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Sport sponsoring should be integrated in broader B2B marketing campaigns that are designed to drive sales. We help corporates do so.
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Strictly confidential © Milestone Marketing 2008
Sport sponsoring: dead or alive?
Albert SmitCEO
ISPO SpoBIS 2009Munich
Strictly confidential © Milestone Marketing 2008
Albert Smit?
• 1968• Industrial Engineering – University of Technology Eindhoven
• Product & brand manager – Unilever
• Strategy Consultant – VODW Marketing
• Founder & CEO - Milestone Marketing– 100% focus on B-to-B marketing – Consulting– Technology– Outsourcing
Strictly confidential © Milestone Marketing 2008
Milestone: full service B2B Marketing agency
Of all B2B Marketing money, a vast 78% is spent without clear ROI.We strive to make marketing measurable and –thus- more successful.
Milestone is a full service B2B Marketing agency
We help our customers to generate more leadsand grow their customers and channel partners
By creating and implementing marketing programsThat are measurable and result driven
Together with our customer we identify what works bestEnabling continuous improvement of marketing effectiveness
So our customers can outperform their competitorsRather than having to outspend them…
Strictly confidential © Milestone Marketing 2008
Milestone creates key players’ synergy: increase ROI through Co-Marketing Campaigns
Team
Sportsprofessional
Venue
MainSponsor
Marketing
Campaignspowered by:
- Campaign set-up & management- Pro-active account management- Drive lead nurturing & conversion- Secure database management- Portal management- SLA management
Sub sponsors
Strictly confidential © Milestone Marketing 2008
Growing customer base & broad marketing experience
Strictly confidential © Milestone Marketing 2008
Background: our clients spend on sport sponsoring
Strictly confidential © Milestone Marketing 2008
Strictly confidential © Milestone Marketing 2008
Sport sponsoring: highly effective?
• ‘Who knows some interesting people we could invite?’• ‘Invite your friends! We still have some business seats
empty...’• Selective & timely invitations?
• ‘Just have a good time!’ Enjoy the game!• ‘We collected some businesscards. By the way, where are
they?’• Gathering other relevant prospect information?
• Selection? Conversion objectives? Business case?Disciplined sponsorship activation???
Strictly confidential © Milestone Marketing 2008
Back to basics: sponsoring = marketing instrument.In current times: it should drive sales & ROI.
Brand building
Sales growth
Leaders
Followers
Laggards
Innovators
More ROI
Advertising & PR
Sales promotion!
Strictly confidential © Milestone Marketing 2008
Sport sponsoring should (co-)drive sales
Sales
Lead Suspect Prospect CustomerName
Demand Generation Fulfillment
Satisfiedcustomer
AmbassadorLoyalcustomer
Account mgtCust.service
Repeatcustomer
Marketing
Sales
Fulfilment
Aftersales
Customer ServiceMarketing Sales
BusinessDev.
& Innovation
€ € € €
Relationship marketing
& Cross/upselling
SelectiveLead
generation
Strictly confidential © Milestone Marketing 2008
Investment in a (potential) client should match expected returns
Growing knowledge of prospect / customer
Growing value of prospect / customer!
Strictly confidential © Milestone Marketing 2008
Acceptable costs/contact-conversion?
Growing knowledge of prospect / customer
Growing value of prospect / customer!
0,1
10 1k1 100 500 10k
E.g. 100k
Strictly confidential © Milestone Marketing 2008
Sport-sponsoring costs*/contact-conversion?
Growing knowledge of prospect / customer
Growing value of prospect / customer!
0,1
10 1k1 100 500 10k
E.g.(€)
100k
250 25
k
*incl. Activation: sponsor fee x 2.5
Strictly confidential © Milestone Marketing 2008
Summary: integrated, disciplined marketing = key
• Sport sponsoring is too often a stand-alone activity, without clear (measurable) results. In current times, this is no longer acceptable.
• Sport sponsoring should be part of a B-to-B marketing program: a managed ‘production process’ aimed at creating ‘ambassadors’:– complex multi-person DMU’s– many ‘production’ stages (marketing/sales actions, online & offline)
• Sport sponsoring is a stage in the M&S production process – It generally should not be expected to generate sales on its own– It should merely be one (effective) step in a marketing program
• The business case for sport sponsoring is more viable, if based on such an integrated marketing program approach.
• The business case must be realized through disciplined marketing:proactive & timely sponsorship activation!
• Without it, many sponsors will retreat from the sports arena...
Strictly confidential © Milestone Marketing 2008
Sport sponsoring: dead or alive?
It’s up to you & your marketing team* to
‘just’ do it:
Thank you!
aim to drive salesthrough co-marketing:
measurable, integrated &
disciplined activation!
* with Milestone inside, consider it done.
Strictly confidential © Milestone Marketing 2008
Milestone Marketing BVCaesar BuildingZonnebaan 9
3542 EA UtrechtPO Box 13267, 3507 LG Utrecht
The NetherlandsT +31-(0)30-242 9065F +31-(0)30-240 4242
www.milestonemarketing.com
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