Evidence Based Proposals - Sponsorship in Marketing Cornwell

Summary

Bettina Cornwell discusses crafting evidence-based sponsorship proposals in marketing. She emphasizes the importance of a creative opening, clear communication of mutual benefits, and situation analysis. Cornwell advises exploring synergies, aligning with brand image, and detailing strategies and tactics. She stresses the need for specific implementation plans, budget considerations, and measurable outcomes. The key is to differentiate between mere descriptions and concrete evidence, such as tracking data and survey results, to demonstrate the value of sponsorships effectively.

Takeaways

• 🎯 The script focuses on creating evidence-based proposals for brand sponsorships in sports, arts, entertainment, or causes.
• 📝 Importance is placed on an engaging and creative opening to capture attention during a pitch.
• 💡 The proposal should communicate the big idea and the benefits the brand will receive from the sponsorship.
• 🔍 A situation analysis is crucial, looking for synergies within the sponsor's or property's existing portfolio.
• 🖼️ The proposal should discuss how the sponsorship aligns with or enhances the brand's current image.
• 📈 Strategies and tactics should be outlined to show how objectives will be met.
• 📅 Implementation details, including timing, are important for a comprehensive proposal.
• 💰 Budget considerations are a key component of the proposal.
• 📏 Measurement of success is essential, with specific metrics to be tracked for the sponsor.
• 📊 The distinction between description and evidence is highlighted, with a preference for evidence such as tracking and statistics.
• 📊 Evidence can include tracking the effectiveness of past promotions or surveys to demonstrate potential sponsor benefits.
• 📋 Surveys are valuable for understanding the interests of event attendees or fans, which can help match sponsors effectively.

Q & A

What is the primary focus of the video script?

The primary focus of the video script is on creating evidence-based sponsorship proposals, particularly in the context of brand engagement with sports, arts, or entertainment.

What is the significance of an opening hook in a sponsorship proposal?

An opening hook is significant as it sets the tone for the pitch, aiming to engage the audience with an entertaining or creative start that communicates the big idea of what the sponsorship relationship should bring.

What is a situation analysis in the context of sponsorship proposals?

A situation analysis involves examining the current state of affairs, looking for synergies within the sponsor's portfolio or the property's roster, and assessing how the new sponsorship might enhance or depart from the current image.

Why is it important to discuss synergies in a sponsorship proposal?

Discussing synergies is important because it shows how the new sponsorship can add value by leveraging existing relationships and assets within the sponsor's or property's network.

How does the script suggest evaluating whether a sponsorship will depart from or match the current brand image?

The script suggests evaluating the impact of a sponsorship on the brand image by considering whether it will make the brand appear more rugged, sophisticated, or if it will simply maintain and match the existing image.

What are strategies and tactics in the context of a sponsorship proposal?

Strategies and tactics refer to the planned approaches and actions to achieve the objectives of the sponsorship, including how to implement the sponsorship effectively.

Why is timing important in the implementation of a sponsorship?

Timing is important to ensure that the sponsorship activities align with the brand's marketing calendar, the property's event schedule, and to maximize the impact of the sponsorship.

What does the script mean by the distinction between description and evidence?

The script distinguishes between description, which outlines the assets and activities of a sponsorship, and evidence, which provides measurable data such as tracking results or statistics to demonstrate the effectiveness and value of the sponsorship.

How can tracking be used as evidence in a sponsorship proposal?

Tracking can be used as evidence by reporting on specific metrics such as the redemption rate of coupons distributed by a sponsor, which shows the tangible impact of the sponsorship on consumer behavior.

What role do statistics play in an evidence-based proposal?

Statistics play a crucial role by providing historical data that demonstrates the success of similar past sponsorships, such as the percentage of corporate participants who return to an event year after year.

Why is conducting a survey valuable for a first-time sponsor event?

Conducting a survey is valuable for a first-time sponsor event because it helps understand the potential attendees' interests and preferences, allowing the event organizers to match sponsors effectively with the target audience.

