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in-market exploitation

To deliver value from a sports sponsorship requires the client’s local markets to leverage the sponsorship to help deliver their objectives. KHP defines this process as in-market exploitation. To create in-market exploitation requires the conception and implementation of an internal ‘sell-in’ strategy to demonstrate the value of the sponsorship as marketing tool.

This can be characterised as a ripple effect, from the centre throughout an organization. KHP has wide experience of implementing this selling process, generating effective leverage of a sponsorship and ensuring initiatives remain consistent with the centrally-agreed strategy.
KHP Consulting performed a vital role in rolling out leverage of Ford's World Rally Championship programme. By developing a concept and a support process that Ford National Sales Companies could readily understand, KHP were able to effectively encourage a range of business units to execute WRC initiatives that delivered measurable results
David Browne
European Motorsport Marketing Manager
Ford Motor Company
BERGER DES!GN, London