SIGA 2013 SYMPOSIUM

Wednesday September 18, 2013

MARKETING VERSUS SPONSORSHIPS

THE WHO AND WHY

Mobile Devices

Staying connected during this talk

Twitter: #partnershipgrp

#sponsorship@partnershipgrp

BRENT BAROOTES President and CEO

Phone: 403-255-5074

Fax: 888-486-3407

Toll Free: 1-888-588-9550

Email: brent@partnershipgroup.ca

3

QUALIFICATIONS FOR PRESENTING

25 years in the sponsorship industry

45+ speaking engagements annually

Partnership Group – Sponsorship Specialists

A dozen years serving the Canadian industry

Serve properties and brands

QUALIFICATIONS FOR PRESENTING

Partnership Group – Sponsorship Specialists

Sponsorship Marketing Council of Canada – SMCC

“Official Training Partner” for SMCC and an agency

partner

SMCC has branded our workshop training tour and

Western Sponsorship Congress

QUALIFICATIONS FOR PRESENTING

Partnership Group – Sponsorship Specialists

Worked with EnCana, geoLOGIC, Toshiba, AMEX, XEROX, Cooper Tires, Potash Corp, Saskatchewan Credit Unions, SaskEnergy, SGI,

With properties everyone from the Saskatchewan Roughriders to Cities of Toronto, Calgary, Edmonton, York University, World Vision, 2005 First Nations Summer Games, MS Society, Red Cross, Canadian Cancer Society, arts, and social services

Session Overview

Defining Marketing versus Sponsorship

Activation and leveraging your community investment

Why activation and leveraging is critical to your sponsorships at SIGA

How a successful sponsorship can really work

Examples and concepts

7

What is Activation?

This is the additional, above and beyond a rights fee or direct investment SIGA makes to a property that will further promote the sponsorship, drive additional business / exposure and PR and leverage the investment to its fullest possible ROI for both the SIGA and the selling property or event.

8

Marketing VS Sponsorship?

Sponsorship is a type or channel of marketing

Marketing is getting your message out there

Sponsorship is one way along with media, PR GR etc

Sponsorship encompasses media, social media, PR etc and integrates them

9

What you spend beyond the “buy”!

What is activation?

10

What is Activation?

The communication and message delivered outside of the rights fee SIGA makes such as:

Media buy: Olympics

RBC and Coke

McDonalds and RONA

No signage….

11

What is Activation?

PR:

Was it a strategic decision from a PR perspective to invest in the sponsorship?

How can we leverage this for SIGA and get out our message – signage, affinity etc

Examples: Talisman Centre in Calgary / Enbridge

12

What is Activation?

Sampling:

At events

At trade shows

These are additional investments

13

What is Activation?

Hosting / Hospitality:

Too many people don’t budget for this

Is it for staff or clients or both?

This is activation and critical

14

What is Activation?

Offers to drive traffic:

Bounce back coupons for F&B at events

Making a specific offer to those attending such as discount on concert tickets etc.

Tie in media with a special related offer

On site signage:

How much do you have, how much more do you need

FOCUS and YESS Golf Tournament example

Can it be creative and stand out?

15

What is Activation?

Local Realtor – ReMax Smaller Example

Community Block Party

Above and beyond the $500 provided brochures to be dropped door to door

Provided logo bottled water

Had a sign made and hung up

Provided logo items for kids activities

16

17

How It Works

Who is responsible for activation – property or sponsor?

SIGA Role

Step to the plate with cash

Be creative

Think outside the box

Know your goals and objectives

How it Works

Property Role

Make sure they are flexible

They need to come to the plate with cash or value to the deal

They need to be creative and think outside the box

Don’t let them money grab – stick to activation

18

How It Works

19

How It Works

BMO and Leafs and Stampede

20

How It Works

AGRIBITION AND FORD

21

How It Works

Canadian Western Bank and YESS

22

How It Works

COKE and Maple Leafs

23

How It Works… or NOT!

24

How It Works

What we do!

25

Discussion

Questions about your specific casino and sponsorships?

How can you activate better – lets discuss

Concepts on getting your message out through sponsorship – specific properties or organizations

26

Stories….

27

Stories

28

Wrap Up

SIGA and their properties need to work together to be successful

Educating your SIGA partners is critical as well

Activation is an investment from both sides

The property must work to deliver SIGA a rights program that can be activated above and beyond to be successful

29

Wrap Up

Activation budget should be at least 3:1 – but really no set figure

This is not all new money, it can be leveraged against other buys

Be creative and make the outcome win-win

30

Questions?

THANK YOU!