Embed Size (px)
Citation preview
SPONSORSHIP BOOT CAMP
Friday November 29, 2019
4 pm to 7 pm
WELCOME
@GPSportConnect
#sponsorshipreality
@gp_sportconnection
BRENT BAROOTES
President and CEO
@partnershipgrp
@sponsorshipspecialist
www.linkedin.com/in/brentbarootes
WELCOME
WHO ARE YOU?
Name
Organization
Why you came here
What you are looking to get out of this
All in less than 10 seconds
What will I learn today?
Agenda for the Morning
✓What is Sponsorship and what it is not!
✓Industry definitions
✓Managing the playing field – what the marketplace looks like today and tomorrow
✓Building proposals for today’s sponsorship world
✓Measuring ROI
What is Sponsorship
A cash and/or in-kind fee paid to an
organization (property) in return for the
commercial potential associated with that
property.
Defining Philanthropy
✓A gift with nothing in return
✓Based on the cause, the linkage,wanting to help,
✓Delivers a feeling of doing good
✓ Individuals
✓CRA compliance
Defining Philanthropy
✓Asking for money to support your mission
✓Money comes because people care and want to support
✓Need a case for support… why should they help you
Defining Advertising vs Sponsorship
“Sponsorship reaches people in an environment that matches their lifestyle rather than intrudes upon it. Sponsorships speaks to the public, not at them.”
IEG Sponsorship Consultants
QUESTIONS
Canadian Sponsorship Landscape Study 2019
✓$2.5B industry✓$1.8B in rights fees (up 13% over previous year) ✓$0.7B in activation fees (USA 3X stronger
activation)
✓14% of spends are on local sponsorships✓23% of brands marketing budgets last year were
spent in sponsorship and experiential marketing
Canadian Sponsorship Landscape Study 2019
✓78% of decision makers from M&C and only 12% from Community relations / investment
✓Pro and amateur sport accounted for 75% of spend
What has changed in the marketplace?
IMAGINE Canada study:
• 56% of Canadian corporations are engaging in sponsorship that used to be philanthropy
• 26% engaging in cause marketing
What has changed in the marketplace?
TRIPLE T – TOP THREE TAKE AWAYS FOR 2018
We need to Learn to Listen to Learn
This means stop selling and start providing solutions
DIGITAL AND SOCIAL MEDIA TODAY IN SPONSORSHIP
How important is social media?
Activation
✓Taking an athlete card to the digital level!
QUESTIONS?
QUESTIONS?
Other Definitions
We are going to now go through a series of key terms you need to know and understand
✓Full list at:
www.partnershipgroup.ca/events/terminology/
Properties
Sponsors
Assets / Benefits –
Inventory of Assets
Values and Valuation
Fulfilment
Activation
Bundling & Proposals
✓Know your inventory of assets
✓Custom bundle
✓Talk about them
✓Minimal about you
✓List of assets
✓Investment and terms
The Trinity or Triad of Sponsorship and How it Works
MAKING SPONSORSHIPS WORK
Cause Marketing
Experiential Marketing
and Activation at a Festival of Event
QUESTIONS?
Measuring ROI – Why
and How
✓We live in a “on-demand” society –
✓How can you integrate your sponsorships
Building Relationships and Story Telling
Bringing a brand to life… truly story telling video
QUESTIONS?
Wrap Up… Six Steps To Success
1. Understand this is a relationship business, not a transactional one
2. Know what assets you have to sell / or buy and what they are truly worth
3. Do discovery sessions
Wrap Up… Six Steps To Success
4. Custom build and bundle packages
5. Ensure you build effective activation plans
6. Fulfillment and delivery of what you promised
QUESTIONS?
www.partnershipgroup.ca
BRENT BAROOTES
President and CEO
@partnershipgrp
@sponsorshipspecialist
www.linkedin.com/in/brentbarootes
