MKT 441 Module 5: Sponsorships & Partnerships

What are the 3 ways that activation is managed?

- Activation is measurable. It drives business results. It gives consumers, employees & other stakeholders the opportunity to participate in and drive the sponsorship - Activation can be managed by the property with sponsor participation - It can be developed by the sponsor with property participation.

What is included in the Marketing Mix?

- Advertising - Sales - PR - Promotion - Brand - Sponsorship

What are the things that sponsorships look at in terms of Public perception?

- Attain Positive PR - Shape Consumer attitudes - Viewed as good corporate citizen - Philanthropy

What are the 5 elements in Naming rights

- Benefits - Plan Components - Key Success Drivers - Measurements - Challenges

What are the benefits to Fans?

- Better seating - More amenities - Lower prices - Improved product - Fan loyalty & retention

What are the 5 Sponsorship Advantages?

- Credibility - Image - Internal Morale - Sales Opportunities - Access to live audience

What were 3 examples showed in class to demonstrate activation?

- Deloitte uses sports to further their business but activation is what drives the decision for Deloitte to sponsor sports - Rio 2016 Olympics - Michelle Obama spoke at an event that created a showcase for what's going on at the Olympics - Coca-Cola & Rugby - Activation coke was looking for was measured by the amount of product that they could put out into the community that day

What are the 4 ways to make a compelling story in activation?

- Determine Objectives - Identify Assets - Design Platform - Create Delivery System

What are the 3 Motivations to a Sponsor?

- Ego - Philanthropy - ROI

What are the benefits to Community?

- Employment opportunities - Increased tourism - Lower taxpayer burden - Prestige

When a brand already has a positive image, what's the advantage of being a sponsor?

- Enhance Brand influence - Increase Brand Awareness & Loyalty - Drive Activation & Usage

What are the Core Components of a Sponsorship?

- Exclusivity - Protection - Measurements - Account Support - First Right of Refusal - Recognition

What are the 4 Constituencies in Sponsorships?

- Fans - Community - Organization - Sponsor

What are the current Sponsorship trends?

- Fees Escalation - Risks - Longer Terms - Greater Complexity

What are the benefits to Sponsors?

- Increased awareness - Enhanced image - Sustainable competitive advantage - Hospitality - Increased sales

What are the three things that the Sponsor looks for in the Sponsorship Model?

- Looking for a Positive ROI/ROO - Looking for Brand equity transfer - Looking for ease of activation

What are the three things that the Property looks for in the Sponsorship Model?

- Looking for cash/In-kind (value for value) - Looking for Brand-building support - Looking for Promotional value

What are the benefits to Organizations?

- New Revenue - Enhanced prestige - Greater sponsorship potential - Enhanced spectator experience

What are the rights and benefits of a Sponsorship?

- Purchase of Media time - Promotional rights - Endorsements - Logo Placement on Apparel - Tickets/Hospitality - Website/Digital

What are the Sponsorship Categories?

- Sports - Entertainment, Tours & Attractions - Cause-Related Marketing - Festivals, Fairs & Annual Events - The Arts - Associations & Membership Opportunities

What are the 4 things that Sponsorships should be?

- Well-Defined - Fit Target Market - Objective Led - Integrated

Which of the following was an example of a Presenting Sponsor shown in class? A. Microsoft & the NFL B. Pizza Hut & the NFL C. Home Depot & College Gameday D. Good Year Cotton Bowl E. 4Wide Nationals by Lowes Food

4Wide Nationals by Lowes Food

Out of all the sponsorship advantages, which is the most important? A. Credibility B. Access to a live audience C. Sales opportunities D. Image E. Internal Morale

Access to a live audience

Dunkin Donuts is going to align themselves with the NBA in order to create a new public perception for their fanbase. Which of these is NOT something that they will be able to achieve with their sponsorship? A. Attain Positive PR B. Shape Consumer Attitudes C. Viewed as a good Corporate Citizen D. Philanthropy E. Achieve new business

Achieve new business

Marketing activities that a company conducts to promote its sponsorship. Commonly referred to as leveraging or bringing a brand to life by interacting with a target market is called what? A. Sponsorship B. Partnership C. Naming Rights D. Activation

Activation

How can Activation be Managed? A. Driving business results. Giving consumers, employees & other stakeholders the opportunity to participate in and drive the sponsorship B. Managed by the property with sponsor participation C. Developed by the sponsor with property participation. D. All of the Above

All of the Above

When a brand already has a positive image, what's the advantage of being a sponsor? A. Enhance Brand influence B. Increase Brand Awareness & Loyalty C. Drive Activation & Usage D. All of the Above E. None of the Above

All of the Above

In order to have Naming rights, what are the five elements that makeup Naming Rights? A. Benefits, Plan Components, Key Success Drivers, Measurements, Challenges B. New Revenue, Enhanced Prestige, Greater Sponsorship Potential, Enhanced Spectator Experience, Challenges C. Benefits, Plan Components, Delivery System, Measurements, Challenges D. Benefits, Plan Components, Key Success Drivers, Measurements, Perceived Value

