18 September, 2011 Z.

Abidin Achmad 1
Sponsorship and Event
Nanagement
Z. Abidin Achmad
Expert on Nedia Relations and
Campaign Consultant (NRCC)
18 September, 2011 Z. Abidin Achmad 2
ntroduction
Another growth area.sponsorship and
event management
Some universities, i.e. UTS, offering
majors in event management
Firms that only deal in this field, eg
Amex outsourced all its sponsorship
management
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t is B business
]obs, substantial media coverage
Academic papers:NcDaniel, Farrell (The
Tiger Woods Effect),Olkkonen,
Readings 102, 103
And its big business: Westpac $100m
for the Olympics, Ford, $4m a year for
the Australian Open,NcDonalds $6m
AFL
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t is B business
Each year millions are invested in
sponsorship proposals,some ad hoc
Sport,arts, education.etc
www.sponsorship.ca
www.fuel4arts.com
AFR annual Sponsorship Awards
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Sponsorshipnot Philanthropy
Contact point,goals and end result all
different
Sponsorship = commercial activity
American Express S Nasters olf:
1. Reinforce/maintain card relationships
2. Reinforce/maintain SE relationships
3. Develop relationships govt/media
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ey factors
Sponsorships are:
Public
Sourced from
marketing,advt,communication budgets
To sell more services/products
ncrease awareness
Sport dominates
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ey factors
$3S8m invested in US for basketball/ice
hockey stadiums for naming v $1.3b for
television rights for the same sports
Australian trend: ANZ Stadium, Optus
Oval (Princes Park),Telstra Arena
(Docklands) and Telstra Stadium
(Olympic Stadium)
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Effectiveness...
Nichols,1333: reach consumers through
hearts and minds", and escape the
mounting expense and clutter of
conventional advertising."
Neasurement:
Banks,1332:awareness,recall,brand
preference
However, still difficult to quantify"
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Effectiveness...
Neasures of reach (people touched)
and frequency ( how often)
Problematic for purchase, prepurchase
Studies into tobacco/alcohol
sponsorship (F1, oodwill ames)
However.increases exposure to
protests, influence,lobby
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Effectiveness...
Case study: Tiger Woods,Farrell,2000
Academic study: did celebrity
endorsement affect corporate
performance?
No relationship found,but market did
value extra publicity Nike got when he
was in contention to win.
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Sponsorship toolkit
1. Corporate perspective
Will Board/CEO/senior executives
support?
Sponsorship policy:
www.sponsorships.hp.com/propsub.htm
Staff and resources to manage?
s it integrated with marketing plans?
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Sponsorship toolkit
Are core brand values clear?
What can the other party bring?
Policy: key elements:
Compatibility with vision/reach the
desired public?time to make it effective?
Commitment to results? Exclusions?
Quantifiable,measurable outcomes?
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Sponsorship toolkit
Support will require more $ for
marketing ( usually 2 for 1)
Exclusivity/news potential/hospitality or
new business development?
Employee involvement/last three years?
Use corporate products/ inkind services
(ANP and Olympicsunderwrote risk)
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Sponsorship toolkit
Formal internal approval
process/contracts/written review S
evaluation?
Who is going to project manage?
Analysis: get more out of current
project/right mix/measurement ok/what
is the competition doing?
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Evaluation
Even grow in stature? (research)
Did organisers deliver on promises?
Nedia coverage as proposed? Factors?
Did senior management get involved?
Did leads/sales improve?New contacts?
Relationships improved?Do again?
mpressions consistent with identity?
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Seeking a sponsor
Who seeks? ARU/AFL/NFL/QTC/QO
Three step process:
1.Natch audiences.objectives,attributes
Who are current sponsors,who makes
decisions,criteria,their fit" with yours
2.Detailed costing (with profit margin)
reater media exposure higher cost.
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Seeking a sponsor
3.Benefits inventory:
Degree of exclusivity (sole/category)
Naming rights (formal contract a must)
mage linkages
Detailed analysis target
Nedia/marketing plans,signage,tieins
Public relations strategies
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Seeking a sponsor
Employee involvement (family days,tix)
Facilities:sponsor boxes,tents,vP
Ticketing (eg Olympics)
Nerchandising
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Seeking a sponsor
4. Servicing programme:eg SSO
Lines of communication,reporting
procedures,set benchmarks,evaluation
mechanisms
Sponsors access to database,all in
writing,media tracking mechanisms
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Seeking a sponsor
S.Template:
Executive summary,background
proposer/project,market research
Proposal,benefits,marketing,outcomes
E valuation Service: industrywide
standard
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Seeking a sponsor
Risk management: potential for
problems (i.e. Ansett and cricket, NSW
Rugby)
Promises not delivered,no
reports,contact
dentify all possible risk areas,weak
links,what would be appropriate
response, manage this strategy
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Event management
very strong communication skills
Nover across range of business units,
good internal networks,consistency
Project management skills
Where considerable numbers of
people,sharing a common
interest,congregate."
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Event management
Nicholls et al ,1333:"placebased"
activity (Woodford Folk Festival,CQU
Nulticultural Fair)
Strong creative skills, feasibility study
Structured plan,identify all roles
dentify risk management issues
Committee of mgt?sub cttees?
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Event management
volunteers? Need to be trained?
Legal issues,EEO,OHSS
Communication strategy,media
Success measures
Narketing strategies