8Drawbacks to Sponsorship Becoming commonexpensive ($4M for 30 sec on Super Bowl)clutternegative publicity- what if they break the law?Think of an example...
9Sponsorship Process Sponsorship Goals Sponsorship Budget Sponsorship AcquisitionImplementing & Evaluation
10Sponsorship- Goals of Sponsorship Direct or IndirectTangible or Intangibleeasily measured or not able to measure?
11Goal Examples Direct Increase sales ( can be measured) Indirect increase awarenessbe competitivereach the target marketbuild customer relationshipsdevelop our image
12Sponsorship Exclusivity Exclusivity in Sponsorship is in “Categories”Example: Fast Food, Non-alcoholic beverages, bankingEventswant narrow categories for exclusivitySponsorship ExclusivitySponsorswant broad categories for exclusivity
13Sponsorship Budgeting Funding the Sponsorship & PromotionsFunding by same means as in PromotionCompetitive parityarbitrary allocationspercentage of salesobjective & taskFund for the primary sponsorshipPepsi: Major League Baseball$80,000,000 over 5 years
14Sponsorship Budgeting Fund the Co-PromotionsFrito-Lay Promotions & bagsPepsi Lipton Tea & MLB Homerun DerbySubway Signage & Promotion of MLB All-Star Balloting“Catch the Season” Pepsi Product PromotionsNASCAR & Britney Spears Ticket Prize PackagesCracker Jack Snack Sales & Trading Cards
15Sponsorship Acquisition Determine Scopeglobal, international, nationalregional, localDetermine Athletic Platformthe team, the event, or athleteSelect by:budget & feasibility of platformgeographic scope of the sponsorshipsponsorship objectives
16Sponsorship Opportunity: ASPEN SCHOOL OF MUSIC BENEFIT
17Running & Evaluating the Sponsorship Defined:Pre & Post Event Measurements.How did we do?
18Why Sponsors Fail???? No Budget Not Long Term (they do it once) No measurable objectivestoo brand-centrictoo much competitionfailure to excite the sales chaininsufficient staffingbuying at the wrong levelno local extensions