re-thinking your association sponsorship model - csae colterman... · re-thinking your association...
TRANSCRIPT
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Re-Thinking Your
Association
Sponsorship
Model
what we do
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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Some of our Clients• Aboriginal Human Resource Council
• Alberta 2012 Special Olympics
• Athletes CAN
• Automotive Industries Association of Canada
• Canadian Association of Defence and Security Industries
• Canadian Aviation Maintenance Council
• Canada Dance Festival
• Canada Safety Council
• Canadian Association of Radiologists
• Canadian Police Association
• City of Ottawa
• City of Vaughan
• Downtown Yonge BIA
• Information Communication Technology Council
• Institute of Internal Auditors
• Invest Ottawa
• Nature Canada
• Ontario Ministry of Transport
• Ontario Tourism Marketing Partnership Corporation
• Orangeville Blues and Jazz Festival
• Ottawa Race Weekend
• Parks Canada
• Professional Institute for the Public Service of Canada
• RA Centre
• Motorcycle Ride for Dad
• Saint Paul University
• Town of Newmarket
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May 27-29, 2013
Ottawa Convention Centre
May 27-29, 2013
Ottawa Convention Centre
www.marcom.ca
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Upcoming Workshops
Designing and Selling Your Sponsorship Program
Toronto – November 14-15
Ottawa – December 4-5
• How to Identify and Valuate your sponsorship assets
• Sponsorship packaging and marketing
• Selling strategies and techniques
www.cepsm.ca
Click on Training Calendar 5
“Let’s just do what we do every other year”
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• Variety of models
• Overuse of “metal levels”
• Tendency to sell in silos
• Lack of understanding of “fair market” value
• Reliance on the same sponsors year-over-year
• Sponsor “clutter”
• Little effort on renewal strategies
What we see in
our work…
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Activity / Event Based Model
Pros
• Appealing to companies
with specific / short-term
objectives;
• Ability to offer lower-priced
sponsorships;
• Easy to explain.
Cons
• Resource intensive (selling and delivering benefits);
• Focus on tactical selling vs. strategic selling;
• Tends to “commoditize” sponsorship program;
• Can be frustrating for companies;
• In a constant state of renewal / difficult to grow revenue.
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Hierarchal Based Model
Pros
• Easy to package and present
to prospects;
• Easy to deliver benefits;
• Can appeal to corporate
egos.
Cons
• Overuse of “gold, silver,
bronze” metal levels;
• Generally characterized by,
“cookie-cutter” benefits;
• Minimizes customization
and creativity;
• Can work against corporate
egos.
Bundled Benefit Model
Pros
• Takes a more strategic
(long-term) approach to
sponsorship development;
• Can draw from various
marketing budgets;
• Allows for customization of
benefits packages;
• More efficient use of sales
resources.
Cons
• Requires advance planning to ensure that all sponsor opps. are up-to-date;
• Typically, a longer selling period;
• Requires experienced sales staff and conversations;
• May not appeal to companies that are keeping their marketing budgets “under the radar”.
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Integrated Benefit Model
Pros
• Allows companies to choose from a “menu” of opps. and receive value-added benefits based on spend;
• Shifts from “commodity” to strategic partnerships;
• Can draw from various marketing budgets;
• If properly implemented, can generate better results.
Cons
• Requires advance planning
to ensure all pieces in place;
• Typically, a longer selling
period;
• Requires experienced sales
staff and conversations with
prospects.
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Key Considerations
for Re-thinking
Your Sponsorship
Model
General Considerations
Internal Analysis
• Audience
• Assets
• Sector (prospects)
• Competitive Position
• Your Brand
• Internal Culture
• Resources
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old school…
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New School…
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old school…
New School…
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old school…
New School…
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old school…
About them.
New School…
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Top 5 Challenges of Businesses
Right Now
Maintaining Customer Loyalty 36%
Price or Service Demands of Customers 35%
Identifying New Markets / Expansion Opps. 32%
Cost Control 28%
Finding New Workers 26%
old school…
Sponsor Sponsee
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New School…
Sponsor
old school…
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New School…
When the sponsor is part of the conversation
old school…
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New School…
New School…
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old school…
Anyone’s Name Here
New School…
Focusing on “Fit”
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Questions?
where to reach me
Bernie Colterman: [email protected]
Blog: www.berniecolterman.ca
Tel: 613.731-9851 ext.15
Websites: CEPSM.ca
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