Liefmans presentatie voorlopig

Sports Sponsorship

Presented byRobin, Harmke, Bo & Kevin

Omdat vrouwen ook een bier verdienenBecause women also deserve their own beer

Target Group

• Women

• Age 18-35

• Vital

• Primary: Flanders/Belgium

Secondary: The Netherlands

Sponsorship (vs advertising)

• DialogueInteraction between brand and consumer

• Product samplingSport events allow on site trials on products -> awareness

• AwarenessLiefmans’ name becomes associated with a sponsored event:-> everyone can see it

• AttentionSponsorship=entertainment to its potential client

• NetworkingAim= interact with the business through social activityChosen venue is great for informal sales and networking

Why is a sponsorship a perfect match?

Connection to people

Give something back

Money can’t buy experiences

Increase sales

Best visibility

Lot’s of things at once

Women’sSoccer

“Why?” you ask?

Positive perception

Clear market overview

Low cost-of-entry

Upcoming sport/market

International growth of women’s soccer

• 70,000 • 50,000• 7,196

International growth of women’s soccer

• 70,000 spectators during Olympics match• 50,000 spectators during women’s CL-final• 7,196 tweets/minute during ‘11 World Cup Final• Fast growing women’s sport

Why women’s soccer?

Team sport

Love for the game

Ambitious and athletic individuals

Shared goals and desires

Collective > individual

Growth in profile of women’s soccer

Why the BeNe League?

• Belgian FA investing in women’s soccer

• Gateway to the Netherlands

Figures

KNVB: 125,000 members

KBVB: 21,000 members (by the end of 2016, they aim for 35,000 = increase of 6% in 4 years time)

BeNe League Magazine: 50,000 copies

Strategy

3. The positive result (ROI) will radiate fully on our brand

2. Facilitate it and make it big

1. Adopt a small, less visible sport in a growing segment

=

OWNthe sport

Top to bottom

Objectives

Awareness

Image/association

Dialogue

Visibility

Increase sales

Being relevant

Activate how?

Sponsorship BeNe League (e.g. use famous players)

BeNe League Magazine (50.000 copies; 6x/year)

Create events -> Liefmans experiences

Sampling

Social media campaign

Sales reps: clubs, venues,..

How NOT to activate

Only 2 – 5 % of coverage in traditional media goes to women’s sports (but it’s improving). Traditional media = cluttered and too expensive.

Liefmans experience

• Liefmans Cup• Tournaments• Sampling• VIP treatment• Liefmans Village• Liefmans Terrace

Liefmans Cup!Where can we find them?

Sampling

Take a shot, score and get a free sample!

Win a unique Liefmans singlet!

Liefmans Soccer Girls

Social media and conversations

Crucial to reach and engage people

Fans & ambassadors

3 I’s: informative, interesting & innovative

Community management

Twitter & YouTube

Social media alone will not suffice!As a part of a bigger strategy

Optimize presence on Facebook

Set goals

Think ‘lean’

Focus on people

60% of internet users in Belgium are on Facebook!

1. Facebook call-to-action campaign

Reach as much followers as possible

Concept: ‘Liefmans end of season party’

Liefmans takes care of everything!

“Why does your club deserve the Liefmans celebration party?”

-> viral movie of celebration party to trigger other people

2. QR codes to become an immediate fan

e.g. BeNe League Magazine or print in sports venues

Scan & win!

3. Search Engine Marketing SEA keywords

41% finds website through SEM

Optimalisation website: SEO

Link social media to website and SEM strategy

4. Other Facebook initiatives Interaction with fans

Competitions

‘Liefmans goal scoring dance’ contest

BeNe League

Women’s amateur soccer

Why does it fit?

Positive perception

Clear/uncluttered market

Low cost-of-entry

Upcoming market/sport

Shared values: growth, ambition,..