The Sponsorship Handbook E-Book

Pippa Collett

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 305

Veröffentlichungsjahr: 2011

Beschreibung

The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship.

Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay.

"Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship."
—Luis Vicente, Head of Partnerships, Manchester City Football Club

"An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands."
—Faisal Al-Dail, Saudi Post

Leseprobe

Table of Contents

Cover

Title page

Copyright page

Dedication

FOREWORD

PREFACE

ABOUT THE AUTHORS

ACKNOWLEDGEMENTS

Disclaimer

HOW TO USE THIS BOOK

CHAPTER 1 INTRODUCTION TO SPONSORSHIP

Overview

Sponsorship: what is it?

Industry development

The basic building blocks of sponsorship

Sponsorship assets

The process of sponsorship

The in-source/out-source debate

Key take-outs

Summary

Part I: Sponsors

CHAPTER 2 DEVELOPING SPONSORSHIP STRATEGY

Overview

The strategy development process

Conclusion

Summary

CHAPTER 3 PLANNING FOR SUCCESS

Overview

The planning process

Establishing the need for a new sponsorship

Agree selection criteria

Research properties

Sponsorship assessment methodologies

Negotiating the right deal

Contracting

Sponsorship selection errors and remedies

Key take-outs

Summary

CHAPTER 4 SPONSORSHIP IMPLEMENTATION

Overview

Sponsorship implementation

The key ingredients of successful sponsorship activation

Integration

Developing a common understanding

Preparing for competitor response

Execution planning tips

Execute creatively

Implementation challenges and solutions

Key take-outs

Summary

CHAPTER 5 SPONSORSHIP EVALUATION

Overview

Evaluation programme planning

Use SMART objectives

ROI v. ROO

Measurement methodologies

The wrong reasons for renewal

Key take-outs

Summary

Part II: Sponsorship Seekers

CHAPTER 6 DEVELOPING A SPONSORSHIP STRATEGY

Overview

What modern sponsors want

Making an historical review of sponsorship in your organization

Asset inventory

Resources review

Sponsorship strategy

Why bother with a sponsorship strategy?

Is sponsorship right for us?

Sponsors can give more than cash

Putting our organization in context: how do sponsors see us?

Modern sponsor needs and insights

“Money Can’t Buy” experiences

Key take-outs

Summary

CHAPTER 7 ESSENTIAL SALES PREPARATION

Overview

Look at yourself from the sponsor’s point of view

Organize your assets to appeal

How much should we ask for the sponsorship?

Setting the price

Creating a sponsor hierarchy

Key take-outs

Summary

CHAPTER 8 THE SALES PROCESS

Overview

Market realities

Sales strategies: think sectors not companies

How research helps you to beat the market

Why write a proposal?

Proposal summary

The full proposal: basic structure and checklist

Five questions every proposal writer should ask

Some sponsorship sales tips from Carlsberg

“What is it you want?” Prepare your elevator pitch

Put the price in or leave it out? Involve the sponsor in the package

Sales tips for closing

Key take-outs

Summary

CHAPTER 9 SERVICING AND RENEWAL

Overview

Different perspectives

Exploit sponsorship’s flexibility in order to look after your sponsors

How sponsors judge you

Return on investment and return on objectives

SMART Objectives

Five questions every sponsor should ask

Five questions every sponsor should ask

Q1. How visible was my sponsorship?

Q2. Did anyone notice the sponsorship?

Q3. Did it change perceptions of the brand?

Q4. How much more product did we sell as a result?

Q5. Should we renew the sponsorship?

Create extra value for your sponsors

More ideas to keep sponsors happy

Key take-outs

Part III: The Way Ahead

CHAPTER 10 SPONSORSHIP IN THE FUTURE

Overview

Impact of the recession

A catalyst for change

Industry development

Sponsors

Rights-holders

Summary

GLOSSARY

Index

This edition first published in 2011

Copyright © 2011 Pippa Collett and William Fenton

Under the Jossey-Bass imprint, Jossey-Bass, 989 Market Street, San Francisco CA 94103-1741, USA

www.jossey-bass.com

Registered office

John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.

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Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought.

