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Presentation to my colleagues of the international Sponsorium Network. The start of a model
Citation preview
Cells that fire together, wire together
Brain position
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} {Are we talking about the same thing here?
A matter of belief?
Old school - new school
In the beginning there was...
SponseeSponsor
The essence
Activation SponseeSponsor
The essence
ActivationMeansBrandReach
FansPromotionReputation
The essence
Brand
Reputation
Reach Activation
PromotionFans
Drivers of return
Reputation
Reach Activation
PromotionFans
✓Awareness✓Preference✓Image
Drivers of return
Brand
Reputation
Activation
PromotionFans
✓Target audience✓Stakeholders✓Markets
Drivers of return
Brand
Reputation
Reach
PromotionFans
✓Communication✓Experience✓Publicity
Drivers of return
Brand Reach Activation
PromotionFans✓Track record✓Cooperation✓Rights
Drivers of return
Brand
Reputation
Reach Activation
Promotion✓Fanbase✓Communication✓Sales
Drivers of return
Brand
Reputation
Reach Activation
Fans✓Publicity✓Visibility✓Marketing(budget)
Drivers of return
Brand
Reputation
Reach Activation
PromotionFans
Drivers of return
The grid
Accountability in action
Dimension
Maximum aantal punten
Brand
125
TargetAudience
60
Activation
135
InternalSupport
90
Promotion Sponsee
110
Visibility
110
Rights
110
Reputation
170
Sales
100
Score
1.000
Wit Licht 122 43 117 90 81 73 80 115 76 797
A 99 43 92 90 66 63 64 132 40 689
B 30 20 58 27 51 81 81 114 38 500
C 45 32 36 67 39 63 77 71 38 468
D 70 25 49 5 72 48 82 85 30 466
E 62 31 49 27 35 9 68 120 8 409
F 35 30 10 0 61 89 67 85 30 407
G 48 30 36 -22 3 40 70 135 46 386
H 40 19 14 30 5 80 42 55 30 315
I 79 21 21 0 7 9 36 148 0 321
J 39 25 46 25 25 15 43 76 0 294
K 36 25 33 5 38 31 38 47 40 293
L 32 6 0 5 17 55 42 68 30 255
M 27 15 43 13 45 36 12 43 0 234
M 39 12 0 5 0 16 61 59 30 222
Average score dimensions 54 25 40 24 36 47 58 90 29 NA
Assessment of return
Performance
The Grid
Board
Marcom
Sponsorstaff
Accountability
SynchroniseFocus on return
Industry
The grid works
Potential of sponsees for return
• Reputation
• Reach fans
• PR & Promotion
• Rights
• Organisation & Cooperation
Potential of sponsees for return
• Reputation
• Reach fans
• PR & Promotion
• Rights
• Organisation & Cooperation
Potential market?