6-1 Chapter 6 Chapter 6 Pre-event Evaluation: Pre-event Evaluation: The Assessment of The Assessment of Sponsorship Sponsorship Opportunities Opportunities Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserve McGraw-Hill/Irwin
Dec 21, 2015
6-1
Chapter 6Chapter 6
Pre-event Evaluation:Pre-event Evaluation:
The Assessment ofThe Assessment of
Sponsorship Sponsorship OpportunitiesOpportunities
Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
6-2
Pre-event EvaluationPre-event Evaluation
• An Effort to Evaluate Sponsorship Opportunities with the Goal of Identifying the Best Opportunities for Investment While Rejecting Those that Are Unlikely to Produce an Adequate Return on the Sponsorship Investment
• Recall Earlier Premise that Sponsorship Motives Have Evolved to Focus on ROI
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Reasons for Increased Reasons for Increased Emphasis on Pre-event EvaluationEmphasis on Pre-event Evaluation
• Mass (Untargeted) Solicitations for Sponsors
• Increased Emphasis on ROI
• Increased Cost of Sponsorship
• Increased Number of Sponsorship Opportunities
• Increased Opportunities Beyond Sports
• Better Descriptions of Sponsor/Sponsee Target Markets
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Mass (Untargeted) Solicitations Mass (Untargeted) Solicitations for Sponsorsfor Sponsors
• More Sponsees Using Less Selective Methods to Contact Prospective Sponsors
• No Real Effort to Match the Two Entities
• Risk– Rejecting a good opportunity out-of-hand– Investing in a poorly conceived opportunity
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Increased Emphasis on ROIIncreased Emphasis on ROI
• Prospective Sponsors Will Weigh the Cost of Sponsorship Against the Benefits
• Specific Marketing Objectives Associated with the Sponsorship Investment
• Pre-event Evaluation Represents an Effort to Estimate the Value of the Anticipated Results before Investing in a Sponsorship
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Increased Cost of SponsorshipIncreased Cost of Sponsorship
• Rights Fees for Major Events Have Experience an Upward Trend
• World Cup of Soccer Sponsorship: $17.5 Million in 1994; $100 - $125 Million in 2010
• Also Need to Consider Cost of Leveraging
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Increased Number Increased Number of Sponsorship Opportunitiesof Sponsorship Opportunities
• Properties Increasing Their Number of Sponsors
• Properties Adding New Sponsorship Levels
• Properties Seeking Sponsors for First Time
• New Events Seeking Sponsors
• Sponsors Seeking International Opportunities
6-8
Increased Number of Opportunities Increased Number of Opportunities Beyond SportsBeyond Sports
• Causes– McDonald’s & Muscular Dystrophy Association
• Entertainment, Tours & Attractions– American Express & the Eagles Concert
• Festivals, Fairs & Annual Events– J2O & the London Comedy Festival
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Increased Number of Opportunities Increased Number of Opportunities Beyond SportsBeyond Sports
• Arts– Boeing & the Seattle Art Museum
• Associations & Membership Organizations– J.D. Power and Associates & Detroit Chapter
of the American Marketing Association
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Better Descriptions of Sponsee’s and Better Descriptions of Sponsee’s and Sponsor’s Target MarketsSponsor’s Target Markets
• More Information Available
• Better Defined Small Target Markets
• Better Targeting Available When Prospect Engages in Pre-event Evaluation
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When Are Pre-event When Are Pre-event Evaluations Needed?Evaluations Needed?
• When Existing Contracts Expire
• When New Opportunities Emerge– Property Initiates Sponsorship Program– Existing Sponsors of Property Drop Out– Property Increases Number of Sponsors– New Property Emerges and Seeks Sponsors
• When a Marketer Decides to Seek Sponsorship Opportunity for First Time
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Evaluation by theEvaluation by thePotential SponsorPotential Sponsor
• Identify Corporate Marketing Objectives
• Delineate & Prioritize Specific Sponsorship-based Objectives
• Identify Set of Evaluation Criteria
• Assign Weight to Each Criterion in Model
• Rate Each Criterion (for Each Alternative)
• Select/Reject Opportunities Based on the Systematic Evaluation of Each Alternative
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Identify Corporate Identify Corporate Marketing ObjectivesMarketing Objectives
• What Do We Want to Achieve with Our Marketing Strategy?
• Examples:– Increase Awareness– Enhanced Consumer Perception– Strengthen Brand Loyalty– Increase Sales– Attain Positive Public Relations & Publicity
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Delineate & Prioritize Delineate & Prioritize Specific Sponsorship ObjectivesSpecific Sponsorship Objectives
• What Do We Want to Achieve with Our Sponsorship Strategy? What Priorities?
