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Earnest's quick guide to sports sponsorship for B2B brands. We provide you with a guide on how to make the most out of your sponsorship deal or partnership. Whether you sponsor within entertainment, sport, or a completely different sector, it's important to ensure that your sponsorship is utilised to it's full potential, ultimately maximising your return on investment. We take a look at some of the common mistakes that sponsors in the B2B business sector make, and look at how to rectify these to maximise commercial benefit. Don't rely on sponsorship rights alone to activate your partnership. Get in touch for information on how we can help your brand activate sponsorship rights.
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© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Earnest’s quick guide to sports sponsorship
for B2B brands
EARNEST INSIGHTS
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
The right sponsorship deal can bring huge benefits to your brand
When you find a partner who shares your values, the association can reward
you with a wealth of new business.
Sponsorship rights alone aren’t enough. Without a great activation strategy in place, the potential of your partnership will remain as
just that: potential…
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
So, what makes a sponsorship successful?
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Sponsorship works best when…
• It is a central part of a well defined integrated sales and
marketing strategy.
• It generates meaningful data and relevant content, putting the
brand at the heart of the conversation and driving awareness.
• It works to increase return on investment with specific business
targets in place.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
w
It’s easier if…
• A significant number of the property’s fans are heavily involved in the sponsor’s product category.
The higher the percentage of cross-interested consumers, the greater
the impact the sponsorship is likely to have.
• The connection between the sponsored property and the product offering is obvious.
If the link is too tenuous or takes too long to explain, it’s unlikely to
capture buyers’ imaginations.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
But…
This can be difficult for B2B brands. More often than not their target
market will not be heavily involved in the property they sponsor, and relevance of the association may
not be clear.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Therefore…
It’s essential that B2B sponsorships are supported by a considerable
investment in activation and other related marketing activities.
If a company isn’t promoting the sponsorship to their target market,
they’ll get far less value from their initial spend.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
What common mistakes are sponsors making?
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Treating sponsorship as separate from other marketing efforts
Sponsorship needs to be part of an integrated marketing plan,
with sales teams leveraging maximum value from the partnership at
every opportunity.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Failing to track results
As well as having a clear strategy in place from the start, it’s important to
measure everything and continually test new ideas to evaluate the strengths and
weaknesses of the campaign.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Not directing the right people toward relevant content and data
Sponsorship is about more than one-event wonders and hospitality. Brands
need to speak to their audiences in ways that mean something.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Neglecting to make staff and current customers feel part of the journey
It’s not just about drumming up new business. Sponsorship can help you strengthen existing relationships,
motivate your team and improve loyalty.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Mimicking B2C tactics
Sponsorship activation in the B2B sphere is a different ball game. You
need to remain focused on your audience, where they are and what’s
meaningful to them.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Sponsorship is changing, so must the way we think about it.
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment
Call to action
Earnest, who?
Earnest is a multi award-winning full service marketing agency, brimming with
passion for B2B and sports brands.
Finely-tuned strategy. Heavyweight ideas to pack a punch. Campaigns that turn heads. Earnest likes to call it ‘impact
through insight’.
www.earnest-agency.com/entertainment
www.earnest-agency.com/entertainment/ideas-and-insight/
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Twitter: @earnest_ents
© Earnest (London) Ltd 2013www.earnest-agency.com/entertainment