Esa Event- The Building Blocks to Creating Award-Winning Sponsorship Campaigns

Andy Westlake,
Misha Sher,
Jackie Fast

Transcript

1. To inspire, unite and grow the sponsorship industry ESA events and MII present: The Building Blocks to Creating Award-Winning Sponsorship Campaigns @EuropSponsAssoc @IrishMarketers www.sponsorship.org #ESAbreakfast Thursday 14th March 2019 ESA IN ASSOCIATION WITH: Proudly hosted by
2. Andy Westlake Chairman, ESA “Trends that will inspire award winning campaigns of the future”
3. Our mission… First - About ESA “to inspire, unite and grow the sponsorship industry” Now representing an $18bn European industry - $65.8bn worldwide
4. • Breakfast seminars • SponsorLive (28th March) • Cannes Lions • Access and discounts Events • ESA Diploma • Sales Certificate • Arts Certificate • Leadership Education • Light touch but active • Betting & gaming • Pharmaceuticals • HFSS Policy • Case studies • Industry White Papers • Market statistics • Videos and good practice guides Resources
5. 10 trends in the sponsorship market
6. 1. Community & Grass Roots •  Adam Alter – Associate Professor of Marketing at New York University’s Stern School of Business •  75% of adults in the US can reach their mobile without moving their feet •  His students spend between 6 and 12 hours a day on their devices “This generation are displaying behaviours that are measurably different to every generation that went before them” •  Attention restoration theory
7. 2. Data continues to drive business
8. 2. Objective setting 3. Measurement
9. 4. Rights holders as media owners
10. OTT content market set to grow
11. 5. Integration, story-telling and authenticity “The purpose and thinking behind sponsorship deals and activation will evolve – the very best partnerships will make a real and recognisable difference to all their stakeholders – the sponsor, customer, fan, player, artist and rights holder” Paula Murphy – Brand Operations & Sponsorship at Vodafone
12. 6. Experiences become transformations
13. 7. The power of purpose
14. 8. ‘New’ entrants to the market
15. 9. Athletes as brands
16. 10. Sport redefined
18. To inspire, unite and grow the sponsorship industry Presenter Misha Sher Worldwide Vice President, Sport & Entertainment at MediaCom ESA IN ASSOCIATION WITH: www.sponsorship.org #ESAbreakfast Proudly hosted by @EuropSponsAssoc @IrishMarketers
19. 19 Partnerships vs Traditional Media
20. 20 20 •  02 We are all in the solutions business Awareness Affinity Trust Purchase 02 03 01 04
21. 21 21 5,000 AVERAGE NUMBER OF ADS CONSUMERS ARE EXPOSED TO EVERY DAY
22. 22 22 CONSUMERS ARE INCREASINGLY HARD TO REACH
23. 23 23 CONSUMERS ARE INCREASINGLY HARD TO REACH
24. 24 24 Seeking a deeper connection
25. 25 25 $60.2bn $62.9bn $65.9bn $69.1bn Global partnership investment continues to grow Source: IEG Annual Report 2016 2017 2018 2019 4.4% 4.7% est 5.0% Official IP Partnership investment in US$ - media partnership investment is not accounted within the total spend
26. 26 26 •  01 Why are brands increasingly investing in partnerships Amplify a brand attribute Build affinity or trust Drive fame 02 03 01
27. 27 27 No matter the reasons, the focus must be in driving business outcomes and growth
28. 28 28 Source: MediaCom Business Science Global Study Partnerships can be up to 2 times more effective at driving brand health metrics than standard advertising
29. 29 29 Series 1 43% 29% 23% 7% 7% 3% Partnerships are very effective at shifting brand perception and getting people to talk about the brand 2018 2019 Fame Perception Consideration Purchase Intent Attributes Awareness Source: MediaCom Business Science Global Study
30. 30 30 Partnerships become more effective overtime 25% 28% 42% 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 Short Medium Long Average retention of uplift after 6 months Source: MediaCom Business Science Global Study The shift in brand metrics delivers over time for partnerships that have longevity The length of partnerships are classified as follows: Short – 1 year Medium – 2 years Long – 3 years
31. 31 31 Source: MediaCom Business Science Global Study The sample reviewed during the study classified activation spend as additional money spent by the brand in media, with a minimum of 4 weeks of activity whilst the partnership was live. Partnerships running alongside activation spend delivers both a higher uplift and are more efficient than standalone partnerships Uplift Efficiency x2 x3
32. 32 32
33. 33 33 Partnerships and media are not mutually exclusive
34. 34 34 Haven Holidays
35. 35 35 The business challenge Build brand love Reinforce brand’s British DNA Drive differentiation
36. 36 36 TeamGB offered a great fit to build brand health Diverse Inclusive Proud to be British Most loved British brand behind the NHS
37. 37 37 Research showed that TeamGB partnership shifts brand metrics Affinity 44% have a higher affinity Consideration 63% are more likely to consider a product or a service Leadership 73% associate TeamGB partners with leaders in the industry 01 03
38. 38 38 Storytelling allows us to go beyond product and price to build affinity with consumers
39. 39 39 Effects on Brand Health TeamGB sponsorship peaks higher and has a longer tail than traditional media
40. 40 40 The partnership benefits go far beyond what media alone can offer Staff Engagement Access to talent Joint retail opportunities 01 03
41. 41 Thank you
42. To inspire, unite and grow the sponsorship industry Presenter Jackie Fast ESA Board Director & Chair of ESA Awards committee Founder of REBEL Pi Author of Amazon bestseller PINPOINT ESA IN ASSOCIATION WITH: www.sponsorship.org #ESAbreakfast Proudly hosted by @EuropSponsAssoc @IrishMarketers
43. www.slingshotsponsorship.com Negotiate yourself into an award winning campaign
44. www.slingshotsponsorship.com HI, MY NAME IS Jackie Fast @JACKIEFAST
45. www.slingshotsponsorship.com ARE YOU BUYING THE RIGHT ASSETS?
46. The game has changed
48. COCA-COLA POLAR BOWL TECHNOLOGY DRIVING INNOVATION & SOCIAL
49. THE STATS 9 MILLION USERS TUNED IN AVERAGE DWELL TIME OF 28 MINUTES COST OF A 30 SECOND SLOT DURING THE SUPER BOWL COSTS 3.5M USD
51. Do you have the assets you need to get the content you want to create? •  If logos no longer have the same power, do you know what will resonate with your audience? •  Badging is not authentic •  Rather than buying 100 assets that are diluted and unused, can you reduce what you buy in order to make a bigger impact in the area that you want
52. New Rules 1.  It’s not about the logo, look outside the typical 2.  Authenticity is key for content to resonate 3.  A simple message resonates further
53. Can you negotiate without cash?
54. Car pic
56. But they had a problem Customers changing specifications = more time spent resetting the line, less time producing
57. They knew what they had to do, but didn’t know how to buy it Develop efficient planning processes Data modelling tools Better real-time monitoring, scenario-planning and forecasting. The inspiration and development of GSK’s managers
58. The results GSK’s toothpaste makers halved their changeover time saving millions of dollars After two years the ‘McLaren line’ remains the top performer
59. NEW RULES 1.  Whether you are a rights holder or a brand, you own assets that could be priceless to the other 2.  If you can’t afford it, find something of value that you have that the other person wants and exploit that deal to benefit the other party in order to grow together
60. www.slingshotsponsorship.com More amazing case studies and practical guidance can be found in my bestselling sponsorship book PINPOINT available on Amazon
61. www.slingshotsponsorship.com THANK YOU www.Jackiefast.com JACKIE FAST @JACKIEFAST JackieFas t