Sponsorships

How brands measure successful sponsor partnerships

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How brands measure successful sponsor partnerships
by Kirk Wakefield – December 2014

At the 2014 Sports Sponsorship & Sales (S3) Board Meeting held at McLane Stadium on the campus of Baylor University on November 11-12, Jose Lozano hosted a panel of fellow brand experts from the S3 Board to discuss, “How brands measure successful partnerships.”

Not in the awareness business

“We are not in the awareness business,” said Kelly Roddy, President of Schlotzsky’s,  which is owned by Focus Brands (Auntie Anne’s, Cinnabon, Carvel, McAlister’s Deli, and Moe’s Southwest Grill). “We are into meaningful relationships and sponsorships provide this,” added Roddy.

These sentiments were reinforced by Bill Moseley, Director of Marketing Communications, AT&T, and one of the architects of a wide variety of AT&T corporate partnership deals. Mr. Moseley noted that account management of corporate partners may have focused on more static venue elements of an agreement in the past, but that, “Today the emphasis is on adding value to the fan experience through creative strategies. The AT&T brand is an integral part of the game day experience.”

Tami T. Walker, Brand Manager for Phillips 66, shared, “When we can get a father and son on the floor [as part of a brand-fan experience]  we make fans of the brand for life.” The emphasis is on creating memorable experiences that clearly link the brand with the property in the minds of fans that result in driving business.

What do brands care about in a sponsorship deal?

At the end of the day, or at the end of each year and at the end of the contract, brands care about sponsorship return-on-investment. The panel members underscored that the reason behind sponsorships isn’t because someone at the brand loves the team. Rather, the brand cares about what drives traffic and builds their fan loyalty–when fans of the team become fans of the brand.

AT&T, Phillips 66, Schlotzsky’s, and other well-established brands care most about how much fan affinity transfers to the brand. Why? Brands can track the lift they receive among fans of the brand compared to non-fans in the same markets. Using research tools and brand tracking, brands can see if fans of the team behave differently.

[dropshadowbox align=”right” effect=”lifted-both” width=”200px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]”Impressions don’t matter.”[/dropshadowbox]Mr. Roddy explained, “When we measure fan engagement we can see the connection with sales increases. We now look for ways to track call to action. We aren’t interested in millions of impressions, but measures of affinity transfer to our brand. Impressions don’t matter.”

How do brands keep score?

When Phillips 66 evaluates sponsorships, senior management  keeps score at the bottom line.Tami Walker emphasized that Phillips 66 uses multivariate analysis on net promoter and other key performance indicators (KPIs) to look at drivers of buying behaviors.  The make-or-break decision for their partnerships is whether or not the property, “can produce creative solutions we can’t get elsewhere,” added Ms. Walker. Brand managers, like Ms. Walker, must focus on managing contracts in an effective manner to prove the relationship with KPIs.

Other tracking measures include social media scraping. Mr. Roddy explained, “It’s important to see if our brand is connected to the partner via fans’ social media. For example, are people posting about Cinnabon and the Texans?” Using sophisticated web crawler software, brands can analyze social media posts to determine if such a linkage increases as a part of a partnership promotion. Brands also use loyalty index tracking to compare loyalty levels of fans versus non-fans of a property.

Mr. Moseley said that AT&T partners understand that the Net Promoter Score is an important KPI, as they want customers to recommend the brand to others. In doing so, the benefit of the partnership is that the brand-fan linkage helps overcome any pain point with the provider who brings life to their devices.

When is added value really added value?

As Ms. Walker emphasized, building loyalty to the brand is more than just distributing loyalty cards or gaining name recognition. Partners seek true loyalty that shields them against competitive inroads. Properties add value through brand-fan experiences that can scale the effects through social media, as fans share the experiences with others.

For example, the 76 fuel brand partners with the Dodgers, who act as true partners to assess results and adjust to meet their partnership goals. In this sense, the property adds value through their transparency, honesty, and willingness to solve problems.

Jose Lozano, who as CEO of The Company, works with a number of national brands engaged in partnerships, encourages properties to bring their own passion into the equation. Try to understand what each brand wants, seeking to understand the brand’s customers and what they really want. Rather than arriving with a prescribed inventory of sponsorship assets, properties should identify the brand’s KPIs and find ways to bring the brand to life among their fans. When the team’s partnership executives understand how the brand measures success, they can begin to add value beyond the standard rate card for sponsorships.

Sponsorships: Win/Win Brand Partnerships

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Sponsorships: Win/Win Brand Partnerships
by John Dillon – November 2014

How do you win corporate partnerships?

It’s no secret the world of marketing has become exponentially more complex over the last several years.  Gone are the days of screaming your brand message through TV or radio, and expecting to hit exactly the target you wanted.

