SponsorClick
News - Issue 26 - January 2003
Dear reader,
When it comes to sponsorship marketing lingo are we all understanding
the same thing? Probably not, but Pippa Collett, the European Sponsorship
Director at Shell, proposes some definitions of key terms.
Also, in this issue, learn about the most comprehensive and professional
publications on sponsorship marketing.
If you have any questions, comments and/or concerns please e-mail
us.
Best wishes for this new year,
Shadyra Santiana
Editor
In this issue:
1. Sponsorship How and Why? Shell Shares Its
Sponsorship Vocabulary
2. Press Release: Sponsorship Marketing Expands Around
10% in 2002
3. Hot Off The Press!
4. Unusual Transactions
5. How to Contact SponsorClick?
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.1. Sponsorship How and Why? Shell Shares Its
Sponsorship Vocabulary
by Pippa Collett, European Sponsorship Director at
Shell - January 13, 2003 - top
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Expert Pippa Collett provides a list of terms to enhance
communication in sponsorship marketing.
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The more I read and hear
about sponsorship related matters, the more I notice how the language
surrounding sponsorship is often ambiguous. Several words are used to
describe the same thing, and/or the same word is used to describe different
things. Sponsorship is a marketing tool that is already complex enough
without further confusing the issue with inconsistent vocabulary.
In order to present a more professional front for sponsorship it is
necessary to work together towards developing shared definitions of
key terms. To get us started, I provided a list of problematic terms
with my suggested definitions. I would like to challenge all readers
of this newsletter to respond and argue with my definitions, as well
as submit further words with definitions for debate.
Sponsor (verb) - to invest with cash or value in kind in an activity,
in return for access to the exploitable commercial potential associated
with that activity.
A sponsorship (noun) - the "package" of rights of association
and/or the assets acquired in return for a level of investment.
Rights - the commercially exploitable elements acquired in a
sponsorship - better to use "rights of association" and "assets".
Rights of Association - usually the central element of a sponsorship,
the right of the sponsor to publicly associate their brand/s with the
sponsored activity.
Assets - all other elements of a sponsorship package i.e. hospitality
opportunities.
Donations - the provision of value, in cash or kind, to individuals
or organization with no intention of commercial gain or reputation enhancement.
Grants - sums of money normally given by the state or charitable
trusts to finance specific activities.
Patronage - the support and/or promotion of an individual or
organization where the intention is not to exploit the individual or
organization for commercial gain.
Corporate Sponsorship - a sponsorship acquired with the primary
purpose of adding value to the corporate brand, usually focused on enhancing
corporate reputation.
Brand Sponsorship - a sponsorship acquired with the primary purpose
of adding value to a product or service brand, with one or more objectives
from increasing brand awareness, preference, consideration, trial, repeat
and advocacy amongst the brand's target audiences.
Sponsorship Assessment - the process of assessing the appropriateness
and viability of a sponsorship proposal.
- Sponsorship Evaluation - the process of matching results achieved
against the objectives of a sponsorship ("Sponsorship evaluation"
is different from "sponsorship assessment" and should not
be used interchangeably).
Sponsorship Activation - the process of making the assets purchased
actually usable i.e. you have purchased the right to use images of the
sponsored property in advertising, but to make this a reality - to activate
the asset - first a photographer has to be briefed, the shots taken,
and then stored in an accessible database so that the advertising department
can choose which shots they use.
Sponsorship Exploitation - the process of using the sponsorship
for commercial gain- has some negative connotations, therefore use "sponsorship
leverage."
Sponsorship Leverage - the process of using the sponsorship to
gain commercial advantage.
Customer Relationship Management - the process by which a company
manages all aspects of its relationship with a customer- one element
of which may be corporate entertainment.
Corporate Hospitality /Corporate Entertainment - interchangeable,
spending time with a customer, influencer or stakeholder in a non-work
environment with the overall aim of strengthening the relationship with
the individual concerned.
Rights Holder - the person/organisation
with the absolute ability to sell rights of association and other related
assets to a sponsor (equivalent of a freeholder in the UK selling a
house).
Sponsor Seeker - a person or organisation tasked with the job of
seeking sponsors for rights - could be a rights holder or an intermediary.
Sponsee - who thought this one up? - Do not use!!!
Sponsor - the person or organisation that acquires rights of
association and other related assets from a rights holder.
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Pippa Collett
Pippa Collett is the European Sponsorship Director
at Shell
Note of the editor: SponsorClick uses
the term sponsorship marketing to refer to sponsorship as a whole communication
channel integrated into the marketing mix.
