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Sport Marketing

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Sponsorship Defined (see chart also)
Acquisition of rights to affiliate or directly associate with a property or event for the purpose of deriving benefits related to that affiliation or association 􀁺 “An investment, in cash or in kind, in an activity, in return for access to the exploitable commercial potential associated with that activity” (Meenaghan,1991, p.36) 􀁺 Includes a wide array of activities associated with a communications process that is designed to utilize sport and lifestyle marketing to send messages to a targeted audience
Vision
To be successful over the longer term, you must have a vision. Having a vision for the “longer term” here refers to something more along the lines of five to ten years, rather than only six to twelve months. 􀂃 The best advertising campaigns are those that have staying power and that build a clear company image over a long period of time. 􀂃 One of the biggest mistakes that advertisers can make is to frequently change their campaigns. You must envision a specific, achievable, and measurable objective that you want to achieve with your promotion within a specific time frame.
Value
􀂃 After you understand who your visitors really are and have set visionary objectives, you can begin to design your promotional message or theme.
Volume
How do you appropriately allocate your media budget?
1. Frequency—Rule of Three
Some advertising professionals advise that for people to get a message that they need to be exposed to it at least three times over a four-week period.
2. Reach—Once a Week.
Other advertising professionals (Erwin Ephron and John Philip Jones), suggest that if you’re not trying to teach customers something new, then what you really want to do is reach the most people you can with your message every week. The first time people hear or see your promotion message is the most impressive.
Voice
􀂃 Similar to the effect of changing your advertising message frequently is the effect of trying to say too many different things in too many different ways to customers. 􀂃 Potential visitors and your current customers need to hear your promotional messages saying the same thing so that they develop a clear image of your business.
Validation
You will recall that when you set your visionary objective that you included a benchmark (where you are) and a concrete destination (where you are going) within a specific time frame. 􀂃 Over the course of this time frame, or at least at the end, you must monitor your progress to see if your campaign is achieving its objective. 􀂃 This validation process will keep you from continuing in a campaign that is wasting your money. 􀂃 You may find that you are achieving your goal at an earlier point than you thought it would take. 􀂃 If so, you may be able to cut back on your promotional spending.
Athlete Endorsements
􀁺 Jesse Owens and Adidas in 1936 􀁺 Amateur status, IOC “eligible athletes” 􀁺 Some obtain huge sums of $, others receive equipment or other fringe benefits 􀁺 The benefits of cross promotion: Michael Jordan on a Wheaties box wearing Nike shoes 􀁺 Signage on cars, bodies, etc. 􀁺 The risk is high for corporations to sponsor individual athletes (scandal clauses)
Growth of Sponsorship
􀁺 Coincided with the ban on tobacco & alcoholic drink advertising 􀁺 Decreased efficiency of traditional media 􀁺 Changing social priorities – cause-related marketing 􀁺 High consumer acceptance 􀁺 Development of goodwill 􀁺 The acceptance of commercialization of sport by governing bodies 􀁺 The increased media interest in sport programming 􀁺 Sports have gone global Annual Growth of Advertising, Sales Promotions, and Sponsorship 0 5 10 15 20 25 30 1980-85 1995- 2000 2004 2005 2006 2007 2008 (Pro) Years
Growth of Sponsorship- Then and Now
THEN: The incredible growth of corporate sports sponsorship spending over the past two decades has generally not been accompanied with a great deal of marketing planning, either on the part of the sponsor or the sponsored organization. 􀁺 Sponsorships have evolved from simply placing signage on an outfield wall (see Shibe Park/Connie Mack Stadium) to highly leveraged sponsorship arrangements that may include a full menu of sponsorship activities designed to activate consumer response. 􀁺 NOW: The pressure placed upon senior management to produce results from their marketing endeavors has “resulted in enhanced interest in measuring and evaluating the impact of sponsorship decisions” (Crompton, 2004, p.268).
Product
Product: bundle of physical, service, and symbolic attributes designed to enhance buyers’ want satisfaction
Product defined
Needs to be understood as a concept and must be used an as umbrella “everything both favorable and unfavorable, that one receives in an exchange
Visitors
To plan a successful promotion campaign that effectively uses your promotion dollars you must first know all you can about the visitors (read: infrequent fans or customers) you are trying to attract.
