Sponsor Anytime Sales Presentation 2009 02

…while promoting your business
Building communities through sponsorship.

Serving the community
NovoLogic and its Anytime family of service offerings, has a very committed level of interaction with
community groups, events and community programs. Through this commitment, we serve the
community by providing applications that facilitate the sharing of information, and access to managed
systems and services, thereby enabling those associations to focus on their missions and not on the
administrative efforts surrounding them
We believe the products and services we provide should be aimed at promoting the development and
growth of the communities we support. As a result, we have a goal to assist in a vision of being able to
create a world where participation in events by youth are done for free.
By providing a system where local business can sponsor these associations through localized marketing
programs, we have created a program that benefits the sponsor with real and measurable revenue
generation streams while simultaneously providing ongoing revenue streams for the associations.
Turning our vision into reality.

Brand building through sponsorship
A company’s commitment to social issues affects consumers’ decisions on where
to work, where to shop and what to buy.
Business owners want to be able to support their local community - they also want
to see the impact of their contributions.
Sponsor Anytime provides a vehicle for local companies to create a sponsorship
at a local level while providing a transparent and immediate view into how the
company's sponsorship is impacting the community, building a very strong and
profitable relationship between the community and the company.

What is sponsorship?
Sponsorship is the underwriting of a special event, cause or
group that support corporate objectives by enhancing the
corporate image, increasing awareness of brands, or directly
stimulating sales of products and services.

Why sponsorship works
Researchers have viewed sponsorship as a powerful yet indirect form of
persuasion (Crimmins and Horn 1996) that delivers messages in the form of
associations between a sponsor and a sponsored entity to the mind of a consumer
(Keller 2003).
The image of sport makes it a popular target of sponsorship. It is generally seen
as a healthy and honest activity, important in the development of an individual in
our competitive society.

In sponsorship research, Madrigal (2000; 2001) conceptualizes social identification as a
consumer’s emotional connection or attachment to a sponsored property. When a person
identifies him/herself with a certain group, a sense of connectedness with the group is
generated (Mael and Ashforth 1992).
According to Turner (1984), sharing the same social identity results in a psychological group
with a common mentality, thus, creating loyal citizens within the group.
Madrigal (2000; 2001) demonstrated that higher levels of team identification among the
attendants of a sporting event appear to be positively related to intentions to purchase a
sponsor’s products.

when consumers were asked if they
“would I be willing to pay more for a service that supports a cause I
care about,”
68 %
agreed or strongly agreed
Results of Irwin, Lachowetz, Cornwell and Clark’s (2003) survey

Sponsorship is a means of persuasion, but sponsorship does
not try to change perceptions of the brand in a frontal
assault. According to Crimmins and Horn (1996),
Sponsorship improves the perception of a brand by flanking
our beliefs about the brand and linking the brand to an event
or organization that the target audience already values
highly.

How sponsorship works
• mere-exposure effect
The basic idea of the mere-exposure effect is that, when
objects are presented to the individual on repeated
occasions, the mere exposure is capable of making the
individual’s attitude toward these objects more positive
(Zajonc and Markus1982).

• balance theory
suggests three elements linked in a triangular relation: the
sponsor, the event, and the consumer. If the consumer
has a preexisting positive sentiment toward the event, it is
likely the consumer will form a positive attitude toward the
sponsor. This occurs because humans are motivated to
achieve a balanced state, and it would be unbalanced to
have a positively valued element linked to a negatively
valued element.

• affect transfer
positive feelings toward an event or cause transferring to
the sponsoring brand through the sponsorship association

• image transfer
The message of image transfer is that, along some
dimension, this brand is like this event.

• signal theory
consumers perceive the value of sponsorship as a
credible signal of a corporate position. The very fact of
undertaking sponsorship is itself likely to transfer values
such as size, status and security. Sponsorship can serve
as a credible signal of consumers’ perceptions of product
quality, financial stability

• attribution theory
consumers care about and respond to the motives of
sponsors in cause-related marketing campaigns.
attribution theory would posit that consumers cognitively
infer a motive for the sponsorship behavior; an altruistic
motive attribution could provide the foundation for positive
belief, image and attitude toward sponsors

What it will do for your
Business
1. Reach Targeted Audience/Consumers
2. Link product and services with community
3. Tie company image with image of sponsored association
4. Increase awareness of products or services
5. Expresses commitment to the community or on social issues
6. Provides merchandising or promotional opportunities

What it will do for your Business
Allow you to do on a local
level what these companies
do on a national or global level

Why Sponsor Anytime
Previously, only large businesses could afford to sponsor or do cause
marketing as a way of boosting profits as well as establishing goodwill.
However, now smaller companies are sponsoring everything from local
volleyball and softball teams to fairs, festivals and clean-ups of parks as
an effective method of boosting their visibility in their community.
These sponsorships help companies enhance their public profile very
cost effectively.

Why Sponsor Anytime
• on-line, feature rich web advertising property
• increased visibility on the web
• search engine friendly internet ad space promoting your company
• targeted exposure to your local consumers through links on associations web sites and
via email updates for their events and associations
• ability to provide local, targeted coupons, specials and offers to consumers who live within
your buying area
• A significant portion of the fees go directly the sponsored associations, and your company
will be recognized as a major contributor to that association, helping you build a strong
relationship with the community

What does it cost
Basic Listing          -    FREE
inclusion in the SEO friendly business directory with basic information
Standard Listing      -    $60.00 per month (per sponsored association)
Basic listing plus:
logo    | marketing description | coupons/offers
inclusion in email blasts | consumer ratings
Premier Listing - $120 per month + (standard listing fees)
Basic and Standard features plus”
Preferred Search placement
Premium Placements with all directory pages
Video commercials and testimonials

Search Engine Optimized Directory Listing

High impact Internet business directory

Samples: Association website

Promotion on Event Registration Pages and Printed Receipts

Promotion in targeted Email Communication

Promotion on high traffic Schedules and Standings pages

Sponsor Anytime Sales Presentation 2009 02

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (18)

Destacado

Destacado (20)

Similar a Sponsor Anytime Sales Presentation 2009 02

Similar a Sponsor Anytime Sales Presentation 2009 02 (20)

Sponsor Anytime Sales Presentation 2009 02