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

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Canadian Sponsorship Forum

Quebec City - February 13, 2009

Smart Money

Leveraging Sponsorship on a Shoestring Budget

Brita Cloghesy, AVP Marketing - Brand & Sponsorship

1 Thursday, February 19, 2009

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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

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HSBC - An Introduction

Globally

➡Largest bank in world?

85 countries & territories, 9,500 offices

➡The Brand – history

1999-HSBC/2002,
new tagline – global consolidation & repositioning

➡Interbrand’s Best Global Brands, Top 100

In Canada

➡7th largest FI ➡9000+ employees ➡Niche bank

well known by core audience – outside that?

➡“Challenger Brand”

2008 Rank 2007 Rank Brand Country of Origin Sector 1 1 US Beverages 2 3 US Computer Services 3 2 US Computer Software 4 4 US Diversified 5 5 Finland Consumer Electronic 6 6 Japan Automotive 7 7 US Computer Hardware 8 8 US Restaurants 9 9 US Media 10 20 US Internet Services 11 10 Germany Automotive 12 12 US Computer Hardware 13 13 Germany Automotive 14 16 US Personal Care 15 15 US Financial Services 16 17 France Luxury 17 18 US Computer Services 18 14 US Tobacco 19 11 US Financial Services 20 19 Japan Automotive 21 21 South Korea Consumer Electronic 22 _ Sweden Apparel 23 27 US Computer Software 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

Best Global Brands 2008

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Our Brand Globally

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Our Brand - Globally

The more you look at the world, the more you recognise what really matters to people. www.hsbc.com

Issued by HSBC Holdings plc.

accomplishment accomplishment accomplishment

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. www.hsbc.com

fate fear fairy tale

The more you look at the world, the more you recognise that people value the same things but in different ways. www.hsbc.com

energy indulgence sex

Issued by HSBC Holdings plc.

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Our Brand - Globally

pleasure

Another point of view can sometimes open up a whole new world.

pain pain pleasure

yourpointofview.com

Issued by HSBC Holdings plc.

Valuing Different Points of View

the world’s local bank

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Airports

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Scientist

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Jeans

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Our Brand Locally

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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.

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Our Brand - Canada

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Immigrant

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Leveraging Sponsorships on a Shoestring Budget Setting the Scene Portfolio - Competition - Objectives

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Sponsorship Portfolio 2007 2009

Professional Sport / Golf Running / Triathlon Women Other Professional Sport Running / Triathlon Basketball

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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.

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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
pportunity

➡Customer Retention Tool

unique experiences for existing customers

➡Support Branch Openings – build awareness and goodwill in the

community

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Leveraging Sponsorships on a Shoestring Budget Case Study #1 Race With HSBC

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Race with HSBC

W h a t i s i t ? :

➡

A s i n g l e p l a t f

r

m f

r

H S B C r u n n i n g / t r i a t h l

n

p a r t n e r s h i p s

1

m e s s a g e i n m a r k e t

➡

K e y m e s s a g e : A s p a r t i c i p a n t s i n a n H S B C s p

n

s

r

e d r u n n i n g e v e n t , w e ’ d l i k e t

r

e w a r d y

u

. W e ’ d l i k e t

f

f e r y

u

a n e x t r a b

n

u s

n

y

u

r D S A

Build a “Platform”.. Leverage Economies of Scale

“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

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Race with HSBC

F u r t h e r D e t a i l :

➡

T h e m e : Y

u

r h e a l t h , y

u

r fi n a n c i a l h e a l t h

➡

O b j e c t i v e : b u i l d b u s i n e 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 & r u n n i n g c

m

m u n i t y

➡

S t r a t e g y : t

d

r i v e t r a f fi c t

a

n

n
l

i n e c

n

t e s t , c

l

l e c t l e a d s & r e d i r e c t t h e m t

D

S A

“Your Health… your Financial Health…”

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.

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Race with HSBC

E c

n
m

i e s

f

S c a l e

➡

O n e s t r a t e g y / v i s i

n

– 1 c

n

s i s t e n t m e s s a g e

➡

E f fi c i e n t –

n

e m e t h

d
l
g

y a p p l i e d t

7

p r

p

e r t i e s

➡

M

m

e n t u m – i n 3 m a r k e t s

v

e r 5 + m

n

t h p e r i

d
h

a d l

n

g e v i t y

➡

C

s

t e f fi c i e n t

r

e d u c e d t h e c

s

t

f

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 s / w e b s i t e c

n

t e n t f

r

e a c h p r

p

e r t y

➡

D r

v

e a s t a k e i n t h e g r

u

n d a s t

w

h a t H S B C w a s c

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m i t t e d t

What was so “shoestring” about it?

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Race with HSBC Creative

Website Print Logo

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Race with HSBC Results

➡Generated 278,118 impressions ➡Unique visitors to racewithHSBC.ca

367% increase over 2007

➡Leads generated

515% increase over 2007

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Leveraging Sponsorships on a Shoestring Budget Case Study #2 Professional Sport

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Professional Sport

W h a t i s i t ? :

➡

L e v e r a g e d

u

r a s s

c

i a t i

n

w i t h t h e B l u e J a y s , C a n u c k s & F l a m e s

d

e a l t d i r e c t l y

➡

F

c

u s s e d

n

c l i e n t a c q u i s i t i

n

a n d r e t e n t i

n

v i a “ m

n

e y c a n ’ t b u y ” e x p e r i e n c e s

“

H S B C B l u e J a y F a n t a s y D a y ” & “ H S B C V I P C h a l k T a l k ”

Build off your relationship...cut out the middle guy?

