1. Ferrand/Torrigiani - Marketing Innsbuck 2009 1 Sponsorship strategies, techniques and sales process Alain Ferrand & Luiggino Torrigiani

2. Ferrand/Torrigiani - Marketing Innsbuck 2009 2 Parties Objectives StatusObjectives for sponsor Objectives for OSO SponsorEvaluate Optimize ROI Loyalty Demonstrate ROI Increase perceived quality prospectEvaluate Adapt Negotiate Fit Customized Credibility

3. Ferrand/Torrigiani - Marketing Innsbuck 2009 3 What are sponsors looking for? Understanding sponsors’ expectations Sponsorship to meet their marketing objectives Commercial objectives aiming at selling more products and services Corporate objectives aiming at promoting sponsor social values and performance, and corporate citizenship

4. Ferrand/Torrigiani - Marketing Innsbuck 2009 4 Sponsorship objectives Increase sales and market share Increase brand or products awareness Demonstrate products performance Provide credibility to their brand or product Build image in the marketplace Stimulate their sales force Stimulate their distribution network Develop goodwill and positive attitude towards the brand Develop B2B relationships Hospitality with customers Internal Shared values Maintain leadership in market place against competition

5. Ferrand/Torrigiani - Marketing Innsbuck 2009 5 Combined strategies Sponsorship objectives derived from marketing strategies Strategies evolve in time following the plan: Brand recall, awareness, image, know-how, channels, sales,… Change according to targets

6. Ferrand/Torrigiani - Marketing Innsbuck 2009 6 Exploiting the programs Multiply associations between sponsor, event and target audience Media and promotional activities Signage on-site PR activities Merchandising Human resources programs

7. OFFER PRICE COM* SALE MARKETING LEGAL To conceive global generic offers Generic offers pricing To conceive communication plan To choose and organize the sale force Brand protection Regulations analysis Regulation Warranties Strategic Basic decisions To create: - Dossier - Video - Proposal Information in order to set up the prospecting list Information about the fit Confrontation with legal perspective Diagnostic about the fit Offer customization Price customization in relation with personalisation Communication about commercial action To communicate the offer Confrontation with legal perspective Custo- mization Offer Customization in order to enhance Its perceived value Price customization in relation with activation programs planned and negotiation To negotiate To convince Confrontation with legal perspective Adaptation negotiation Specific activation programs conception To reassure Contact formalization Perceived Value enhancement Contract agreement Finalisation

8. Ferrand/Torrigiani - Marketing Innsbuck 2009 8 Sponsorship package structure Hierarchy (naming rights) Inventory Exclusivity (product exclusivity) Contribution Vs Visibility (rights and obligations) Image Servicing Less for more

9. Ferrand/Torrigiani - Marketing Innsbuck 2009 9 Golden rules Exploit what you can Only exploit what you can deliver Fulfill the objectives of your events and those of your partners

10. Ferrand/Torrigiani - Marketing Innsbuck 2009 10 Offer design Sponsor category Marketing rights Venue design Hospitality Services (personal in contact, logistics, printing, surveys,…) Communication plan Experience

11. Ferrand/Torrigiani - Marketing Innsbuck 2009 11 Pricing To cover your budget? Market price (competition) Positioning and values Quality of fit and ability to meet sponsor’s objectives Promotion, advertising and media impact Value of hospitality packages (tickets, catering, transportation, service, gifts,…) VIP settings Consultant fees (advertising, creative work, decoration, personnel,…) Insurance After event reports and research

12. Ferrand/Torrigiani - Marketing Innsbuck 2009 12 Pricing Cost Reference price Competition price Cost Reference CompetitionContacts

13. Rights owner Marketer Sponsor FIT Service perceived quality Contribution (cash, Value In Kind) ROI assessment Activation programs Sport organisations Other Sponsors MediaLocal authorities Providers Athletes Sport facilities managers STAKEHOLDERS Sponsorship model

14. Ferrand/Torrigiani - Marketing Innsbuck 2009 14 Fit analysis on qualitative dimensions VALUES SPECIFIC SO or EVENT COMMON SPECIFIC SPONSOR PERCEIVED QUALITY BENEFITS RELATIONSHIP STAKEHOLDERS IMAGE POSSIBLE EFFECT Transfer or reinforcement

