1. Content as the differentiator in the entertainment space and engagement platforms #2 creating content
TELKOM MARKETING ENGAGEMENT FORUM
25 July 2018
Presented by Dr Jacques Grobbelaar

2. Content as the differentiator
Our Competitive Advantage
A venue operator/rights owner should be able to contribute to the formula of a fully commercialized, multipurpose sponsorship solution which requires the following success factors to warrant maximum return of investment for all stakeholders, these success factors are:
Stakeholder Engagement,
Marketing & Public Relations,
Systems & Processes, Corporate Clientele & Relationships and
Event & Tenant management.
Stakeholder Engagement
The successful operation of the multipurpose - venue and sponsorship solution depends on an all-inclusive stakeholder strategy to ensure that all stakeholders are protected from any pitfalls that may occur during event operations.

3. Content as the differentiator
Systems& Processes
Sound systems and processes enable an efficient flow of information to base business decisions upon and ensure effective client communication. From financial to legal reporting.
Clients should find comfort in systems ensuring full transparency during any sponsorship acquisition cycles.
Marketing& Public Relations
A venue operator/rights owner should be able to package a sponsorship with a heavy marketing and PR focus to ensure increased rights fees by offering potential naming rights partners added PR and marketing value.

4. Content as the differentiator
Event and Tenant Management
The ability to attract large numbers of spectators with the hosting of a wide variety of events coupled with obtained business intelligence and statistics should place the venue operator/rights owner in a unique position to engage with rights partners on a strategy to attract and execute world class content.
Ground breaking long term contracts with rights partners are important to assist in attracting bigger audiences for the rights holder to communicate with, resulting in superior return on investment(ROI) and higher rights fees.

5. Content as the differentiator
Sport and entertainment are powerful marketing and sales tools that harness the passion of millions of fans around the world and in South Africa.
The venue operator/rights owner should create long standing working relationships with a vast number of major sport and corporate brands, rights holders, broadcasters, cities as well as government institutions, thus making us major role players in the industry.
A comprehensive set of service offerings should be positioned to assist Corporates, Sport Federations, Professional Sport Teams and Athletes, Stadium Owners, Event Promoters, Supporters, and many others.

6. Content as the differentiator
The venue operator/rights owner’s aim should be to assist clients in the implementation of strategy development, brand exposure, and consumer engagement, by selling and managing sponsorships, static and digital advertising, hospitality and licensed merchandising.

7. Content as the differentiator
The framework below provides a view of the areas of the business defined and commercialized;

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10. Content as the differentiator
Commercial Partners Create long standing working relationships with a vast number of major sports brands, rights holders, Corporate brands, broadcasters, cities and governments institutions Sponsorships Connecting corporate brands; Sport, by securing sponsorships for rights owners and events is an integral part in securing major corporate brands for some of the biggest events and tournaments in South African sport, which includes, Team Naming Rights, Event Naming Rights, Stadium Naming Rights, Associated Sponsorship Rights and Official Supplier Rights.

11. Stadium Commercialization
The inclusive management of all commercial rights on behalf of a rights partner is very important therefore the generation of sponsorship & hospitality revenue is key to a successful commercial model. Sponsorship and branding rights are identified, created within the stadium precinct and packaged for market. The venue operator/rights holder should manage the entire sales cycle of the rights partner’s rights, including: rights creation, contracting, implementation & rights management and research & evaluation. Services include:
Hospitality sales and operations;
Suite Sales and operations;
Sponsorship Strategy development, implementation and monitoring;
Stadium Activations and management thereof;
Stadium Pouring and vending rights negotiations;
Sponsorship procurement, negotiation and retention;
Sponsorship rights management

12. Content as the differentiator
Hospitality
All avenues of commercial and corporate hospitality should offer a holistic solutions and exclusive packages to premium level sporting and live entertainment and events.
The delivering of the very best VIP experiences together with securing the best seats in the house is top priority. Services include:
Suite Solution Management;
Hospitality Solutions;
Suite Sales

13. Content as the differentiator
Sport Events The sport event industry have built a solid basis to deliver world class golf events and tournaments. The main focus of the sport event opportunities is hosting and promoting of professional tournaments which should diversify into high profile sport days, controlling body sport tournaments and niche sport event day opportunities.

