Making eyeballs work making minds think

Why Sponsorship Sucks Sponsorship is invariably a lazy way for a brand to reap the dividends of ‘hanging out’ with the right company Most sponsorship is executed by stakeholders who had no part in the decision making process Often this results in brand apathy for what should be an exciting point of brand leverage Invariably this leads to a brand following the usual parameters of sponsorship, copying precedents and ‘following the rules’ The rules of engagement for marketing are still being written The scope for brands and consumer engagement opportunities is really opening up in the beginning of the 21 st century

Sponsorship is invariably a lazy way for a brand to reap the dividends of ‘hanging out’ with the right company

Most sponsorship is executed by stakeholders who had no part in the decision making process

Often this results in brand apathy for what should be an exciting point of brand leverage

Invariably this leads to a brand following the usual parameters of sponsorship, copying precedents and ‘following the rules’

The rules of engagement for marketing are still being written

The scope for brands and consumer engagement opportunities is really opening up in the beginning of the 21 st century

Why Sponsorship Sucks FACTS, INFORMATION, TRENDS Sponsorship is a complex and relatively new communications arena for a lot of companies, and consequently, there is a lack of clarity about its strength as a marketing communications tool. Sponsorship is not a straightforward selling instrument; it works quite indirectly. Many companies claim they don’t know how to implement them. But marketers clearly believe in the value of Sponsorship as evidenced by the explosion in Sponsorship investment over the last two decades: from $2 bn in 1984 to over $33 bn in ’03. This escalation is driven largely by ‘sports’, which account for nearly two-thirds of total Sponsorship spend in most countries.

FACTS, INFORMATION, TRENDS

Sponsorship is a complex and relatively new communications arena for a lot of companies, and

consequently, there is a lack of clarity about its strength as a marketing communications tool.

Sponsorship is not a straightforward selling instrument; it works quite indirectly. Many companies

claim they don’t know how to implement them.

But marketers clearly believe in the value of Sponsorship as evidenced by the explosion in

Sponsorship investment over the last two decades: from $2 bn in 1984 to over $33 bn in ’03. This

escalation is driven largely by ‘sports’, which account for nearly two-thirds of total Sponsorship

spend in most countries.

ROI FACTS, INFORMATION, TRENDS Sponsorship is a complex and relatively new communications arena for a lot of companies, and consequently, there is a lack of clarity about its strength as a marketing communications tool. Sponsorship is not a straightforward selling instrument; it works quite indirectly. Many companies claim they don’t know how to implement them. But marketers clearly believe in the value of Sponsorship as evidenced by the explosion in Sponsorship investment over the last two decades: from $2 bn in 1984 to over $33 bn in ’03. This escalation is driven largely by ‘sports’, which account for nearly two-thirds of total Sponsorship spend in most countries.

FACTS, INFORMATION, TRENDS

Sponsorship is a complex and relatively new communications arena for a lot of companies, and

consequently, there is a lack of clarity about its strength as a marketing communications tool.

Sponsorship is not a straightforward selling instrument; it works quite indirectly.

Many companies claim they don’t know how to implement them.

But marketers clearly believe in the value of Sponsorship as evidenced by the explosion in

Sponsorship investment over the last two decades: from $2 bn in 1984 to over $33 bn in ’03. This

escalation is driven largely by ‘sports’, which account for nearly two-thirds of total Sponsorship

spend in most countries.

Activation Sponsorships don’t work unless consumers are told about them. They’re like brands themselves – they need to be advertised so the nature of the Sponsorship is known and understood. They need awareness to generate awareness for the brand! It’s important to create content related to the Sponsorship, use it as a showcase for the event and as a way to deliver the rights across all modes of communication, i.e., ‘consumer touch points’: merchandising, point of sale, advertising, etc.

Sponsorships don’t work unless consumers are told about them. They’re like brands themselves – they need to be advertised so the nature of the Sponsorship is known and understood. They need awareness to generate awareness for the brand! It’s important to create content related to

the Sponsorship, use it as a showcase for the event and as a way to deliver the rights across all

modes of communication, i.e., ‘consumer touch points’: merchandising, point of sale, advertising,

etc.

YouTube gives everyone a channel

Consumers having their own fun without brands Once we needed advertising and sponsorship It paid for a lot of entertainment Advertising and sponsorship was useful But now we can use digital tools to have fun

Once we needed advertising and sponsorship

It paid for a lot of entertainment

Advertising and sponsorship was useful

But now we can use digital tools to have fun

The unbranded Flickr uploader and downloader A missed opportunity for Kodak or Fuji?

The unbranded Flickr uploader and downloader

A missed opportunity for Kodak or Fuji?

Everything you need is here at Teabuddy - to keep track of who made the last round of tea, how long it is since someone made their last round, and perhaps most important of all - to nail the tea-slackers! A missed opportunity for Tetley or PG Tips?

Everything you need is here at Teabuddy - to keep track of who made the last round of tea, how long it is since someone made their last round, and perhaps most important of all - to nail the tea-slackers!

A missed opportunity for Tetley or PG Tips?

Branded & Sponsorship Utility If small teams could create applications that people love – imagine what could be done by a big brand with a big budget In order for brands to remain relevant they must become useful Branded and sponsorship Utility is all about brands being useful to their customers, suppliers and the people they touch

If small teams could create applications that people love – imagine what could be done by a big brand with a big budget

In order for brands to remain relevant they must become useful

Branded and sponsorship Utility is all about brands being useful to their customers, suppliers and the people they touch

Examples

Nike iPod RunLondon The previous site is a map of the Run London event sponsored by Nike It’s also a ‘route finder’ – a Utility And also links to another type of branded utility of Nike and iPod who have collaborated together to create a ‘running experience’ which goes beyond just music or running shoes as the next slide shows

The previous site is a map of the Run London event sponsored by Nike

It’s also a ‘route finder’ – a Utility

And also links to another type of branded utility of Nike and iPod who have collaborated together to create a ‘running experience’ which goes beyond just music or running shoes as the next slide shows

Manulife Opportunity The Beijing Olympics are an opportunity to shake up the way that Sponsorship is traditionally executed It’s about walking the walk and not just talking the talk

The Beijing Olympics are an opportunity to shake up the way that Sponsorship is traditionally executed

It’s about walking the walk and not just talking the talk