REACHING YOUR TARGET MARKET THROUGH EFFECTIVE SPONSORSHIP: REACHING YOUR TARGET MARKET THROUGH EFFECTIVE SPONSORSHIP FLORA LONDON MARATHON 11 YEARS AND STILL GOING STRONG Lucy McCrickard LGM Consulting Ltd 01273 779508


The UK sponsorship market: The UK sponsorship market The current status: Sponsorship accounts for 8% of marketing spend in the UK This is expected to rise to 15% by 2012 – “the Olympic factor” Sponsorship is understood to be an integral part of the marketing mix - part of a 360° campaign


Why do companies choose to sponsor?: Why do companies choose to sponsor? Traditionally: Branding & banners, awareness, hospitality tickets ‘Chairman’s whim’ Now: Stakes higher and more money being spent Brands understand where sponsorship fits in the marketing mix


Slide4: SPONSORSHIP ACTIVITY Advertising Hospitality Sales Promotion Direct Marketing PR ie at the core….


Why is sponsorship growing?: Why is sponsorship growing? Advertising has previously been the media of choice but sponsorship:  Attracts a national and global audience  Crosses boundaries; culturally and linguistically  Responds to changing TV viewing habits and audience fragmentation.  Attracts a live audience; enables brand interaction  Is at the heart of the action & can’t be edited out  Is part of the editorial content – has credibility ‘Advertising informs: Sponsorship Transforms’


The London Marathon success story: The London Marathon success story A world famous event with an envied reputation Recognised for quality of elite athlete entries – the Marathon the athletes choose The largest participation event in the UK 26 years old - started in 1981 by Chris Brasher with 6,000 participants Now at capacity with over 120,000 applications for 42,000 places Broadcast live on BBC Grandstand for over 6 hours with 5 million viewers BBC coverage distributed to 162 countries worldwide £37m raised for charity this year “The Flora London Marathon is one of the great occasions of the sporting calendar” BBC Sport


London Marathon sponsors: London Marathon sponsors Gillette (’81-’83) Mars (’84-’88) ADT (’89-’93) Nutrasweet (’93 – ’95) Flora is the fifth sponsor; taking over the reins in 1996 Now one of the longest serving sports event sponsors in the UK


My role: My role Sports Marketing consultant & event manager Interface between Flora, the London Marathon, agencies, contractors and other sponsors Research, objective setting, evaluation and debrief Flora identity - course branding & signage, PR & merchandise Logistics: borough and council liaison Liaison with the BBC, press and media team Race day event management: the finish area, VIP’s, presentations, hospitality, media liaison Trouble-shooting & crisis management Internal communications – Unilever employee activity and race day volunteers Guardian of Flora brand message consistency


Why Flora chose the London Marathon: Why Flora chose the London Marathon A leading brand with it’s heritage in family heart health The sponsorship offers Flora a perfect synergy between brand and event The event appeals at different levels to everyone interested in their health Diet + exercise = healthy ‘The nation’s healthiest spread sponsoring the nation’s healthiest event’


Flora’s rights as title sponsor: Flora’s rights as title sponsor  Logo on all publicity, merchandise and materials  Guaranteed entries for employees/clients  Advertising and editorial in official publications  Course branding - prime locations  Right to appoint an Official Charity partner  VIP hospitality


The challenge: The challenge In common with most new sponsors, Flora faced a familiar sponsorship ‘evolution’ challenge: YEAR 1 - Overcome previous sponsor awareness YEAR 2 - Put own brand messages in place YEAR 3 - Optimum time to leverage association Ongoing: Examine objectives to evolve the sponsorship to next stage… 2007 + Keep activity fresh and prevent it becoming ‘wallpaper’


Collateral available to Flora: Collateral available to Flora  Elite athletes and celebrity ‘faces’  Charity association  Registration exhibition – 70,000 visitors over 4 days  Media voice: TV, radio, press, internet  Branding opportunities - course and clothing  London Borough & community involvement  Retail and trade opportunities  VIP Hospitality  Internal / employee communications


Investing in the sponsorship: Investing in the sponsorship From year one, Flora has invested in the sponsorship through: Direct mail PR - consumer and health In store/point of sale activity On-pack offers Above-the-line advertising


How does Flora measure success?: How does Flora measure success? Flora’s financial commitment is significant  measuring return on investment is critical Research looks at: Who we are targeting (which media, when and how) The messages we are sending out to our audience (brand messages - heart health, exercise, family/community etc) Economy of spend ie how we can spend the budget most effectively for Flora’s brand benefit - not for the event


Research and evaluation: Research and evaluation Clear and measurable objectives set each year Every element researched and evaluated Learn from our findings and, most importantly… ACT ON THEM to re-set objectives MEASUREMENTS  Exposure  Impact on target audience  Return on Investment (ROI)  Return on Objectives (ROO)


Sponsorship evaluation: Sponsorship evaluation 1. Exposure THE NUMBERS Brand exposure and mentions Media equivalent value to advertising Quality of exposure Image recognition systems 2. Impact CONSUMER RESEARCH Awareness of the association Image transfer Favourability Consideration to purchase 3. ROI VALUE VERSUS SPEND Media evaluation Impact Brand Experience 4. ROO USE TO SET NEW ONES Unique to brand & property Measurement against objectives - tangible and intangible