Understanding digital rate cards & valuing digital

09:59:47 From Sean Callanan : Welcome please share your Name, Location, Work & Linkedin
Sean Callanan, Melbourne Australia, Sports Geek – https://linkedin.com/in/seancallanan
10:00:38 From danieltaylor : Daniel Taylor, Insights and Marketing professional based in Philadelphia: https://www.linkedin.com/in/dtaylor87/
10:00:45 From Paul Bains : Good afternoon everyone 🙂 hope you’re having a great week
10:00:55 From Dominic Remond : Dom Remond Director at Grow Step – Helping businesses grow and monetize their audience and customer base, focusing on strategic partnerships, marketing strategy, digital and technology led transformation. https://www.linkedin.com/in/dominic-remond
10:01:00 From Paul Bains : Paul founder of New Zealand Sport Radio https://www.linkedin.com/in/paulebains/
10:01:07 From Loren Hazelwood : Loren Hazelwood, Sponsorship Exec Motorsport Australia, Melbourne Aus https://www.linkedin.com/in/loren-hazelwood-5b79aa89/
10:01:25 From Craig Green : SprtsHQ : Hi all. Craig Green – SprtsHQ. https://www.linkedin.com/in/craig-green-394a3810/
10:01:29 From Sophie Hornsey : Hey guys, Sophie Hornsey, Commercial Partnership Executive at South East Melbourne Phoenix, https://www.linkedin.com/in/sophiehornsey/
10:01:43 From Amanda Jenkins : Amanda Jenkins, Senior Manager, FIBA Oceania https://www.linkedin.com/in/amandabjenkins/
10:01:53 From Jim Dorash : Hey everyone Jim Dorash – EndZone Global sports consultancy in Brisbane – https://www.linkedin.com/in/jimdorash/
10:02:04 From Amy Wadwell : Hi all, Amy Wadwell, Digital Marketing @ Paralympics Australia https://www.linkedin.com/in/amy-wadwell/
10:02:04 From Akhil Bhaskar : Hi All, Akhil Bhaskar, MBA sports management student in New Jersey, https://www.linkedin.com/in/akhil-bhaskar-abh/
10:03:05 From Darion Afshar-Gomez (Sharks) : Hello! I'm Darion Afshar-Gomez, Business Intelligence Analyst for the San Jose Sharks. Feel free to connect. https://www.linkedin.com/in/darion-a-60467351/
10:03:10 From Felix Koehler : Hey everyone, Felix Koehler, Account Exec, FanHub Media – Digital Fan Engagement, Melbourne, https://www.linkedin.com/in/famkoehler/
10:03:28 From Cory Verstandig : Hey all, 
Cory Verstandig, Business Development Manager, Americas at FanHub Media. Look forward to connecting https://www.linkedin.com/in/cory-verstandig/
10:03:47 From matthewlawton : Matt Lawton, Five by Five Global: https://www.linkedin.com/in/mjlawton/
10:05:51 From Scott Dinsdale : Hey all … Scott Dinsdale, ex-media & consulting exec / c-suite .. consultant and mentor mostly now … (and that was me shouting out to my partner that there are chicks in the swallow nest!)
10:05:54 From Scott Dinsdale : https://www.linkedin.com/in/scottdinsdale/
10:06:12 From Matt Henry : Hey everyone! Matt Henry – GM, Marketing / Sponsorship within the packaging industry. Formerly NRL.
LinkedIn: https://www.linkedin.com/in/matthenry22/
10:06:50 From matthewlawton to Sean Callanan (Privately) : Unfortunately I can only hang until 10.30am mate but was keen to contribute.
10:14:28 From Paul Bains : A couple of weeks ago we talked about sponsorship becoming more bespoke so how does that fit with generic rate cards?