As you look to take your brand or team to the next level, how well do you understand your consumer base?  And as you look to corporate partners, how well do you understand THEIR objectives as well as your own?

[re]Think Segments

For an established brand like Denny’s, we’ve spent quite a bit of time listen — really listening — to current and potential guests.  We quickly realized just how diverse their needs were.  It’s led to some exciting and successful initiatives running a broad range of targeted partnerships with:

  1. AARP to speak directly to our active boomer (50+) generation,
  2. Social and digital media efforts with branded content with partners like College Humor, Funny or Die, DumbDumb, and
  3. Continual dialogue with younger guests on Tumblr, among many others.

Recently we launched a successful partnership with Atari, appealing to multiple generations including kids, millennials and Generation X who have sparked to sharing the experience of the classic Atari games like Centipede and Asteroids, turned into relevant games downloadable and playable under our Denny’s inspired names like Centipup and Hasteroids.

https://www.youtube.com/watch?v=DEZGjYdXnfI

dennys-hobbit-menuSimilarly, we’ve partnered with major movie releases such as The Hobbit to appeal to generations both young and old.  Our kids menu has become re-energized this year with a wonderful partnership with National Geographic Kids – a brand that research proved had strong appeal to both kids and parents.  A wide array of partners enable us to drive sales and traffic counts against multiple targets simultaneously, not one at the expense of another.

What’s in common?

Each of these partnerships have commonalities:

  1. They are unique. No one else is doing anything like it.
  2. They hit specific targets at a time where they are most receptive–where they are and when they’re naturally consuming the media vehicle we’ve selected.
  3. And most importantly, they are partnerships that truly create win/win situations for both brands.  Each of us (our brand and the partner brand) allows the other new avenues to target key customer groups in ways that we don’t necessarily naturally reach.

How does this translate to sports marketing?  Having been on both sides–the team and the brand–I can attest that it does very clearly.

Within the team sports space, our best partners understand our brand and the particular target we’re trying to reach in that market AND the particular business objective we’re trying to hit.  Is it a value sensitive market?  If so, how can you help us get our value message across?  Is it a heavy Hispanic market?  If so, let’s make sure that important demographic is clearly a part of the partnership proposal.  A market with a high representation of families… or millennials?  You get the idea.   A little research by the team goes a long way and leads to truly breakthrough results for BOTH of us.  Come with THOSE ideas, and you’ll prove there are indeed positive, powerful win/win partnerships.

 

 

How to Get Into Sponsorship Sales

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How to Get Into Sponsorship Sales
S3 Club Winners
S3 Club Winners: Lauren Bacon, Turquoise Early, Colten Renner
by Brooks Byers – October 2014

The Dallas Mavericks’ George Killebrew, the San Antonio Spurs’ Jeanne Garza and Baylor IMG’s Brian George shared advice and experiences in the sponsorship field at the Baylor S3 Club meeting on October 8th. Courtesy of Fox Sports Southwest and Fox Sports 1, we also provided some lucky Baylor S3 club members with court side seats at the Dallas Mavericks preseason game against the Pacers.

Why should students pursue a career in sports?

All three panelists spoke about the “diversity” of opportunities that selling sponsorships affords people. Sponsorship sales takes people outside the office, learning the inner workings of a range of businesses from “mom and pop stores to traditional giants” as Brian George put it. George Killebrew said it was great for people who enjoy “learning something new” every day.

On the other hand, the group warned of the long days that come with the job. Jeanne Garza said it’s important to remember that “it’s not what you see on ESPN.” Killebrew reminded everyone that “other jobs are more of a nine to five, Monday to Friday deal, and sports can always be a hobby. But, when the team schedule comes out for the year, it pretty much plans my life for the next few months.”

Getting into corporate partnerships

Brian George
Brian George

Killebrew’s advice for those interested in selling sponsorships was to gain experience in “multi-dimensional sales” like in the media field, where packaging groups of inventory for clients is more complex than selling individual products. Jeanne Garza suggested selling air at radio stations, since it’s more promotion-driven than TV, hence more like selling sponsorships for properties. Brian George underscored the need to be able to think outside the box. “We sell ideas, concepts and beliefs. Clients must know you have their best interests at heart.”

Women in sports

Jeanne Garza believes that opportunities for women in the field have grown significantly. She cautioned that women still have to be particularly careful in how they present themselves and in separating their professional and personal lives.

killebrew new
George Killebrew

George Killebrew believes the talent pool today is much larger, and that the leadership teams he’s seen that included women were much more effective.

Career advice for students

Killebrew said that those wishing to enter the field need to be comfortable “introducing themselves and telling people what they want to do.”

He also said that a good resume is simply a “blueprint for telling your story, and a guide for our discussion” in the interview process.

Jeanne Garza made a case for cover letters because they’re a great way to show why you’re unique and a great fit for a position. She also added that any errors in the resume or cover letter are reason enough to not consider a candidate.

