How Brand Directors Can Leverage Sponsorship

How Brand Directors Can Leverage Sponsorship
SHARE
THIS



With so many options available, how can brands make the right decisions when it comes to sponsorship? Strategist Daye Moffitt has four top tips.

Just like navigating around a buffet, careful strategic decisions are key. Without clear objectives and a foolproof plan you’ll fail to return on investment, max out too soon, crash and burn, and all before you’ve even come close to tackling the dessert bar. Is there anything in this world that is more disappointing?

BMW’s partnership with the US Olympic bobsled team and Skeleton Federation is a shining example of sponsorship. To help the team win its first race since 1938, they embarked on a total redesign of the two-man bobsled and created a ‘groundbreaking branded entertainment program’ titled Driving on Ice to capture their design journey. The video drew 1.1 million viewers in its first airing and gained significant exposure across the NBC portfolio; also receiving recognition from top media outlets including: ESPN, Forbes and BrandChannel. Whilst BMW declined to comment on the success of the partnership, they did confirm that the idea grew out of a six-year sponsorship deal, and that there had been a significant positive impact on the brand. There are a number of lessons to glean from this. We’ve captured four:

#1 Know your brand like you know your best friend

Key to success is having a clear and intimate understanding of your brand: That is, what your brand stands for; values and believes in. At Principals, we think of brands like we think of people, constantly asking: What’s their purpose? What makes them tick? Who might they befriend? What passions do they share with their audiences? Powerful and impactful partnership ideas live in the answers to these questions. We recommend taking the time to understand what sits at the heart of your brand.

Case in point: Building on their long-time associations with the art world, Louis Vuitton demonstrated its commitment to the London art scene by partnering with five top galleries: Tate Britain, the Whitechapel Gallery, the Hayward Gallery, the Royal Academy of Arts and the South London Gallery. The co-lab, titled the Louis Vuitton Young Arts Project stood to benefit 750 young people by enabling them unique access to the museum directors and curators, artists and collectors – an opportunity money simply could not buy.

#2 Build emotional assets

Long term relationships matter. Whilst positive associations may not happen as quickly in the field of sponsorship as they might on other marketing channels, it’s worth investing in the time it takes. Procter & Gamble’s Proud Sponsor of Mums program during the 2012 and 2014 Olympics campaign had three clear objectives: Win the Olympics (measured by recall over other Olympic sponsors): Make people love P&G (measured by net familiarity, favorability and trust): And finally, increase sales by $100 million. All objectives were met and exceeded and the sponsorship successfully transformed a big and cold corporation into a brand with a beating heart. Emotional connections lead to sales. It’s not science. But it is a fact.

#3 Measure effectiveness effectively

It’s sounds like a no-brainer. And yet, so many still fail to measure effectiveness well. According to the ANA, the number of companies that have a dedicated budget for sponsorship has increased, however less then half of them had a standard process for measuring ROI. To maximize the power of sponsorship, effectiveness needs to be about more than just brand exposure. But the metrics for sponsorship programs are distinct from other measurement tools, and whilst it can be difficult to precisely determine the financial value of sponsorship activity, you can start by asking yourself three questions: Did it make your brand famous? Has it strengthened your relationship with your audiences? And, has your brand gained positive associations through the partnership? If your answers are yes: job well done.

#4 Playing safe is a dangerous game

There’s a deadly phrase out there in the sponsor-sphere: We’ll just do what we did last year. Oh sure. Good idea! It hasn’t proven itself particularly effective, but lets do it all again anyway.Isn’t this the very definition of insanity? Doing the same thing over and over again and expecting a different result? There’s a lot to be said for mindful and measured perseverance. But that’s not what this phrase represents. This phrase is about one of two things, possibly both: laziness and fear. It’s safe and easy to just hit repeat. But it’s more dangerous than one might think. Every missed opportunity to emotionally engage with your audience via sponsorship or otherwise is your competitor’s potential gain. And like a hungry lion about to pounce on its prey: They’re ready and waiting. The lesson: Evaluate every new year like it’s nothing like the last. And why? Because it’s not.

The best sponsors are those that fit seamlessly into the worlds in which they’re sponsoring. Simply badging events or properties with little to no concern for shared and authentic values or synergies will leave a sponsorship deal looking (at worst) superficial or (at best) fiscally ineffective.

Happy partnering.

Daye Moffitt is a strategy director.

Latest News

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

Nils Vesk (pictured below) is an innovation architect who’s delivered programs for some of the most prestigious organisations in the world, including Microsoft, IBM, Commonwealth Bank and Nestle. In this guest post for B&T, he shows you how to spot a lasting trend that’s not merely just another passing fad…   The importance behind learning […]

Opinion

by B&T Magazine

B&T Magazine
Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”
  • Marketing
  • Technology

Study: Almost Half Of Aussies Browse Mobile Retail Sites For “Retailtainment”

A new study today has revealed that although mobile commerce may have begun as a convenient way to shop on-the-go, it has quickly developed into an entertainment experience for many Aussies. The PayPal mCommerce Index Trends Report 2018 (which you can read in full here) found that two thirds (67 per cent) of Aussie smartphone owners browse shopping sites just […]

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success… Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules […]

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine