The Dow Chemical Company

Using Sports Sponsorships to Drive Revenue and Lessons LearnedAmy Millslagle

Marketing VP, Dow Chemical

January 10, 2013

Topics Discussed

• How to determine if it is right for you?

• Lessons learned in securing a sponsorship

• How do you use it to drive revenue?• How do you measure success? • Lessons learned in activating a

sponsorship

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Is a Sponsorship Right for Your Organization?

• What are your 5, 10, and 20 year goals?• What are the strategies to get you there?• Where are the gaps?• Who is your target audience? How do you influence them?

What does their media mix analysis look like?

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OK…So, it may be right for you….Do you….

• Have dollars to purchase?• Have resources to activate?• Have funds to activate – 3 to 1 ratio…

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Securing a Sponsorship

• Get help

• Talk to other sponsors

• Research

• Decide what YOUR goals are from sponsorship and write them down

• Don’t get sidetracked in negotiations or caught up in the glitz and glamour

– This is how we have always done it/This is what the other sponsors get

– Come with a PARTNERSHIP attitude

– Examples: Dow, local wealth management company, Omega

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Properties – Help your potential sponsors

• Understand their goals from the sponsorship

• Brainstorm on how they can reach them…it may be non-traditional– Speaking engagements

– Access

– Introductions

– Use of Facilities

• Come with a PARTNERSHIP attitude

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You’ve Got It…Now, How Do I Earn Revenue?

• Directly

– Examples: Dow, BMW, advertising agency

• Indirectly

– Examples: Dow, P&G, John Hancock, McDonald’s

• Proof Point and Influence

– Dow’s stadium wrap; GE’s medical imaging

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Can I Measure It?

• Yes!

• Go back to your goals

• Get creative

• Evaluate your ROI and different areas and adjust

– Example: Dow SSP and executive programs

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The Fun Part…Activation!

• Don’t get roped into “keeping up with the Joneses”

– Examples: BP’s exhibit at the Opera House, Dow taxi cabs

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The Fun Part…Activation!

• Be clear on who your target audience is and how they absorb messages

– Examples: • Coke Beat Box

• P&G Hair Salons

• Atos Origin command center

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Summary

• Not for everyone

• More work and money than what you think!

• You will never have more power and less knowledge than right before you sign your contract

• A positive ROI is achievable if you stick to your goals and activate in a way that correctly reaches your target audience

• Questions?

ThankYou