Time for a Sponsorship Reality Check Timely Responses to Todays Sponsorship Challenges - PowerPoint PPT Presentation

Loading...

PPT – Time for a Sponsorship Reality Check Timely Responses to Todays Sponsorship Challenges PowerPoint presentation | free to view - id: 220d5-YTM1N



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Time for a Sponsorship Reality Check Timely Responses to Todays Sponsorship Challenges

Description:

Green Day. Health Day. Volunteer Program. V-PASS! Operations. Press ... DTE Green Day. Recycling Program. Parade Title Sponsor. Case Study: BCBS of Michigan ... – PowerPoint PPT presentation

Number of Views:151
Avg rating:3.0/5.0
Slides: 50
Provided by: ifea
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Time for a Sponsorship Reality Check Timely Responses to Todays Sponsorship Challenges


1
Time for a Sponsorship Reality Check! Timely
Responses to Todays Sponsorship Challenges

  • Chuck OConnor, CFEE
  • National Cherry Festival
    Traverse City, Michigan
  • Thursday, June 4, 2009

2
Webinar Overview
  • State of the Union
  • Controlling Your Destiny
  • Re-examining Your Assets
  • Practical Examples Solutions
  • Sponsorship Renewal Tips
  • Summary
  • QA

3
(No Transcript)
4
(No Transcript)
5
(No Transcript)
6
State Of The Sponsorship Union
  • Some have closed the doors
  • Its the economy, stupid!
  • Layoffs and budget cuts
  • Sales tracking 25 off not uncommon
  • What Are Sponsors Saying?
  • Properties Not Meeting Our Needs IEG-SR
  • Takeaway Sour economy requires more flexibility
    in packages and terms
  • Waste of company resources short termitis
  • We dont have the money no budget

7
More - State Of The Sponsorship Union
  • Attitude!!
  • this is not the time for stable companies to
    drop sponsorships, but to add more value to
    consumers smart sponsors will see the economic
    situation is creating an opportunity for them to
    connect on a more personal level, where helping
    to make life better during a tough time is a
    common goal.
  • Jed Pearsall, President Performance Research

8
Traditional Media Is In Rough Shape
  • Broadcast, Cable, Print
  • Inventory means Opportunity
  • Shape the deal carefully
  • They Can Help With Sales
  • Packaging
  • Leverage Activate
  • Collaborate

9
Controlling Your Destiny
  • How Do We Make The Sponsors Business Better?
  • Focus on THEIR needs!
  • Proposals should focus on solutions to sponsoring
    companys problems
  • Need more creativity and flexibility
  • Change your pitch etiquette brief specific

10
Controlling Your Destiny
  • Watch for trends and opportunities
  • Sponsorship position structuring
  • Barter / In-kind
  • Brand Advocacy
  • Consultant Role
  • Utilize Resources
  • IFEA, IEG, Power Sponsorship, EM

11
Trends And Opportunities
  • Mergers
  • Political influencers
  • Economic consequences
  • Strong industry categories
  • Flexibility
  • Collaboration with your Chamber, CVB
  • Changing regional event landscape

12
Hot Categories Themes
  • Wireless
  • Energy
  • Casinos
  • Pets
  • Green
  • Patriotism
  • Pharma
  • Consumables
  • Heritage Days
  • MMT Mobile Marketing

13
Barter / In-Kind Deals
  • Start with your budgeting process
  • Examine your payables
  • Vehicles
  • Porta-Johns
  • Printing
  • Fencing
  • Data lines hardware
  • Consumables
  • Travel

14
  • PortaJon Ads
  • Fee paid by UGO
  • UGO handles Sales

15
(No Transcript)
16
MORE Barter or In-Kind
  • Media
  • Staffing Corp. Teams
  • Catering
  • Lodging
  • Fireworks
  • EMS First Aid
  • Waste Collection / Recycling
  • EXPENSE RELIEVING!

17
Sponsor / Brand Advocacy
  • Sent from my NCF VZW BB!
  • Wear the brand - Logowear
  • Outgoing Phone Messages
  • Email signatures
  • Always ask for sponsor products
  • Activate advocate always for your sponsors
  • Co-Branded Scheduling Information
  • ATT Real Yellow Pages
  • Web sites
  • Media / PR

18
Activate Retail For Sponsors
  • Consumables Concessions Cart
  • NCF Sells Pepsi, Johnsonville, Country Fresh,
    Sara Lee
  • ATMs
  • Prizes
  • Grocers Program
  • Influence consumer
  • preferences

19
Grocers Partnership Program
20
Be A Consultant
  • Layoffs and Replacements
  • Activate each others good ideas
  • Make your written agreements stand out
  • Corporate Social Responsibility
  • Convey A Message Of Community
  • Volunteerism
  • Inclusiveness
  • Networking
  • Seek Sponsor Collaborations
  • Keep Optimism Hope Alive!