Sponsorship Exchange Relationship
Sport Property Financial investment, media & promotional commitments Sponsor (corporation) Increased awareness, image enhancement, demonstration platform, hospitality, product trial and/or sales opportunities
Promotions Mix
􀁺 Advertising 􀁺 Personal Selling 􀁺 Sales Promotion 􀁺 Public/Community Relations 􀁺 Sponsorship
How Sponsorship differs from Advertising
– Sponsor’s degree of control – Nature of the message – Audience reaction – Ambush marketing
Sponsorship Components
See Chart
Integrated Promotions
Sponsorship-> Advertising-> Personal Selling -> Sales Promotions -> Public Relations ->
Sponsorship Objectives
􀁺 Since the onset of sponsorship growth in the 1980s, corporate motives and objectives for sponsorships have been unclear 􀁺 Abratt, Clayton and Pitt (1987) reported that the top three reasons for sports sponsorships was for the potential TV coverage, corporate image promotion, the potential of spectators as customers Fundamental to any planning process is the need to set clear, measurable objectives to be completed within a precise timeframe. This implies that: 1. Benchmarks of current performance are measured 2. Objectives are developed. Plans are made to meet objectives 3. Performance is measured and compared to the benchmarks
SMART Objectives
Specific 􀁺 Measurable 􀁺 Achievable 􀁺 Results-oriented 􀁺 Time-bounded
Corporate Objectives
Increase public awareness 􀁺 Influence public perception 􀁺 Establish association with particular market segments 􀁺 Community based 􀁺 Builds goodwill 􀁺 Media benefits 􀁺 Achieve sales objectives 􀁺 Create exclusivity 􀁺 Obtain opportunities in hospitality and entertainment 􀁺 Secure entitlement or naming rights
Sponsorship Objectives-Corporate
Create awareness & visibility (1) For a new product or company (2) Reach a new target market (3) Bypass legal restrictions 􀁺 Increase brand loyalty 􀁺 Connecting the brand to properties the consumer cares about 􀁺 Change/reinforce image 􀁺 DAST, John Hancock & Boston Marathon 􀁺 Differentiate from competitors 􀁺 Signify exclusivity, brand leadership Drive retail traffic & sales (consumers & properties) 􀁺 Alltel & NASCAR, Reliant Energy 􀁺 Community/Social Responsibility 􀁺 HEB & Bruce Bowen 􀁺 Hospitality 􀁺 Access to exclusive events (Masters, NCAA) 􀁺 Recruit/retain employees 􀁺 McDonald’s, American Express
Two Sides of Sponsorships: Activation and Over-servicing
“Activation refers to putting the sponsorship into action. It could mean many different things, including: 􀁺 Leveraging the tie-in advertising or promotions 􀁺 Developing that artwork to be used in program ads or signage at the stadium/arena 􀁺 Utilizing hospitality offered by the property to entertain guests, customers, etc.” 􀁺 Over-servicing sponsors means that the sports organization makes every effort to make the sponsorship work through effective matching, activating, and leveraging the sponsorship on the front end and communicating, documenting, and following-up on the backend of the deal
Evaluation
Three broad schools of evaluation 1) Measuring awareness levels achieved or attitudes changed 2) Quantifying sponsorship in terms of sales results 3) Comparing the value of sponsorship – generated media coverage to the cost of equivalent space or time Regardless of the type of evaluation: 􀁺 A pre-sponsorship benchmark 􀁺 Maintaining consistent levels of advertising and other promotions during the sponsorship 􀁺 Measure one objective at a time
Why sponsorships fail?
1. Lack of leverage 2. Property hopping 3. Too many little sponsorships 4. Insufficient staffing 5. Failure to sell internally 6. Overlooking the fans
Assessing Sponsorship Results
􀁺 Sponsorship results are usually long-term, not short-term 􀁺 Difficult to assess effects 􀁺 Despite the impressive visibility of events like the World Cup and Super Bowl, sponsorships do not always lead to increased sales or improved brand awareness 􀁺 Clutter 􀁺 Marketers utilize some of the same techniques to measure both advertising and sponsorship
Sponsorship Effectiveness Model
See Chart
Sponsorship Definitions
See last 4 Slides
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