Jeanne Garza
Jeanne Garza

Brian George emphasized the importance of building relationships, especially in a small industry like sponsorship sales. Even if you just meet someone new and go to dinner with no immediate job prospects, you should still write a hand-written thank you note.

Cover photo source: Courtside Jones

 

Sponsorship Negotiations: The Power of Nice

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Sponsorship Negotiations: The Power of Nice
by Lynda Carrier-Metz – July 2014

Last year a friend recommended a book titled “The Power of Nice,” suggesting it might help in my negotiations. I was surprised by the title, as most negotiation training involves “sticking to your guns” and overpowering the other side. Ron Shapiro, the author, is a very respected sports agent. His book shares how anyone who sits down to make a deal can get what they want by exercising the surprising “power of nice.”

If you read no further than this, one thing I have learned from reading this and other Shapiro books is this:

[dropshadowbox align=”center” effect=”lifted-both” width=”250px” height=”” background_color=”#FACC2E” border_width=”1″ border_color=”#dddddd” ]

ASK the other party what
THEY NEED
the outcome to be.[/dropshadowbox]

Understanding their needs up front has been amazing in moving an agreement along. I expect that having the CLIENT ask what the SELLER needs has caught a few off-guard. I don’t think that is normal in the standard negotiation practice, but I have actually found the process is enjoyable and everyone seems satisfied when the contract is finalized.

Prepare

Ron’s books show you how to prepare better, probe for what they want and why, and to propose–but not going first to avoid impasses or getting backed into a corner.

Preparation is power. Successful negotiators are prepared negotiators. It takes patience and persistence but it always pays off. This could be interpreted as manipulative, but that isn’t how I see it. I try to know how my brand can help their company, how we can truly be partners as an outcome of the negotiation process. If this isn’t done at the beginning, even if you say we are open to additional opportunities, those rarely occur after the deal is inked.

Probe

Probe so you know their (a) wish list, (b) motivations, and (c) must-have list.

Listening is power. If you ask the right questions and LISTEN the other side will give you the input you need to make the deal you want.

Sometimes clients don’t want to ask questions because they appear to be uninformed or stupid. And even if they ask, sometimes they aren’t listening. This is an area I continue to be challenged on, digging deeper vs. accepting a surface response. I once heard that the first answer to a question isn’t where you gain knowledge, but if you wait quietly for the second response, you will learn so much more. That’s when the person has a chance to really think about their response. Another barrier to probing is being afraid to ask the question. In your mind you may already think you know the answer, one you won’t like. But don’t make the decision for them without knowing: Ask.

Propose

The three rules of proposing are: (1) Try not to make the first offer, (2) Never (immediately) accept their first offer, and (3) set your aspirations high.

Patience is power. With a few tweaks, since reading Ron’s books, I have found the first offer isn’t that far off from what we had hoped to achieve. Like many industries, ours is highly competitive, the margins are low, and everyone is being held to a higher return than sometimes is reasonable. Understanding all the options available so that you can get the best payback on your investment is critical. If you propose first, you may miss an opportunity to know all the possibilities a company has to offer. Be patient. Have a good team to bounce off ideas. Be persistent.

Budgets and expectations are high. I found Ron’s approach lowered the stress level for everyone involved in negotiations and outcomes have been more successful for both parties.

 

Reference: “The Power of Nice” by Ronald M Shapiro and Mark A Jankowski

Cover photo courtesy of Jonny Goldstein.

7 Ways to Make Sponsorships Fit

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7 Ways to Make Sponsorships Fit
by Kevin Gwinner – July 2014

You probably rely on a variety of benefits when pitching a sponsorship opportunity to a prospect, including things like signage options, hospitality opportunities, media exposure, and activation potential. However, have you considered the value of how well your brand “fits” with the prospective partner?

What does research tell us?

Research we’ve done shows that a good match between the sponsoring brand and property leads to a number of positive outcomes. More specifically, a strong sponsor-property fit results in:

  1. Positive attitudes and emotions toward the sponsor and the sponsorship
  2. Higher recall of the sponsoring brand
  3. Higher levels of attention to the sponsor
  4. A greater willingness to consider the sponsor’s products.

These successes lead to higher sponsorship renewal rates, and it’s a great selling point for a brand to choose your property over others.

When is the fit obvious?

The term “elephant test” is sometimes used to describe situations in which an idea or object is hard to describe, but instantly recognizable when viewed. Fit between sponsor and property can often be considered an idea where the elephant test is in play. Audiences will often have a feel for whether a sponsor and property fit together, even if they have difficulty defining why.

