Best practices for sponsorship activation strategies
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Matt Pensinger, SVP, Managing Director Jack Morton Worldwide spoke at this years Event Marketer Summit about sponsorship and increasing reach for campaigns.
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Best practices for sponsorship activation strategies
- 1. EM SUMMIT 2012 MICROSESSION SPONSORSHIP DEALS INCREASING REACH
- 3. MATT PENSINGER SVP, MANAGING DIRECTOR Global Brand Experience Agency
- 4. 6 THOUGHTS IN 20 MINUTES
- 5. 6 THOUGHTS: #1: SPONSORSHIP GUT CHECK #2: ACTIVATION RATIO #3: FIT / IMPACT MODEL #4: TERM SHEET REVIEW #5: STANDARD TRAP REVIEW #6: DIRECT SALES
- 6. #1: WHY? Addresses a business problem? NO? Then, ??? YES? Advance to next step
- 7. VS.
- 8. OLD THINK AWARENESS NEW THINK ADVOCACY
- 10. #2: ACTIVATION RATIO WHAT YOU DO DRIVES THE VALUE • Analyze total budget spend to activate partnership – and forecast reality for renewal phase • Consider which elements are driving tangible results – Can they be amplified? • Sponsor fee : activation spend should be greater than 1:1
- 11. #3: FIT / IMPACT
- 12. #3: FIT / IMPACT BRAND ALIGNMENT IS KEY FACTOR • Fit dimensions – Fits our strategy – strategically sound (addresses business problem) – Fits our brand – Fits our target customers – Fits our markets – Fits seasonality of our business – Allows us to demonstrate our value proposition
- 13. #3: FIT / IMPACT BUSINESS DRIVERS FOR RESULTS • Impact dimensions – Reach • Attendance / qualified audience • Ratings • Digital footprint – Results • Direct sales • Changes in brand drivers • Experience participation • Leads generated – Benefit > cost
- 14. FIT Benefit:Cost ratio = 1:1 IMPACT
- 16. #4: TERM SHEET REVIEW ASSESS PERFORMANCE OF CONTRACT • Rank the importance of each asset for your business today • Rank how well each asset was delivered by the property • Then, rank how valuable you think the property sees each of the assets • Look for the disconnects and bring that into your negotiation
- 18. #5: STANDARD TRAP REVIEW DON’T PAY FOR WHAT YOU CAN’T LEVERAGE • Category Exclusivity • Playoff clauses • Annual fee escalators (not tied to performance) • Tickets • Appearance fees/expenses • Speaker/Demo slots • Logo inclusion • Standard package throw-ins
- 19. #6: DIRECT SALES
- 20. #6: DIRECT SALES LEAVE NO BUSINESS ON THE TABLE • Can your product/service be utilized by property for its own business? • Preferred sales offers to property stakeholders – Employees – Talent/players – Vendors/suppliers – Leagues/Associations – Other sponsors • Targeted offers to end customers – Conference attendees – Season ticketholders
- 22. ACTIVATION FIT / THINK ADVOCACY TO FEE IMPACT RATIO ANALYSIS TERM TRAP DIRECT SHEET REVIEW SALES REVIEW
- 23. QUESTIONS?
- 25. 5 IDEAS IN 20 MINUTES
- 26. 5 IDEAS: #1: PLAN THOSE CHANNELS #2: THINK DEMOCRATICALLY #3: THINK DIFFERENT #4: BE USEFUL #5: MOBILE, MOBILE, MOBILE
- 27. #1: PLAN THOSE CHANNELS REACH THE RIGHT PEOPLE FIRST • Whether live or digital, connecting with the right people is fundamental to reaching more people • Too many B2B meetings at the wrong time in the customer cycle • Too many consumer activations in the wrong places • Too many digital misses – only 0.55% of YouTube videos have >1 million views; 50% have fewer than 500 • Inexcusable!
- 28. #1: PLAN THOSE CHANNELS Channel Entice (Pre) Engage (During) Extend (Post) Direct channels (email, CRM & ATL comms)
- 29. #2: THINK DEMOCRATICALLY BRING DIFFERENT AUDIENCES TOGETHER • To extend the appeal of events, think of them more broadly • Create experiences that mix up B2B and B2C audiences • Take a ―B2E—brand to everyone‖ approach • Empower different kinds of brand advocates to inspire each other
- 30. SAMSUNG SIDEKICK 4G LAUNCH UNITING CHANNEL + CONSUMERS
- 31. #3: THINK DIFFERENT UNIQUE CONTENT IS THE NEW BLACK • Too much same old same old in our industry • Extend the reach of events by aiming to create unique new experiences • Create and repurpose experience content as owned media that people will want to share • Leverage content for goodwill and sustained interest in your event program
- 32. IT’S HARD TO BREAK THROUGH—IT REQUIRES NEW THINKING 75% “WITH ALL THE MEDIA AND INFORMATION AVAILABLE TO ME, IF A BRAND WANTS TO GET MY ATTENTION IT HAS TO DO SOMETHING SPECIAL.” SOURCE: JACK MORTON RESEARCH, 2011
- 34. #4: BE USEFUL VALUABLE, UNEXPECTED CONNECTIONS • Give people something they actually want and/or need • Activate a message (not just an event) – and make sure it is shareable • Enable the experience to spread
- 35. GIVE PEOPLE SOMETHING TO TALK ABOUT 76% “I ONLY ADVOCATE BRANDS IF I’VE HAD GREAT PERSONAL EXPERIENCES WITH THEM.” SOURCE: JACK MORTON RESEARCH, 2011
- 36. CHEVROLET SXSW 2012 ―CHEVY WAS THE LOVE WINNER IN AUSTIN‖
- 37. #5: MOBILE, MOBILE, MOBILE DIGITAL+LIVE IS SO 2011 • The new normal for all marketers is mobile • Mobile internet usage will overtake desktop by 2014 • 91% of mobile internet is social vs. 79% on desktops • Mobile is the critical way to extend events today – and a immediate way to trigger transactions
- 39. TMALL ENGAGING PARTNERS, PRESS, INFLUENCERS
- 41. PLAN THINK THINK THOSE DEMOCRAT DIFFERENT CHANNELS MOBILE EXPAND BE USEFUL MOBILE YOUR MOBILE REACH
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- This is a template for a title slide. Font default is Arial 70. Keep the typeface black on the color background
- This is a template for a title slide. Font default is Arial 70. Keep the typeface white on the color background.
