Sponsorship_StrategicCooperativeMarketingModel_11x17_colour_May2011
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STRATEGIC COOPERATIVE MARKETING MODEL Associative Value Brand Equity Uniqueness of Opportunity Image Transfer Value for Dollar Measurable Justifiable Comparative Value Audience-Driven Relevant Quantifiable Receptive Activation Visible demonstration of Brand Objective-Based Realistic Goals Quantifiable Easily Measurable Conversations Genuine Audience Generated Measurement Relative to Objectives Quantifiable Easily Articulated SPONSOR NEEDS AUTHENTICITY RELEVANCE VALUE Audience Engagement Audience Fit Relevant to Environment Enhanced Experience www.cepsm.ca www.coltermangroup.com
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This slide demonstrates the new model for sponsorship marketing and all of the elements that need to be in place for an effective exchange between the sponsor seeker (sponsee) and the sponsor.
Transcript of Sponsorship_StrategicCooperativeMarketingModel_11x17_colour_May2011
STRATEGIC COOPERATIVE MARKETING MODEL
Associative ValueBrand Equity
Uniqueness of OpportunityImage Transfer
Value for DollarMeasurableJustifiable
Comparative Value
Audience-DrivenRelevant
QuantifiableReceptive
ActivationVisible demonstration
of Brand
Objective-BasedRealistic Goals
QuantifiableEasily Measurable
ConversationsGenuine
Audience Generated
MeasurementRelative to Objectives
QuantifiableEasily Articulated
SPONSOR NEEDSAUTHENTICITY
RELEVANCEVALUE
Audience EngagementAudience Fit
Relevant to EnvironmentEnhanced Experience
www.cepsm.ca www.coltermangroup.com
