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Sponsorship persuation model Alain Ferrand & Luiggino Torrigiani Ferrand/Torrigiani - Marketing Innsbruck 2009 1 Themes • An operational definition of sponsorship • Sponsorship as an Integrated Marketing Communication • Sponsorship as a persuasive strategy • Designing a dynamic model for managing sponsorship Ferrand/Torrigiani - Marketing Innsbruck 2009 2 Let’s start with action… Ferrand/Torrigiani - Marketing Innsbruck 2009 3 Questions • Who are the targeted stakeholders? • Which are the sponsor’s objectives? • Which marketing stimuli should be used in order to fulfil the sponsor’s objectives? • What is the Return On Investment for the sponsor? • Is this the right choice for this sponsor? How does sponsorship works? Ferrand/Torrigiani - Marketing Innsbruck 2009 4 Sport event as social fact STH STH RELATIONSHIPS ACTIONS EXPERIENCE SPORT EVENT EMOTIONS STH REPRESENTATIONS STH STH Ferrand/Torrigiani - Marketing Innsbruck 2009 5 Getting into the sport event system STH STH RELATIONSHIPS ACTIONS STH EXPERIENCE SPORT EVENT EMOTIONS STH REPRESENTATIONS STH STH Ferrand/Torrigiani - Marketing Innsbruck 2009 6 The process relating to persuasive communications EXPOSURE TO MESSAGE Reasons that lead to a stakeholder being exposed or not to various types of persuasive communications ATTITUDE CHANGE -Cognitive - Emotional - Behavioural STABILITY OF CHANGE IN ATTITUDE DECODING OF MESSAGES How a person does understand? PROCESS OF ACCEPTATION OR REJECTION UNDER WHAT CONDITIONS CAN A CHANGE IN ATTITUDE EXPRESSED BY A CHANGE IN BEHAVIOUR? Ferrand/Torrigiani - Marketing Innsbruck 2009 7 The FIT event/SO versus sponsor EVENT’S CARACTERISTICS SPONSOR’S CARACTERISTICS 1 2 3 Which characteristics to consider? Ferrand/Torrigiani - Marketing Innsbruck 2009 8 Iveco & the All Blacks: shared values A value-based partnership Performance Reliability Team spirit Commitment Power Ferrand/Torrigiani - Marketing Innsbruck 2009 9 Iveco & All Blacks: the core idea Giving a soul to our products sharing the soul with the All Blacks Ferrand/Torrigiani - Marketing Innsbruck 2009 10 Band equity based FIT SO BRAND EQUITY SPONSOR’S BRAND EQUITY Foundations Legal protection Knowledge Experience Relationship Stakeholders Ferrand/Torrigiani - Marketing Innsbruck 2009 11 Reinforcement and transfer SO BRAND EQUITY SPONSOR’S BRAND EQUITY Transfer from the sponsor to the event 1 2 3 Transfer from the event to the sponsor 2. Reinforcement of the common dimensions Ferrand/Torrigiani - Marketing Innsbruck 2009 12 Reinforcement and transfer SO BRAND EQUITY SPONSOR’S BRAND EQUITY Foundations Legal protection Knowledge Experience Relationship Stakeholders Ferrand/Torrigiani - Marketing Innsbruck 2009 13 Qualitative analysis of the FIT based on brand equity Specific to sponsored entity Common to both entities Specific to sponsor Eventual and desirable effects for the sponsor Values Mission Identity Legal protection Image Perceived quality Relationship value (benefits) Stakeholders Ferrand/Torrigiani - Marketing Innsbruck 2009 14 Quantitative analysis of the FIT based on brand equity Sponsored entity Potential sponsor Eventual and desirable effects for the sponsor Brand awareness Attitude Satisfaction Ferrand/Torrigiani - Marketing Innsbruck 2009 15 Coherence between the event stakeholders and the sponsors marketing/communication target Internet users Viewers Spectators Participants Listeners Readers Ferrand/Torrigiani - Marketing Innsbruck 2009 Sponsor marketing and communication target16 British Judo Stakeholder Groups B. FUNDING PARTNERS Department of Culture, Media & Sport (DCMS) UK Sport (UKS) Sport England (SE) Sport England Regions (9) Home Country Sports Councils (Sport Scotland, SC Wales, NISC) D. NATIONAL SUPPORT BODIES Central Council for Physical Recreation (CCPR) Youth Sport Trust (YST) English Institute of Sport (EIS) Home Country Institutes of Sport (SIS, WIS, NIIS) Sports coach UK Commercial Consultants Commonwealth Games Councils (Home Country) E. INCOME POTENTIAL Media Sponsors Customers Suppliers Advertisers PR and Media Agencies A. CORE Elements Board Staff Commissions English Areas (9 Geographic Areas of the BJA) Home Country Judo Bodies (Judo Scotland, Welsh Judo, NI Judo) Licence holders Clubs Schools (Primary, Secondary, Universities) Players (Recreational, Elite & Masters) Technical Workforce (Coaches, Referees, Tournament Officials, Tutors, Assessors, Examiners) Volunteers Parents Spectators Recognised Bodies (Universities, Armed Forces, Police) Affiliates (British Judo Council & Amateur Judo Association) Ferrand/Torrigiani - Marketing Innsbruck 2009 C. LOCAL SUPPORT BODIES Facilities providers Local Councils County Sports Partnerships Local Sports Networks Specialist Sport Colleges F. CONTROL BODIES International Olympic Committee (IOC) International Judo Federation (IJF) European Judo Association (EJU) British Olympic Association (BOA) World Anti-Doping Agency (WADA) 17 Sponsored entity brand equity Diagnostic evaluation