21
Examining Your Assets
  • Audience!
  • Programming Flexibility Excellence
  • Media and PR
  • CSR / CSI Corporate Social Responsibility
    (Investment)
  • Leveraging Activation
  • Retail Ties
  • Real Estate MMT
  • B2B and B2C
  • Agri-Tourism
  • Intern Program
  • Social Media
  • MOJO! The Emotional Connection

22
Examining New Assets Programming Ops Related
  • Brainstorm For Salable Inventory
  • Global Wine Pavilion
  • Heroes Day
  • Commissioned Art Applications
  • Green Day
  • Health Day
  • Volunteer Program
  • V-PASS!
  • Operations
  • Press Conference
  • Branded Product
  • Signature positions
  • Beer Tent
  • Real Estate Is King! (Mobile Marketing)

23
Case Study Global Wine Pavilion
  • Opportunity New Real Estate!
  • Target new audience profile
  • Traditional media overlays
  • PR opportunities
  • Display and interactive
  • Existing sponsor activation opportunity
  • Opened new sponsorship categories

24
Case Study Heroes Day
  • Opportunity New Programming
  • Target new audience
  • Increase foot traffic on a slower day
  • PR opportunities
  • Integrates with local businesses
  • Opened new
  • sponsorship inventory
  • Brought back an old
  • sponsor
  • Community loves it!

25
Case Study Chateau Grand Traverse
  • Existing wine sponsorship
  • Tie to new Global Wine event
  • Co-brand with commissioned
  • Charles Murphy painting
  • New media extensions
  • Co-branded Marketing
  • Distribution
  • Expands sponsorship window
  • sustainability

26
Case Study DTE Energy
  • Green Initiative
  • PR Overlays
  • Platform for Charitable Giving / Cause
  • Collaboration with Like-Minded WM
  • DTE Green Day
  • Recycling Program
  • Parade Title Sponsor

27
Case Study BCBS of Michigan
  • Longtime sponsor with budget issues
  • Local reps co-champion strategy
  • Meeting with decision-makers
  • Enter Health By The Bay event
  • Met the need
  • Win Win!
  • Renewed
  • commitment

28
Case Study Art Van Furniture
  • Sponsor of NCF Ambassador Corp
  • AVO co-announce our sign-up party
  • Held event at their store location
  • Invite other sponsors to participate
  • Creates loyalty to affinity group
  • Cybercafé
  • Expand window of opportunity
  • Sales!!

29
Case Study Verizon Wireless
  • Official Position Qualified Exclusivity
  • Named asset benefit V-PASS!
  • Inclusion at volunteer functions
  • Integrated into programming
  • Commemorative Pin
  • Cherry Idol
  • Press conference
  • Media TV, Radio, Print
  • VIP Hosting
  • Music Stage
  • Business B4 Hours
  • Promotional Display via Marketing Werks
  • Totally integrated co-branded business partner

30
Case Study Country Fresh Ice Cream
  • Official Ice Cream
  • Ice Cream Socials
  • Integration throughout year
  • CF Diner
  • Grocers Program
  • Retail activation
  • Freezer trucks

31
Case Study Great Wolf Lodge
  • Existing UAD Sponsor
  • NEW! - NCF Royalty Program
  • Bartered Queens Program Lodging
  • Silent Auction
  • Catering
  • GWL listing as Host Hotel
  • Shared branding
  • Q Candidates participate in GWL programming
  • Media stories / PR Benefits

32
Case Study Cherry Dollar Time Capsule!
33
Branded Product
  • Cherry Sauce Simply Cherries
  • Signature Cherry Pie G.T. Pie Co.
  • Signature wines

34
OPPORTUNITY Mobile Marketing
  • Great Activation Guest Experience Opp.
  • Tractor-Trailer Tours / Rigs
  • Pop-Ups / Product Displays
  • Cooking Demos
  • Sampling Venues
  • Sports Team Attractions
  • Military Exhibits
  • Promotional Partnerships vs. Sponsorships

35
(No Transcript)
36
(No Transcript)
37
(No Transcript)
38
(No Transcript)
39
(No Transcript)
40
(No Transcript)
41
(No Transcript)
42
(No Transcript)
43
(No Transcript)
44
Mobile Marketing Agencies
  • IMS Marketing
  • GMR Live
  • Action Marketing Group
  • Mobile Media Enterprises
  • Marketing Werks
  • Barkley
  • Pierce Promotions
  • Moroch
  • Infinity Marketing
  • Momentum Worldwide
  • Octagon
  • Fieldstone
  • Aspen Events
  • Gigunda Group
  • MI State Lottery

45
Social Media Communities
  • Facebook 200 million users
  • MySpace 110 million users
  • LinkedIn about 30 million users
  • Twitter about 7 million users
  • YouTube 70 million videos
  • Flickr hosts over 2 billion images
  • Blogs over 200 million

46
Useful Tips For Sponsorship Renewal
  • Start early stay in contact
  • Be creative
  • Utilize internal advocates
  • Co-develop the deliverables
  • Make multi-year deals appealing
  • Be flexible
  • Develop professional contracts
  • Be a champion for their sponsor brands

47
Sponsorship Reality Check Webinar Summary
  • Sponsorship sales is challenging in the current
    economy
  • There are great opportunities to collaborate with
    traditional media and other like-minded
    organizations
  • Its a great time to re-assess your salable
    assets
  • Must stay abreast of trends themes
  • Must remain professional optimistic
  • Must be creative and flexible
  • Must be an outspoken advocate for sponsors

48
The Good News!
  • Among all marketing channels,
  • ...Events are the discipline that can be
    leveraged now to best boost ROI, and accelerate
    and deepen brand relationships.
  • Event Marketer Survey EventView 2009

49
Time for a Sponsorship Reality Check!
Questions Answers

  • Chuck OConnor, CFEE
  • National Cherry Festival
    Traverse City, Michigan
  • chuck_at_cherryfestival.org
  • (231)-947-4230 x101
About PowerShow.com