Selling Digital sponsorship: 7 ways to demonstrate value
description
Transcript of Selling Digital sponsorship: 7 ways to demonstrate value
7 Ways to Demonstrate Value
Pat Coyle
I suggest the Merlot. It is complex, and fruity… You want fries with that?
More
How Do You Sell Digital?
Sponsorship Media
$
#1 Understand that Sponsors Think & FEEL
Mobile
Arena
Fan
Digital
TV
SocialWeb
Radio
Digital is important to fans
It is important to sponsors too
Sponsor brand
#2 Re-Position Digital
#3 Know Your Numbers – but explain benefits:
Reach&
Frequency
1. Reach fans at home
2. Reach fans at work
3. Reach fans on vacation
4. Reach fans before, during and after games
5. Reach fans 24/7/365
6. Allow fans to click, register, buy
7. Allow fans to share with ALL their online friends
8,400
Can you afford to leave digital out of sponsorship?
Only Digital does ALL this - EVERY DAY
Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-120
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Unique Visitors
NewJerseyNets.com NYPost.com
#4 Flip the script – sell quality over quantity Metro Daily Website
Team Website
2.6 million Annual Unique FANS (web)(5,000 FANS per day, every day)!
100K Opt-in FANS via E mail
500K Facebook FAN likes
165,000 Twitter FAN followers
#5 Bring Numbers To Life – with fan faces
• Fans want:– Camaraderie– Recognition– Access
• Sponsors want:– Attention– Consideration– Action
Team wins by helping (both) sponsors and fans get what they want…
Digital Activation
#6 Teach Partners How to Activate - digitally
What’s missing?- co-branding (sponsorship)- relevance (to fans)- call to action (in context)
#6 (con’t) Manage expectations - measure results
#7: Sell 360-Degree Experience
Arena Digital
Signage Sponsor Sections
Promotions Banners, Landing Pages
Score board Video Player
PA Announcement E mail, Social, SMS
Fan
Branding
Call to Action
Multi media
Push Message