Sport Sponsoring Dead Or Alive.Pptx

Strictly confidential © Milestone Marketing 2008

Sport sponsoring: dead or alive?

Albert SmitCEO

ISPO SpoBIS 2009Munich


Albert Smit?

• 1968• Industrial Engineering – University of Technology Eindhoven

• Product & brand manager – Unilever

• Strategy Consultant – VODW Marketing

• Founder & CEO - Milestone Marketing– 100% focus on B-to-B marketing – Consulting– Technology– Outsourcing


Milestone: full service B2B Marketing agency

Of all B2B Marketing money, a vast 78% is spent without clear ROI.We strive to make marketing measurable and –thus- more successful.

Milestone is a full service B2B Marketing agency

We help our customers to generate more leadsand grow their customers and channel partners

By creating and implementing marketing programsThat are measurable and result driven

Together with our customer we identify what works bestEnabling continuous improvement of marketing effectiveness

So our customers can outperform their competitorsRather than having to outspend them…


Milestone creates key players’ synergy: increase ROI through Co-Marketing Campaigns

Team

Sportsprofessional

Venue

MainSponsor

Marketing

Campaignspowered by:

- Campaign set-up & management- Pro-active account management- Drive lead nurturing & conversion- Secure database management- Portal management- SLA management

Sub sponsors


Growing customer base & broad marketing experience


Background: our clients spend on sport sponsoring



Sport sponsoring: highly effective?

• ‘Who knows some interesting people we could invite?’• ‘Invite your friends! We still have some business seats

empty...’• Selective & timely invitations?

• ‘Just have a good time!’ Enjoy the game!• ‘We collected some businesscards. By the way, where are

they?’• Gathering other relevant prospect information?

• Selection? Conversion objectives? Business case?Disciplined sponsorship activation???


Back to basics: sponsoring = marketing instrument.In current times: it should drive sales & ROI.

Brand building

Sales growth

Leaders

Followers

Laggards

Innovators

More ROI

Advertising & PR

Sales promotion!


Sport sponsoring should (co-)drive sales

Sales

Lead Suspect Prospect CustomerName

Demand Generation Fulfillment

Satisfiedcustomer

AmbassadorLoyalcustomer

Account mgtCust.service

Repeatcustomer

Marketing

Sales

Fulfilment

Aftersales

Customer ServiceMarketing Sales

BusinessDev.

& Innovation

€ € € €

Relationship marketing

& Cross/upselling

SelectiveLead

generation


Investment in a (potential) client should match expected returns

Growing knowledge of prospect / customer

Growing value of prospect / customer!


Acceptable costs/contact-conversion?



0,1

10 1k1 100 500 10k

E.g. 100k


Sport-sponsoring costs*/contact-conversion?



0,1

10 1k1 100 500 10k

E.g.(€)

100k

250 25

k

*incl. Activation: sponsor fee x 2.5


Summary: integrated, disciplined marketing = key

• Sport sponsoring is too often a stand-alone activity, without clear (measurable) results. In current times, this is no longer acceptable.

• Sport sponsoring should be part of a B-to-B marketing program: a managed ‘production process’ aimed at creating ‘ambassadors’:– complex multi-person DMU’s– many ‘production’ stages (marketing/sales actions, online & offline)

• Sport sponsoring is a stage in the M&S production process – It generally should not be expected to generate sales on its own– It should merely be one (effective) step in a marketing program

• The business case for sport sponsoring is more viable, if based on such an integrated marketing program approach.

• The business case must be realized through disciplined marketing:proactive & timely sponsorship activation!

• Without it, many sponsors will retreat from the sports arena...


Sport sponsoring: dead or alive?

It’s up to you & your marketing team* to

‘just’ do it:

Thank you!

aim to drive salesthrough co-marketing:

measurable, integrated &

disciplined activation!

* with Milestone inside, consider it done.


Milestone Marketing BVCaesar BuildingZonnebaan 9

3542 EA UtrechtPO Box 13267, 3507 LG Utrecht

The NetherlandsT +31-(0)30-242 9065F +31-(0)30-240 4242

www.milestonemarketing.com

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