The “why,” however, is typically based on at least one seven common types of fit:

  1. Use — when sports participants or audience members are likely to use the sponsoring brand
  2. Size similarity– when the brand and property are equally prominent
  3. Audience similarity– when the brand and the event share the same target audience
  4. Geographic similarity — when the brand and property have the same scope of influence
  5. Attitude similarity– when there is equal liking of the brand and property
  6. Image similarity — when both brand and property have equivalent meaning or image in consumers’ minds
  7. Time duration — when the brand and property go together because of historic ties

Which type is best?

Should brands and properties seek partnerships with particular type of fit? Are multiple fits better than a single fit?

This seemingly simple question has a complex answer, because the best fit depends on many factors. The interplay between the fit type and the product category may influence which type is the best. Product categories differ in purchase frequency (soft drinks vs. automobiles), purchase involvement (candy vs. vacations) and consumer interest (casinos vs. insurance). So, for example with casinos, geography and size (prominence) might be more important than anything else.

How “the best” is defined will influence the answer of which fit is best. In some instances “best” might be measured by the pairing that results in the highest level of recall. But, of course, there are many other measures of “best” depending upon the goals of the sponsoring brand. These could include changes in brand attitude, purchase intentions, word-of-mouth propensity, and image change. Thus, what is deemed to be the best is dependent upon what goals the firm is seeking to achieve through sponsorship.

What if the fit isn’t obvious?

Is all lost if no obvious fit exists? Sponsorship research indicates “articulation” holds value if the partners communicate why the firm sponsors a particular event, especially if a fit argument can be made (e.g., Brand X is proud to sponsor team Y because of….). This explanation tends to have a more favorable effect when the communication about the sponsorship originates from the property rather than from the sponsoring firm.

Other creative approaches can manufacture fit. Southwest Airlines sponsors the NBA halftime break, which somewhat fits with its “Wanna Get Away” campaign. Better fits were the Nestle’s sponsorship of the NBA Crunch Time Stat of the Game and the Dutch Boy Paint’s “In the Paint” TV segments. The San Diego Padres made a TaylorMade club fit as a right field foul pole. The Chicago White Sox start games at 7:11 because, you guessed it, an anchor sponsor is 7-11.*

In the end, it’s up to you to assess sponsors for the appropriate fit or to get creative to make the sponsor fit. Because if it doesn’t “fit” in the buyers’ minds, you won’t be looking at a good fit at the end of the contract.

*The foul pole and the 7:11 ideas are originals from Dan Migala. Contact Dan at the Property Consulting Group.

 

Six Brand Activation Ideas that Soar

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Six Brand Activation Ideas that Soar
by Dawn Turner – July 2014

Over my years at American Airlines I was fortunate to be part of some great brand activation campaigns.  The following is a list of my favorite sports and entertainment marketing activations and other moments in general (in no particular order), followed by how partnerships can adopt some of the same ideas.

 1. Up In The Air starring George Clooney (2009)

Since the S3 Report tends to lean more towards sports I wanted to lead with an entertainment example that will always have a special place in my heart. This is the project I use as an example to help educate internal departments and employees about the power of entertainment marketing for customers and employees. From start to finish, this was a total 360 integrated marketing example that included product integration, digital promotions for a variety of internal departments, inflight content, TV advertising, customer and employee engagement.

In the film, George Clooney plays the role of a business traveler that lives on the road. He is a miles junkie that has mastered the art of packing, living out of a suitcase and navigating his way through security and airline lounges. Since we got in on the ground floor of the production, we worked with the filmmakers to ensure American’s brand and messaging were seamlessly woven into the script and on the set. Director Jason Reitman’s aim was to make everything as authentic as possible, so a lot of the items seen in the film were either provided by American or made to look like exact replicas.

As the film prepped for release we executed a number of promotions for AA.com, AAdvantage and the Admirals Clubs. We held special screenings and were also able to get employees engaged by assisting with filming and attending special screenings in a variety of markets.  American received positive publicity around the film and customer engagement was at an all-time high because our best customers could relate to Clooney’s character’s passion for travel. To this day, customers still ask if we will ever create a special card for those that reach 10 million miles, and what better way to get brand association with one of Hollywood’s most beloved actors?

Not every brand can be a part of a feature movie, but what partners can do is take a 360 integrated marketing viewpoint to sponsorships rather than single-event promotions. We supplemented the movie with an integrated promotion beyond the branding play:

2. Disney’s Planes (2013)

When Disney decided to give Planes a theatrical release instead of putting it straight to DVD, we saw an opportunity to create an integrated marketing program for customers and employees. For this project Disney did something groundbreaking – they created a special Planes character for American named Tripp. Tripp makes a cameo in the film and we incorporated Tripp and other Planes characters into a TV spot that was utilized in owned and paid channels throughout the promotional period.  Since the film was airplane specific, activations were created for digital, inflight, airports and at air shows. Customers, employees and aviation buffs (and their families!) were thrilled with the film and excited that American had its own character that showed off the company’s new logo and livery.

