Dow Chemical Marketing VP Amy Millslagle spoke at the January 2013 Nashville Chapter-American Marketing Association luncheon on how sports sponsorships can help drive revenue.

1. Using Sports
Sponsorships to
Drive Revenue and
Lessons Learned
Amy Millslagle
Marketing VP, Dow Chemical
January 10, 2013
The Dow Chemical Company

2. Topics Discussed
• How to determine if it is right for
you?
• Lessons learned in securing a
sponsorship
• How do you use it to drive
revenue?
• How do you measure success?
• Lessons learned in activating a
sponsorship
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3. Is a Sponsorship Right for Your Organization?
• What are your 5, 10, and 20 year goals?
• What are the strategies to get you there?
• Where are the gaps?
• Who is your target audience? How do you influence them?
What does their media mix analysis look like?
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4. OK…So, it may be right for you….Do you….
• Have dollars to purchase?
• Have resources to activate?
• Have funds to activate – 3 to 1 ratio…
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5. Securing a Sponsorship
• Get help
• Talk to other sponsors
• Research
• Decide what YOUR goals are from sponsorship and write
them down
• Don’t get sidetracked in negotiations or caught up in the glitz and
glamour
– This is how we have always done it/This is what the other sponsors get
– Come with a PARTNERSHIP attitude
– Examples: Dow, local wealth management company, Omega
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6. Properties – Help your potential sponsors
• Understand their goals from the sponsorship
• Brainstorm on how they can reach them…it may be non-traditional
– Speaking engagements
– Access
– Introductions
– Use of Facilities
• Come with a PARTNERSHIP attitude
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7. You’ve Got It…
Now, How Do I Earn Revenue?
• Directly
– Examples: Dow, BMW, advertising agency
• Indirectly
– Examples: Dow, P&G, John Hancock, McDonald’s
• Proof Point and Influence
– Dow’s stadium wrap; GE’s medical imaging
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8. Can I Measure It?
• Yes!
• Go back to your goals
• Get creative
• Evaluate your ROI and different
areas and adjust
– Example: Dow SSP and
executive programs
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9. The Fun Part…Activation!
• Don’t get roped into “keeping
up with the Joneses”
– Examples: BP’s exhibit at the
Opera House, Dow taxi cabs
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10. The Fun Part…Activation!
• Be clear on who your target
audience is and how they
absorb messages
– Examples:
• Coke Beat Box
• P&G Hair Salons
• Atos Origin command center
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11. Summary
• Not for everyone
• More work and money than what you think!
• You will never have more power and less knowledge than
right before you sign your contract
• A positive ROI is achievable if you stick to your goals and activate
in a way that correctly reaches your target audience
• Questions?
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12. Thank
You