Library of Congress Cataloging-in-Publication Data

Fenton, William (William Seaborne), 1957-

The Sponsorship Handbook : Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers / William Fenton and Pippa Collett.

p. cm

Includes bibliographical references and index.

ISBN 978-0-470-97984-6

 1. Corporate sponsorship. I. Collett, Pippa. II. Title.

HD59.35.F46 2011

659.2–dc22

2010050392

A catalogue record for this book is available from the British Library.

ISBN 978-0-470-97984-6 (hardback), ISBN 978-0-470-98002-6 (ebk),

ISBN 978-0-470-98000-2 (ebk), ISBN 978-0-470-98001-9 (ebk)

This book is dedicated to the pioneers of modern sponsorship,

the colleagues and companies that have enabled us to develop our

sponsorship competence and the patience and good humour

FOREWORD

The European Sponsorship Association’s mission is to improve the standards of professionalism in sponsorship practice and The Sponsorship Handbook makes a significant contribution to achieving this objective.

It is a practical guide to the key components of sponsorship with tools and checklists to prompt thinking and action. The many case studies drawn from sources all around the world help to illustrate key points and provide inspiration. The authors are sponsorship professionals with extensive, quality experience working both within and for leading sponsors and rights-holders.

As the sponsorship industry grows and new organizations enter the market. The Sponsorship Handbook will be a vital resource in educating new sponsors, rights-holders and other interested parties in sponsorship best practice.

Karen Earl

Chairman

European Sponsorship Association

PREFACE

As a relatively young marketing discipline, sponsorship lacks the body of knowledge required to ensure best practice and the implementation of policies and processes that result in satisfactory outcomes. As full time practitioners and part time lecturers, with more than 40 years sponsorship experience between us, we wanted to capture what we have learned, often through trial and error, to help newcomers to this exciting industry learn more quickly and less painfully than we did!

This book aims to create a baseline understanding of sponsorship by introducing anyone interested in developing their sponsorship competence to the principles and processes that will enable them to deliver robust results.

For further resources and information on sponsorship visit http://www.sponsorshipstore.com.

For updates on news, ideas and trends in sponsorship follow us on Twitter@Sponsorshiptips.

ABOUT THE AUTHORS

Pippa Collett

Pippa Collett is a leading sponsorship practitioner with an extensive client-side career with Shell, American Express and Rank Organization. Her global sponsorship experience includes Ferrari in Formula One motor racing and the Athens Olympics as well as arts and entertainment projects such as The Olivier Awards and Disneyland Paris. She joined Sponsorship Consulting as Managing Director in 2006 to work with blue-chip clients such as Siemens, Standard Chartered Bank and Cisco.

Achieving measurable returns on sponsorship investments is a particular interest, and her work in this area was recognized with a Hollis Award for Best Use of Research in Sponsorship in 2005. As Vice-Chair of The European Sponsorship Association, Pippa has led on key aspects of the developing sponsorship agenda, including authorship of ESA’s Sponsorship Assessment & Evaluation Guidelines and introducing the concept of Continuing Professional Development. More recently she has developed ESA’s Sponsorship Agency Selection Process and is currently focusing on developing the structure for the provision of qualifications within the sponsorship industry across Europe.

An occasional lecturer at the Institute of Direct Marketing and the Incorporated Society of British Advertisers, Pippa is a regular speaker at sponsorship conferences in the US, UK, Europe and the Middle East. Her work has been published in the Journal of Sponsorship, The International Journal of Sports Marketing & Sponsorship, and Argent, the journal of the Financial Services Forum. Her opinion on sponsorship issues is widely sought by the media, including the BBC, CNBC, The Times and the Wall Street Journal as well as the marketing trade press.

A Cranfield MBA, Founder Chartered Marketer, Fellow of the RSA and member of the Marketing Society, Pippa lives in London with her husband and two children and is a keen carriage driver.

William Fenton

William Fenton is a Director of Sponsorship Consulting in London and Brussels, looking after clients as diverse as The British Library, The Dubai International Film Festival, Epson, FedEx, The Olympic Business Club and The European Space Agency. His status as a sponsorship expert has been built through 19 years in sponsorship, working with IFM Sports Marketing Surveys and Sponsorship Research International/ISL on major sports events including the Olympics, FIFA World Cup and Formula One racing.

