: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/1.jpg)
Patrocínio Cultural no Patrocínio Cultural no Marketing MixMarketing Mix
28 de outubro de 200828 de outubro de 2008
Marcelo VellosoMarcelo VellosoHead of MarketingHead of Marketing
HSBC Bank BrasilHSBC Bank Brasil
![Page 2: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/2.jpg)
•• MarcaMarca
•• Brand & Customer ExperienceBrand & Customer Experience
(…)(…)(…)(…)
•• Naming RightsNaming Rights
•• Patrocínio CulturalPatrocínio Cultural
![Page 3: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/3.jpg)
Mercado (Consumidor)
rh pessoas
Marca
vendas
finanças
manufatura
rh
marketingjurídico
pessoasmarca
etc...
Empresa (Produtor/Provedor)
![Page 4: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/4.jpg)
Mercado (Consumidor)
rh marketingmarca
Marca
vendas
finanças
manufatura
rh marketing
jurídico
pessoa etc...
Empresa (Produtor/Provedor)
![Page 5: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/5.jpg)
Mercado (Consumidor)
Marca
pessoa
marca
Expectativa
Experiência
![Page 6: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/6.jpg)
What moneymeans to a bank
&what a bankknows about
What moneymeans to a
me the customer&
what shapes that
Marca
knows aboutmoney
what shapes thatmeaning
‘All banks get money not all banks get people’
![Page 7: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/7.jpg)
Marca
Cross cultural financial experts
Joined up global financial
capabilities
We never underestimate the value of local knowledge
We always recognise differentpeoples values
![Page 8: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/8.jpg)
We never underestimate the value of local knowledge
![Page 9: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/9.jpg)
We never underestimate the value of local knowledge
![Page 10: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/10.jpg)
We always recognise differentpeoples values
![Page 11: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/11.jpg)
We always recognise differentpeoples values
![Page 12: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/12.jpg)
How will we want to be described by those who have got to know us?
• Perceptive
• Responsive
Marca
• Responsive
• Fair
• Respectful
• Progressive
![Page 13: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/13.jpg)
Rank’08Rank’08 GlobalGlobalRank’07Rank’07
RankRank GlobalGlobal
11
22
33
44
55
BrazilBrazil
Marca
2929 2929
5656
100100 n/an/a
5656
2727 232366
77
88
99
1010
Source: Interbrand Global Aug08; Brazil Dec/07
![Page 14: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/14.jpg)
Mercado (Consumidor)
Marca
pessoa
marca
Expectativa
Experiência
![Page 15: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/15.jpg)
BRAND
Premier CMBDirect Insurance
Marca... Brand & Customer Experience
Premier CMBDirect Insurance
Local Core Relationship Service PropositionsGreen Banking/IR/Online Services/Opening Hours
![Page 16: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/16.jpg)
HBBR and HSBC Brand (Airports/Arenas/Cultural & Sport Incentive)
GB&M
(Prin
t)
Card
s +
Hom
e Loans
(360
º)
Asset Managem
ent
(Prin
t)
Tra
de &
FX
(Prin
t)
Pre
mier
(360
º)
CMB
(360
º)
Insura
nce
(360
º)
Private
(Prin
t/Ca
ble)
HBBR D
irect
(On Line
360
)
Marca... Brand & Customer Experience
Local Core Relationship Service PropositionsIHS, LLC, PFS Mass Market, Personal & Store Loans (selected sectors), Home Loans, Insurance
(H&M), Auto Finance, Payroll Loans
Card
s +
Hom
e Loans
Asset Managem
ent
Customer & Brand Experience (HSBC Distribution, Events & Relationship Marketing)
Tra
de &
FX
Insura
nce
HBBR D
irect
(On Line
360
)
![Page 17: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/17.jpg)
Marca... Brand & Customer Experience
![Page 18: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/18.jpg)
Marca... Brand & Customer Experience
![Page 19: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/19.jpg)
Marca... Brand & Customer Experience
![Page 20: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/20.jpg)
Marca... Brand & Customer Experience
![Page 21: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/21.jpg)
Marca... Brand & Customer Experience
![Page 22: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/22.jpg)
Marca... Brand & Customer Experience
![Page 23: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/23.jpg)
Stimulating demand by associating with customervalues, interests and priorities.
