7th fis youth and children‘s seminar sponsoring, … · 7th fis youth and children‘s seminar...
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© Felten & Compagnie AG, specialists for content-driven communication, www.feltencie.com Sept. 23d 2009
7th FIS Youth and Children‘s Seminar
Sponsoring, miracle instrument to finance ski sport for children and youngsters?
Jean-Baptiste FeltenZürich, September 23rd 2009
2© Felten & Compagnie AG, specialists for content-driven communication, www.feltencie.com Sept. 23d 2009
Your speaker
Jean-Baptiste Felten, lic.oec. HSG
• Zintzmeyer & Lux, Zürich - BMW Corporate Identity• Scholz & Friends, Hamburg - BMW national and international advertisement• Team BBDO, Hamburg - Montblanc Global Marketing, Rothman Cigaretten Promotion• ABB Asea Brown Boveri Ltd., Zürich - Vice President Marketing Communications• CWL, Kreuzlingen - Sport TV- and Marketing-rights, Member of the Executive Board
• Felten & Compagnie AG (Winterthur) Mussler & Felten GmbH (Frankfurt) – Agencies for content-driven communication
• Vice-president of the „Fachverband für Sponsoring“ (www.faspo.ch)• Director of the jury of the International Sponsoring Award• Member of the “Arbeitskreis Marketing der Schmalenbach Gesellschaft / D. Ges. f.
Betriebswirtschaft”• Lecturer with the “CAS Sponsoring Management”, Zürcher Hochschule Winterthur ZHAW
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Agenda, 7th FIS Youth and Children‘s Seminar 2009
I) Companies and their communication needs
II) Why companies are looking for new communication instruments
III) Sponsorships and content-driven communication
IV) The sponsorship market
V) Sportssponsoring
VI) Arguments for winning support
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I) Companies and their communication needs
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„Die Unternehmung als produktives soziales System, Prof. Dr. Hans Ulrich, 1968.
St. Galler Management Modell, Ulrich / Krieg 1972;Dubs/Euler/Rüegg-Stürm/Wyss 2004
I) Companies and their stakeholders
shareholders
clients
competitors
employees
Public / NGOs
state
suppliers
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I) Companies, their stakeholders, spheres and issues
„Die Unternehmung als produktives soziales System, Prof. Dr. Hans Ulrich, 1968.
St. Galler Management Modell, Ulrich / Krieg 1972; Dubs/Euler/Rüegg-Stürm/Wyss 2004
Sourrounding spheres / Issues:-Society: Social issues, sport, culture
- Nature: Environment- Technology: Sciene and Edu.- Economy: Science and Edu.
clients
competitors
employeesPublic / NGOs
state
suppliers
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I) Areas of business-communication
Source: St. Galler Management Modell
Public Relations
Market-communication
Internal communication
Financial communication
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I) Objectives of the der business-communication 1)
• Internal communication– Agreement- and coordination-function, integration and motvation
• Financial communication – Confidence building and expectations towards the financial markets
• Public relations– Establishment of communication- and legitimation-potential
• Market-communication (acquisition and sales)– Conviction- and persuasion-function
Conclusion: Business-communication pursuits multiple objectives. This implies multiple chances for the use of sponsorships.
1) Thomas Dyllick / Arnt Meyer (2004)
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II) Why companies are looking for new communication instruments
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II) Evolution of media use 1980-2005, Germany, per diem
Source:ARD/ZDF long-
term studymass-
communication2007Daily media use is increasing
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II) Media use: Youth and media in Switzerland
Source: Link Institut / WEMF, n= 500, Adolescent persons 15-20J
Frequency of use
Seldom / never
1 to 3 times per month / weekly
Several times per day
Don´t know / no answer
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II) Advertisement international
A gobal phenomenon, sensory overload is increasing
Weekly number of spots (in thousand)
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II) Consumers opinion on advertisements
∅ = 71,03 ∅ = 52,84 ∅ = 67,94
Country too much advertising is advertising is advertisements amusing informative
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II) Sensory Overload: Distraction
Advertising-cognition is decreasing
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II) Globalization and the internet
– Internationalization and globalization lead to a wider range of products in the markets.
– As true innovations are scarce, more products are alike and do not differ from the other.
– The internet raises the number and transparency of available offers too.
Differentiation of brands and offerings increasingly through emotional arguments.