Acceptability and credibility of the association Current sponsor brand equity Strategy: reinforcement and/or displacement Ferrand/Torrigiani - Marketing Innsbruck 2009 Desired sponsor brand equity 18 Sponsor’s objectives Business Social Environnemental - To prove the reliability of products and services - To develop brand awareness - To manage the image and to enhance perceived quality - To generate a feeling of gratitude and a favourable attitude - To emulate successful companies - To create or reinforce relationships (Business to Consumer and B2B) - To increase sales - To legitimize the social role of the company - To develop relationships with the local community - To promote the entrepreneurial culture, to reinforce internal cohesion and to motivate company personnel - To improve recruitment of highly qualified personnel -Environmental protection www.vattenfall.com/ Ferrand/Torrigiani - Marketing Innsbruck 2009 19 Acceptability of the association • Quotes • “There is a logical connection between the event and the sponsor” • “The image of the event and that of the sponsor are similar” • “The sponsor and the event go well together” • “The company and the event wish to express the same things” • “For me, it's logical for this company to sponsor this event” Ferrand/Torrigiani - Marketing Innsbruck 2009 20 Perceived sincerity and gratitude towards sponsor • • • • Quotes “Sport basically benefits from this sponsorship” “We can say thank you for “sponsor name” support” “ The main reason that leads the sponsor to become involved is that it believes that the event deserves support” • “ This sponsor would probably have supported this event if it had a much lower profile” Ferrand/Torrigiani - Marketing Innsbruck 2009 21 ENVIRONMENTAL INFLUENCES MKG STIMULI STH STH STH RELATIONS STH EVENT SPORSOR RESPONSE LEVEL ATTENTION - PERCEPTION Cognitive: - Awareness - Knowledge - Credibility - Purchasing Intention STH INFORMATION ANALYSIS INDIVIDUAL CHARACTERISTICS Ferrand/Torrigiani - Marketing Innsbruck 2009 Emotional: -Attitude - Attachement - Preference Behavioural: -Test - Purchase - Loyalty - Relationships 22 Relationships STH Emotional process Cognitive process Reinforcement/transfer Pleasure STH STH Acceptation Excitation Interest Identification Event Sponsor Consideration Preference STH To buy/To get involved STH Behavioral process Ferrand/Torrigiani - Marketing Innsbruck 2009 23 The challenge • How to manage this process until its goal? Emotional process Cognitive process Reinforcement/transfer Pleasure STH STH Acceptation Excitation Interest Identification Event Event Sponsor Sponsor Consideration Preference STH To buy/To get involved STH Behavioral process • Activation of the sponsor's brand as a catalyst of the process Ferrand/Torrigiani - Marketing Innsbruck 2009 24 Activation of the sponsor's brand as a catalyst of the process • There are numerous means that make it possible to activate the sponsor's brand among individuals interested in the event. – – – – – – – – – TV sponsorship: billboard, break bumpers, reminders, trailers, Promotionnal activities Games, Websites Direct marketing Events Merchandising Hospitality with customers Co-op marketing programs with your sponsor… Ferrand/Torrigiani - Marketing Innsbruck 2009 25 Sponsorship activation platform Desided positionning Partners PR DIFFUSION: ONE TO MANY Events Publicity MARKETING Advertising COMMUNICATION TARGET Print material Internet New media Direct Marketing Sale promotion Resources Ferrand/Torrigiani - Marketing Innsbruck 2009 Activation process 26 Measures Tirol:08 – Broad portfolio of measures from relevant communication areas – Early start (05/2006) of addressing potential target groups in the target markets and in Tirol – Intensifying the entire campaign with focus on the European Football Championship 2008 Ferrand/Torrigiani - Marketing Innsbruck 2009 27 From sponsorship activation platform to processes Marketing target Web site To stimulate the interest Flyers Advertising Event Direct marketing PR To recruit new clients Publicity Communication target Ferrand/Torrigiani - Marketing Innsbruck 2009 28 Activation of the sponsor's brand as a catalyst of the process Ferrand/Torrigiani - Marketing Innsbruck 2009 29 Developing strategic choices concerning sponsorship (event) 1. 2. 3. 4. 5. 6. Fit between event brand equity and the sponsor desired brand equity. Coherence between the event stakeholders and the sponsors marketing/communication target Compatibility between the sponsor's marketing/communication objectives and the marketing/communication possibilities Acceptability and goodwill of the association between the sponsor and the event The possibilities of activating the sponsor's brand among the communication target by the sponsor The competitiveness of the offers in a competitive perspective. Ferrand/Torrigiani - Marketing Innsbruck 2009 30 The relationship value Market Network RM Market based (CRM) RM Network based The Return on Relationship Ferrand/Torrigiani - Marketing Innsbruck 2009 31