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Theme Parks and Sponsorship/Partnership: key success
factors
Carlos Cantó
CEO SPSG Consulting and Investment
Associate Professor ESADE Business School
Tuesday 20.09.16
Carlos Cantó – Sept 2016 3
“IT IS EASIER TO GO DOWN THE HILL THAN UP, BUT THE VIEW IS MUCH
BETTER FROM THE TOP”
Carlos Cantó – Sept 2016
Coordinator and Associate Professor “Sports Business” and “Emerging Markets”
CEO, SPSG Consulting and Investments
Co-coordinator Spanish Marketing Association – chapter “Sports”
Vice President, Lagardère Sports Consulting
Vice President, IMG Consulting
Head of Communications and Director of Studies area, Cegos
Partner-Consultant, CONSULTUR
BBA+MBA (CEMS, HEC), ESADE (1990)
Carlos Cantó
Carlos.canto@spsgconsulting.com
SPSG
Carlos Cantó – Sept 2016
Sport: circa 75% of total amount of money invested in Sponsorship
Source: Statista
SPONSORSHIP
Carlos Cantó – Sept 2016
Part of the Marketing - Mix, Sponsorship is focused on
the relationship between a brand and an asset/property
“ASSET”“RENT”
TIME
LEVERAGE
SPONSORSHIP
Carlos Cantó – Sept 2016
4. ROO Evaluation
OBJECTIVES
VARIABLES
INDICATORS
MONITORIZING
3. Asset Management (How?)
SALES PROMOTIONS
‘Asset’
STAKEHOLDERS
» CLIENT / CUSTOMER
» EMPLOYEE
» PURVEYOR
» SHAREHOLDER
» DISTRIBUTION
CHANNEL
» MEDIA
» INSTITUTIONAL
1. Objectives (Why?)
» Increase number of clients / customers
» Clientele loyalty
» Awareness
» Brand repositioning
» Internal communication / Motivation
» Recruitment process improvements
» B2B relationships
» New products launch
» CSR
» Distribution expansion
» New markets expansion
» Increase revenue
» Etc.
2. Assets (What?)
SPONSORSHIP
Carlos Cantó – Sept 2016
No- saturation (compared to some traditional
advertising channels)
Integrated
Differentiation (communication)
Aligned with demand/clientele lifestyle (leisure,
sport, culture, entertainment, public services, …)
Non-Intrusive
Experiential Marketing
INVESTMENT: RIGHTS
ACTIVATION
Sponsorship, beyond Sports:
Theme parks and amusement
Music
Culture
Public services
Trends
Partnership
CSR flavor
Unique content
Activation against seasonality
SPONSORSHIP
Carlos Cantó – Sept 2016
THEME PARK SPONSORS
How more likely a brand
category is to sponsor a
theme park compared to
any other type of brand?
0 2 4 6 8 10 12
Food
Beverages non-alcoholic
Personal care
Financial services/retail
Travel/Restaurant
Beverages alcoholic
Heavy equipment&machinery
Automotive cars
How more likely (number of times)
How more likely (number of times)
Source: IEG, 2014
Carlos Cantó – Sept 2016
OPPORTUNITIES
» From scratch
» Expectation: market anticipation and
eagerness
» Amazing structure (design and function)
» F1 GP in Abu-Dhabi
» Tifosi
» Sponsors of the Ferrari Scuderia (first right,
Ferrari sponsorship gathering, …)
CHALLENGES
» The brand
» Everybody’s first time
» Too much market eagerness
» “Ambush” marketing threat (Ferrari vs
Ferrari World)
» Coordination (Aldar – Ferrari – Farah
– IMG – etc.)
FERRARI WORLD ABU DHABI
- Case study -
Carlos Cantó – Sept 2016
» Anticipate and manage expectations
» Clear operational objectives
» Understand sponsors objectives
(communications-marketing, etc…)
» Holistic packages: combination of Aldar
properties (FWAD + other hotel, academies,
golf course, etc.)
» Sponsorship activation (handbook, team, etc.)
» Centralization of Sponsorship activity (from
conception to implementation - delivery)
» Main benefits for sponsors:
» Use of the park / assets
» Integration of the brand into the ride
(FWAD)
FERRARI WORLD ABU DHABI
- Case study -
Carlos Cantó – Sept 2016
» Great brands – Great values (ie PepsiCo – Shell – Rolex
– FGB – CNN - etc…)
» Over achieved economic target
» Sponsors across the board (not only FWAD)
» Great relationship with Ferrari
» Established a first ever holistic sponsorship project in the
Middle East
….and the journey was enjoyed!
FERRARI WORLD ABU DHABI
- Case study -
Carlos Cantó – Sept 2016
OPPORTUNITIES
» PAW: one of leading resort in Europe
(4M visits per year)
» Ferrari Land: not opened yet (first Ferrari
theme park in Europe)
» Multi-target resort (families, Ferrari Tifosi,
youth, business)
» Sponsors of the Ferrari Scuderia (first
right)
CHALLENGES
» Existing parks
» Existing sponsorship program (basically, F&B)
» Ferrari Land: under construction (April 7, 2017)
» “Ambush” marketing threat (Ferrari vs Ferrari
Land)
» Economic situation (but recovering)
PortAventura world
- Case study -
Carlos Cantó – Sept 2016
» Branding
» On-line
» PR
» Income generation
» Promotions
» Tryvertising
» Hospitality and
experiences
» Other
PortAventura world
- Case study -
Carlos Cantó – Sept 2016
KEY SUCESS FACTORS Sponsorship vs Partnership
“Suppliers” (Food and beverage, …)
From a brand perspective
Holistic – integral approach (beyond visibility: sales, hospitality, promotions, multi-target,
exclusive content, money-cannot-buy experience, income generation, etc).
Activation within and outside the Resort-Park
Activation against seasonality
Multi-target approach
From a property perspective
Adaptation to sponsor´s needs and objectives
Activation team (coordination, management)
“Everything is possible”
Understand visitors preferences
Revenue generation opportunities for the brand
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