10:15:31 From Scott Dinsdale : You still need a baseline (for internal and external reasons) … and then get creative in bundling and innovating beyond that
10:15:51 From Tim Mullaly : Hi All, Tim Mullaly, Australian Partnerships manager @ Tradable Bits – https://www.linkedin.com/in/tim-mullaly/
10:18:22 From Tim Mullaly : Great episode of the pod that chat
10:18:31 From Doug Mann : Hi all, Doug Mann, Membership Manager @ Victoria Racing Club – happy to connect – https://www.linkedin.com/in/doug-mann-905018a/
10:21:47 From Paul Bains : No we aren’t mature enough yet. Still building audience
10:26:35 From Paul Bains : Here you’re talking about valuing on reach not on cost to make. Having worked in IT Project Management previously our rate cards were cost to produce + profit
10:29:35 From Paul Bains : Sports sponsorship has to be about emotional connection not just reach
10:30:59 From matthewlawton : I think the hidden and unwritten rate card value is in sponsor to sponsor transactions. How are people unlocking that?
10:31:06 From Tim Mullaly : 100% Paul – that’s the IP tie in and the advantage Sport and teams offer – the connection to fans.
10:31:49 From Tim Mullaly : @Matt – do you mean B2B transaction?
10:32:32 From Paul Bains : What needs to be on rate card? You just mentioned cost and we’ve also talked about value. What else needs to be on there?
10:33:19 From Darion Afshar-Gomez (Sharks) : We're currently looking at Zoomph for digital analysis as well as working with KORE on overall rate card analysis
10:33:30 From Paul Bains : An Insurance company might like to be associated with car crashes…..
10:34:18 From Tim Mullaly : @Paul, few key things to include
- Placement (where on site/app/platform)
- Frequency: when and how often does it run
- specs
- reach / engagement / delivery
10:35:13 From Paul Bains : Thank you Tim
10:35:55 From Akhil Bhaskar : Zoomph was a critical in partnering with LAFC and how they were able to improve their social constant and attracting full capacity crowd for all there matches, which would be a boost for their associates
10:36:51 From Jim Dorash : I've spoken with GumGum as a potential partner for my clients
10:41:42 From Dominic Remond : When does the engagement measure come into play
10:45:42 From MattHenry : Just my opinion but rate cards should match the industry rate for buying the same targeting / reach / conversion for on Facebook / Instagram – those costs are publicly available. The difference is an advertiser should pay a premium on top of that rate card for accessing your IP / being associated with your team / league. (eg. a buy-in before accessing what should be a globally benchmarked rate card).
10:45:59 From MattHenry : That said, in the last couple of years, I’ve moved completely into buying into content partnerships (story telling) as opposed to rate cards / social posts as brand slapping / advertising is just less and less relevant.
10:46:35 From MattHenry : We spend good money on creating good content partnerships and then amplify it wherever the biggest audiences are for the best prices (maybe teams / leagues, maybe external).
10:48:01 From Loren Hazelwood : I used to work for a Supercars team and 95% of the sponsors were aligned to the passion and delivering reach was a bonus
10:48:16 From Craig Green : SprtsHQ : Agree Loren
10:49:43 From Paul Bains : Rate card helps you not sell at a loss
10:56:57 From MattHenry : Been great meeting you all and chatting, I have to run! – thanks so much Sean for putting these together – well and truly leading the way in bring the sports industry together. Really positive outcome!
10:57:00 From Cory Verstandig : I’ve got to run. Thanks for the session today everyone, and looking forward to connecting with you all soon!
10:57:57 From Sophie Hornsey : Sean, would you recommend including a number of posts structure to be built into a wider sponsorship agreement or should it be a value amount?
10:58:47 From Craig Green : SprtsHQ : Agree with Harry. Rate cards need a lot of modelling to deliver something useful that you can sell off and not lose money on.
11:00:29 From Doug Mann : Got to run, thanks Sean and team, really interesting discussion.
11:00:36 From Scott Dinsdale : Have to run … good to see everyone … thx Sean
11:00:43 From Amy Wadwell : Thanks for another great chat Sean! Looking forward to catching you all again next week.
11:00:59 From matthewlawton : Thanks all.
11:01:23 From Akhil Bhaskar : Thank you all… Got to go. Was nice meeting you all
11:01:39 From timbarber : Thanks everyone
11:01:42 From Sophie Hornsey : Thanks Sean
11:01:45 From Tim Mullaly : Great discussion today all, thanks Sean!
11:01:57 From Darion Afshar-Gomez (Sharks) : Fantastic meeting, looking forward to joining again!