4. Omdat vrouwen ook een bier verdienen
Because women also deserve their own beer
5.
6. Target Group
• Women
• Age 18-35
• Vital
• Primary: Flanders/Belgium
Secondary: The Netherlands
7. Sponsorship (vs advertising)
• Dialogue
Interaction between brand and consumer
• Product sampling
Sport events allow on site trials on products -> awareness
• Awareness
Liefmans’ name becomes associated with a sponsored event:
-> everyone can see it
• Attention
Sponsorship=entertainment to its potential client
• Networking
Aim= interact with the business through social activity
Chosen venue is great for informal sales and networking
8. Why is a sponsorship
a perfect match?
Connection to people
Give something back
Money can’t buy experiences
Increase sales
Best visibility
Lot’s of things at once
16. International growth of women’s soccer
• 70,000 spectators during Olympics match
• 50,000 spectators during women’s CL-final
• 7,196 tweets/minute during ‘11 World Cup Final
• Fast growing women’s sport
17. Why women’s soccer?
Team sport
Love for the game
Ambitious and athletic individuals
Shared goals and desires
Collective > individual
Growth in profile of women’s soccer
18. Why the BeNe League?
• Belgian FA investing in women’s soccer
• Gateway to the Netherlands
19. Figures
KNVB: 125,000 members
KBVB: 21,000 members
(by the end of 2016, they aim for 35,000
= increase of 6% in 4 years time)
BeNe League Magazine: 50,000 copies
20. Strategy
1. Adopt a small, less visible sport in a
growing segment
2. Facilitate it and make it big
3. The positive result (ROI) will radiate fully
on our brand
23. Objectives
Awareness
Image/association
Dialogue
Visibility
Increase sales
Being relevant
24. Activate how?
Sponsorship BeNe League (e.g. use famous players)
BeNe League Magazine (50.000 copies; 6x/year)
Create events -> Liefmans experiences
Sampling
Social media campaign
Sales reps: clubs, venues,..
25. How NOT to activate
Only 2 – 5 % of coverage in traditional media goes
to women’s sports (but it’s improving). Traditional media =
cluttered and too expensive.
26. Liefmans experience
• Liefmans Cup
• Tournaments
• Sampling
• VIP treatment
• Liefmans Village
• Liefmans Terrace
28. Take a shot, score and get a free sample!
Liefmans Soccer Girls
Win a unique
Liefmans singlet!
29. Social media and conversations
Crucial to reach and engage people
Fans & ambassadors
3 I’s: informative, interesting & innovative
Community management
Twitter & YouTube
Social media alone will not suffice!
As a part of a bigger strategy
31. 1. Facebook call-to-action campaign
Reach as much followers as possible
Concept: ‘Liefmans end of season party’
Liefmans takes care of everything!
“Why does your club deserve the Liefmans celebration party?”
-> viral movie of celebration party to trigger
other people
32. 2. QR codes to become an immediate fan
e.g. BeNe League Magazine or print in sports venues
Scan & win!
33. 3. Search Engine Marketing
SEA keywords
41% finds website through SEM
Optimalisation website: SEO
Link social media to website and SEM strategy
4. Other Facebook initiatives
Interaction with fans
Competitions
‘Liefmans goal scoring dance’ contest