• Possible Sponsorship Priorities– (3) Increase Awareness– (4) Enhanced Consumer Perception– (2) Strengthen Brand Loyalty– (1) Increase Sales– (5) Attain Positive Public Relations & Publicity
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Identify Set of Evaluation CriteriaIdentify Set of Evaluation Criteria
• Identify A Broad Set of Evaluation Criteria
Drop Box 6.2 in Here
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Identify Set of Evaluation CriteriaIdentify Set of Evaluation Criteria
• Break Each Criterion Down into More Specific Evaluation Criteria; For Example:
• Budget Considerations– Affordability– Cost Effectiveness– Tax Benefits
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Assign Weight to Each Assign Weight to Each Broad Criterion in ModelBroad Criterion in Model
• Weights Should Reflect the Relative Level of Importance of All Criteria to Be Used in the Evaluation Process
• Common to Use 100 Point Basis for Allocation Purposes
• Other Basis Can Be Used if Desired
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Assign Weight to Each Assign Weight to Each Broad Criterion in ModelBroad Criterion in Model
• Consider the Following 3-Criteria Model Using a 100 Point Basis
– Target Market Considerations (60)– Budget Considerations (30)– Event Management (10)
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Reallocate Weights to Each Reallocate Weights to Each Specific Criterion in the ModelSpecific Criterion in the Model
• For Each Broad Criterion, One or More Specific Criteria Will Be Used in the Evaluation Process
• Each Specific Criterion Will Be Assigned a Weight that Reflects Its Importance in the Assessment of the Broad Criterion in Which It Is Listed
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Reallocate Weights to Each Reallocate Weights to Each Specific Criterion in ModelSpecific Criterion in Model
• Instead of a 100 Point Basis, the Basis Is the Number of Points Assigned to Each Broad Category
• In the Previous Hypothetical Model, the Points Were Allocated As Follows:– Target Market Considerations (60)– Budget Considerations (30)– Event Management (10)
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Reallocate Weights to Each Reallocate Weights to Each Specific Criterion in ModelSpecific Criterion in Model
• In This Hypothetical Model, Assume that the 60 Points Allocated to Target Market Considerations Are Reallocated As Below:
• Target Market Considerations (60)– Geographic Media Coverage 10– International Coverage 2– National Coverage 8– Demographic Fit 30– Size (Reach) 10
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Rate Each CriterionRate Each Criterion
• Using An Appropriate Measurement Scale, Each Criterion Is Rated on Its Merits
• Most Scales Use Between 5 and 9 Points in Order to Allow Adequate Discrimination
• Generally, a Negative Evaluation Is Assigned a Lower Number; a Positive Evaluation Is Assigned a Number at the High End of Scale
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Rate Each CriterionRate Each Criterion
• Consider a 9-Point Scale Where -4 Is a Poor Rating and +4 Is an Excellent Rating; the Scale Has a Midpoint of Zero.
• Each Criterion Can Now Be Rated on the 9-Point Scale
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Rate Each CriterionRate Each Criterion
• Consider an Example Where Coca-Cola Is Considering Renewal of Its Sponsorship with FIFA and the World Cup of Soccer
• Criterion Weight Rating • Target Market Considerations (60)
– Geographic Media Coverage 10 +4– International Coverage 2 +4– National Coverage 8 +1– Demographic Fit 30 +3– Size (Reach) 10 +4
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Complete the Ratings ProcessComplete the Ratings Process
• Multiply Each Rating by the Weight for the Corresponding Criterion
• Criterion Weight Rating W*R• Target Market Considerations (60)
– Geographic Media Coverage 10 +4 40– International Coverage 2 +4 8– National Coverage 8 +1 8– Demographic Fit 30 +3
90– Size (Reach) 10 +4 40
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Sum Results for All CriteriaSum Results for All Criteria
• Result Will Be a Single Grand Total
• Maximum Possible Points for Any Model Equals the Aggregate Weight Total Times the Best Rating for Each Criterion
• In this Example: 100 * 4 = 400
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Applying the ResultsApplying the Results
• Use the Same Model to Compare Each Alternative Sponsorship Being Considered
• Can Compare the Results of One Alternative to Another
• Can Compare the Results to an Established Benchmark
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Applying the ResultsApplying the Results
• Drop in Table 6.4 Here
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Overview of the ProcessOverview of the Process
• Drop in Figure 6.1 Here
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Sponsee ApplicationsSponsee Applications
• Allows the Sponsee to Evaluate Its Own Proposal from the Prospective Sponsor’s Perspective
• Understand Prospect’s Priorities
• Can Help Sponsee Decide Which Components to Offer in Its Proposal
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Closing CapsuleClosing Capsule
• Prospects Have Many Opportunities from Which They Can Choose
• The Increase in Opportunities and a Major Focus on ROI by Prospective Sponsors Have Led to Greater Emphasis on Pre-event Evaluation
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Closing CapsuleClosing Capsule
• Systematic Pre-event Evaluation Should Increase the Likelihood that the Sponsorship Will Achieve the Objectives Sought by the Sponsor
• More Independent Consultants that Can Help the Prospect with Pre-event Evaluation– Sponsorium - http://www.sponsor.com/home.jsf
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Closing CapsuleClosing Capsule
• Fewer Sponsorships Should Fail
• Fewer Failures = Higher Renewal Rates