How should measurement be approached in an evidence-based proposal?

Measurement should be approached by setting specific, measurable objectives for the sponsor, such as tracking the return on investment or the engagement levels of the target audience, rather than just summarizing the sponsorship.

Outlines

00:00

📝 Sponsorship Proposal Essentials

Bettina Cornwell discusses the critical elements of an effective sponsorship proposal. She emphasizes the importance of an engaging and creative opening to hook the audience, followed by a clear communication of the big idea and what the brand stands to gain. A situation analysis is crucial, looking for synergies within the sponsor's existing portfolio or the property's roster to enhance the new sponsorship's value. It's also important to consider how the sponsorship aligns with or departs from the brand's current image. Strategies and tactics should be outlined, along with implementation details, timing, budget, and measurement methods. Bettina distinguishes between mere description and evidence, advocating for the latter which includes tracking, statistics, and survey data to substantiate the proposal's claims.

05:02

🏕️ Evidence-Based Proposals for New Sponsorships

In this paragraph, the focus is on creating evidence-based proposals, especially for new sponsors without historical data. Surveys are highlighted as a valuable tool to gather insights into potential attendees' interests, which can help align sponsors with events. For instance, understanding that 70% of event participants have an interest in camping can be beneficial for a camping equipment company considering sponsorship. Surveys provide evidence that can help build a compelling case for sponsorship, even in the absence of historical tracking data.

Keywords

💡Sponsorship

Sponsorship refers to the support, usually financial, that a company or individual provides to an event, person, or organization. In the context of the video, sponsorship is central to building a relationship between a brand and a sport, art, or cause to create a communication platform. An example from the script is when Bettina Cornwell discusses how a brand engages with a sport to build this relationship.

💡Evidence-based proposals

Evidence-based proposals are plans or suggestions that are supported by data or evidence. In the video, this concept is crucial as it emphasizes the need for concrete data to back up the potential value of a sponsorship. The script mentions using tracking, statistics, and surveys as forms of evidence to support the proposal.

💡Engagement platform

An engagement platform is a tool or strategy used to interact and communicate with an audience. In the video, it is mentioned as a goal for brands to create when they engage in sponsorships, aiming to foster a connection with their target audience through the sponsored event or cause.

💡Communications platform

A communications platform is a medium or channel through which messages are conveyed. In the context of the video, it is discussed as a strategic outcome of sponsorship, where the brand can communicate its values and messages to the public via the sponsored property.

💡Synergy

Synergy refers to the combined effect of two or more organizations, substances, or other agents used together, which is greater than the sum of their individual effects. In the script, Bettina Cornwell looks for synergies within the sponsor's existing portfolio or the property's roster to enhance the value of the new sponsorship.

💡Situation analysis

A situation analysis is a comprehensive review of the current state of affairs, often used in marketing and business strategies. In the video, it is part of the sponsorship proposal process, where the sponsor evaluates the current landscape to identify opportunities and challenges.

💡Strategies and tactics

Strategies and tactics are high-level plans and specific actions, respectively, used to achieve goals. In the video, they are discussed as part of the proposal to outline how the brand will move towards its objectives through the sponsorship.

💡Implementation

Implementation refers to the act of carrying out a plan or putting a proposal into effect. In the video, it is highlighted as a critical part of the sponsorship proposal, detailing the timing and execution of the sponsorship activities.

💡Budget

A budget is a financial plan that outlines income and expenses. In the context of the video, it is an essential component of the sponsorship proposal, outlining the financial commitment required from the sponsor.

💡Measurement

Measurement in the context of the video refers to the process of quantifying the success or impact of the sponsorship. It is mentioned as a key component of the proposal, where specific metrics are identified to evaluate the effectiveness of the sponsorship for the brand.

💡品牌形象 (Brand Image)

Brand image is the perception that consumers have about a brand. In the video, Bettina Cornwell discusses how a sponsorship can either depart from or enhance and match the current brand image, which is crucial for aligning the brand with the right sponsorship property.