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Licensing Whether a rights partner are looking for a property to license or are seeking expert assistance licensing its own brand contents licensing connects a rights partner with opportunities that generate new revenue streams and build brand loyalty amongst its consumers.

15. Content as the differentiator
Rights Packaging; By packaging rights will demonstrate rights’ true value and maximize revenue streams. Sell All rights should be presented in a professionally produced sales deck to ensure the best possible response from rights partners Negotiate Proper and effective negotiating and preparation of legal agreements between rights owners and rights partners will ensure all rights are protected Implementation The proper implementation and realization of the true potential of a partnership is critical

16. Content as the differentiator
Public Relations& Social Media
Conversations by telling the rights partner’s story across multiple platforms will create high impact through sharing passions. The big ‘idea’ is central to everything which are done do by combining industry expertise to ensure measurable results.
Connect content + engage with consumers so that ultimately consumers are prepared to have a conversation with rights partners
Public Relation Services
Press releases ensure maximum ROI for your specific projects and events.
Media distribution ensure that the right media outlets are reached and disseminates the required messaging.

17. Content as the differentiator
Social Media Services:
Content Creation by writing & designing content for all social media platforms to align with the rights partners’ strategy and business objectives.
Community Management
The rights partners’ online community is as important as its other customers. Manage social media platforms to ensure that every rights partners’ needs are met online, queries solved and insights gathered.
Reporting
Tracking monthly progress & growth by identifying areas where customers’ needs can be communicated back to the business to improve communication & service delivery.

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The venue owner/rights owners’ should strive to deliver a Successful Tournament by committing to the following deliverables;
Full stadiums;
Encouraging entertaining football;
Providing a safe & secure environment (incident free event);
A well managed and executed tournament;
A world class entertainment spectacular;
Media buy-in;
Creating a spectator experience;
Delivering on sponsor and partner objectives;
Playing a role in the development of African football;

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The SABC Braodcast (National broadcaster) was confirmed as the broadcast partner for the SMSA Tournament / Shell helix Ultra Cup, Past AR’s include;

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SABC Broadcast The average audience during Live coverage of the 2011 Vodacom Challenge is 20.6% higher at 5,5m viewers, compared to an average audience of 4,5m viewers during Live coverage of the 2009 Vodacom Challenge.

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SABC Broadcast Vodacom Challenge

24. Content as the differentiator
The Vodacom Challenge viewership profile were skewed towards viewers rooted in the LSM 5-6 audience group, but still gaining relatively high share among viewers rooted in the LSM 7 and LSM 8 groups. Live coverage of the Vodacom Challenge locked in 72.3% of the total available LSM 5 audience and 64.7% of the total available LSM 6 audience.

25. Content as the differentiator
2011 Vodacom Challenge –
Each team played 3 games;
Chiefs and Pirates seeded with the other two teams in a draw;
3 points for a win, 1 for a draw and 0 for a loss;
Top 2 teams will play in the final, with the other two playing in a third / fourth playoff game
The 2011 tournament by the numbers;
Four Host Cities = fans attended the matches;
Full Strength Tottenham Hotspur Squad;
376 Minutes of game time;
Highest AR’s for local games (TV audience of close to 7 million people);
+R worth of PR exposure;
122 Media Houses attended the Vodacom Challenge;
capacity crowd at Peter Mokaba Stadium;
12 International media houses;
Over 600 Volunteers

26. Content as the differentiator
2018 Shell helix Ultra Cup
Attendance excluding hospitality - 44’864
Hospitality attendance - 4’178
Total attendance –
TV viewership – 1,200,000
Vodacom ,000
Total media – 381
Media return on Investment – R35,000,000

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