Canadian Sponsorship Forum Quebec City - February 13, 2009 Smart - PowerPoint PPT Presentation

Canadian Sponsorship Forum Quebec City - February 13, 2009 Smart Money Leveraging Sponsorship on a Shoestring Budget Brita Cloghesy, AVP Marketing - Brand & Sponsorship Thursday, February 19, 2009 1

The Agenda How to reach business goals without breaking the piggy bank... ➡ Introduction & History ➡ The Brand – Globally & in Canada ➡ Setting the Scene: our Portfolio, our Competition & Objectives ➡ Case Studies (x2) ➡ Other ways to Cut Back ➡ Summary 2 Thursday, February 19, 2009 2

HSBC - An Introduction Best Global Brands 2008 2008 2007 Country of Brand Sector Rank Rank Origin Globally 1 1 US Beverages 2 3 US Computer Services 3 2 US Computer Software ➡ Largest bank in world? 4 4 US Diversified ‣ 85 countries & territories, 9,500 offices 5 5 Finland Consumer Electronic 6 6 Japan Automotive ➡ The Brand – history 7 7 US Computer Hardware ‣ 1999-HSBC/2002, 8 8 US Restaurants 9 9 US Media ‣ new tagline – global consolidation & repositioning 10 20 US Internet Services ➡ Interbrand’s Best Global Brands, Top 100 11 10 Germany Automotive 12 12 US Computer Hardware 13 13 Germany Automotive 14 16 US Personal Care In Canada 15 15 US Financial Services 16 17 France Luxury 17 18 US Computer Services ➡ 7 th largest FI 18 14 US Tobacco ➡ 9000+ employees 19 11 US Financial Services 20 19 Japan Automotive ➡ Niche bank 21 21 South Korea Consumer Electronic ‣ well known by core audience – outside that? 22 _ Sweden Apparel 23 27 US Computer Software ➡ “Challenger Brand” 24 33 US Consumer Electronic 25 25 Japan Consumer Electronic 26 26 US Beverages 27 23 UK Financial Services 28 24 Switzerland Beverages 29 29 US Sporting Goods 3 Thursday, February 19, 2009 3

Our Brand Globally 4 Thursday, February 19, 2009 4

Our Brand - Globally The more you look at the world, the more you recognise what really matters to people. accomplishment accomplishment accomplishment www.hsbc.com The more you look at the world, the more you recognise that people have different ideas about what’s important. Issued by HSBC Holdings plc. fate fear fairy tale www.hsbc.com Issued by HSBC Holdings plc. The more you look at the world, the more you recognise that people value the same things but in different ways. energy indulgence sex www.hsbc.com Issued by HSBC Holdings plc. 5 Thursday, February 19, 2009 5

Our Brand - Globally Valuing Different Points of View the world’s local bank Another point of view can sometimes open up a whole new world. pleasure pain pain pleasure yourpointofview.com Issued by HSBC Holdings plc. 6 Thursday, February 19, 2009 6

Airports 7 Thursday, February 19, 2009 7

Scientist 8 Thursday, February 19, 2009 8

Jeans 9 Thursday, February 19, 2009 9

Our Brand Locally 10 Thursday, February 19, 2009 10

Our Brand - Canada “Differences Create Value” Helping clients reach their goal faster: fresh ideas & innovative solutions ➡ We’re a relatively small bank in Canada & can afford to be a “Challenger Brand”: Nimble, Flexible, Progressive & Perceptive. ➡ We aren't a "Me Too" brand - we're about helping clients reach their goals faster, with fresh ideas and innovative solutions. We're customer centric. ➡ The headline and visuals have to work together to deliver a message that is insightful and thought provoking. 11 Thursday, February 19, 2009 11

Our Brand - Canada 12 Thursday, February 19, 2009 12

Immigrant 13 Thursday, February 19, 2009 13

Leveraging Sponsorships on a Shoestring Budget Setting the Scene Portfolio - Competition - Objectives 14 Thursday, February 19, 2009 14

Sponsorship Portfolio 2007 2009 Professional Sport / Golf Professional Sport Running / Triathlon Running / Triathlon Women Basketball Other 15 Thursday, February 19, 2009 15