Highlights

Introduction to sponsorship and marketing

Importance of evidence-based proposals in sponsorship

Engaging brands with sports, arts, or entertainment for communication platforms

Need for a creative and entertaining opening in proposals

Communicating the big idea early in the proposal

Situation analysis as a key component of proposals

Looking for synergies in the sponsor's portfolio

Discussion on how sponsorship aligns with the brand's current image

Importance of strategies and tactics in achieving objectives

Implementation details including timing and budget

Measurement of sponsorship success

Difference between description and evidence in proposals

Value of tracking and reporting on sponsor activities

Use of statistics to demonstrate past sponsorship success

Storytelling with statistics to build a compelling case

Utilizing surveys to understand potential sponsor interests

Surveys as a tool for first-time sponsors to understand the audience

Conclusion of the importance of evidence-based proposals

Transcripts

hello I'm Bettina Cornwell and this is

sponsorship and marketing and we'll be

talking about evidence-based proposals

so as a start we're talking about a

brand engaging with a sport art

entertainment cause in order to build a

communications platform with them an

engagement platform and there are many

sponsorship proposal outlines out there

I'll just annotate this one with some

things that I in particular look for so

we start with an opening and we're going

to imagine this as a an in-person pitch

as well right so we want some kind of a

hook some kind of an entertaining or

creative opening we want to communicate

early on our big idea what this

sponsorship relationship should bring

what the sponsoring brand is going to

get from the property relationship over

time a situation analysis a lot goes

into that we won't go into details but I

also look for synergies

synergies from the portfolio that the

sponsor already holds or the roster that

the property already holds so what in

their overall Network might be brought

in to make this particular sponsorship

relationship the new one even more

valuable another thing I like to see is

a discussion somewhere about is this

going to depart from our current image

or is it going to enhance and match it

so I don't want the sponsorship to show

my product is more rugged with the

sponsorship of rugby or do I want it to

be more sophisticated maybe with

Symphony do I want to depart or do I

want to maintain me the image we already

have and really just match it so that

needs to be in there somewhere

explaining what this sponsorship might

do strategies and tactics we familiar

with those who moving toward our

objectives and how we're going to do

that implementation I'd like to see

something on timing and of course budget

and lastly always measurement how is

this going to be measured not just

recapped and summarize but are we going

to measure something specific for the

sponsor so I'd like to make a

distinction now between description and

evidence so

we get a lot of description of assets of

activities and of the property itself

now some of this can be very valuable so

I'm learning for example the number of

people who are attending I'm learning

what assets they're receiving the title

sponsorship but also logos in the arena

or in the atrium area something like

that what activities will be undertaken

but I'm I'm describing still what I

would like to see is actually evidence

with evidence one of the things that's

super is you can have some tracking that

you're able to report in general or

about another sponsor did they

distribute a coupon for example and the

number of people who redeem that and

made use of it why don't I say 80%

utilize that coupon for the sponsors

product that would be super also you can

say that there are many times statistics

that can be brought forward for instance

say we have a corporate fun run and we

are able to say over the years how many

of the corporate participants and the

fun run returned so I've got um you know

they're purchasing this again they're

engaging again maybe they're just

running a team but they're still there

every year it's very meaningful to say

80% and I felt this was valuable in

building us free to core building team

spirit and they come back every year you

have a story to tell with statistics and

then also I am very fond piece of a

survey it is a case it's probably a

really good idea if I develop the survey

and utilized it last year for

this year's proposal and pitch so I want

to for example understand someone in in

the environment that might be a future

sponsor a camping equipment company and

I want to survey in the previous year to

learn how many of my participants at my

event how many of my fans or museum

goers might be also interested in

camping it's great to say 70% of our

folks you know camped at least once in

six months in the previous year so a

survey it's also good if you're a

first-time sponsor event you've you've

never ever done this before you don't

have any history from which to bring in

statistics or tracking you could use a

survey to learn about the people you

believe will be at your event who will

attend and what they might be like and

what sponsors would match well this has

been evidence-based proposals thank you

you