Posts
Over the past few years traditional media effectiveness has diminished while price has increased.
Traditional Media is less effective and efficient due to:
- Audience Fragmentation - there are many more channels to reach consumers as content becomes much more targeted for specific demographic niches
- Costs - ratings and readership has declined while cost per viewer and reader for advertising has increased
- Attention loss - consumers are tuning out, zoning out or become more savvy about where the attention goes
- Sponsorship is: Interactive - while advertising is a monologue, sponsorship is dialogue
- Emotional - it taps into events, places and causes that consumers are passionate about
- Relevant - it reaches consumers in places they choose to be in
- Immersive - through multiple touch points and components
- Efficient - cost per impression are lower, and cost per interaction is more valuable
- Lead generation - gain qualified leads to the targeted audience at property through incentive programs
- New business development - onsite conversion through hospitality, consumer audience, other rights-holders or property itself
- Increase customer/brand loyalty - increased equity via association with high prestige property
- Create awareness & visibility - using a multiplier through media coverage of event/property
- Change/reinforce image - through alignment with like-minded property
- Drive retail traffic and showcase brand attributes - through sampling and couponing
- Showcase community responsibility - through sponsorship of local events/causes with particular meaning to the community
- Hospitality and Entertainment - use tickets and hospitality at and for sponsored properties to foster deeper relationships, reward customers and recruit and retain employees
- Sub-segment targeted demographics - through particular locations for consumer intercept, types of offers and communications
- Differentiate from competitors - by locking them out of the sponsorship through negotiated exclusivity
- Achievement of multiple objectives - you can all of the above plus media, through sponsorship
Sponsorship Insights Blog
Friday, 30 May 2008
Here I will be blogging on sponsorship at a minimum of once per week. I will post ideas, best practices, case studies and white papers on every aspect of sponsorship. I encourage feedback and dynamic dialogue for participants.
Recently, we formed a networking group for buyers and sellers of sponsorship on LinkedIn. You can get more information and join by clicking on the following link:
