corporate sponsorship & revenue generation...

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?



What?


Some Of Our Fans

Cary Kaplan● Cosmos Founder & President (2003).

○ Sold several million dollars in corporate sponsorship as the President of Cosmos.


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


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.


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


● Exciting time to be in Event Business.

● Everyone is after that ‘Instagram moment’.

● Substantial opportunity to provide unique experiences.

Introduction


The Act of Marketing

The Reality of Marketing● Branding & ‘Brainwashing’.

Definitions


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% ).


Decathlete Example

The Right Person


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


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



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)



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.


The Right Message


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 - 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


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


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


Bringing It All Together

Questions?


Break Time

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”


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


FACEBOOK

TWITTER INSTAGRAM

LINKEDIN

WEBSITE


Website & Social Media

● Recognizing The Importance of Your Owned Database○ Implied versus express consent

○ Fluidity in rules pertaining to data capturing/management.


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.


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


-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?


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


● 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


PRICE

TIME PRODUCT

Objection Handling


● 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 .


Advanced vs. Walk-Up

Questions?


Conclusion

corporate sponsorship & revenue generation...

Documents