“Professional Sport” - How it aligns with our Objectives:

➡Positive association between Tier 1 sport brands ➡Mass Market Reach: 15,000 to 50,000 per game/national broadcast ➡Also Targeted: Ownership of Executive Suite Level or Club VIP asset ➡Provided business building opportunities through leads generation (contesting) plus

client prospecting/retention via exclusive “can’t buy” experiences

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Professional Sport - BASEBALL

O b j e c t i v e s :

➡

B u i l d r e l e v a n c e & c

n

s i d e r a t i

n

a m

n

g s t H S B C C l u b V I P v i s i t

r

s

➡

U s e c

n

t e s t a s a l e a d s g e n e r a t i n g m e c h a n i s m

➡

I n c r e a s e S O W a m

n

g s t H S B C c l i e n t s

Build off your relationship...cut out the middle guy?

Activation:

➡6 week in-stadium contest

generated 1000’s of qualified leads
high net worth market (HSBC Club VIP ticket holders & In the Action Seats)

➡Unique on-field Fantasy Day Camp event

created a “wow” factor consistent with the HSBC brand

“The Chance to be a Professional Blue Jay for a day”

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Professional Sport - HOCKEY

O b j e c t i v e s :

➡Build a “Positive Challenger” Brand - increase exposure & awareness ➡Build New Business - Generate leads & drive traffic to the branches ➡Client Retention - Deepen relationships & Increase Share of Wallet

Build off your relationship...cut out the middle guy?

Activation:

➡In-branch Contest to purposely align with WIC ➡9 exclusive VIP Chalk Talk “Can’t Buy” events ➡Tour of the arena ➡Pre-Game viewing from the Penalty Box ➡Hosting in a VIP Box, incl. an autographed jersey

“A Once in a lifetime unique experience with ‘behind the scenes’ access like no other”

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Professional Sport - HOCKEY

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Professional Sport

➡

W

r

k D i r e c t w i t h P r

p

e r t y . . . b u t w e i g h t h e p r

s

& c

n

s E f fi c i e n c i e s

➡Better communication - dealing directly minimizes “Chinese Whispers” ➡Cost reduction - can save 10%+ on middle party fees ➡Save Time - 3+ person trangle (property, sponsor, agency) can inhibit progress ➡Save both time & money - property will often be willing to build creative

M

r

e

v

e r . . .

➡Property has sense of ownership

direct stake in the event’s success/vested interest, better

access, stronger relationship?

➡Property can have stronger sense of loyalty to

sponsor than to agency or third party...may be strictly a function of who is paying the bill!

What was so “shoestring” about it?

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Leveraging Sponsorships on a Shoestring Budget Other Ways to Cut Back...

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Leveraging Sponsorships on a Shoestring Budget Other Ways to be “Shoestring” & Cut Back...

Hold a Sponsorship forum

➡Educate your partners at once - help them to understand your needs and objectives ➡Introduce them to one another so they can share ideas, and ultimately help you better

Ask your partners to comment on what they know best - Themselves

➡Ask them to rate & score their property on how well they meet your stated objectives ➡They can’t be good at everything, but they may do one or two things really well…use that

to your advantage.

Acquisition Programs Brand Experience Functional Equity Emotional Equity Community

Brand Delivers

A Positive Challenger who is: Nimble, Smart & Contemporary

Brand Tone/Personality Acquisition Loyalty

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Leveraging Sponsorships on a Shoestring Budget Other Ways to be “Shoestring” & Cut Back...

✓Use a combination of volunteer staff instead of paid field marketers

build an internal database, the more they participate, the more they know your

expectations & brand. Always reward employees

✓Order your own promotional items

order in bulk over entire season

✓Buy assets that can be used in many of your sponsorship events.

i.e. our TV's and Wii were used in Race as well as the Baseball (family) event.

✓When creating marketing collateral, try to build "general" ones - reuse.

i.e. don't put the year/date on your banners/ballot boxes, etc, - reuse roll-up banners and

ballot boxes in subsequent years.

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Leveraging Sponsorships on a Shoestring Budget Other Ways to be “Shoestring” & Cut Back...

✓Use survey and data provided by the property

work together to refine survey and include your own questions

✓Tap into relationship & loyalty between property and their database and

ask for your messaging / promotions to be featured prominently on their newsletters, e- blasts, website etc.

content and message is key – ensure yours is relevant and interesting, or else you’ll lose

the chance to engage with them quickly and meaningfully

✓"Just Ask"

instead of assuming you will have to pay for extra benefits, surprisingly your properties

might just offer them up if you ask.

i.e. signed jerseys, extra emails to their database, more banners present, etc....

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Leveraging Sponsorships on a Shoestring Budget In Conclusion...

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Leveraging Sponsorships on a Shoestring Budget A Summary of Key Ideas

➡Build a platform across similar partnerships

1 strategy, 1 approach, 1 consistent message – it’s

efficient, builds momentum over a protracted period and can save you money.

➡Deal directly with the property

realize possible cost, communication and resource

efficiencies… the property may have a stronger sense of

wnership - no fall back position

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Leveraging Sponsorships on a Shoestring Budget A Summary of Key Ideas

Other Ways:

➡Strategically – hold a partnership summit & teach them

(when they are all in one room) what they need to know about your brand and business objectives

➡Tactically – plan ahead, organise employee volunteers /

pre-order bulk items or design bulk creative that can be reused..

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Leveraging Sponsorships on a Shoestring Budget A Summary of Key Ideas

Finally... Make sure you ASK! You’ll be surprised how properties want to work with you,

ver-deliver and provide added-value during the course of

your partnership...

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Leveraging Sponsorships on a Shoestring Budget

Good Luck finding your shoestrings...! Thank You!

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