William is Editor of The World Sponsorship Monitor produced by IFM Sports Marketing Surveys and has been published in The International Journal of Sports Marketing & Sponsorship, The Journal of Sponsorship and SportBusiness International, as well as making appearances on CNBC television’s Money and Sport programme. He lectures at the Hogeschool-Universiteit and VUB University in Brussels, holds the Market Research Society Advanced Certificate in Market and Social Research Practice and is a founder member of the European Sponsorship Association’s Continuing Professional Development Accreditation programme.

Based in Brussels, married with three children and a keen rower since his time at Durham University, his earliest practical experience of securing and managing sponsorship goes back to the £2.5 million 1986 In The Footsteps of Scott Expedition. Reputed as the “last great 20th-century expedition”, three men were the first to successfully walk the 900 miles to the South Pole without support. Sponsors of Captain Scott’s original 1912 expedition returned 74 years later and a Jonathan Cape book and a contract with ITN News helped to secure the huge logistical budget. This included an aircraft and a ship, The Southern Quest, which sank spectacularly in Antarctic ice on the return journey without loss of life, and with William on board. The images were seen by viewers across the world.

ACKNOWLEDGEMENTS

Christine Hutton; Suzanne Millington; Graeme Davis (Sponsorship Consulting); David Lapish (O2); Michael Brockbank (Unilever); Jos Cleare (Accenture); Darren Marshall (Evolution); David Sleigh (Footbalance); Caroline Booth (Telecom New Zealand); Amy Lyddall Fell (Nelsons); Farina Jabbari (Nelsons); Guido Becchis (Youthstream); Annemie Vander Vorst (FedEx); Gwendolyn Da Silva (Morgan Stanley); Daragh Persee (Vodafone); Pia DeVitre (Deloitte); Jacob Vanluchene (Red Bull); Anne Keogh (Siemens); Claire Jarvis (Siemens); Leilani Yan (AirAdvertainment); Alastair Marks (McDonald’s); Gareth Roberts (Carlsberg); Shaun Whatling (Redmandarin); Lesa Ukman (IEG); Tony Ponturo (Ponturo Management Group); Fiona Seymour (Department of Transport); Nigel Geach (IFM Sports Marketing Surveys); Sandra Greer (IFM Sports Marketing Surveys); Jeff Eccleston (Sponsorship Research International – SRi); Ardi Kolah (Guru in a Bottle); Karen Earl (European Sponsorship Association); Jos Verschueren (Vrije Universiteit, Brussel Faculty of Physical Education and Physiotherapy Department of Sports Policy and Management); Jaclyn Neal (Beiersdorf UK Ltd); Nicola Seery (Beiersdorf UK Ltd); Zoe Stainsby (Cake); Simon Fry (FedEx); Faisal Dail (Saudi Post); Luis Vicente (Manchester City Football Club); Serena Hedley-Dent (Farrer & Co) and Ben Treadaway & Mark Cornish (Sponsorium).

Formula One is a trademark of Formula One Licensing B.V.

Disclaimer

Whilst every attempt has been made to credit third parties (where applicable) and all care has been taken to represent information accurately and in good faith, the authors shall not be responsible for any errors or omissions, factual or otherwise, and do not accept any liability arising out of any reliance placed on information contained within this publication. The authors would, however, welcome any correction to credits or of materials contained within this publication for future editions.

HOW TO USE THIS BOOK

The sections for sponsors and sponsorship seekers both inform each other as the key to good sponsorship is understanding the needs and different perspectives of both parties. Icons are used to guide the reader and make it easier to extract information quickly.

Overview

Case Study

Key Action

Key Questions

Key Learning Points

CHAPTER 1

INTRODUCTION TO SPONSORSHIP

Overview

Sponsorship, correctly conceived and creatively executed, has unparalleled power to build brands, engage stakeholders and present profitable commercial opportunities.

This chapter introduces the basic building blocks required to understand sponsorship and the environment in which it operates, including:

What sponsorship is, and is not, in the context of modern sponsorship practice.The size of the industry, and why it continues to see growth at a time when advertising spend is slowing.The key players and the range of sponsorship opportunities, target audiences and possible sponsorship objectives that should be taken into consideration.Tangible and intangible sponsorship assets and how some of these might be valued.