Maxidor's Awards and Achievements - 1999

Maxidor wins the Grand Raptor Award - 1999

The Grand Raptor Award At a glittering function, The Association of Marketers of South Africa awarded Maxidor the 1999 Grand Raptor Award for Best First Time Sponsorship. Maxidor triumphed in competition against over thirty of South Africa's biggest companies, including: BAT, Engen, Eskom, Fedsure, Hollard Insurance, Liberty Life, MTN, Nedbank, Old Mutual, Reebok, Samcor, SA Breweries, Standard Bank, Total, Transnet, Unifoods and Vodacom.

Maxidor wins the Raptor Award

Objectives of the Raptor Award

• To recognise excellence in the execution of sponsorship marketing by rewarding those individuals who meet high standards in the use of sponsorship as a marketing and communications medium.
• To encourage the use of sponsorship by marketers by demonstrating the marketing and communications results that can be achieved through effective use of sponsorship (impact on the bottom line).

Introduction
In recognition of the growing standards of creative and strategic thinking in sponsorship and the increasing role of sponsorship as a marketing communication tool, the Association of Marketers has launched the Raptor Awards for Sponsorship.
Sponsorship is generally multi media in nature, often with many different components such as sales promotion and publicity. It is therefore necessary to reward and recognise aspects such as execution, innovation, leverage and strategy, and all those involved in the sponsorship.

Market Intelligence
Why this sponsorship was chosen to deliver the sponsor's marketing and communications objectives, the property cost, sponsorship budget and support budget terms of Rands and human resources.

Planned Marketing Objectives
Detail all planned objectives to be achieved through this sponsorship programme, including details of the target audience. Listed objectives must be specific and quantifiable.

Method Of Execution
Detail how the sponsorship programme was utilised to deliver the marketing objectives detailed above:

• Marketing strategy
• Communications strategy
• Leverage strategy

Evaluation
Detail the methods of evaluation that were undertaken

Results
Detail the results that accrued for sponsor and whether the target marketing objectives listed above were delivered through the sponsorship and a return on investment achieved.
(Return on investment will be a key judging factor and need not be related to pure financial return - this will depend on the stated objectives of the Sponsorship).

Criteria
Judges will look for changes in the target audience's awareness of the sponsor's brand or corporate image and changes in attitude or behavior resulting from the execution of the sponsorship marketing programme. Creative execution (the use of a big idea), leverage and achievement of planned marketing and communications objectives (ROI) will be paramount. As these awards are presented for excellence in the use of sponsorship programmes as a marketing and communications tool, judges will be encouraged not to allocate the award unless the particular execution and achieved results demonstrate excellence.

 

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