Www.bv02.comCopyright bv02 Inc.® 2006 Sponsorship Marketing How to Measure the Effectiveness of...

www.bv02.com Copyright bv02 Inc.® 2006

Sponsorship Marketing

How to Measure the Effectiveness of your

Sponsorship Marketing Program


Who is bv02?

An alliance of independents who specialize in the design, refinement and implementation of core marketing and sales processes.

More than 60 years combined experience working with public and private sector organizations on local, national and international initiatives

Core team members have led or participated in more than 600 client projects

Clients include: Royal Canadian Mint, Ketchum Canada, EEDO Knowledge Corporation, The National Gallery of Canada, Carleton University, CEPEO, Farm Boy, Global Development Group.

bv02 developed a relationship email campaign to support and add value to EEDO’S marketing and sales initiatives


bv02 Services

Marketing, Communication, Sales and Fundraising strategies and plans

Full range of integrated marketing solutions and campaigns

Brand development, launch & management

Sales productivity strategies and tools

Sales Channel and/or Community development and management

All Web components but hosting

By combining excellence in creative design, dynamic content and new technologies, bv02 helped create an innovative, world class showcase for the permanent collection of the National Gallery of Canada.


What we will try to cover

Steps required to develop and manage a sponsorship program In particular:

Key Business Considerations Sponsorship Strategy Considerations Recommended Program Elements

Q&As


Key Business Considerations

Establish a Plan Must support Marcom/Sales objectives Consult, consult, consult Answers the following:

What do we want to achieve? Who do we want to reach? What do we need?

Dedicated Resource Centralize activity Coordinate with Marcom Department(s)


Sponsorship = Relationship Management

Sponsorship is one element of corporate marketing Sponsorship creates targeted, quality encounters

with consumers Sponsorship marketing provides an exciting

environment for companies to reach consumers It gives a company the opportunity to complement

existing marketing efforts and leverage sales objectives by creating an integrated marketing program through the use of multiple vehicles for exposure.


Sponsorship development is not a precise discipline. It is an extension of the marketplace, responsive to a changing market where any number of factors can affect cost and consequently, the ability (or inclination) of businesses to pay that cost.


Sponsorship Strategy Considerations

Positioning Considerations Seek to capitalize on the inherent attributes of an

organization/property.

ING Bank @ Rijksmuseum“A modern look at a rich past”

In Dutch, ‘bank’ also means‘couch’.



Positioning Considerations cont’d..



Value Determination To help evaluate potential opportunities properties

should provide the following elements: A strategy that demonstrates how the sponsorship

arrangement will assist you in selling to that target audience

Must include PR goals/objectives, beyond those involving the marketing of products/services

An analysis of the property’s potential value based upon your company’s target audience

A mechanism that builds accountability into the relationship allowing you to monitor and quantify the tangible value of the relationship.



Creative Ways to Structure Deals Seek to leverage the power of your

sponsored property across your brand portfolio:

E.g: Local Sales Incentive Tie-Ins Risk mitigation

E.g. Sell Through Rights; Promotional Partnership; Partnership Leverage; Performance Clauses; etc.


Recommended Program ElementsReview and Evaluation

Assess each opportunity against a set of specific objectives: Accomplishes specific B2B or B2C goals Designs promotions that connect with consumers on multiple

levels in multiple ways Integrates advertising, PR, events and hospitality into one program Identifies the hidden value in sponsorship benefits Extends benefits internally and externally

Be proactive Seek out properties that market to your audience What are your competitors sponsoring? Look for similar

properties/programs What are your partners/suppliers sponsoring?

Consider this: A larger number of businesses and corporations will support a

healthy and vibrant organization than will support a struggling organization, or program, in need.


Recommended Program Elements

Post Measurement Reports Measure the results of each sponsorship against the

strategic plan. Make it a condition in your sponsorship agreement! Report Principles

Proactive vs reactive approach Broaden existing event evaluation methods Measure influence of sponsorship on brand and bottom

line Conduct an image and awareness study Include an institutional sales tracking component Examine perceptions pre & post event


Rules to live by....

Have a plan Consult, consult, consult Dedicated Resource Centralize Coordinate and Leverage with other

departments Capitalize on the attributes of your

sponsored property/organization Look for the value-add Leverage your brand portfolio Assess against a set of specific objectives Be proactive Measure!

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