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II) Decreasing credibility
D CH USA WEU TEUAdvertising people 28% 31% 25% 27% 32%bankers 72% 77% 63% 49% 50%Charity organizations 48% 66% 61% 54% 56%Civil servants 49% 75% 64% 50% 50%Clergy 74% 59% 71% 55% 58%Doctors 88% 87% 80% 84% 83%Environment 61% 68% 60% 61% 61%Firemen 97% 95% 93% 94% 91%Journalists 35% 30% 42% 34% 36%Judges 77% 74% 66% 62% 61%Lawyers 69% 58% 38% 51% 48%Managers 15% 25% 34% 28% 33%Market researchers 64% 68% 50% 57% 61%Marketeers 35% 53% 29% 36% 39%Policemen 85% 83% 73% 75% 69%Politicians 10% 21% 22% 13% 14%Postmen 81% 91% 85% 81% 76%Teachers 83% 82% 81% 79% 82%The army 75% 65% 83% 73% 73%Trade unions 48% 59% 41% 43% 44%AVERAGE 60% 63% 58% 55% 56%
GFK Trust Index 2008
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II) Summary: Why new methods?
1. Media use is increasing.
2. The number of advertisements is increasing.
3. Also on a global level, sensory overload is increasing.
4. The advertising-reception is decreasing.
5. The technical development leads to a further reduction of advertising-reception.
6. Differentiation of brands and offerings increasingly through emotional arguments.
7. Credibility is hard to communicate through advertising.
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III) Sponsorships and content-driven communication
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III) Definition Sponsoring
Summing up, the communication instrument sponsoring can be defined as followed:
„Planning, organization, realization and monitoring of all activities …
• ... That involve supply of money, material expenses, services or know-how by companies or institutions …
• ... To promote persons and/or organizations in the areas of sport, culture, social issues, environment and/or associated with the media …
• … To simultaneously reach the goals of the business-communication.“
Source: Bruhn, Manfred: Sponsoring als Instrument der Markenartikelwerbung, in: Markenartikel, 49. Jg., Nr. 5, S. 190-198.
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III) Definition Sponsoring
The communication instrument sponsoring transports the message to the target group as an element of an editorial content.
With its functional principles, sponsoring is closer to public relations than to the instruments of classical advertisement.
Sponsoring is a “cross-section instrument” that can be used in all media / communication instruments!
The roots of sponsoring*:The payment of a radio- or TV-program in order to receive advertisement in return.
* Oxford Advanced Learner‘s Dictionary of Current English
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III) Sponsoring vs. content-driven communication
The operating principle is the same.
The difference is that sponsoring only comprises the “purchase” of an existing product while content-driven communication also includes self-initiated measures (e.g. Red Bull Air Races).nicht
-
Botschafter
Target group relvevant themes
spon
sore
dIn
itiat
ives
Sport
Media Culture
Social issues
Science Environment Sel
f-ini
tiate
dIn
itiat
ives
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III) The „raison d‘ être“ of sponsoring
Brands• Cost efficient and effective communication tool
> awareness and sales,> interaction, emotion and trust
• Discreet form of communication• Reaction to the sensory overload provoked by “media plurality”• Communication via target group relevant content makes milieu-/living environment-
segmentation easier• Higher authenticity and trustworthyness
At events, also consumers without intensive media use can be reached.
Media• Co-financing of events/content• Establishment of new forms of advertisement
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III) Basic requirements
• Congruency– Theme / Theme-interest of the target group– Performance profile / communication goals– Image values of the sponsee / values and target-image of the
company/product/sponsor
• Logical parentheses between theme/engagement and company/product
• Integrated thinking + acting of the company
• Actuality
• Credibility
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III) Sponsoring = trading and commitment of immaterial rights
Possible Sponsorships• Single events or projects• Series of events• Teams• Single personalities• buildings, also temporary• Institutions
Possible rights• Naming rights• Advertising rights (agree reach!)
– TV-rights– Rights for presence on boards or
other on-site presence– Portal-/IT-rights– Media rights (print, mobile, etc.)
• Hospitality-rights• Promotion-rights• Licensing-rights• Merchandising-rights
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III) Sponsoring – Strengthsin view of brand-communication
Sponsoring strengths:
• Usable in all areas of business-communication
• Usable in all steps of market-communication
> awareness > knowledge > trial > recommendation > interaction
• Consistent message
• emotional address
• Effect- and cost-efficient
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III) Sponsoring – weaknessesin view of brand-communication
Sponsoring weaknesses:
• Complex planning and organization
• Usually aiming mid- to long-term
• „Overcrowded“ in some areas / cases
• „Logic-link“ requires intensive analysis
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» Primarly image- und awareness goals» Sales (Retention & Acquisition) and CR are increasing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mitarbeitermotivation/ -bindung
unmittelbarer Abverkauf
langfristiger Abverkauf
Business to Business-Kommunikation
Corporate (Social-)Responsibility
Kundengewinnung/ -bindung
Bekanntheitssteigerung
Imagefestigung/-transfer
vorrangig auch noch gar nicht
III) Sponsoring goals
Basis: 148 companies: Marketing-decider in D / 116 und CH / 32
Questionnaire to sponsoring structures 05/09, FASPO / SWA / BDI / Sportfive
Image-TransferBrand Awareness
Clients / SalesCorp. Respons.