Benefits, Plan Components, Key Success Drivers, Measurements, Challenges

The 3 Motivations to Sponsor include all EXCEPT? A. Ego B. ROI C. Brand Image D. Philanthropy

Brand Image

All of the following were 3 examples shown in class to demonstrate activation EXCEPT? A. Coca-Cola and Rugby B. Michelle Obama at 2016 Olympics C. Dallas Cowboys new Pepsi Deck D. Deloitte and Team USA

Dallas Cowboys new Pepsi Deck

All of the following make up the Marketing Mix EXCEPT A. Sales B. PR C. Advertising D. Sponsorship E. Digital

Digital

All of the following are benefits for Fans EXCEPT A.Better seating B. More amenities C. Lower prices D. Enhanced spectator experience E. Fan loyalty & retention

Enhanced Spectator Experience

All are considered to be rights and benefits of a Sponsorship EXCEPT A. Purchase of Media time B. Endorsements C. Logo Placement on Apparel D. Promotional rights E. Exclusivity

Exclusivity

There are 6 core components of a sponsorship. What is the missing Core Component that is listed below: - Exclusivity - Protection - Measurements - Account Support - Recognition A. First Right of Refusal B. Sales Opportunities C. Promotional Rights D. Media Availability

First Right of Refusal

Which of the following was an example of a Title Sponsor shown in class? A. Microsoft & the NFL B. Pizza Hut & the NFL C. Home Depot & College Gameday D. Good Year Cotton Bowl E. 4Wide Nationals by Lowes Food

Good Year Cotton Bowl

Which of the following was an example of an Official Sponsor shown in class? A. Microsoft & the NFL B. Pizza Hut & the NFL C. Home Depot & College Gameday D. Good Year Cotton Bowl E. 4Wide Nationals by Lowes Food

Home Depot & College Gameday

All of the following are benefits to Organizations EXCEPT A. New Revenue B. Enhanced prestige C. Greater sponsorship potential D. Enhanced spectator experience E. Hospitality

Hospitality

Why is sponsorship at the core of the Marketing mix?

It is able to tie all other 5 components into 1

There are three things that the Sponsor (Company) looks for in the Sponsorship Model? Which one is NOT one of the three things the Sponsor looks for in the Sponsorship model? A. Looking for a Positive ROI/ROO B. Looking for Brand equity transfer C. Looking for Promotional value D. Looking for ease of activation

Looking for Promotional Value

There are three things that the Property (team/venue) looks for in the Sponsorship Model. Which one is NOT one of the three things the property looks for in the sponsorship model? A. Looking for cash/In-kind (value for value) B. Looking for Brand-building support C. Looking for Promotional value D. Looking for a Positive ROI/ROO

Looking for a Positive ROI/ROO

All of the following are benefits to Sponsors EXCEPT A. Increased awareness B. Enhanced image C. Lower Prices D. Hospitality E. Increased sales

Lower Prices

Activation is: ?

Marketing activities that a company conducts to promote its sponsorship. Commonly referred to as leveraging or bringing a brand to life by interacting with a target market.

Which of the following was an example of an Official Supplier shown in class? A. Microsoft & the NFL B. Pizza Hut & the NFL C. Home Depot & College Gameday D. Good Year Cotton Bowl E. 4Wide Nationals by Lowes Food

Microsoft & the NFL

All of the following are benefits to the Community EXCEPT A. Employment opportunities B. Increased tourism C. Lower taxpayer burden D. Prestige E. New Revenue

New Revenue

In order for an activation to be successful, it needs to make a compelling story. Which of the following does NOT make a compelling story? A. Determine Objectives B. Objective Led C. Identify Assets D. Design Platform E. Create Delivery System

Objective Led

The team helps the other company market but also do business with one another is? A. Sponsorship B. Partnership C. Signage D. Activation

Partnership

All of these are considered the 5 Sponsorship Advantages EXCEPT? A. Credibility B. Image C. Internal Morale D. Philanthropy E. Sales Opportunities

Philanthropy

Which of the following was an example of a Marketing Partner shown in class? A. Microsoft & the NFL B. Pizza Hut & the NFL C. Home Depot & College Gameday D. Good Year Cotton Bowl E. 4Wide Nationals by Lowes Food

Pizza Hut & the NFL

Some of the Current Trends in Sponsorship today include all but which of the following? A. Fees Escalation B. Risks C. Longer Terms D. Greater Complexity E. Sales

Sales

The acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association is? A. Partnership B. Activation C. Sponsorship D. Naming Rights

Sponsorship

The 4 Benefits of Constituencies in Sponsorship are all but EXCEPT: A. Fans B. Organization C. Community D. Team E. Sponsor

Team

Sponsorship is: ?

The acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association.

Partnership is:?

The team helps the other company market but also do business with one another

In order to be a successful Sponsorship, what are the 4 things that Sponsorships should be? A. Well-Defined, Fit Target Market, Objective Led, Create Delivery System B. Well-Defined, Fit Target Market, Objective Led, Integrated C. Determine Objectives, Identify Assets, Objective Led, Integrated D. Determine Objectives, Fit Target Market, Objective Led, Integrated

Well-Defined, Fit Target Market, Objective Led, Integrated