A win-win situation : how to build a successful corporate partnership program. Tuesday

Transcription

1 A win-win situation : how to build a successful corporate partnership program Tuesday

2 Theme Parks and Sponsorship/Partnership: key success factors Carlos Cantó CEO SPSG Consulting and Investment Associate Professor ESADE Business School Tuesday

3 IT IS EASIER TO GO DOWN THE HILL THAN UP, BUT THE VIEW IS MUCH BETTER FROM THE TOP 3

4 Carlos Cantó Coordinator and Associate Professor Sports Business and Emerging Markets SPSG CEO, SPSG Consulting and Investments Co-coordinator Spanish Marketing Association chapter Sports Vice President, Lagardère Sports Consulting Vice President, IMG Consulting Head of Communications and Director of Studies area, Cegos Partner-Consultant, CONSULTUR BBA+MBA (CEMS, HEC), ESADE (1990)

5 SPONSORSHIP Sport: circa 75% of total amount of money invested in Sponsorship Source: Statista

6 SPONSORSHIP Part of the Marketing - Mix, Sponsorship is focused on the relationship between a brand and an asset/property RENT ASSET LEVERAGE TIME

7 SPONSORSHIP 1. Objectives (Why?) 2. Assets (What?)» Increase number of clients / customers» Clientele loyalty» Awareness» Brand repositioning» Internal communication / Motivation» Recruitment process improvements» B2B relationships» New products launch» CSR» Distribution expansion» New markets expansion» Increase revenue» Etc. 3. Asset Management (How?) 4. ROO Evaluation STAKEHOLDERS OBJECTIVES» CLIENT / CUSTOMER» EMPLOYEE» PURVEYOR» SHAREHOLDER» DISTRIBUTION CHANNEL» MEDIA» INSTITUTIONAL Asset SALES PROMOTIONS VARIABLES INDICATORS MONITORIZING

8 SPONSORSHIP No- saturation (compared to some traditional advertising channels) Integrated Differentiation (communication) Aligned with demand/clientele lifestyle (leisure, sport, culture, entertainment, public services, ) Non-Intrusive Experiential Marketing INVESTMENT: Sponsorship, beyond Sports: Theme parks and amusement Music Culture Trends Public services Partnership CSR flavor Unique content Activation against seasonality RIGHTS ACTIVATION

9 THEME PARK SPONSORS How more likely (number of times) Automotive cars How more likely a brand category is to sponsor a theme park compared to any other type of brand? Heavy equipment&machinery Beverages alcoholic Travel/Restaurant Financial services/retail Personal care Beverages non-alcoholic Food How more likely (number of times) Source: IEG, 2014

10 FERRARI WORLD ABU DHABI - Case study -

11 FERRARI WORLD ABU DHABI - Case study - OPPORTUNITIES CHALLENGES» From scratch» Expectation: market anticipation and eagerness» Amazing structure (design and function)» F1 GP in Abu-Dhabi» Tifosi» Sponsors of the Ferrari Scuderia (first right, Ferrari sponsorship gathering, )» The brand» Everybody s first time» Too much market eagerness» Ambush marketing threat (Ferrari vs Ferrari World)» Coordination (Aldar Ferrari Farah IMG etc.)

12 FERRARI WORLD ABU DHABI - Case study -» Anticipate and manage expectations» Clear operational objectives» Understand sponsors objectives (communications-marketing, etc )» Holistic packages: combination of Aldar properties (FWAD + other hotel, academies, golf course, etc.)» Sponsorship activation (handbook, team, etc.)» Centralization of Sponsorship activity (from conception to implementation - delivery)» Main benefits for sponsors:» Use of the park / assets» Integration of the brand into the ride (FWAD)

13 FERRARI WORLD ABU DHABI - Case study -» Great brands Great values (ie PepsiCo Shell Rolex FGB CNN - etc )» Over achieved economic target» Sponsors across the board (not only FWAD)» Great relationship with Ferrari» Established a first ever holistic sponsorship project in the Middle East.and the journey was enjoyed!

14 PortAventura world - Case study -

15 PortAventura world - Case study -

16 PortAventura world - Case study - OPPORTUNITIES CHALLENGES» PAW: one of leading resort in Europe (4M visits per year)» Ferrari Land: not opened yet (first Ferrari theme park in Europe)» Multi-target resort (families, Ferrari Tifosi, youth, business)» Sponsors of the Ferrari Scuderia (first right)» Existing parks» Existing sponsorship program (basically, F&B)» Ferrari Land: under construction (April 7, 2017)» Ambush marketing threat (Ferrari vs Ferrari Land)» Economic situation (but recovering)

17 PortAventura world - Case study -

18 PortAventura world - Case study -» Branding» On-line» PR» Income generation» Promotions» Tryvertising» Hospitality and experiences» Other

19 KEY SUCESS FACTORS Sponsorship vs Partnership Suppliers (Food and beverage, ) From a brand perspective Holistic integral approach (beyond visibility: sales, hospitality, promotions, multi-target, exclusive content, money-cannot-buy experience, income generation, etc). Activation within and outside the Resort-Park Activation against seasonality Multi-target approach From a property perspective Adaptation to sponsor s needs and objectives Activation team (coordination, management) Everything is possible Understand visitors preferences Revenue generation opportunities for the brand

20 Thank you