The insight here is that we were able to activate the brand among children and their parents interested in the movie.We are so often geared to the short term. What are you doing to build long term brand affinity?

3. Takeoff featuring Dirk Nowitzki and Shawn Marion (2014)

This is a great example of the brand finding a way to align company messaging with a franchise and individual athletes both in and outside of a title deal like we have with the American Airlines Center.

American is in the midst of receiving a large number of new aircraft, and to help promote the new 777-300ER, the team put together a special promotion for Mavs fans featuring top players Dirk Nowitzki and Shawn Marion. Both players were filmed on a set in a real first-class, lie-flat seat, which was used in a special environment featuring videos of the players talking about the new aircraft and a special photo area was installed at American Airlines Center.  In the photo area, fans could be digitally superimposed in a picture showing them fist bumping one of the two players. Fans could immediately email their photo or share to their favorite social networking site.

The name of the game in sponsorship activation is engagement. How are you physically, tangibly engaging customers to interact with your brand in a way that creates user generated content?

4. A321T Campaign and Hologram Activation (2014)

American Airlines Peck HarrisIn early 2014 American took delivery of its first Airbus 321-Transcontinental aircraft to fly transcon routes JFK-LAX-JFK and JFK-SFO-JFK. These new aircraft make American the only airline with three-class service with fully lie-flat seats in both Business and First Class. These routes are heavily traveled by Hollywood’s elite, so in order to help promote the new aircraft, American put together an integrated advertising campaign that feature actors Neil Patrick Harris, Juliana Marguiles, Grace Kelly and Gregory Peck. Since American was the first to invent transcon service in 1953, the campaign focused on its modern-day reinvention.

American incorporated some activations into the campaign. The first was in conjunction with The Hollywood Reporter’s lounge at the Sundance Film Festival and centered around educating Hollywood A-listers about the new product. Another innovative activation was a hologram setup at airports served by the A321T which allowed for customers to take a 3D interactive tour of the new aircraft. American was the first airline to utilize the hologram technology that was well-received by employees and customers alike.

Tapping into the history of the brand often connects with consumers in a deeply emotional way and exploring new technologies connects in a dynamic way that draws attention and engagement.

5. American Airlines Center vs. American Airlines Arena (2006 and 2011)

Who doesn’t love a little publicity? The NBA Finals in 2006 and 2011 featured both of American’s namesake buildings, which in itself became something for everyone to talk about. There were multiple articles that debated the value of coverage American would receive during the Finals, and American’s employees in both cities proudly displayed their colors and entertained a friendly rivalry. In this case American benefited by global publicity and TV coverage as well as an opportunity for employee engagement. The series currently sits at 1-1, and both times the winner closed out the series in Game 6 on the road.

The pros/cons of engaging in title deals are worthwhile, but the real issue is how can you stay top-of-mind and engage a critical segment (upscale frequent flyers) in your primary DMAs? If you think about a place where the majority of your key segments are apt to pay attention every year, that sounds like a good place to be.

6. Great Ticket Giveaway (2006)

This one technically occurred a few months before I started at American but I had the privilege of working on it from the Mavs’ side. This was a coup for American because who doesn’t want a free airline ticket?  American’s intent was to show some love for Dallas by giving everyone in attendance a free flight, and the fans and media ate it up. This is a great example of how a brand can benefit by aligning with a popular sports franchise. Team popularity was at a high and it turned out to be the first season the Mavs advanced to the NBA Finals.

The objective for these types of brand activations is to work hand-in-hand with the property and media to maximize publicity. And, since Mavericks season ticket holders are likely frequent fliers, we reinforced their loyalty to the brand. What are you doing to reward your loyal customers?

Up, Up, and Away!

I consider all of these favorites for a variety of reasons, but the one thing that ties them together is that they are all integrated campaigns based on whatever American’s business objectives were at the time of execution.  Do you remember any of these or see anything missing from my list?  Please feel free to share your comments here!

 

3 Questions You Must Answer if You Want to Work in Sponsorships

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3 Questions You Must Answer if You Want to Work in Sponsorships
by Matt Brand – June 2014

Whether you want to work in the Wide World of Sports Sponsorships, or really any competitive field of business, you’re going to face someone like me in the interview process. I always ask these three questions in the interview:

  1. What are you not good at?
  2. How do you plan your daily/weekly schedule?
  3. How do you penetrate companies you are going after?

What do people like me on the other side of the desk really want to know from questions like these?

What are you not good at doing?

I usually start off interviews with this question or make it my second or third question. I learned of it while reading an industry magazine years back and it always has stuck in my interview repertoire. It usually catches people off guard and throws them off course.

All of us go into an interview well prepped on the basic questions that we are going to get asked. But, typically, we don’t plan on telling the interviewer what we struggle with. Now, I have seen this answered many ways. What I’m not really looking for is the typical:

  1. “I don’t take no for an answer,” or
  2. ” I work long hours and need to do a better job with work life balance.”