Journey to
Journey to Choose
Stimulating demand by associating with customer
values, interests and priorities.
communication… …awareness & consideration
CRM, products…
Brand & Customer Experience
customer experience…customer experience……repeat buying…
Journey to Use
Optimising leads / minimising fall out
Increase satisfaction, participation,
cross sell, RECOMENDATION
Journey to Buy
Optimising leads / minimising fall out
CRM, products… …customers choose &
start buying
![Page 24: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/24.jpg)
84
Very important
Somewhat important
How important is it for a a company How important is it for a a company to behave in a socially responsible to behave in a socially responsible
manner?manner?
Does social responsibly contribute Does social responsibly contribute to a better image of the banks?to a better image of the banks?
70
It definitely contributes
It contributes
Neither contributes nor
Brand & Customer Experience... Patrocínio & Naming Rights
14
1 1
84Neither important nor
unimportant
Not very important
Not at all important
4
25
1
Neither contributes nor
damages
It damages it
It has no impact
Fonte: Brand Health HSBC – Julho 2008
1.500 pessoas
Várias regiões do país
![Page 25: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/25.jpg)
Brand & Customer Experience... Patrocínio & Naming Rights
![Page 26: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/26.jpg)
![Page 27: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/27.jpg)
![Page 28: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/28.jpg)
![Page 29: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/29.jpg)
• HSBC ARENA desde 2008
• HSBC BRASIL desde 2007
Brand & Customer Experience... Patrocínio & Naming Rights
• HSBC BELAS ARTES desde 2004
![Page 30: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/30.jpg)
• Rio de Janeiro;• Espaço para grandes shows musicais, espetáculos, eventos esportivos e
corporativos;
Brand & Customer Experience... Patrocínio & Naming Rights
• Capacidade para até 17 mil pessoas;• Clientes HSBC tem direito a pré-venda e 10% de desconto na compra de
ingressos.
![Page 31: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/31.jpg)
Brand & Customer Experience... Patrocínio & Naming Rights
![Page 32: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/32.jpg)
• São Paulo;• Espaço para shows musicais, espetáculos e eventos corporativos; • Capacidade para até 5 mil pessoas;• Cartão HSBC tem 20% de desconto na compra de ingressos.
Brand & Customer Experience... Patrocínio & Naming Rights
![Page 33: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/33.jpg)
Brand & Customer Experience... Patrocínio & Naming Rights
![Page 34: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/34.jpg)
• São Paulo;• Inaugurado em 1967 e reformado em 1980,
quando passou a ter seis salas com nomes deartistas brasileiros;
Brand & Customer Experience... Patrocínio & Naming Rights
artistas brasileiros;• Reforma patrocinada pelo HSBC em 2003;• Clientes HSBC pagam meia-entrada na compra
do ingresso;• Desconto para estacionamento;• Noite do HSBC Belas Artes: 2ª Sexta-feira de
cada mês, a partir da meia noite, 03 filmes relacionados por um tema e exibidos em seqüência até o amanhecer do Sábado. Nos intervalos entre as sessões acontecem sorteios de brindes (convites exclusivos do HSBC Belas Artes, filmes em DVD, livros, camisetas, etc).
![Page 35: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/35.jpg)
•Peça “A Reserva”• O HSBC co-patrocinou a peça "A Reserva", com Irene Ravache e elenco. A peça estreouno dia 5 de julho, com enorme sucesso, no Teatro Cosipa, em São Paulo.
•Peça “Desencontros clandestinos”
• O HSBC patrocinou a peça “Desencontros Clandestinos", com Kito Junqueira e grandeelenco - direção de Cecil Thiré. A peça estreou no dia 6 de junho, com enorme sucesso,no Teatro União Cultural, em São Paulo.
Brand & Customer Experience... Patrocínio & Naming Rights
![Page 36: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/36.jpg)
• 19 press releases;
Brand & Customer Experience... Patrocínio & Naming Rights
• 19 press releases; • 208 reportagens em jornais e revistas;• 14 reportagens no Rádio;• 420 reportagens publicadas na internet.
• 6 shows em quatro cidades: São Paulo (3 shows), Rio de Janeiro, Curitiba e Porto Alegre.
