activating your sponsorship (red sky summit)
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Leverage your partnerships and sponsorships, using connections, events and social channels to amplify your involvement.TRANSCRIPT
Making the Most of Sponsorships & Partnerships!Christina Lenkowski & Amber Broeckel
WHO WE ARE
Believer | Futurist | Event Fiend
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Christina Lenkowski SENIOR ACCOUNT EXECUTIVE (and go getter)
WHO WE ARE
Bright | Hard Worker | Optimist
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Amber Broeckel ACCOUNT EXECUTIVE (and go getter)
“’…a cash and/or in-kind fee paid to a property in return for access to the
exploitable commercial potential associated with that property,’”
sponsorship has gone from in many ways a mere novelty in which brands paid to be associated with ‘cool’ properties in sports,
arts and entertainment, to arguably the most important weapon in the world of
advertising.”
IEC
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Image Source: IECI
How many businesses see sponsorships
> Large sum = No return > Table at event > Company name on a banner > Name in a program > You get the idea….
> Companies need to demand MORE from their sponsorships and partnerships!
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Image source: 583ParkAve
How they should see them
> A great way to hit goals and reach new potential customer
> Stay realistic but shoot for the
stars > Make the package work for
your company > If they want your sponsorship
dollars they will work with you
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Image source: SFIMG
But what is it going to cost?
> For every $1 spent to secure sponsorship rights, $1.70 is spent by sponsors on activation
> Make sure you have
activation built into your budget when you are working with your partner
> If at all possible, make it so
you can measure your results to see that ROI
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Image source: PCNG
Setting your own rules
> Create a document to be sent to all potential partners > Breakdown what you are looking for > Include talking points
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Provide Meaning
> 83% of Americans say they wish brands would support causes
> Needs to be authentic > Sponsors now look to
associate their sponsorship activities in causes that provide a halo effect around their brands
> Good example: P&G > Flip side: McDonald’s & Pepsi
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Image source: Pitchonnet
Extend Across Platforms
> Sponsorships are looking to extend into digital
> Most growth in overall activation market, with approx. 40% of all activations now including some digital component
> Includes a website, mobile app, sweepstake draw and social media campaigns
> Good example: Southwest Airlines & Make-a-Wish
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Image source: Southwest Airlines
> “To connect, modern brands must think and act like a media company, providing content people want.” – Eddy Morretti, Vice
11 Image: MarkeAng Mag
Create Deeper Content Engagement
> Fans aren’t just watching the game, they want to be a part of the game
> Real-time sharing > Retweet to 644K Followers
12 Image Source: TwiCer
Multiscreen Way of Life
> Fans no longer sit down and just watch a game > 49% of mobile internet users often watch TV while on their phone > Fans check Twitter, Facebook, Instagram and Pinterest > Example: FIFA World Cup 2014
13 Image: FIFA Image: TwiCer
National Case Study: NASCAR
> Large, loyal fan base > Mars, Inc. has been a
sponsor for over 20 years > Mars has become integrated
in the sport > Kyle Busch is a big supporter
of Mars and has partnered for multiple commercials and opportunities
14 Image: NASCAR
Social media
> 257,319 Likes > The website links back
to M&M’s Twitter page, YouTube Channel, Tumbler and Instagram
> Creating custom content
15 Source: www.mms.com/us/nascar
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DANGER!
> What happens when partners misbehave?
> Is it worth the risk?
17 Image: Meemes.com Image: hCp://rvd1302.files.wordpress.com/2011/06/2136_lanceinlivestronggearonbike.jpg
Red Sky Case Studies
> Work with our client to determine goals of a partnership > Reach out to potential partners to see what is/isn’t feasible > Meet with representative from said partner to determine if the
goals align, if they do move forward with creating an actionable plan
> Find a partner that is flexible!
18 Image source: Idaho Steelheads Image source: City of Meridian
Case Study # 1 – Dave & Buster’s + Steelheads
> Dave & Buster’s main goal: raise awareness
> Use Steelheads large fan
base to draw new people into their store via direct outreach
> Families and men
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Image source: Dave & Buster’s
Case Study # 1 – Dave & Buster’s + Steelheads > Here is how Red Sky and the Steelheads negotiated a contract
for a finite amount of time during the 2012-13 season (all of the below occurred at a sold-out game on 12/22/12): – Table for Dave & Buster’s collateral and giveaways in arena – Regular PA announcements and Jumbotron images shown
promoting grand opening event – Grand opening ticket vouchers given away as prizes during all
breaks – Dave & Buster’s shirts sent out into audience through T-shirt cannon – Lucky Row announced with all seats winning a pair of tickets to the
opening party – Dave & Buster’s street team members on the ice during intermission
to judge an audience contest – Opening party flyers deposited in all luxury boxes – Prior to the game, Steelheads put party info on social media
(Facebook: 9,400) and sent out through weekly enewsletter (15K+) 20
Case Study # 1 – Dave & Buster’s + Steelheads
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Case Study # 1 – Dave & Buster’s + Steelheads
> In-kind partnership > Event sold out! > Over 1,100 attendees,
original goal was 800
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Case Study # 2 – Tucanos + Meridian
> Tucanos’ main goal: Raise awareness
> Families are main Tucanos
audience > Utilize a pre-existing event
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Image source: Tucanos
Case Study # 2 – Tucanos + Meridian > Here is how Red Sky and the
City of Meridian negotiated a contract for one show sponsorship during 2014: – Event sponsorship of “Rio
2” (a movie that fits with the Brazilian theme of Tucanos)
– 30-second Tucanos video ad played before movie
– Sampling of Tucanos food at event
– Gift card giveaway during announcements
– Logo/link on City of Meridian event page
– Passed out coupons to attendees 24
Image source: City of Meridian
Case Study # 2 – Tucanos + Meridian
> Partnership was done for a fee of $400. – Invested more in employee/
food costs
> Saw great enthusiasm from attendees who hadn’t previously known about Tucanos incredible family value
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Main Takeaways
> Find a partner that is flexible and goal-oriented
> For every $1 spent on sponsorship right, plan on $1.70 for productive activation
> Sponsors now look to associate their sponsorships with a brand or event that produces a halo effect
> Authenticity!
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Image source: Rukkle.com