Sponsorship & Event Marketing
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NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)
I. FORD WINS BY EMPOWERING LOCAL COMMUNITIES (9:45 - 10:45)
Ford Motor Company has an extensive history of successfully engaging consumers through sponsorships and local programs. One such partnership that has galvanized local communities around Ford's brand is their "Drive One 4 Ur School" partnership. By supporting local causes in exchange for vehicle test-drives, Ford elevated its brand through direct consumer interaction while creating opportunities for local organizations to achieve their goals. In this session, learn about the objectives, execution, results and key learnings from the "Drive One 4 Ur School" program, as well as additional insight into the strategy and activation of other Ford sponsorship & event marketing programs.
Tracy Magee, Primary Brand Experiential Marketing Manager, Ford Motor Company
II. EXPERIENCE THE PAYBACK -- HOW TO BUILD MEASUREMENT INTO EXPERIENTIAL & EVENT MARKETING (11:00-12:00)
Agencies and brands have always faced considerable issues when trying to measure the impact of experiential and event programs. This leads many to question whether experiential programs deliver positive returns. OgilvyAction has 20+ years experience developing and optimizing solutions to measure these programs. For OgilvyAction, the ultimate value of this work has been realized in automated tool development, which has helped establish benchmarks and predict performance. By leveraging a strong measurement design, planners, account teams, brand managers and strategists alike can not only prove that their programs pay out but also use analytics to drive stronger results over time.
Silas Fisher , Group Director, Marketing Analytics - OgilvyAction
III. NEGOTIATING YOUR WAY TO THE RIGHT DEAL (1:00 - 2:00)
Sponsorship deals become part of the brand mix for a variety of reasons; always with the best of intentions. Before you renew or participate for the first time, maybe you need to step back and revisit why a specific expenditure is the right one for you. How can you best navigate through the vast and enormous but sometimes daunting space of sports and entertainment sponsorship marketing? The right decisions for marketers can be made easier when they understand how to sort through the variety of potential opportunities and learn how to better match costs vs. needs.
This presentation will touch on a variety of concepts that will help you think more practically about how to strike deals and implement programming and ensure that you are set up for future success. We'll show you how to better align your strategies and budgets and how to ask the right questions up front so you'll get better results. Key discussion points will include:
• The landscape; the various opportunities and how to sift through what's out there
• Which entities are selling what and how to know with whom to make deals
• The brand is "king" so make sure you serve it well
• Category exclusivity! Really?
• The "simple" vs. "complex" deal
• The role of media in the deal
• Managing expectations inside your own company
• Directing your agency partners
• "Activation;" a buzz word or can and will you bring the deal to life?
• Protecting what you buy
You will walk away with a new way to frame up your negotiating strategy and a better understanding of how best to access only what you need to win through sports and entertainment sponsorships.
Rich Reider, RaR Consulting, LLC