» Reinauguração HSBC Brasil: 26/03/2008» Inauguração HSBC Arena: 29/03/2008
![Page 37: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/37.jpg)
• Formada por renomados instrumentistas da música brasileira sob a regência deJoão Carlos Martins;
• Criada em 2006, pela Dançar Marketing e Comunicações, nasceu com a intenção
Brand & Customer Experience... Patrocínio & Naming Rights
• Criada em 2006, pela Dançar Marketing e Comunicações, nasceu com a intençãode disseminar a música clássica para as platéias brasileiras, criando uma maiorfamiliaridade do público com o gênero;
• É instrumento eficiente para relacionamento do banco com seus clientes, poisatravés do patrocínio, o cliente passa a relacionar-se de forma diferenciada com amarca, criando um vínculo especial com o HSBC;
• Em 2008 a Orquestra HSBC fez apresentações em: Vitória, Campo Grande,Goiânia, Blumenau, Joinville, Florianópolis e Caxias do Sul;
• Nas apresentações ao longo desses três anos, a orquestra apresentou-se paramais de 15 mil pessoas a preços populares (R$ 10,00).
![Page 38: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/38.jpg)
Brand & Customer Experience... Patrocínio & Naming Rights
![Page 39: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/39.jpg)
Brand & Customer Experience... Patrocínio & Naming Rights
![Page 40: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/40.jpg)
Brand & Customer Experience... Patrocínio & Naming Rights
![Page 41: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/41.jpg)
53,855,1 54,554,7 54,9 54,3
61,760,3
52,8
11Brand awarenessBrand awarenessincreased 10,27%increased 10,27%
Rank improvement: from Rank improvement: from 6th to 5th6th to 5th
Improvement from 2005 to 2007
14,68%
10,27% 9,44%7,26%
-3,12%-6,17%
-22,73%-25,00%
-20,00%
-15,00%
-10,00%
-5,00%
0,00%
5,00%
10,00%
15,00%
20,00%
Brad HSBC BB Real
Itaú Unib Sant/Bane
Brand & Customer Experience... Patrocínio & Naming Rights
17,914,6
16,2
11,0
20,9
13,316,5
9,7
19,216,1 15,2
8,5
2005 2006 2007
Source: FIP 2007
(%)
![Page 42: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/42.jpg)
22Brand RecommendationBrand Recommendationincreased 6,03%increased 6,03%
Rank improvement: from Rank improvement: from 4th to 24th to 2ndnd……
1st among private capital 1st among private capital banks banks
2005 2006 2007
Improvement from 2005 to 2007
13,15%
9,88%
6,03%
1,52%
-1,45% -1,75%-3,71%
-10,00%
-5,00%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
Brad HSBC
BBRealItaú
UnibSant/Bane
Brand & Customer Experience... Patrocínio & Naming Rights
(%)
Source: FIP 2007
72,7
64,769,1 68,4
60,7
47,952,7
76,8
63,468,1 70,3
67,2
49,954,4
70,0 68,6 68,1 67,2 66,7
54,2 53,5
![Page 43: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/43.jpg)
33a brand without a business is useless…a brand without a business is useless…
Consistent growth in PROFITS and ROE (1st Half)Consistent growth in PROFITS and ROE (1st Half)
Brand & Customer Experience... Patrocínio & Naming Rights
2003 2004 2005 2006 2007 2008
![Page 44: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/44.jpg)
•• MarcaMarca
•• Brand & Customer ExperienceBrand & Customer Experience
(!!!)(!!!)
Conclusões, e o que nós estamos aprendendo...
(!!!)(!!!)•• Naming RightsNaming Rights
•• Patrocínio CulturalPatrocínio Cultural
![Page 45: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/45.jpg)
•• O que é a sua marca… O que é a sua marca… é a cara do que você patrocina!é a cara do que você patrocina!
•• Patrocínios vs Brand Experience… Patrocínios vs Brand Experience… expectativas expectativas --> experiências!> experiências!
•• Seu “business” vs Produção Cultural... Seu “business” vs Produção Cultural... fale com quem entende!fale com quem entende!
Conclusões, e o que nós estamos aprendendo...
•• Seu “business” vs Produção Cultural... Seu “business” vs Produção Cultural... fale com quem entende!fale com quem entende!
•• Leis de Incentivo vs Budget de Mktg… Leis de Incentivo vs Budget de Mktg… pense na marca!pense na marca!
•• Enjoy!Enjoy!
![Page 46: Patrocínio Cultural no Marketing Mix - Britcham Brasil · Patrocínio Cultural no Marketing Mix 28 de outubro de 2008 ... Green Banking/IR/Online Services/Opening Hours. ... •](https://reader031.vdocument.in/reader031/viewer/2022022708/5be681ec09d3f2c44d8dd9dc/html5/thumbnails/46.jpg)
Obrigado!Obrigado!Obrigado!Obrigado!