Sponsorship Accelerate™

Sponsorship Accelerate™ is Desperado Marketing’s eight step process that maximizes the return on a new client’s investments in sponsorship.

The result: high-impact, targeted sponsorship programs that produce measurable (and measured) results.

Utilizing a ‘sponsor less, activate more’ approach, Sponsorship Accelerate™ delivers strategic thinking, flawless execution and remarkable efficiency.

1  Business Insight

  • Deep dive into business and brand objectives, business challenges
  • Category and competitive analysis
  • Set sponsorship objectives against business dashboard indicators

2 Consumer/Target Mapping

  • Using available primary data on existing and past customers/consumers and secondary research on target audiences (PMB, Pryzm)

3 Audit of Stable

  • Review of current sponsorship investments; past results, Sponsorship Agreements (term, rights fees, sponsorship assets), conduct valuations, track brand relevance
  • Formulation of a Point of View on current stable of sponsorship properties including presentation of a business case to divest, renegotiate or invest for each property

4 Forward Strategy/Strategic Acquisition

  • Develop criterion for sponsorship property selection
  • Identify complimentary properties (to brand, to rethought stable) that are vehicles to reach intended audience, demonstrate brand values, leverage relationships
  • Create common threads and areas of focus, pillars that support sponsorship objectives (sports, arts, culture, cause)

5 Engagement/Negotiation

  • Select relevant sponsorship assets
  • Valuation using Desperado Marketing’s industry accepted valuation model
  • Value-based negotiation and contracting

6 Activation Design

  • Integrated 360° communications plan
  • Syndicated value to partners, business units, customers, community

7 Execution

  • Audience engagement, experience enhancement
  • Continuous improvement

8  Measurement/Performance Tracking

  • Aggressive management of sponsorship investments/assets
  • Fulfillment monitoring
  • Consumer/audience research
  • Media tracking
  • Customization of Desperado Marketing’s ROI measurement model (audience, familiarity, consideration, trail, purchase, preference, relationships, brand health)
  • Analyze
  • Improve