Evidence Based Proposals - Sponsorship in Marketing Cornwell
Summary
TLDRBettina 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
📝 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.
🏕️ 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.
Mindmap
Keywords
💡Sponsorship
💡Evidence-based proposals
💡Engagement platform
💡Communications platform
💡Synergy
💡Situation analysis
💡Strategies and tactics
💡Implementation
💡Budget
💡Measurement
💡品牌形象 (Brand Image)
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
浏览更多相关视频
Target Audiences - Sponsorship in Marketing - Cornwell
Assessing Prospect Potential - Sponsorship in Marketing Cornwell
Leadership Communication - Focus on Interest, not Positions Invent Options for Mutual Gains
AP Seminar Performace Task 2: Integrating Evidence in to your Argument
AP Seminar Performace Task 2: Selecting Effective Evidence
Donald Cornwell plenary talk: NASA's Optical Communications Program: 2015 and Beyond
5.0 / 5 (0 votes)