Competitive Environment Competitive Analysis Report - November, 2007 - Big 5 Retail Banks + Desjardins & VanCity ➡ Desjardins & VanCity are 2 of the most active banks in the sponsorship marketplace - despite being regional banks ➡ RBC spends the most on donations/sponsorship, inc. leveraging ➡ Other competitors’ spending on sponsorship varies widely anywhere form $20 million to $80 million +. HSBC spends significantly less - but we are holding our ground Rationale: The main reason was attributed to the major ‘Tier 1’ partnerships – Canucks, Flames, Blue Jays, Montreal Canadiens – borrowing from the property’s powerful brand equity and using broadcast to increase exposure. 16 Thursday, February 19, 2009 16

Sponsorship Objectives Build a “Positive Challenger” Brand - Increase Brand Exposure & Awareness ➡ Bring the Brand Alive – via an emotional connection / interaction. ➡ Customer Acquisition Tool ‣ drive new business to the bank ‣ use sponsorship as a place to ‘market’ products - deposit acquisition opportunity ➡ Customer Retention Tool ‣ unique experiences for existing customers ➡ Support Branch Openings – build awareness and goodwill in the community 17 Thursday, February 19, 2009 17

Leveraging Sponsorships on a Shoestring Budget Case Study #1 Race With HSBC 18 Thursday, February 19, 2009 18

Race with HSBC Build a “Platform”.. Leverage Economies of Scale W h a t i s i t ? : ➡ e s s a g e i n m a r k e t B C r u n n i n g / t r i a t h l o n p a r t n e r s h i p s - 1 m A s i n g l e p l a t f o r m f o r H S ➡ K e y m e s s a g e : l i k e t o o f f e r y o u a n r u n n i n g e v e n t , w e ’ d l i k e t o r e w a r d y o u . W e ’ d A s p a r t i c i p a n t s i n a n H S B C s p o n s o r e d e x t r a b o n u s o n y o u r D S A “Race” - How it aligns with Direct Savings: ➡ Right Fit: Runners/triathletes = disciplined/goal-oriented, over index as “Active Savers” ➡ Good Reach: Touched nearly 100,000 participants via 20 races over 7 months ➡ Objectives: Built brand & generated business via targeted/niche/loyal audience that was highly motivated and willing to engage with title or presenting sponsor 19 Thursday, February 19, 2009 19

Race with HSBC “Your Health… your Financial Health…” F u r t h e r D e t a i l : ➡ u r fi n a n c i a l h e a l t h T h e m e : Y o u r h e a l t h , y o r u n n i n g c o m m u n i t y ➡ s s & r e l e v a n c e b e t w e e n H S B C D i r e c t & O b j e c t i v e : b u i l d b u s i n e r e d i r e c t t h e m t o D S A ➡ fi c t o a n o n - l i n e c o n t e s t , c o l l e c t l e a d s & S t r a t e g y : t o d r i v e t r a f Activation: ➡ Online Contest: racewithHSBC.ca - grand prize Apple training centre (MacBook, iPod+, iTunes Card, Nike running shoes)… promoted via property websites & database, viral marketing, POP cards in racer kits ➡ At Events: “HSBC Upgrade Zone” – HSBC dome at select events – supported runners; health & wellbeing: relaxation lounge for runners, massage tables, protein bars, smoothies. Connected with racers in person. 20 Thursday, February 19, 2009 20

Race with HSBC What was so “shoestring” about it? o n o m i e s o f S c a l e E c ➡ s t r a t e g y / v i s i o n – 1 c o n s i s t e n t m e s s a g e O n e ➡ p e r t i e s e n t – o n e m e t h o d o l o g y a p p l i e d t o 7 p r o E f fi c i ➡ e r i o d - h a d e n t u m – i n 3 m a r k e t s o v e r 5 + m o n t h p M o m y l o n g e v i t ➡ d t h e c o s t o f C o s t e f fi c i e n t - r e d u c e s / w e b s i t e p r i n t i n g d i f f e r e n t m a t e r i a l y c o n t e n t f o r e a c h p r o p e r t ➡ r o u n d a s t o w h a t D r o v e a s t a k e i n t h e g H S B C w a s c o m m i t t e d t o 21 Thursday, February 19, 2009 21

Race with HSBC Creative Logo Website Print 22 Thursday, February 19, 2009 22

Race with HSBC Results ➡ Generated 278,118 impressions ➡ Unique visitors to racewithHSBC.ca ‣ 367% increase over 2007 ➡ Leads generated ‣ 515% increase over 2007 23 Thursday, February 19, 2009 23

Leveraging Sponsorships on a Shoestring Budget Case Study #2 Professional Sport 24 Thursday, February 19, 2009 24