ISMF 2009: Getting more bang for the sporting buck, long-term players win

When it comes to leveraging sport, long-term plans outweigh any short-term attractions. At the end of the day, it is performance that matters. Going forward, advertisers also demand higher accountability and better ROI. The session on ‘Bang for the Buck - How do Advertisers Get Best ROI for Their Investment?’ at the second edition of ISMF saw a spirited panel deliberating on net results, performance at sports, and concentrating on long term plans.

e4m by Robin Thomas
Updated: Nov 2, 2009 7:44 AM
ISMF 2009: Getting more bang for the sporting buck, long-term players win

When it comes to leveraging sport, long-term plans outweigh any short-term attractions. At the end of the day, it is performance that matters, as has been proved by India’s early exits from T20 World Cup and Champions Trophy, and also holding the IPL Season 2 in South Africa. All of these took some sparkle off the otherwise religiously followed sport of cricket.

Going forward, advertisers also demand higher accountability and better ROI on cricket, given the huge investments made. The session on ‘Bang for the Buck - How do Advertisers Get Best ROI for Their Investment?’ saw a spirited panel deliberating on net results, performance at sports, concentrating on long term plans, etc.

The session was moderated by NDTV’s Shruti Verma Singh and comprised Himanshu Khanna, Director - Marketing, Wrigley; Mahesh Ranka, GM, Relay Worldwide; and Shubhodip Pal, Head of Consumer Marketing, Personal Systems Group, Hewlett Packard India as panel members.

Shruti Verma Singh, NDTV, (Moderator):

“At the end of it all, it is all about leveraging the sport. However, it is better to have a long-term plan than just follow short-term attractions. The big question is who has the courage to make the long-term investment.”

Himanshu Khanna, Director - Marketing, Wrigley:

“When a brand has associated itself with an event for the first time, it becomes a learning process for that brand, and at the end of the day, one does get to know what worked for the brand and what did not. Even if the Government, marketers and broadcasters come together for a sport, there has to be someone who has to make the first move to grow that sport. However, you need to know how much you want to spend and what you want to do with your brand, and it is also important to see the quality and quantity of work.”

Mahesh Ranka, GM, Relay Worldwide:

“I believe in making ROO (Return On Objective), what you pay to associate with an event is only the beginning. Marketers are concerned only about short-term goals, and not the long-term view, which needs to change. How can anyone follow a sport without having any icons or even winning a tournament? For attracting more eyeballs to any sport, it needs icons and champions for people to look up to them, and the advertisers and marketers will only follow.”

Shubhodip Pal, Head of Consumer Marketing, Personal Systems Group, Hewlett Packard India:

“Eventually, it is all about net results, even cricket depends on what you pick up from that sport and what you can do different in cricket. It’s just a matter of what the sponsors do. What needs to be done is to activate the sport, especially on-ground.”

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