- This is a template for a title slide. Font default is Arial 70. Keep the typeface black on the color background
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- add thinking about audience and channel planning (how to optimize finding the people you want to reach – and to do so in the most efficient way). This could be an addition to your first idea, or it could be a separate idea (?). My thought here is that where you do your event (where in the real world, or where in the digital world) has so much impact on reach – and it’s often not done with enough thought and rigor. We have seen too many consumer mobile tours go to the wrong places, B2B meetings done at the wrong time of year to fit with customers, and I think the same idea can be made for digital (thoughtfully choosing your channels). In the old days of event marketing, this was due to lack of good info and the likelihood that you had to find event stops – good or bad – that fit with a routing plan. Today, there is no excuse for not being really good on this, and there are a lot of tools and sources to support the process.
- Overview: Samsung's T-Mobile team was launching a new phone, The Sidekick™ 4G. For this campaign they wanted to energize and train the sales team and create consumer buzz around the phone and the iconic Sidekick™ brand. Jack Morton decided to create a multi-tiered event that would speak to both the internal B2B audience, while also creating a buzz-generating experience for the influential B2C audience. The Samsung Sidekick 4G campaign was kicked off with live “concerts” for the T-Mobile sales reps and music fans. Our live events took place in hip music venues where the chosen unsigned bands were regulars. We kept the environments genuine and tasked the audience with bringing success to the band on stage using the new Sidekick™ 4G photo, video, and social features. We extended the live events to online platforms. We created a Twitter hash tag and account, a Facebook page, and a YouTube channel. We also created an online contest where sales people and consumers became "fans" of a particular band. After two months, we had an online vote and awarded the bands marketing budgets through EMI records.Results: 72.5 million Twitter impressions – Reached over 7.3 million people in two months508,450 Facebook post views in the first two monthsAverage survey scores from live events of 9.69 (Scale of 1 to 10, 10 being best)A music video created by Kick It With The Band teams made it into rotation on MTV for the band, Shinobi NinjaA high school rapper, Jake Miller, was signed to a major record label after receiving so much attention from this experienceThe feedback was so positive that Samsung has continued to work with the bands from this program in order to promote new phones and new programs
- [LIZ]That’s what experiences do and why it’s critical to optimize yours.In a cluttered world, experiences break through.According to research we conducted last year, 75% of respondents in Brazil, China, India and the US say, “WITH ALL THE MEDIA AND INFORMATION AVAILABLE TO ME, IF A BRAND WANTS TO GET MY ATTENTION IT HAS TO DO SOMETHING SPECIAL.”Experiences fall into that “something special” category.
- [LIZ]Another extremely valuable way that experience impacts the brand: word of mouth.Simply put, experience drives word of mouth. And when I say word of mouth, I mean all the sharing and recommending of products and services that drives marketers’ interest in social media – which both in the B2B and B2C worlds dramatically escalates the reach of marketing – as well as the old fashioned, person to person recommendations which still command the most impact on purchase influence. To get to word of mouth, you need experience. 76% of people we surveyed in Brazil, China, India and the US said, “I only advocate brands if I’ve had great personal experiences with them.”That makes complete sense of course. Especially in a B2B setting, where recommendations and referrals play a huge role, you’re not going to go out on a limb and advocate something to a colleague unless you’ve had a great experience yourself. So to drive that word of mouth you have to engage people – customers and prospects – in unique, positive brand experiences.
- [LIZ]Chevy’s “Catch a Chevy” at SXSW provided a useful experience for SXSW attendees – who struggle to get to every event on time. For a brand like Chevy, awareness is really not the issue but consideration is… so putting people in the cars has huge value in terms of impacting people’s consideration… it was among the most Tweeted non media brands at SXSW… and Billboard called Chevy the love winner…
- PayPal processed over $4 billion in transactions via mobile in 2011 – and they are forecasting $7 billion for 2012
- And here’s a terrific example of how an engaging experience had a very valuable impact while also generating a lot of awaress.When Tesco launched its Homeplus retail brand in South Korea, instead of mounting an ad campaign they installed a “virtual store” in the subway. They had QR codes for every product shown.There’s WiFi access in Seoul’s subway system.So that meant that people waiting for the subway… people with a lot of time on their hands… could actually go shopping from the platform and “try out” the Homeplus retail and home delivery system.This is a brilliant “drive to retail” experience… making the brand immediately useful, giving people a hugely engaging experience, and generating a lot of WOM in the process.
- Tmall’s China launch. Think of Tmall as a Chinese Amazon… it is entering a market where there is competition and where the influence of partners – the brands whose products are sold – is extremely important. Putting together a couple of the best practices we’ve addressed, Tmall created a “brand2everyone” launch experience for partners, press and consumer influencers that centered on a 3D physical mall where people could use iPads to shop and augmented reality experiences try on products from luxury jewelry to clothes to bedding.
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