New Directions in Sponsorship

Bernie Colterman

Managing Partner

CEPSM

what we do (really well)

Strategic Marketing Planning

Sponsorship Valuations &

Strategies

Revenue Development

Social Marketing

Partnership Marketing

Centre of Excellence for Public Sector Marketing

Social Media / Digital Marketing

demographics

environment

technology

economics

social values

health

our world is changing

• Segmentation

• Advertising clutter

• Shift to selling the brand

“experience”

• The web

• Power of the customer

• The economy

The way

companies

market is

changing…

why should you care?

“Old school” sponsorship managers waiting for the call

the old way of doing things…

Generic Gold, Silver,

Bronze Packages

Passive involvement

Sponsorship “clutter”

is being replaced by this…

and this…

and this…

and this…

and this…

and these…

So, where’s

the big

shift?

Companies are taking a

strategic, integrated

approach towards

marketing

targeted

campaigns

focused on their

core business...

and core

audiences.

Companies want to

connect with audiences in

meaningful ways that

demonstrate authenticity

Not through

interruptive

messaging…

Percentage of Canadians that like to buy brands that

contribute to worthy causes.

77%

Percentage of Canadians who would buy a product if

quality and price were not factors, based on its influence

for social good.

41%

Percentage of Canadians who say they would remain loyal

to a brand through a recession if it supports a good cause

– even if lower priced brands were available:

68%

Companies want to be tied to strong

brands with value-added activation

elements.

Not through passive

involvement

Companies want people chatting

about them in positive ways…

and not be viewed as

a “necessary evil”…

In the new game,

the customer

is the star player.

And finally,

companies want to see

Value

You want money for what?

Companies

are just like

us…

They want to

un-complicate

their lives

All this leads to the new

sponsorship model…

Strategic

Cooperative

Marketing

So, what can you do to make

the shift?

Be a marketing-driven organization

#1

Signs of a marketing-driven

organization…

�Customer-centric

�Well understood and communicated brand

�Focus on results, not process and politics

�Culture of innovation

�Understand “competition”

�Up to date on marketing trends/technology

�Use all 4P’s in the marketing mix

Know your audience

#2

…at all levels…at all levels

Know your brand and USP

#3

What is a Brand?

Great Brands Tell Great Stories

Positioning

Positioning is the act of designing the organizational image and value

offer so that customers understand and appreciate what the

organization stands for in relation to its competitors.

• Need to stand out from its competitors in a positive way

• Build upon your present strengths

• Search for a niche

• Make sure claimed differences are backed up with reality!

• Position occupied in “peoples minds” (battle of the mind) must be favourable and distinctive

• Position differently for different segments (e.g. large companies vs. small companies)

Focus on the right fit

#4

• audience

• time of year

• nature of property

• company “pain”

Adopt a structured sale approach

#5

• prospecting

• contacting / building rapport

• qualifying

•proposing / presenting

•closing

Do your research

#6

Listen before proposing

#7

Understand where you add value

Insist on activation

#8

Quick Poll:

When Canadians were asked “what influences you to

purchase brands you normally don’t”, what

percentage answered Experiential Marketing?

52%

Have a sponsor servicing strategy

#9

• clear agreements

• understanding what’s really

important

• think “renewal”

Demonstrate value and impact

#10

• to the company

• to your organization and/or cause

• to the audience

CEPSM Valuation Process

Phase I

1. Identify existing and potential assets

2. Establish baseline values for each asset

3. Determine potential reach of each asset

4. Calculate Potential Revenue for each asset

Phase 2

5. Determine packaging of assets

6. Launch structured sales program

Packaging Options

• By Property (e.g. overall event, single pieces)

• By Geographical Location (e.g. City-wide, national)

• By Audience (e.g. youth, seniors, women)

• By Lifestyle (e.g. runners, fitness buffs)

• By Time of Year (e.g. summer season)

Other Packaging Considerations

• Corporate Marketing Objectives

• Mixing and Matching of Assets

questions?

Bernie Colterman Phone: 613.230-6424 ext. 224

E-mail: berniecolterman@cepsm.ca

Blog: www.berniecolterman.ca

Web: www.cepsm.ca

where to find me…