Atom - Advertising Sponsorship
Discussion
Hi all
I've received an unusual request from a large firm of accountants in Cardiff to place an advertisement on my Atom when I get it!
Whilst I'm not keen on doing this, how would one calculate the cost of such an advert? It would probably take the form of the firm's logo and web address.
JC
I've received an unusual request from a large firm of accountants in Cardiff to place an advertisement on my Atom when I get it!
Whilst I'm not keen on doing this, how would one calculate the cost of such an advert? It would probably take the form of the firm's logo and web address.
JC
Coverage.
How many people are going to see it and of what calibre? What proportion of the car would they want to buy?
Do you have side screens? That's the easiest place for sponsorship.
I'd go for £15,000 per year for the whole car including a few corporate guests at a track day or two. Then sell space proportionately
Sponsorship negotiation is one of the hats I wear, so if you want a chat, I'll be pleased to offer some (hopefully) useful advice.
How many people are going to see it and of what calibre? What proportion of the car would they want to buy?
Do you have side screens? That's the easiest place for sponsorship.
I'd go for £15,000 per year for the whole car including a few corporate guests at a track day or two. Then sell space proportionately
Sponsorship negotiation is one of the hats I wear, so if you want a chat, I'll be pleased to offer some (hopefully) useful advice.
Thanks for the reply Bruce.
It's a whole new territory to me and something I've never been involved in before. Oddly, I never received similar requests for my scooby!
I have very little detail at the moment as it was discussed only in casual conversation, but it did make me think!
The Atom is such an attention grabber wherever it goes. I plan to use mine as often as circumstances allow.
As for measuring advertising exposure, I would guess in relation to the Atom it would be difficult to measure.
Thanks for the offer of help Bruce, I'm very grateful and might give you a call on Skype sometime when I have more details.
I'm assuming £15,000 a year was a joke?
JC
It's a whole new territory to me and something I've never been involved in before. Oddly, I never received similar requests for my scooby!
I have very little detail at the moment as it was discussed only in casual conversation, but it did make me think!
The Atom is such an attention grabber wherever it goes. I plan to use mine as often as circumstances allow.
As for measuring advertising exposure, I would guess in relation to the Atom it would be difficult to measure.
Thanks for the offer of help Bruce, I'm very grateful and might give you a call on Skype sometime when I have more details.
I'm assuming £15,000 a year was a joke?
JC
The maths:
Divide the car up into four easy bits - nose, rear tray, side panels (both sides), undertray (both sides). Then add in the value of a corporate day with thrill rides.
Bear in mind that the latter is probably worth around a grand a day. Two days = £2k. Divide the remaining £13k into four = £3,250 per sector.
Think about how much they'd have to spend on a poster in the right place for a whole year with the right associations that would be seen by people likely to be their target market. Don't forget, these people are notoriously difficult to pinpoint.
If the car is seen four times by a thousand appropriate people over a year (hardly unrealistsic) that's less than a quid each time per sector of the car. It'd cost them more than that in time, paper and postage to send these people a letter!
Makes sense to me.
But then, I used to own an ad agency...
Divide the car up into four easy bits - nose, rear tray, side panels (both sides), undertray (both sides). Then add in the value of a corporate day with thrill rides.
Bear in mind that the latter is probably worth around a grand a day. Two days = £2k. Divide the remaining £13k into four = £3,250 per sector.
Think about how much they'd have to spend on a poster in the right place for a whole year with the right associations that would be seen by people likely to be their target market. Don't forget, these people are notoriously difficult to pinpoint.
If the car is seen four times by a thousand appropriate people over a year (hardly unrealistsic) that's less than a quid each time per sector of the car. It'd cost them more than that in time, paper and postage to send these people a letter!
Makes sense to me.
But then, I used to own an ad agency...
datasafe said:
I've received an unusual request from a large firm of accountants in Cardiff to place an advertisement on my Atom when I get it!
"Large" being the operative word!! I am back from my hol's and datasafe only weight watchers would sponser you!!!! You knew it was too quite and you thought you could sneek this one under the radar!!!
I'm assuming there would have to be some measure of 'exposure', maybe mileage would be a good starting point.
To be honest, I was quite stahhered at the figures produced by Bruce but he does have the pedigree to know such things!
Makes the cost of the perspex side panels very worthwhile!
JC
To be honest, I was quite stahhered at the figures produced by Bruce but he does have the pedigree to know such things!
Makes the cost of the perspex side panels very worthwhile!
JC
I think that the best measure would be time exposed to the public - whether on the public road stationary or moving, or on the track or at events.
My logic is that as many people look at the car when it's parked up as they do when it's moving - and in fact for a sponsor, the more time people spend staring open-mouthed at the car, the better.
Let's take a month for example. My car (like most) is stored in a garage (zero exposure) but I would guesstimate that for about 20 hours per month I take it out into Central London and drive around and park. During that time, the car could be exposed to approximately 30,000 members of the public. Then at trackdays, the car is exposed for say 24 hours a month - including travel and track time - and is probably exposed to up to 10,000 people including other road users, and approximately 400 people who are guaranteed to have a serious interest in cars. At events, the car is usually parked prominently (as proprietors like them on show for some reason) and so are exposed to the public gaze once more to, say 5,000 people.
Then of course, it's not just the people that see the car themselves, there are others that are exposed to pictures of the car taken on cameraphones and other cameras.
For me, therefore, I could argue that for any given sponsorship, I'm delivering a monthly audience of 45,000 people, hundreds of whom would be seriously into the automotive arena. At less than £4k including corporate days, this sounds like a real bargain to me!
For ratecards of other stuff, see:
www.cab-media.co.uk/asp/products.htm
www.coolbillboards.com/images/coolbillboardseurope3EA61.pdf#3EA61.pdf
>> Edited by Bruce Fielding on Thursday 21st July 08:28
My logic is that as many people look at the car when it's parked up as they do when it's moving - and in fact for a sponsor, the more time people spend staring open-mouthed at the car, the better.
Let's take a month for example. My car (like most) is stored in a garage (zero exposure) but I would guesstimate that for about 20 hours per month I take it out into Central London and drive around and park. During that time, the car could be exposed to approximately 30,000 members of the public. Then at trackdays, the car is exposed for say 24 hours a month - including travel and track time - and is probably exposed to up to 10,000 people including other road users, and approximately 400 people who are guaranteed to have a serious interest in cars. At events, the car is usually parked prominently (as proprietors like them on show for some reason) and so are exposed to the public gaze once more to, say 5,000 people.
Then of course, it's not just the people that see the car themselves, there are others that are exposed to pictures of the car taken on cameraphones and other cameras.
For me, therefore, I could argue that for any given sponsorship, I'm delivering a monthly audience of 45,000 people, hundreds of whom would be seriously into the automotive arena. At less than £4k including corporate days, this sounds like a real bargain to me!
For ratecards of other stuff, see:
www.cab-media.co.uk/asp/products.htm
www.coolbillboards.com/images/coolbillboardseurope3EA61.pdf#3EA61.pdf
>> Edited by Bruce Fielding on Thursday 21st July 08:28
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