Lou McErlean 5809 Brushy Creek Trail

Dallas, Texas 75252 972-571-0448

lou.mcerlean@gmail.com

SUCCESS STORY: Effectively Positioning an Offering to Capture More Sales

SITUATION: One of Host Communications’ key offerings, the Southeastern Conference Corporate Partnership, was underselling with 3 of 8 (38%) sponsor categories vacant. The rights holder (SEC) was unhappy, and Host was not maximizing revenues. SOLUTION: I observed that in our collateral material and sales presentations, we were positioning the sponsorship as a media advertising package e.g. radio and print, rather than as an affinity marketing opportunity. When presented to prospective sponsors, they evaluated it on a cost-per-measure, commodity basis, and since there were plenty of other media packages with more cost-effective CPMs, we were losing frequently. ACTION: Recognizing that we weren’t focusing on the top benefit, the ability for sponsors to leverage SEC consumer passion, I re-positioned the opportunity more effectively as an affinity marketing platform rather than an advertising program. To differentiate from media-based packages, I developed a clever way to instantly capture prospects’ attention and get them to visualize the value in our program. I did this by showing the below image to prospective sponsors, and asking the following: “Sir/Madame... Our platform delivers consumers who would seriously consider buying this product. How do you think they’ll feel about your brand if you market through us to their intense affinity?” RESULTS:

• The remaining three sponsorship categories were filled in 75 days.

• Partners began using the SEC marks more in their marketing efforts, pleasing the rights holder.

• Host was able to increase the fee for sponsorships by 20% because of heightened demand.