B2B TargetsLongterm SalesShortterm SalesEmpl. Motivation
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IV) Evolution of the sponsoring market
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IV) Sponsoring as an element of the market-communicationAverage communication expenditures of total budgets (D)
Source: Sponsor Visions 2009
15
5527
23
28
49
20092000
Average share in %Target group: AdvertiserBasis: All
Classic advertisementNon-classic advertisementSponsoring
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IV) Sponsoring-Volume: 2002-2011 (D)
Source: Sponsor Visions 2009
Total volume 4,2 4,4 4,6
Media-Sponsoring 0,9 0,9 0,9
Culture-Sponsoring 0,3 0,3 0,3
Public-Sponsoring 0,4 0,4 0,5
Sport-Sponsoring 2,6 2,8 2,9
Roundet average in Mrd. EUROZielgruppe: Advertiser/AgenciesBasis: All
2009 2010 2011
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5.5
2000
2002
2004
2005
2006
2007
2008
2009
2010
2011
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IV) Sponsoring growth Germany
Source: ZAW Jahrbuch der Werbung, Sponsor Visions, DFL, S.5
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IV. Sponsoring growth Germany
Source: ZAW Jahrbuch der Werbung, Sponsor Visions, DFL, S.5
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IV) Sportsponsoring, Sport-interest vs. Movies in TV
71
116 118 12
6 130 13
8 140 14
9 159 162 17
2
200 203 204 21
129
6
Frankreich
Spanien
Schwed
en
Finnland
Griech
enland
Nord-Belgien
England
Deutschland
Portugal
Italie
n
Norwegen
Irlan
d
Holland
USA
Indexed reach of the most successful Sport-events compared to the most successful movies, 1994 S
ource: IP/Loka le A
n stalte n/199 4
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IV) Worldwide Sponsoring-Investments
Global expenditure for sponsoring rights in Mia. US-Dollar, 1987-2006
5,6
23,6 24,225,9
2830,5
33,8
1987 2001 2002 2003 2004 2005 2006
Source: IEG
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IV) Worldwide Sponsoring-Investments in regions
31,4%
2,4%
1,3%
42,5%0,6%
21,8%
Europe
Afric a
Ame ric asMiddle Eas t
As ia
Pac ific
Source:The World Sponsorship Monitor (TWSM), 2004
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IV) Worldwide Sponsoring-Investment-Issues
BROADCAST
5%
SPORTS
83%
ARTS & CULTURE
7%
OTHER
5%
Source:The World Sponsorship Monitor (TWSM), 2004
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IV) In which categories to brands invest?
Event Sponsor
49%
Organisation
Sponsor
15%
Personality
Sponsor
7%
Team Sponsor
29%
Source:TWSM, 2006 (Anzahl von Abschlüssen 2005)
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V) Sportsponsoringfrom a comunications perpective,
e.g. a Swiss perspective
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V) Sportsinterest
2007 % wo- aveTotal men rage
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BASPO 2007
V) Sportsinterst by age group / via medias
age groups
sports
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V) MA Sponsoring, a universe of relevant information
MA Sponsoring, 27.08.08/MB 22
n = 11'000
MACH Consumer
33 sports,26 sportsevents, 12 sportsinstit.23 culture issues
MA Sponsoring: data sources (overview)
n = 24'000
MACH Basic
Sponsoring
20 productcategories(buying behaviour,,attitudes)
Socio Demography,interests
Media usage and reach
MACH Radar
n = 11'000 (24'000)
n = sample size
psychography,Values,Media-images
Single Source
MA Sponsoring
Market research is a powerful tool contact
Sponsorship-and/or
Advertising Associations
in order to find sources and tools.
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V) Which issues should be supported in sports
Note: Number of interviewees, n=10262Source: Federal authority of sport, 2008
Youth
Disabled
Elder
Amateurs
Masssports
Elite SportsMore to be doneLevel of support should be maintainedSupport could be reducedDon‘t know
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VI) Arguments
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24%
52%
47%
71%
24%
VI) Focus the communication needs <> FIS kids & youth
• Internal communication– Agreement- and coordination-function, integration and motvation
• Financial communication – Confidence building and expectations towards the financial markets
• Public relations– Establishment of communication- and legitimation-potential
• Market-communication (acquisition, support and sales)– Conviction- and persuasion-function
Conclusion: Business-communication pursuits multiple objectives. This implies multiple chances for the use of sponsorships.