15. Ferrand/Torrigiani - Marketing Innsbuck 2009 15 Fit analysis on quantitative dimensions AWARENESS ATTITUDE SATISFACTION LEVEL OS or EVENT LEVEL SPONSOR HIGH LOW POSSIBLE EFFECT Transfer

16. Ferrand/Torrigiani - Marketing Innsbuck 2009 16 Structure and content Executive summary: short and to the point The project: the arguments, the hard data (numbers), media exposure, audiences,… Objectives: mission statement, communication plan, brand, positioning Detailed inventory of rights offered Key benefits to the sponsor: image transfer, brand awareness, hospitality, networking, distribution channels, sales, shared values,…) Price

17. Sponsorship customized proposal presentation (PowerPoint) SlidesContent 1st Slide Name of the SO or the event, dates and rights owner identification 2nd Slide Synthetic presentation: concept, impact, legitimacy… 3rd Slide Positioning 4th Slide Localization, targeted audience.. 5th Slide Rights owner presentation (facts and features) 6th and following slides SO or event brand equity and fit with potential sponsor justification (benefits) Following slides Programs and onsite activities Following slides Marketing and communication plan Following slides Customized proposal (priced) Following slides Activation plan proposal Following slides Business contact

18. Ferrand/Torrigiani - Marketing Innsbuck 2009 18 Sponsorship sales process Sponsorship proposal Follow-up Negotiation Evaluation Contract Servicing (perceived quality) Debriefing

19. Ferrand/Torrigiani - Marketing Innsbuck 2009 19 Sales Process Prepare, prepare, prepare If possible, make appointment by phone Explain the benefits of your proposal Explain the fit Use corporate language, your are discussing a business deal! Be enthusiastic Don’t discuss the price until the sponsor is excited

20. Ferrand/Torrigiani - Marketing Innsbuck 2009 20 Sales Process Only send your proposal once you have understood your prospect ’s needs Audiovisuals to support your package, not to replace it Follow-up within a week by phone and letter

21. Ferrand/Torrigiani - Marketing Innsbuck 2009 21 Who sells? Using an agency or a consultant Servicing your sponsors Enthusiasm, network and fit: the keys to success Give confidence to prospect and describe how you are going to deliver

22. Ferrand/Torrigiani - Marketing Innsbuck 2009 22 Differentiating Values Offer Price Communication Targets Activation Service Experience Managing expectations and satisfaction

23. Ferrand/Torrigiani - Marketing Innsbuck 2009 23 Benefits of differentiation Develop competitive advantages Not easy comparable Customized Meeting expectations Credible Less sensitive on price

24. Ferrand/Torrigiani - Marketing Innsbuck 2009 24 Before the event Coordination / Key account management Production of material Designing of hospitality Consistency Reactivity Activation Coop-marketing

25. Ferrand/Torrigiani - Marketing Innsbuck 2009 25 Follow-up during the event Checking contracts Rights and obligations Checking visuals How are the other sponsor treated? Public and audience Decoration and organisation hospitality

26. Ferrand/Torrigiani - Marketing Innsbuck 2009 26 Follow-up after the event De-briefing Financial and organisational results Direct audience Media impact Image and brand awareness studies Customers’ satisfaction Increased sales?

27. Ferrand/Torrigiani - Marketing Innsbuck 2009 27 Return On Investment Brand exposure in seconds (SMS, SRI) Advertising equivalence Sales Markets reached Board efficiency Logo readability on various support Price versus ROI Awareness and image Perceived quality and attitude

28. Ferrand/Torrigiani - Marketing Innsbuck 2009 28 Evaluation from sponsor Strategic fit Possibility to differentiate Activation Competitive advantage OSO ability to adapt and service Quality of experience provided Brand value Relationship value

29. OFFER PRICE COM* SALE MARKETING LEGAL To conceive global generic offers Generic offers pricing To conceive communication plan To choose and organize the sale force Brand protection Regulations analysis Regulation Warranties Strategic Basic decisions To create: - Dossier - Video - Proposal Information in order to set up the prospecting list Information about the fit Confrontation with legal perspective Diagnostic about the fit Offer customization Price customization in relation with personalisation Communication about commercial action To communicate the offer Confrontation with legal perspective Custo- mization Offer Customization in order to enhance Its perceived value Price customization in relation with activation programs planned and negotiation To negotiate To convince Confrontation with legal perspective Adaptation negotiation Specific activation programs conception To reassure Contact formalization Perceived Value enhancement Contract agreement Finalisation