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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
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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
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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.
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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
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What you spend beyond the “buy”!
What is activation?
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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….
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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
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What is Activation?
Sampling:
At events
At trade shows
These are additional investments
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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
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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?
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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
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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
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How It Works
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How It Works
BMO and Leafs and Stampede
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How It Works
AGRIBITION AND FORD
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How It Works
Canadian Western Bank and YESS
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How It Works
COKE and Maple Leafs
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How It Works… or NOT!
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How It Works
What we do!
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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
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Stories….
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Stories
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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
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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
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Questions?
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