Making the Most of Sponsorships & Partnerships!Christina Lenkowski & Amber Broeckel

WHO WE ARE

Believer | Futurist | Event Fiend

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Christina Lenkowski  SENIOR ACCOUNT EXECUTIVE (and go getter)  

WHO WE ARE

Bright | Hard Worker | Optimist

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Amber Broeckel  ACCOUNT EXECUTIVE (and go getter)  

“’…a cash and/or in-kind fee paid to a property in return for access to the

exploitable commercial potential associated with that property,’”

sponsorship has gone from in many ways a mere novelty in which brands paid to be associated with ‘cool’ properties in sports,

arts and entertainment, to arguably the most important weapon in the world of

advertising.”

IEC

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Image  Source:  IECI  

How many businesses see sponsorships

>  Large sum = No return >  Table at event >  Company name on a banner >  Name in a program >  You get the idea….

>  Companies need to demand MORE from their sponsorships and partnerships!

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Image  source:  583ParkAve  

How they should see them

>  A great way to hit goals and reach new potential customer

>  Stay realistic but shoot for the

stars >  Make the package work for

your company >  If they want your sponsorship

dollars they will work with you

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Image  source:  SFIMG  

But what is it going to cost?

>  For every $1 spent to secure sponsorship rights, $1.70 is spent by sponsors on activation

>  Make sure you have

activation built into your budget when you are working with your partner

>  If at all possible, make it so

you can measure your results to see that ROI

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Image  source:  PCNG  

Setting your own rules

>  Create a document to be sent to all potential partners >  Breakdown what you are looking for >  Include talking points

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Provide Meaning

>  83% of Americans say they wish brands would support causes

>  Needs to be authentic >  Sponsors now look to

associate their sponsorship activities in causes that provide a halo effect around their brands

>  Good example: P&G >  Flip side: McDonald’s & Pepsi

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Image  source:  Pitchonnet  

Extend Across Platforms

>  Sponsorships are looking to extend into digital

>  Most growth in overall activation market, with approx. 40% of all activations now including some digital component

>  Includes a website, mobile app, sweepstake draw and social media campaigns

>  Good example: Southwest Airlines & Make-a-Wish

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Image  source:  Southwest  Airlines  

>  “To connect, modern brands must think and act like a media company, providing content people want.” –  Eddy Morretti, Vice

11 Image:  MarkeAng  Mag  

Create Deeper Content Engagement

>  Fans aren’t just watching the game, they want to be a part of the game

>  Real-time sharing >  Retweet to 644K Followers

12 Image  Source:  TwiCer  

Multiscreen Way of Life

>  Fans no longer sit down and just watch a game >  49% of mobile internet users often watch TV while on their phone >  Fans check Twitter, Facebook, Instagram and Pinterest >  Example: FIFA World Cup 2014

13 Image:  FIFA  Image:  TwiCer  

National Case Study: NASCAR

>  Large, loyal fan base >  Mars, Inc. has been a

sponsor for over 20 years >  Mars has become integrated

in the sport >  Kyle Busch is a big supporter

of Mars and has partnered for multiple commercials and opportunities

14 Image:  NASCAR  

Social media

>  257,319 Likes >  The website links back

to M&M’s Twitter page, YouTube Channel, Tumbler and Instagram

>  Creating custom content

15 Source:  www.mms.com/us/nascar  

 

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DANGER!

>  What happens when partners misbehave?

>  Is it worth the risk?

17 Image:  Meemes.com   Image:  hCp://rvd1302.files.wordpress.com/2011/06/2136_lanceinlivestronggearonbike.jpg  

Red Sky Case Studies

>  Work with our client to determine goals of a partnership >  Reach out to potential partners to see what is/isn’t feasible >  Meet with representative from said partner to determine if the

goals align, if they do move forward with creating an actionable plan

>  Find a partner that is flexible!

18 Image  source:  Idaho  Steelheads  Image  source:  City  of  Meridian  

Case Study # 1 – Dave & Buster’s + Steelheads

>  Dave & Buster’s main goal: raise awareness

>  Use Steelheads large fan

base to draw new people into their store via direct outreach

>  Families and men

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Image  source:  Dave  &  Buster’s  

 

Case Study # 1 – Dave & Buster’s + Steelheads >  Here is how Red Sky and the Steelheads negotiated a contract

for a finite amount of time during the 2012-13 season (all of the below occurred at a sold-out game on 12/22/12): –  Table for Dave & Buster’s collateral and giveaways in arena –  Regular PA announcements and Jumbotron images shown

promoting grand opening event –  Grand opening ticket vouchers given away as prizes during all

breaks –  Dave & Buster’s shirts sent out into audience through T-shirt cannon –  Lucky Row announced with all seats winning a pair of tickets to the

opening party –  Dave & Buster’s street team members on the ice during intermission

to judge an audience contest –  Opening party flyers deposited in all luxury boxes –  Prior to the game, Steelheads put party info on social media

(Facebook: 9,400) and sent out through weekly enewsletter (15K+) 20

Case Study # 1 – Dave & Buster’s + Steelheads

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Case Study # 1 – Dave & Buster’s + Steelheads

>  In-kind partnership >  Event sold out! >  Over 1,100 attendees,

original goal was 800

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Case Study # 2 – Tucanos + Meridian

>  Tucanos’ main goal: Raise awareness

>  Families are main Tucanos

audience >  Utilize a pre-existing event

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Image  source:  Tucanos  

Case Study # 2 – Tucanos + Meridian >  Here is how Red Sky and the

City of Meridian negotiated a contract for one show sponsorship during 2014: –  Event sponsorship of “Rio

2” (a movie that fits with the Brazilian theme of Tucanos)

–  30-second Tucanos video ad played before movie

–  Sampling of Tucanos food at event

–  Gift card giveaway during announcements

–  Logo/link on City of Meridian event page

–  Passed out coupons to attendees 24

Image  source:  City  of  Meridian  

Case Study # 2 – Tucanos + Meridian

>  Partnership was done for a fee of $400. –  Invested more in employee/

food costs

>  Saw great enthusiasm from attendees who hadn’t previously known about Tucanos incredible family value

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Main Takeaways

>  Find a partner that is flexible and goal-oriented

>  For every $1 spent on sponsorship right, plan on $1.70 for productive activation

>  Sponsors now look to associate their sponsorships with a brand or event that produces a halo effect

>  Authenticity!

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Image  source:  Rukkle.com