wrist sponsorship pr ad benefits
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Wristband Sponsorship benefitss by using Wristmarketing WristbandsTRANSCRIPT
3DWristbands.A new way for Sponsors
Rory Musker
Contents
• Introduction to 3DWristbands• What makes the product different• Advertising Expenditure Comparisons• Cost Benefit Analysis. Visitor Redemption• Existing Sponsor and Venue users • Endorsement from Ad Agency in the US (Omnicom Media Group)• Case Study/Scenario Marketing/Burger King• Case Study/Scenario Marketing/Coca Cola• Campaign Benefits• Conclusion• Contact
Introduction to 3D wristbands
• A new platform for worldwide sponsor involvement
• New leader for top line event ideas
• Proven success in USA
• Provides customer insight
• Integrated Marketing approach
• High impact marketing on the wrist of the audience
The examples above accurately reflect the real effect
Introduction to 3D wristbands
• Effect generated by lenticular printing technology• USP – ability to apply 3D effect on flexible material• World IP on printing process• Cannot be counterfeited • Each wristband can be personalised • Single use security or multi use fasteners• Fast delivery
Customised shapes available
What makes the product different?
• 96% of the TIME magazine readers recalled seeing the 3D ads.
• 91%b reported reading more than half of the article that the ad was attached to (30-40 % is typical for flat conventional print ads).
• 72% retained a distinct association between the 3D ad and the company that placed the ad, and its services.
• 69% of the readers were favourably disposed towards the 3D ad, compared to a mere 14% favourable rating among those exposed to the same ad in flat print.
• 62% of the readers responded that it increased their appeal to the company that placed the ad.
According to a TIME Magazine study of mass-circulation of 3D advertising vs. conventional print advertising
Advertising Expenditure Comparison USA
Medium Details Cost Period
Billboard One 14' x 48' highway sign. £6,900 3 months.
Direct Mail: Company 1 Half page of coupons to 45,000 homes.
£4,770 Two quarterly mailings.
Direct Mail: Company 2 One standard coupon to 50,000 homes.
£6,525 Three monthly mailings.
Newspaper Magazine Section
One quarter-page black and white ad in large local paper.
£9,600 Six times in weekly section.
Local Business Magazine
One half-page color ad. £4,800 Three times in monthly magazine.
Truck side sign. One truck. £7,000 5 days Monday - Friday.
Mural Ad. In-airport display ad 4' x 5' £4,650 3 months.
Bus side sign. 2 bus sides. £5,160 3 months.
Radio Eight 30-second spots on major radio station.
£8,400 1 week.
Television: News One commercial. £5,000 1 x 30 seconds.
Television: Prime Two commercials. £5,000 2 x 30 seconds.
Wristbands Worn for one day. £0.40 per band 1 day of viewing (5 x per hour x 6 hours - 30 "views")
Wristbands: Underside 5% redeem rate. # of bands @ 5% # of revisits or coupon redemption.
Cost Benefit Analysis. Visitor Redemption
The analysis below derives an average cost per 2,000-10,000 thousand customers on site at an event in one day.
Wristband Cost Benefit Analysis/Visitor Redemption
Item High Low Average Example
Wristband cost (includes underside print or fob/coupon).
£0.80 £0.30 £0.55 £0.55
Number of customers. (avg. stay at event is 6 hours).
10,000 2,000 5,000 5,000
Total cost per band (one day).
£8,000 £6000 £2,750 £2,750
Setup fees. £75 £75 £75 £75
Factor to reflect other (underside promotion/coupon).
10% redemption
2% redemption
5% redemption 5%
Total redemptions per day (return and spend £50.00). 1,000 200 500 500
Total redemptions (x value of redemption). £50,000 £10,000 £25,000 £25,000
Redemption value (cost per band). £37,200+ £7920+ £19,750+ £22,250+
SUMMARY
Average cost to the venue of £4,950
Average gross benefit (for 5000 visitors) is £19,750
Average Net Profit per day £14,500
Existing Sponsor and Venue Applications USA
*Concept is for illustration purposes only
• Walt Disney Company• Coca Cola Events• Burger King• Pepsi Events• Anheuser Busch• Universal Parks• Six Flags Theme Parks• World Cup Rugby• HBO Events• Academy Awards• Grammy Awards• 7Eleven
• Special Events and Corporate Sponsorships. EG: Olympics, NASCAR and NFL.• Cadillac / Chevrolet – auto shows, test drive and sponsorship extension.• Radio Shack – retail and sponsorship applications.• Microsoft – current client – runs X-Box conferences and retail promotions.• News Corp – working with Business development lead – Fox Sports, AmericanIdol, MySpace, NAM/Smart Source custom Publishing
Sponsor Applications Venue Applications
Endorsement from Ad Agency in the US
*Concept is for illustration purposes only
Ray KatzU.S. Director of Sports Marketing. Omnicom Media Group Optimum Sports Division www.omd.com
“I fully endorse Wrist Marketing as a subcontractor to ICS, the main domestic wristband distributor in the U.S, for the projects on which I am teaming up with them to deliver programs for clients. Some of these clients include Arena Football League, LPGA, and National Lacrosse League”
Ray Katz 3 July 2007
Scenario Marketing – Burger King Sponsor
• Opening of the new Spider Man Film – sponsored by Burger King• The audience purchase or are given a 3DWristband at the foyer
• The most popular 3DWristbands have a tear-off fob
CONTINUED
Scenario Marketing – Burger King Sponsor
• After the film the 3DWristband can be used to claim a meal and for reviewing offers from the Burger King website on the underside of the 3DWristband
CONTINUED
Scenario Marketing – Burger King Sponsor
• In addition – the fob can be removed and used to claim discounted or free meals at Burger King restaurants
• Fobs enthusiastically adopted and placed on key rings and necklaces • Campaigns maintained for up to six months
Scenario Marketing – The World of Coca Cola
An additional example
The underside of the 3DWristband
Campaign Benefits
• A high percentage of take-up of offers and new visitors to sponsors website
• Effective for data capture for new visitors registering to learn about additional offers and free gifts.
• Ability for sponsor to extend the range and duration of campaigns• Personalisation of the product• Enhances the customer journey• Enduring and easy to initiate new campaigns
Conclusion
• Enthusiastically adopted by the market• Early UK results extremely positive (NEC Birmingham)• Highly effective for driving visitors to sponsors websites and
raising brand awareness• Exploits strong growth in on-line communities (Web 2.0)• Well positioned and effective for the youth market• Can integrate with barcode and wireless technology providing
additional opportunities for more sophisticated campaign strategies.
Rory MuskerBarn 3 CalcotCheltenham, Gloucestershire. GL50 1TA Tel1: 044 (0)5602 753 268 Tel2: 044 (0)7786 528 440 Email: [email protected]