RASC 26th Commonwealth and Agricultural Conference Slide 1

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Presenter: Brett Craft

Managing Partner | The Consultnts

Strategic Marketing Advisory Agency

“How to effectively attract and manage sponsorship”

RASC 26th Commonwealth and Agricultural Conference Slide 2

Click to edit Master title style Good afternoon…

Who am I?

How am I qualified to talk on this topic?

RASC 26th Commonwealth and Agricultural Conference Slide 3

Click to edit Master title style Overview – Who am I?

My name is Brett Craft; I am the Managing Partner of the Strategic Marketing Advisory Agency – The Consultn’ts; I hold 22 years of strategic advisory and implementation management experience across some of Australia's and Worlds largest brands; The Consultn’ts provide Marketing Advice in relation to faster business growth strategy across a wide variety of Public and Non Public Industry organizations; The Consultn’ts has approximately +/-$500m in group client sales under management in 2014.

RASC 26th Commonwealth and Agricultural Conference Slide 4

Click to edit Master title style Overview – How am I qualified?

As the former Director of Sales & Marketing for Betta Electrical (2nd largest electrical retail chain in Australia) I was responsible for the multi year, multi million dollar sponsorship of the Triple 8 / Betta Electrical V8 Motor Racing team.

RASC 26th Commonwealth and Agricultural Conference Slide 5

Click to edit Master title style Overview – How am I qualified?

Working with IMG (worlds largest sports marketing agency) I strategically planned and negotiated major naming and partnership sponsorships for the Lexmark Indy 300, Gold Coast Titans Ruby League and The Australian Rally Championships.

RASC 26th Commonwealth and Agricultural Conference Slide 6

Click to edit Master title style Overview – How am I qualified?

Again, working with IMG (worlds largest sports marketing agency) I strategically planned and negotiated sponsorship deals for major sporting stars such as Stephanie Rice – 3 x Gold medal winner: Beijing Olympic Games.

RASC 26th Commonwealth and Agricultural Conference Slide 7

Click to edit Master title style Overview – How am I qualified?

As the strategic marketing advisory consultant to Northcliffe Surf Life Saving Club (Gold Coast, Qld). I strategically planned and negotiated the only major corporate naming rights sponsorship deal across the whole of Australian Surf Life Saving Club network (311 Clubs).

RASC 26th Commonwealth and Agricultural Conference Slide 8

Click to edit Master title style Overview – How am I qualified?

As the strategic marketing advisory consultant to The Royal Queensland Show Ekka. I successfully planned and pitched the presenting rights sponsorship of a 1st time offered (134 years) asset in November 2013 with the culmination of the sponsorship in August 2014.

RASC 26th Commonwealth and Agricultural Conference Slide 9

Click to edit Master title style Global Sponsorship Spending

RASC 26th Commonwealth and Agricultural Conference Slide 10

Click to edit Master title style Sponsorship Spending Distribution

RASC 26th Commonwealth and Agricultural Conference Slide 11

Click to edit Master title style Behind the Numbers

The most important factor in projecting healthy sponsorship growth is the unprecedented recognition at the highest levels of corporations that sponsorship is a potent answer to

the challenge of how to build attention, support and loyalty for brands in an environment that is otherwise hostile to marketing communications.

RASC 26th Commonwealth and Agricultural Conference Slide 12

Click to edit Master title style Behind the Numbers

Sponsorship has become elevated to the corporate strategic planning conversation and is more likely to be discussed in the context of integrated marketing programs that can take advantage of the reach of traditional advertising as well as the emotional and experiential

benefits earned through partnerships with sports, entertainment, cause and cultural entities.

RASC 26th Commonwealth and Agricultural Conference Slide 13

Click to edit Master title style Behind the Numbers

Although moving sponsorship out of its traditional silo and into the mainstream marketing conversation is, overall, a remarkably positive development, it carries meaningful

ramifications.

On a base level, what used to be clearly identified as sponsorships, with discrete budgets and contracts, are now far more likely to be part of multi-platform, cross-channel programs

in which a partnership is just one element, and where multiple players have a role in planning, execution and evaluation.

RASC 26th Commonwealth and Agricultural Conference Slide 14

Click to edit Master title style Behind the Numbers

More importantly, while this development means marketers generally have growing appetites and resources for significant investments in B2C and B2B partnerships, they also

have raised the stakes, increased the number of internal decision-makers, and placed many more demands on rights holders to prove value and return.