I’m looking for someone who is genuine and authentic; somebody who has humility and empathy. Being part of an incredible team at work that gets along famously can accomplish extraordinary results.

How do you plan your schedule?

Because I have always led sales organizations, this is a key question I always ask experienced candidates. I pretty much know in the first few minutes of the response whether this person is a high caliber player or just a run of the mill salesperson.

I know this is not going to be a good hire if I hear something like:

  1. ” Well, I come into the office on Monday and start making telephone calls for appointments that week and I come back into the office on Friday to do my paperwork.”
  2. ” I typically send emails asking for appointments and wait to hear back and then set my schedule based on responses.”

I am looking for the person who is setting appointments every day! These high caliber sales people are active and taking and making connections all day, every day. They are typically booked two weeks in advance and are always prospecting and cultivating. Because prospects and customers cancel all the time these high end sales people are plugging in these cancellations with new opportunities and follow ups. You’ll recognize these people because their phone is always ringing and their follow up paperwork and processing is never ending. They don’t care because they are printing money!!!

How do you penetrate companies you are after?

This question shows me how well potential candidates understand how corporations work. I often hear a response like this, “Well, I research the company online and find out what they do. I then find the key contact in marketing and try to get an appointment.” I usually follow this up by asking the candidate, “What if the marketing person won’t see you or won’t respond?” If I get, “Then I usually will call back or move on to the next target,” I know that this is probably not going to be the hire that gets my team to the next level.

I wish I had a better sounding name but I am looking for a rat. A rat finds the hole and gets in. Because corporations are large and each department has different goals, the best sales people know how to network ALL departments in order to gain entry. For instance, if a sponsorship person is looking to sell a major apparel manufacture in Dallas and can’t get any traction with the marketing department, perhaps they should focus on finding out who is responsible for HR (Human Relations) and try to sell them an employee outing or special event. Perhaps they should approach the CFO’s Executive Assistant and ask her when she is scheduling the next finance meeting for out of town employees and ask if it could be at the stadium with tickets and food and beverage (much more fun than that dim conference room at the Holiday Inn). The salesperson could approach the VP of Sales with an opportunity to meet the coach or GM in an upcoming meeting. The sales person can network their family, friends, or people they go to church with and find someone who works for that company that can give them the inner workings and key decision makers. 

The best salespeople instinctively know how to work every department within a corporation looking for a hole that will gain them access.

Close

If you can successfully answer these three questions to show that you are genuine & authentic, are constantly planning and making appointments, and can find ways to dig into even the most impenetrable companies, then you can close the interview with a career in sponsorship sales.

Cover photo courtesy of ED.

 

Making Connections: Contact Puts the Ball in Play

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Making Connections: Contact Puts the Ball in Play
by Carson Heady – May 2014

How to sell: Put the ball in play

Fundamental to any activity or sport is to put the ball in play. This necessitates action on the part of the participant(s) and begins with how and when we make contact.

On the field, it is about formulating strategy, addressing the ball, following through and studying results to adjust for future shots. Business and sales are no different; prospecting and approaching connections to build relationships must be handled with the same finesse.

As with all facets of sales, the quality of each leg of the process determines quantities of successes. Fashioning the optimum game plan for narrowing our search for prospects, garnering attention in the proper way, reaching out with maximum effectiveness and showing why you or your product is supremely relevant inches you closer to your goal line. Like charging down the field, each possession’s objective is to manage plays effectively enough to get as close to that end zone as possible. We will not reach it every time, but the more masterfully we operate each play and possession, the better our chances.

Three things you must do to win

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Bart Elfrink“Networking is what landed my most prominent directing roles. As a filmmaker, networking is of utmost importance and it is truly all about who you know when it comes to securing interviews. Diversifying the groups I was networking with rather than just one core group made all the difference; taking initiative, starting conversations – you never know where they will lead and deals are made over conversation, coffee and meals.” Bart Elfrink, Director & Cinematographer[/dropshadowbox]From looking to land a job to attempting to market a product or service, it is vital to:

  1. make authentic connections,
  2. showcase unique attributes, and
  3. improve their lives.

Ultimately, you want to prove that your target audience would be better off with what you have than what they have now or have to choose from.

Examine your playing field:

  1. What experience or attributes are being sought in the arena you wish to conquer?
  2. What do you or does your product offer that ensures you are uniquely qualified to fill a gap?

These are the strengths you highlight as you grab attention and carry on throughout the selling process. Learning your audience’s needs through analysis and questions is step one; showcasing how you fill the gap best is the rest. Realize that you and your product are up against considerable odds; this does not rule out victory, but means you must work smart and understand this contact sport.

