7 must do steps to start-up new sponsorship -- Craig Stacey
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These are the things you must-do when starting a new sponsorship to insure a quick start & sustained success. This presentation was made in April of 2016 at the 33rd Annual IEG Sponsorship and Events Conference. Held in Chicago, this marketing conference was attended by over 1,500 brand and agency marketers from across the globe where we discussed how to grow partnerships through innovation.
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7 must do steps to start-up new sponsorship -- Craig Stacey
- 1. Getting Started with a NEW Sponsorship 7 Must-Do Steps to Start-Up 2016 Chicago, Illinois | April 17 - 20 Craig Stacey | Director of Content Marketing | Thrivent Financial
- 2. Getting Started with a New Sponsorship 2 • Director, Content Marketing | Thrivent Financial • Executive Director, Health/Wellness/Pharmacy Marketing | SUPERVALU • Director, Brand Strategy | Ameriprise Financial • National Communications Manager, Lincoln/Mercury | Ford Motor Company • Multicultural Marketing Manager | Ford Motor Company Craig Stacey
- 3. Getting Started with a New Sponsorship 3 Consumer Centric > Brand Centric #1. Have a Clear Connection to the Customer DON’T GUESS - The Customer Drives Interest – Not Your Brand Authenticity Matters
- 4. Getting Started with a New Sponsorship 4 Image Match Yours + Internal Business Culture + Competitive Analysis + Internal Excitement & Participation Experience >>> Eyeballs Avoid Buyers Remorse DON’T RISK YOUR BRAND if there is not a fit or if you will not be able to build internal support! #2. Know the Dimensions of Brand Fit
- 5. Getting Started with a New Sponsorship 5 • Obtain Buy-In • Don’t Force Fit Objectives • Align with Metrics that are Realistic, Measurable & Actionable • Promote Wins DPA – Clearly Define, Prioritize, Align Your Top 3-5 Business Objectives #3. Define, Prioritize, Align
- 6. Getting Started with a New Sponsorship 6 What do you value in your sponsorship? • Value the Property • Educated Negotiation • Takes Time #4. Values Matter
- 7. Getting Started with a New Sponsorship 7 • Sponsor Less & Activate More • Know Your Activation Budget Potential • There is no such-thing as a “turn-key” sponsorship • Dedicated Budget for Research #5. Don’t Let Excitement Cloud Judgement on Execution
- 8. Getting Started with a New Sponsorship 8 • Don’t shift properties too quickly • Have an idea of how long it will take to succeed • An iterative process with many adjustments • Internally – get others to Think Investment NOT Spend #6. Avoid the One & Done
- 9. Getting Started with a New Sponsorship 9 How will you communicate with your employees? – Launch Here 1st • What consumer touchpoints will you leverage? • How will they tie into your channels? • What will you focus on? (Brand/B2B/Hospitality/etc.) • Create an experience that will be missed if you leave • Relationships OVER Media Value & Saturation #7. Connection Planning to Create Value
- 10. For that new video, or that new brochure, or anything you create that you’re hoping will change minds (and spread): What’s it for? When it works, will we be able to tell? What’s it supposed to do? Who is it for? What specific group or tribe or worldview is this designed to resonate with? What does it remind you of? Who has used this vernacular before? Is it as well done as the previous one was? What’s the call to action? Is there a moment when you are clearly asking people to do something? Show this to ten strangers. Don’t say anything. What do they ask you? Now, ask them what the material is asking them to do. What is the urgency? Why now? Your job is not to answer every question; your job is not to close the sale. The purpose of this work is to amplify interest, generate interaction and spread your idea to the people who need to hear it, at the same time that you build trust. You will rarely achieve this with one fell swoop, so be prepared to drip your way through countless swoops until you’ve earned the privilege of engaging with the audience you seek. – Seth Godin Getting Started with a New Sponsorship 10 Seth Godin – On New Ideas
- 12. Getting Started with a New Sponsorship 12 7 Must-Do Steps to Start-Up Good Luck & Have FUN! #1 Clear Connection to the Customer #2 Know the Dimensions of Brand Fit #3 DPA #4 Values Matter #5 Don’t Let Excitement Cloud Judgement #6 Avoid One & Dones #7 Connection Planning Start-Up Success!