RASC 26th Commonwealth and Agricultural Conference Slide 15

Click to edit Master title style Behind the Numbers

The upshot: The sponsorship pie is growing, but being cut into fewer pieces. The largest slices are reserved for properties that can meet the high standards required by a new breed

of corporate partner.

The winners are typically asset rights holders that offer levels of unique leverage as part of the deal.

RASC 26th Commonwealth and Agricultural Conference Slide 16

Click to edit Master title style So…

What's the secret?

“How do you effectively attract sponsorship”

RASC 26th Commonwealth and Agricultural Conference Slide 17

Click to edit Master title style The answer…

Your Unique “Leverage” Selling Proposition

RASC 26th Commonwealth and Agricultural Conference Slide 18

Click to edit Master title style Lets investigate the “ULSP” further…

ULSP: The factor or consideration presented by a seller as the reason

that one product or service is different from and better than that of the competition.

RASC 26th Commonwealth and Agricultural Conference Slide 19

Click to edit Master title style Six Famous USP Examples…

“When it absolutely, positively has to be there overnight” Federal Express, later Fedex and initially marketed as Comet in Australia, used this proposition in the eighties. It was perhaps most memorably illustrated in the “Fast Talking Boss” TV commercials developed by Ally & Gargano Agency of New York. “Exactly what it says on the tin” Ronseal, the wood dye manufacturers in the UK, developed this USP in 1994. It was very effective and able to be applied to other industries. Colgate adopted it in 2004, with “Does exactly what it says on the tube”. “Wonder bread helps build strong bones 12 ways” Continental Baking developed an enriched Wonder Bread in the 1940’s and in the fifties came up with the “8 ways” USP. By the sixties, it had become 12 ways. Today, the nutrition agenda is still pushed by new owners Interstate Bakeries corporation, but not as strongly.

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Click to edit Master title style Six Famous USP Examples…

“Let your fingers do the walking” Cunningham & Walsh developed this campaign for Yellow Pages in 1962 under the steerage of Stephen Baker. It’s also when the walking fingers logo first appeared. Executed most strongly in print and in TV, the walking fingers carried a simple and powerful message. It’s still in use today around the world. “Fresh Hot Pizza Delivered In 30 Minutes Or Less, Guaranteed!” Tom Monaghan started Dominos while in university and almost went broke when his brother withdrew from the venture. But persistence and a strong proposition that introduced the fast home delivery we take for granted was a powerful promise. Today, the guarantee has been watered down to an “estimate, only”. “Takes a licking and keeps on ticking” The U.S. Time Company introduced its Timex wristwatch in the 1950s in ads which emphasized the durability and reliability of the watch.

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Click to edit Master title style How to find your ULSP…

To assist you develop your “Leverage” USP, there are 3 very important factors to consider;

1.Market Intelligence – who is your potential target market and what

is it exactly they want?

2.Competitor Intelligence – who are you direct competitors and

what are their weaknesses to exploit?

3.Company Intelligence – what are your competitive advantages to

promote?

RASC 26th Commonwealth and Agricultural Conference Slide 22

Click to edit Master title style How to find your USP…

As a result of this intelligence gathering exercise you must seek the answers to this question; What does your market want, which your competitors are failing to

adequately offer and which you could profitably deliver?

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Click to edit Master title style Case Study … JetStar | Gold Coast Titans

RASC 26th Commonwealth and Agricultural Conference Slide 24

Click to edit Master title style Case Study … RQS Ekka | Domain

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Click to edit Master title style Case Study … Betta Electrical | Triple 8 Racing

RASC 26th Commonwealth and Agricultural Conference Slide 26

Click to edit Master title style So…

What's the secret?

“How do you effectively maintain a sponsorship relationship”

RASC 26th Commonwealth and Agricultural Conference Slide 27

Click to edit Master title style The answer…

“Developing a mutual cross pollination, marketing action plan”

RASC 26th Commonwealth and Agricultural Conference Slide 28

Click to edit Master title style Summary…

1. It is a buyers market; 2. Sponsorship has elevated its position within the integrated

marketing communications strategy space; 3. The key to attracting a volume sponsor is your ULSP; 4. The key to maintaining a volume sponsor is a cross pollination

marketing action plan.

RASC 26th Commonwealth and Agricultural Conference Slide 29

Click to edit Master title style Open…

Questions from the floor?

RASC 26th Commonwealth and Agricultural Conference Slide 30

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Thank You… brett@theconsultnts.com.au www.theconsultnts.com.au