sports marketing for financial & investment …...sports management as it pertains to financial...
TRANSCRIPT
Sports Marketing for Financial & Investment Services Companies
So, what is sports marketing?
• Sports marketing refers to the specific application of marketing principles and processes to sports products and to the marketing of non-sports products through association with a sport, athlete, or team.
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Sports Marketing for Financial Institutions.
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• Financial institutions seek to show value to consumers. Why should they go with you? Do they know you exist? Consumers are 44% more likely to purchase a product or service if it is affiliated with their favorite team/sport icon. This is the #1 way to reach the younger generations.
• The most successful institutions are spending 15% to 20% of their total budget on sponsorships in sports and entertainment.
ROI for Financial and Investment Services Companies: Marketing
Spend vs Revenue Generated
• Cost Per Reach: Number of people exposed to the sponsorship (in person, online, activation).
• Unaided Awareness: This is activation efforts. It is essential to have budget allocated effectively – activation budget and sponsorship budget.
• Sales/Margin Per Dollar Spent: Incredibly challenging, but you must tie sponsorship/sports marketing spend to key qualitative measures like awareness, willingness to consider, and propensity to buy.
• Long-Term Brand Attributes: Brand identity and recognition can be built and expanded through sponsorships and sports marketing.
• Indirect Benefits: The benefit of access. With sponsorship and sports marketing spend you get various perks. Leverage the hospitality events, event tickets and more to meet with key decision makers.
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How does branding create value for Financial and Investment Services Companies in regards to sponsorship and/or endorsement?
• Branding creates recognition, association and memory. A good, cohesive brand will invest marketing spend and sponsorship dollars to support an athlete or sport which amplifies their brand identity. Finding the right sponsee is incredibly important in pushing the brand forward. In addition to that, through all of the direct and indirect exposure, brand awareness significantly increases.
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Can access to sports events at a national or global level provide the
resources needed to generate ROI,
even without branding?
• Sports Marketing spend gives you an invaluable tool – ACCESS. Although direct sales ROI may not be determinable immediately for Financial Institutions – the $$ is in the access. You will have access to other decision-making, business professionals, and you will have common ground for engaging conversation. The access to the fans, consumers, and other professionals at events increases brand recognition and overall ROI.
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Sports Management as it Pertains to Financial and Investment Services Marketing.
• Advising the best opportunities for the best ROI and Networking abilities to efficiently utilize marketing dollars and yield maximum benefit.
• We advise best opportunities, based on your product/services, construct the deal within the allotted budget, and manage the relationship to take all of the hassle out of the equation.
• With over 15 years experience in the sports marketing/sponsorship world – we have the connections and experience necessary to give you the best experience and reach the decision makers you would like to reach.
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The Value of Sports Management
• It is very easy to purchase a logo space on a professional athlete, however, without the ongoing sports management aspect you will miss out on capitalizing on all the opportunities which come with the sports marketing spend. Kem Sports Management has the experience in corporate hospitality, and the network of professionals to ensure your business maximizes their sports marketing spend for the best possible ROI.
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