DEC Insights.

By Posted in - on May 16th, 2019

Welcome to DEC Insights…Your Property-Side Champion

Insight #1:

Biggest concern of sponsoring brands: Quantifying ROI

Biggest concern of properties: Demonstrating ROI

DEC Insights thoroughly audits a property’s sponsorship operations from top to bottom to ensure that its sponsors clearly see the value of the partnership.  Put decades of sponsorship strategy and valuation experience to work for your property.

The upside?

  • Allow your sponsorship sales team to sell more confidently and effectively
  • Increase your sponsor satisfaction
  • Retain sponsors long-term
  • Optimize your sponsorship revenue

 

The possible downside?

  • After the audit, you find out that you are not doing everything perfectly!  (Insight #2: We always find room for improvement)

 

Industry studies repeatedly show that properties generally assume sponsors are more satisfied with the partnership than they actually are.  DEC Insights digs into the core areas that properties need to master in order to be the best partners to their sponsoring brands.

Insight #3:  All brands are different.

ASK YOURSELF – ARE YOU SELLING THE RIGHT ASSETS TO THE RIGHT PARTNERS?

Product benefits, image, positioning, life cycle, the list goes on as to how brands are different from one another.  So why offer the same assets to all your partners thinking they will all value them the same?  It is far more likely that no two partners of a property will look at an individual asset the same way with regard to how it fits into the big picture to answer the brand’s objectives for the sponsorship.  DEC Insights can identify the primary value drivers for current partners and for categories you are looking to fill.  Achieving balance across your sponsorship asset mix will also make sponsor servicing more effective.

Insight #4: THERE IS A SPONSORSHIP EQUIVALENT TO FINIDING A $20 BILL IN YOUR JACKET.

ASK YOURSELF – HAVE YOU ACCURATELY IDENTIFIED ALL THE SALEABLE ASSETS YOU HAVE?

At DEC Insights, we’ve seen hundreds, if not thousands, of sponsorship programs, packages and proposals.  If your property has assets that are not being monetized, we will find them. Whether within your paid or earned media efforts, live environment, digital footprint, hospitality offering or elsewhere, there typically are assets that can be sold going unrealized. We will work with you to identify those assets, quantify them, value them and position them such that a brand can utilize them as part of their association with your property.  Nothing better than found money.

Insight #5:  Brands want to know that you “get” them.

ASK YOURSELF – ARE YOU CUSTOMIZING PACKAGES TO THE CATEGORY AND BRAND LEVEL?

We’ve all seen it at some point.  The sponsorship package nicely addressed to a brand with its name and logo referenced throughout…except on that one page where the name of another brand in a completely different industry didn’t get replaced.  That’s when you know there has been no effort to understand what is unique from category to category, let alone about that brand, to show that the property can serve its marketing needs.

With some help from DEC Insights, properties can find the most relevant brand intersection points between themselves and partners.  Whether they exist today or need to be created for a prospective partner, it’s that kind of effort which separates your property from the cookie cutters.

Insight #6:  Knowing is better than guessing.

ASK YOURSELF – ARE YOU VALUING YOUR ASSETS AND PACKAGES APPROPRIATELY?

The question on every brand-side decision maker’s mind when it comes to finalizing a high-investment sponsorship is “Are we paying the right amount?”  In order to answer that question, they are likely to engage in a valuation exercise through an internal resource, an agency or a consultant.  If a prospective sponsor has done this exercise and the property has not, the ensuing discussion is not on equal ground.  Without analytics and hard data, a property cannot make a business case.

On the flip-side, no property is doing itself any favours by drastically undervaluing its sponsorships because they are not aware of their true worth.

DEC Insights can analyze any sponsorship package, drawing out a line-by-line summary of tangible assets and utilizing established methodology to assign each of them a marketing exposure dollar value.  An assessment of a property’s reputation, goodwill and importance is also conducted to calculate the intangible value.  Base your fee discussions with your partners on facts.

DEC Insights’ impact does not end with the audited results and recommendations. There is still more to know about what success looks like for your brand partners such as:

  • Knowing your sponsors’ objectives
  • Knowing how to show performance against those objectives
  • Doing everything you can to ensure your sponsors activate and do so effectively
  • Providing services that your sponsors value

 

We will set you up with processes and procedures that will keep your sponsorship offering, execution and measurement in line with the expectations of the most sophisticated sponsoring brands.