How to connect

[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]laura.wiley“If you don’t put yourself out there, you will never know your fullest potential. Network and connect with everyone (and I do mean everyone) you know as will often be surprised to find what opportunities lie within the those you are closest too as well as farthest away. Connect and engage, talk and share, give and get – it is how trusting and long-term business relationships and strategic partnerships grow.” Laura Wiley, Principal/CMO of Marketing Lift[/dropshadowbox]Connecting today has a different feel with the prominence of social media and ability to quickly pinpoint your target decision maker; with a simple search we can locate VP’s and CEO’s and attempt to make contact. That said, anyone can make contact, so you must ensure your contact counts. Utilization of sites like LinkedIn grant you access to all the movers and shakers across every industry:

  1. Build your network strategically by casting a wide enough net of individuals who could serve as decision makers or point you in the right direction.
  2. Aim high, specifically in small-to-mid-sized businesses where a CEO will be more apt to accept your overtures.
  3. Do it with distinctive, classy flair. Don’t use the generic LinkedIn request.
  4. Never pin all your hopes on just one person for a job or sales decision. Formulate multiple plays across all pertinent companies and industries so you are prepared for whatever obstacles you encounter.

How to approach

Approach requires just as much thought. Using your own conversational style, the approach might go something like this: “Mr./Mrs. X – It is my hope this note finds you well. With your expertise in _____ and our mutual interests, I believe you would be an excellent person with whom to share ideas and learn from. I would be honored to be part of your network.”

Whether by LinkedIn or email, supplanting the generic, average introduction will get your note noticed where others land in the penalty box of the virtual trash can. From there, timely follow up within a matter of days thanking them for the connection and requesting advice on the industry to gain access to them will have far more success than pushing a product or asking for a job up front.

Casting a wide net also means:

  1. researching local networking events,
  2. utilizing your existing network to meet new prospects (i.e, referrals), and
  3. leaving no stone unturned as you put your best quality foot forward in meeting and greeting new contacts with whom to form mutually beneficial relationships.

Like any part of the game, prospecting and connecting determine how far the ball carries, and are integral in your quest to circle the bases.

Cover photo courtesy of Tate Nations.

 

How to Create Sponsorship Inventory & Activation Out of Thin Air

kirk_wakefield 2014, Sell, Sponsorships , , , , , , , , , , , , 0 Comment
How to Create Sponsorship Inventory & Activation Out of Thin Air
by Drew Mitchell – April 2014

After spending more than 8 years in the “Minor Leagues” (4 with Daktronics Sports Marketing and 4 with the Texas Legends), I have learned you can never have a shortage of creative inventory and thinking.  This is especially true in a competitive market space where you are up against all the big boys of the NBA, MLB, NHL, and NFL. You must be able to differentiate your property and the value of your brand with new, creative ways to drive value to a brand or sponsor. 

Where do you find new premium inventory?

When team owners annually increase revenue goals and you are already sold out of your premium inventory, what do you do? Where do you find new premium inventory that drives enough value to justify a major spend and attract the big sponsors?

Justin Cooper
Justin Cooper

Justin Cooper, Director of Group Sales for the Texas Legends suggests, “With major league teams the sponsorship opportunities provided are more black and white, while within the D-League (and other minor league markets), being creative is half the battle. Without creative and outside the box thinking, it’s hard to affect the transactions that big league teams are asking for.”

In my time at the Texas Legends, we have been nothing short or creative with our outside the box thinking. Most times, there is no box.

Creating visibility out of thin air

Case in point, last summer when we were brainstorming with one of our existing sponsors, KIA Motors America and Central KIA dealerships, we were challenged with coming up with a way to get them “Bigger and Better” inventory and provide a more commanding brand visible platform.

So, what’s the problem you ask? An existing sponsor is telling you that they want to spend more money with you and asking how they can spend it.

The problem was that we were sold out of premium court inventory: We had already sold the four court quadrants the NBA allows D-League Teams to sell. We had an already committed jersey sponsor. Our center court logo was the brand of a state in Mexico (Veracruz, MX), not the Texas Legends logo. So, I guess that was thinking outside the circle. But, surely we weren’t maxed out on premium inventory, right? How could we possibly find additional inventory to meet the sponsor’s need of “Bigger and Better” inventory and stand out along with our other top-tier sponsors?

Let’s hang a car!

The conversation was flowing at a nice Brazilian steakhouse with representatives from the Legends, Central KIA and regional KIA Motors. We were throwing out ideas, taking turns putting on the thinking cap and then as we scratched our heads, we looked at each other when….POOF…there it was. Just like out of thin air came the idea, “Let’s hang a car.”

Our KIA representatives looked at each other inquisitively as if they had misheard what was proposed. “Hang a car? As in a KIA?” It certainly would capture the attention of fans. What else could we do to build value?

