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Sponsorship persuation model
Alain Ferrand & Luiggino Torrigiani
Ferrand/Torrigiani - Marketing Innsbruck 2009
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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
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Let’s start with action…
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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
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Sport event as social fact
STH
STH
RELATIONSHIPS
ACTIONS
EXPERIENCE
SPORT EVENT
EMOTIONS
STH
REPRESENTATIONS
STH
STH
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Getting into the sport event system
STH
STH
RELATIONSHIPS
ACTIONS
STH
EXPERIENCE
SPORT EVENT
EMOTIONS
STH
REPRESENTATIONS
STH
STH
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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?
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The FIT event/SO versus sponsor
EVENT’S CARACTERISTICS
SPONSOR’S CARACTERISTICS
1
2
3
Which characteristics to consider?
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Iveco & the All Blacks: shared values
A value-based
partnership
Performance
Reliability
Team spirit
Commitment
Power
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Iveco & All Blacks: the core idea
Giving a soul
to our products
sharing
the soul
with the
All Blacks
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Band equity based FIT
SO BRAND EQUITY
SPONSOR’S BRAND EQUITY
Foundations
Legal protection
Knowledge
Experience
Relationship
Stakeholders
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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
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Reinforcement and transfer
SO BRAND EQUITY
SPONSOR’S BRAND EQUITY
Foundations
Legal protection
Knowledge
Experience
Relationship
Stakeholders
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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
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Quantitative analysis of the FIT based on
brand equity
Sponsored entity
Potential sponsor
Eventual and
desirable effects for
the sponsor
Brand awareness
Attitude
Satisfaction
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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)
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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
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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/
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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”
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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”
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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
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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
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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
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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…
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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
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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
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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
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Activation of the sponsor's brand as a
catalyst of the process
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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.
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The relationship value
Market
Network
RM
Market
based
(CRM)
RM
Network
based
The Return on Relationship
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