Please feel free to share you comments
by e-mail at the following address: [EMAIL PROTECTED]
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.2. Press Release: Sponsorship Marketing Expands
Around 10% in 2002
New York & London - January 14, 2003 - top
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SponsorClick announced today the publication of "Sponsorship
Marketing Global 2003", the latest revision of the first study
covering the global sponsorship marketing market.
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This 2003 vintage presents a comprehensive
and detailed picture of the market as well as the latest key figures:
last year, despite the global economic slump, sponsorship marketing
expanded around 10%. SponsorClick also predicts that economic upturn
should largely benefit sponsorship marketing, whilst TV and print advertising
should not duplicate 1992 post-depression growth.
Xavier Quattrocchi, CEO of SponsorClick, said: "Our business consists
of providing the players of the sector (advertisers, communication agencies,
sponsor seekers) with the best solutions for their sponsorship marketing
operations. Access to quality research is part of that, and has been
missing until recently. Since no prior similar studies have been completed,
gathering, compiling, and analyzing this highly fragmented information
required lengthy efforts."
This analysis was written for the growing number of advertisers and
communication agencies wanting to integrate sponsorship marketing into
their communication mix. Long-term trends, and particularly the absolute
and relative growth of sponsorship marketing compared to other communication
channels, are analyzed in detail.
Surveys, interviews and analyses were conducted by SponsorClick's Research
Department, which has successfully published general and tailored studies
for clients including Nestlé, Omnicom, Chanel, Vivendi Universal,
and Publicis.
For more information on "Sponsorship Marketing Global 2003",
please click
here or contact [EMAIL PROTECTED].
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.3. Hot Off The Press!
London and New York - January
14, 2003 - top
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SponsorClick is committed to providing you with the best sponsorship
research work:
Click here for information on publications on key topics, or contact
our Research
Department for any tailored study you need.
The Chronicle of Sponsorship Marketing™ - Bi-monthly
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The first analytical periodical focusing on the sponsorship
marketing market. Subscription launch offer is $790 for 1 year (includes
shipping). Click
here for more details.
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Sponsorship Marketing Global 2003 - Market Study
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The first study featuring the global sponsorship picture
and detailed market review is available for $1,300. Click
here for more details.
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Formula 1 Sponsorship Marketing - Category Report
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Analysis of the market structure and the best practices
in Formula One, as well as opportunities for additional leverage and
involvement for brands: a full report made by F1 specialists.
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TV Ratings & Sponsorship Valuations – Study
on Global Events
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Based on solid background analysis of detailed TV ratings
data related to the world's largest events, this study provides a clear
understanding of sponsorship valuation mechanisms.
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Enquête Sponsorship Marketing France 2003 - Focus on France
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A unique study dedicated to sponsorship marketing in France,
thanks to the exclusive results of a nationwide survey led in partnership
with UDA (Union Des Annonceurs) and CB News magazine.
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.4. Unusual Transactions
In partnership with Sports Marketing
Surveys - November 2002 - top
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In this section, in partnership with Sports
Marketing Surveys, read about original sponsorship transactions
around the world:
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Unilever - Serena Williams
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In the USA, Serena Williams ended 2002 with an endorsement
deal with Unilever's Close Up toothpaste worth a reported $500,000 over
a year. Close Up joins Puma, Wilson, Avon, Wrigleys and McDonalds as
her personal sponsors.
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High & Mighty - Scottish Rugby
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Scottish Rugby has been outfitted by the clothing company
High & Mighty in a £20,000 deal to be Official Formal wear
supplier.
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SSL International - ITV Sex Survey
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SSL International, owners of Durex, sponsored the ITV sex
survey game "Am I Good in Bed?" They paid a reported £100,000
to sponsor the three-part screening.
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Emirates Airlines - Asian Football Confederation (AFC)
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Chelsea's sponsor Emirates Airlines will also be sponsoringn
the Asian Football Confederation (AFC) until 2005. This gives the airline
presence and branding at the new AFC Champions league and the Asian
Cup whack will be held in China in 2004.
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.5. How to Contact SponsorClick ?
by e-mail, telephone or fax
- top
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U.S. &
Canada
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Tel (646) 365-3159
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fax (646) 349-2784
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United Kingdom
(European Head Office)
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Tel +44 (0)20 7900 2612
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fax +44 (0)20 7900 2614
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Germany
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Tel 0306 90 88 138
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fax 0306 90 88 122
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Italy
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Tel 02 95 441 296
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fax 02 95 441 271
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Spain
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Tel +44 20 7900 2566
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fax +44 20 7900 2614
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- Meet us on http://www.sponsorclick.com
- If you wish to unsubscribe from this news service, simply send an email
to [EMAIL PROTECTED].
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© SponsorClick 2003, all rights reserved.
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