  • We could create a season long activation and give the car away during the final home games.
  • We could capture leads for the sales team and enhance other marketing initiatives through media, digital and print.

The ideas started pouring in…from where? Out of thin air.

Fast forward…in a Kia

Eight months later, there was a beautiful KIA Soul hanging above center court inside Dr Pepper Arena. We received a challenge from a sponsor with specific goals (Bigger and Better). We created inventory that didn’t exist. We created one of the best activation ideas to be the first to suspend a car above the playing surface of a professional sports team.

Jon Bishop
Jon Bishop

“The advantage of selling a smaller sports property is the ability to help marketers target a specific group of people and engage them in an intimate and memorable way” adds Jon Bishop, Senior Director, Team Marketing and Business Operations for the NBA.

One thing I enjoy best about working in the minor leagues is that you are not limited on creatively thinking of new sponsorship inventory. The Legends have mastered this art after changing the way that many league executives think and what even a sponsor would imagine possible.

When it comes to your team or property’s inventory, are you maximizing all the potential areas of valuable inventory? Are you looking for those ideas that just may appear…out of thin air?

What can teams learn from Manchester United? How to hang out with fans on Google+

kirk_wakefield 2014, Digital Strategy, Relate, Sell, Social Media, Sponsorships , , , , , , , , , , , , , , , 0 Comment
What can teams learn from Manchester United? How to hang out with fans on Google+
by Alex Stewart – April 2014

Manchester United is a global brand

Manchester United, along with Real Madrid and Barcelona, have the most fans outside their own country. They can count on fans in emerging markets, especially Asia and Africa.

The Red Devils may be suffering on the pitch currently, with the tenure of David Moyes, Sir Alex Ferguson’s anointed heir, currently a stuttering work of bathos, but their relentless commercialization shows no signs of abating. Indeed, it has become something of a running joke that United cannot seem to win much at the moment except for a slew of endorsements and commercial partnerships ranging from Japanese snacks to diesel engines.

Google+ Campaign

Manchester United has an active, if fairly staid, social presence, but they have recently become one of two clubs (Real Madrid being the other) to begin exploiting the burgeoning potential of Google+. With some 1.15 billion registered users, Google+ is a more dynamic, interactive social platform than the less agile social media such as Twitter and Facebook. United has hosted chats with the team on Hangout, and, most recently, launched Front Row, a campaign to encourage that global fan-base mentioned above to participate in the match day experience.

Using a hashtag-based competition, similar to Juventus’ #LoveJu fan choreography campaign, Manchester United invited fans to submit a picture via Twitter or Facebook using the #MUFrontRow hashtag to show their passion for the Red Devils. Winners were then selected from this group to participate in a Google+ hangout, which displayed their faces on the pitch-side advertising hoardings at Old Trafford, the home of Manchester United, during the showpiece match against north-west rivals Liverpool.

Why the hold up?

Google+ has been around a while, so why has it taken so long for football clubs to recognise and develop its potential?

Clubs’ use of social seems to fall largely into two camps:

  • the sometimes successful tongue-in-cheek conversation with fans via Twitter, and
  • the rather generic release of team information, photos, and match reports via all platforms.

Google+ requires thought in order not to be simply yet another platform on which to post the same pictures and comments. But, with thought, Google+ can be perhaps the most useful of all platforms for clubs.

Google+ fan interaction = community

Fans love nothing more than to debate and discuss, to put questions directly to their heroes, and to feel part of a community. This is especially so when it comes to fans of a team in a foreign country.

If you are a die-hard United fan from Thailand or Ghana, you might never get the chance to go to Old Trafford. Google+ hangouts allow a level of engagement and participation that is immediate, actual, and generates the kind of fan engagement that builds a genuine sense of community.

Circles = Global reach for sponsors

The use of ‘circles’ on Google+ also allows the content managers for United’s social team to tailor material specifically to fans in different countries. This, in turn, has an obvious benefit for a club with specific sponsorship partners in different locations. Those commercial tie-ins can be used only in the circles where the have an impact for the sponsoring partner.

The use of Circles is not the only benefit for sponsors. DHL already hosts the Hangouts with players. AON, the title sponsor of United, sees their logo emblazoned across shirts in every Hangout.

Customized messaging

The tailoring of commercial messages across specific circles can also benefit sponsors. The main plus point, though, is surely that Google+ allows fans across the world to feel connected in a way that other platforms cannot. It creates a direct, bespoke level of conversation, at times a genuinely two-way conversation, with a variety of content that realises and solidifies a fan’s passion for her team.

Football clubs benefit sponsors mostly by positive association rather than direct messaging. The global reach of Google+, married to its ability to create more of a genuine feeling of community than any other social platform, means it could be the most significant vehicle for generating earned media for clubs yet, with all the commercial benefits that entails.

Manchester United might be struggling on the pitch, but in the social space, they’re setting the pace.