1) Thomas Dyllick / Arnt Meyer (2004)
CorporateResponsibility
CorporateResponsibility
CorporateResponsibility
Marketing Communications
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» Gradual transition from Sponsoring to CR» Little strategic orientation
Source: Sponsor Visions 2009, Deutschland, Marketingentscheider
2
50%48%
Yes No No answer
CSR-program existing?
CSR-program started based on an existing sponsorship
Budget allocation from Sponsoring-budget to CSR-program
CSR-program integrated in field of sport-sponsorship
CSR-program integrated in field of culture-sponsorship
CSR-program integrated in field of public-sponsorship
24%
52%
47%
71%
24%
Short-term trend: 0% Long-term trend: 100%
VI) Sponsoring vs. CR <> leverage extisting partnerships
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V. CR – which issue to address > e.g. obesity of children
Finnland 13 %Deutschland 15 %Frankreich 18 %England 22 %Spanien 30 %Griechenland 31 %Malta 35 %Italien 36 %
USA 30+%
IOTF, Obesity in Europe
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VI) Consequences of obesity
- Health (sugar („Alterszucker“), heart, orthopedic, cancer....)- Social- Economic
... And we should not forget aboutall the arguments the Swiss expresedin the market research
Youth
Disabled
Elder
Amateurs
Masssports
Elite SportsMore to be doneLevel of support should be maintainedSupport could be reducedDon‘t know
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Arguments for winning supportmarket-communications
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VI) Why children are an interesting target audience for marketing
- The consumption patterns established with young adults can remain in place for many years.
- They influence many decisions regarding the consumption and buying behaviour of families (... e.g. computers / electr. games)
- They are consumers themselves ...
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VI) Youth and children as a target audience, example Germany
- 5,7 Mio kids 6 – 13 years of age- 3,7 Mio use a computer- 3,4 Mio use the internet- 3,9 Mio play electronic games- 90% love reading- They spend p.a. 2,5 Bio € (mainly on sweets, media and icecream)- They have 3,5 Bio € in the bank accounts- They are mostly brand conscious
Source: KidsVerbraucherAnalyse 2009
Market research is a powerful tool:- which brands to address- potential partners for media-cooperations (print & electronic media)- in addition to ‚natural partners‘ such as destinations / manufacturers ...
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VI) What children and young people spend their money for / D
Icon Kids & Youth 2007
FashionDisco, going out Comp., E-GamsHandy / Tel.MusicCosmeticsHobbiesEvent-TicketsDrinksFast FoodSavings
FashionTelecommunicationMusicPapers, Bks, CcsEvent-TickesDrinksDisco, going outFast FoodCostmeticsSweets
All categories do offer you potental sponsors!
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VI) Bulid and leverage cooperations, e.g. print-media D,
Icon Kids & Youth 2007
Boys
Girls
andmanufacturers,destinations,....
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VI) Merchandising, e.g. what youngsters put up in their rooms
Pictures of friends
Posters of Pop-/Music stars
Souvernirs from vacations
Event-tockets
Animal-posters
Sports-posters
Film-posters
City/landscape-posters
Other items
Current stars could give something back ...
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VI) What children and young people like to be associated with
Icon Kids & Youth 2002,12 to 17
Animal protection
Rollerblader/Inlineskater
Skateboarder
Extremsportsmen
Computerfreaks
Soccerfans
HipHopper / Rapper
American Sports FansPart of it like it
FIS has heroes to offer ... Jumpers, free-stylers ...
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VI) Conclusion
- Sponsoring is no mircle instrument- As in sports, you need a lot of things to make it work: a vision, dedication,
experience, inspiration, endurance and good partners, ... , a quantum of luck andgood materiale.g. rather than carbon and titanium
state of the art data .... and knowledge.- A focus on what you can deliver to help a company, a brand and the
people who manage it to achieve their targets.- There are opportunities out there. - You should use them not only for short-term-funding but rather for
supporting your strategic goals > expand your base of active kids and to improve the quality of your product – for the sake of the sportsmen and women, as well for those interested in your sport, and for society at large.
- Then sponsoring can work miracles.
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Thank you for your interest!
A member of the and network
www.sponsor.com
Felten & Compagnie AG Mussler & Felten GmbH
Specialists for
Zürcherstrasse 41 Eschenheimer-Anlage 25aCH-8400 Winterthur D-60318 Frankfurt am MainPhone: +41 52 269 08 - 00 +49 69 978485 0Fax: +41 52 269 08 - 01 +49 69 978485 86
Jean-Baptiste Felten, [email protected]: www.feltencie.com www.mussler-felten.de
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