Quebec City - February 13, 2009 - Partnership Group › download › whitepapers › HSBC... ·...

Canadian Sponsorship ForumQuebec City - February 13, 2009

Smart MoneyLeveraging Sponsorship on a Shoestring Budget

Brita Cloghesy, AVP Marketing - Brand & Sponsorship

1Thursday, 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 2

16 17 France Luxury

17 18 US Computer Services 21,

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 aboutwhat’s important.


www.hsbc.com

fate fear fairy tale

The more you look at the world,the more you recognise that

people value the same thingsbut in different ways.

www.hsbc.com

energy indulgence sex



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Our Brand - Globally

pleasure

Another point of viewcan sometimes open up

a whole new world.

pain pain pleasure

yourpointofview.com


1 Knightsbridge Green London SW1X 7NW Studio T 020 7656 7766 / 7767 Repro T 020 7656 7110 E [email protected] E [email protected]

Job No: S 39272-01 / MR 000000

JWT Order No: H0555 05 G837 B784751

Client / Account / Brand: HSBC

Job Title: Pleasure/Pain – Outdoor/Press

AS: Tr+Bl 97.5x390mm RS: 000x000mm

S Proof: 02 R Proof: 00

S Date: 20.01.06 R Date: 00.00.04

Publication:

S Op: Martin Barber R Op:

Contact: Reader:

ISDN / Vio / email:

Output: DP_Euro_Offset_Gloss_DP10

Image: 00000000.tif

Head of Art:

Typographer / Designer:

Art / Creative Director:

Copywriter:

Account Director / D.I.C.:

Traffic / Production:

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 2009Professional 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 opportunity

➡Customer Retention Tool‣unique experiences for existing customers

➡Support Branch Openings – build awareness and goodwill in the community


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Case Study #1

Race With HSBC


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Race with HSBC

What is it?:

➡A single platform for HSBC running/triathlon partnerships - 1 message in market

➡Key message: As participants in an HSBC sponsored running event, we’d like to reward you. We’d like to offer you an extra bonus on your DSA

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

Further Detail:➡Theme: Your health, your financial health➡Objective: build business & relevance between HSBC Direct & running community➡Strategy: to drive traffic to an on-line contest, collect leads & redirect them to DSA

“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

Economies of Scale

➡One strategy / vision – 1 consistent message

➡Efficient – one methodology applied to 7 properties

➡Momentum – in 3 markets over 5+ month period - had longevity

➡Cost efficient - reduced the cost of printing different materials / website content for each property

➡Drove a stake in the ground as to what HSBC was committed to

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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Case Study #2

Professional Sport


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Professional Sport

What is it?:

➡Leveraged our association with the Blue Jays, Canucks & Flames - dealt directly

➡Focussed on client acquisition and retention via “money can’t buy” experiences ‣“HSBC Blue Jay Fantasy Day” & “HSBC VIP Chalk Talk”

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

Objectives:

➡Build relevance & consideration amongst HSBC Club VIP visitors

➡Use contest as a leads generating mechanism

➡Increase SOW amongst HSBC clients


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

Objectives:➡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


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

➡Work Direct with Property...but weigh the pros & cons

Efficiencies➡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

Moreover...➡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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Other Ways to

Cut Back...


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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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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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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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In Conclusion...


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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 ownership - no fall back position


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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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Finally...

Make sure you ASK!

You’ll be surprised how properties want to work with you, over-deliver and provide added-value during the course of your partnership...


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Good Luck finding your shoestrings...!

Thank You!


Quebec City - February 13, 2009 - Partnership Group › download › whitepapers › HSBC... ·...

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