sponsor cepsm new_directionsinsponsorship.pptx the changing value of sponsorship and what you must...
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![Page 1: Sponsor cepsm new_directionsinsponsorship.pptx The Changing Value of Sponsorship and What You Must Do to Remain Relevant](https://reader033.vdocument.in/reader033/viewer/2022051513/54594b05b1af9fb66e8b5800/html5/thumbnails/1.jpg)
New Directions in Sponsorship
Bernie Colterman
Managing Partner
CEPSM
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what we do (really well)
Strategic Marketing Planning
Sponsorship Valuations &
Strategies
Revenue Development
Social Marketing
Partnership Marketing
Centre of Excellence for Public Sector Marketing
Social Media / Digital Marketing
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demographics
environment
technology
economics
social values
health
our world is changing
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• Segmentation
• Advertising clutter
• Shift to selling the brand
“experience”
• The web
• Power of the customer
• The economy
The way
companies
market is
changing…
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why should you care?
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“Old school” sponsorship managers waiting for the call
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the old way of doing things…
Generic Gold, Silver,
Bronze Packages
Passive involvement
Sponsorship “clutter”
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is being replaced by this…
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and this…
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and this…
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and this…
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and this…
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and these…
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So, where’s
the big
shift?
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Companies are taking a
strategic, integrated
approach towards
marketing
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targeted
campaigns
focused on their
core business...
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and core
audiences.
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Companies want to
connect with audiences in
meaningful ways that
demonstrate authenticity
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Not through
interruptive
messaging…
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Percentage of Canadians that like to buy brands that
contribute to worthy causes.
77%
Percentage of Canadians who would buy a product if
quality and price were not factors, based on its influence
for social good.
41%
Percentage of Canadians who say they would remain loyal
to a brand through a recession if it supports a good cause
– even if lower priced brands were available:
68%
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Companies want to be tied to strong
brands with value-added activation
elements.
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Not through passive
involvement
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Companies want people chatting
about them in positive ways…
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and not be viewed as
a “necessary evil”…
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In the new game,
the customer
is the star player.
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And finally,
companies want to see
Value
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You want money for what?
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Companies
are just like
us…
They want to
un-complicate
their lives
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All this leads to the new
sponsorship model…
Strategic
Cooperative
Marketing
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So, what can you do to make
the shift?
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Be a marketing-driven organization
#1
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Signs of a marketing-driven
organization…
�Customer-centric
�Well understood and communicated brand
�Focus on results, not process and politics
�Culture of innovation
�Understand “competition”
�Up to date on marketing trends/technology
�Use all 4P’s in the marketing mix
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Know your audience
#2
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…at all levels…at all levels
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Know your brand and USP
#3
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What is a Brand?
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Great Brands Tell Great Stories
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Positioning
Positioning is the act of designing the organizational image and value
offer so that customers understand and appreciate what the
organization stands for in relation to its competitors.
• Need to stand out from its competitors in a positive way
• Build upon your present strengths
• Search for a niche
• Make sure claimed differences are backed up with reality!
• Position occupied in “peoples minds” (battle of the mind) must be favourable and distinctive
• Position differently for different segments (e.g. large companies vs. small companies)
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Focus on the right fit
#4
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• audience
• time of year
• nature of property
• company “pain”
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Adopt a structured sale approach
#5
• prospecting
• contacting / building rapport
• qualifying
•proposing / presenting
•closing
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Do your research
#6
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Listen before proposing
#7
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Understand where you add value
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Insist on activation
#8
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Quick Poll:
When Canadians were asked “what influences you to
purchase brands you normally don’t”, what
percentage answered Experiential Marketing?
52%
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Have a sponsor servicing strategy
#9
• clear agreements
• understanding what’s really
important
• think “renewal”
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Demonstrate value and impact
#10
• to the company
• to your organization and/or cause
• to the audience
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CEPSM Valuation Process
Phase I
1. Identify existing and potential assets
2. Establish baseline values for each asset
3. Determine potential reach of each asset
4. Calculate Potential Revenue for each asset
Phase 2
5. Determine packaging of assets
6. Launch structured sales program
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Packaging Options
• By Property (e.g. overall event, single pieces)
• By Geographical Location (e.g. City-wide, national)
• By Audience (e.g. youth, seniors, women)
• By Lifestyle (e.g. runners, fitness buffs)
• By Time of Year (e.g. summer season)
Other Packaging Considerations
• Corporate Marketing Objectives
• Mixing and Matching of Assets
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questions?
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Bernie Colterman Phone: 613.230-6424 ext. 224
E-mail: [email protected]
Blog: www.berniecolterman.ca
Web: www.cepsm.ca
where to find me…