Question

Write about each statement in the attachment 

Writeabout each statement using your own article as the examples written down. (Page and half).

1- Current thinking about sponsorship is outdated and needs to be modernized.

2- Sponsorship is undervalued in comparison to other tools in the marketing mix and we should be able to increase the revenue in the sponsorship business

3- The success of sponsorship lies in the hands of the sponsors and how they activate their partnerships. They simply need to spend more money on activation.

Example for statement 1:

If current thinking about Sponsorship follows traditional models only by seeking brand exposure and targeting the biggest audience without any metrics, the answer is yes. However, most sponsors today already know that the competition level is much higher and outdated sponsorship needs to be modernized.

I will give two Sponsorship examples that outweigh old sponsorship and acknowledge the new sponsorship era:

– According to former Coca-cola UK Marketing boss, the original sponsorship model no longer functions. Coca-cola got involved with the Olympics back in 1928 for the first time to reach out for as many fans as possible. Today, awareness is finally being spread out and right holders/ athletes/ basically everyone know that Coca-cola does not promote a health living. As a former Olympian, I can never forget how everyone was allowed to have as much Coca-cola, Powerade and McDonalds they wanted at the dining hall at the 2012 Olympic Village. I’d see athletes having Powerade with lunch and I believe sponsors had passed the red line for a bit back then.

– A new Sponsorship way for Nissan was fan engagement, rather than spreading out brand messages and logos. The brand shared videos pranking Team GB athletes.

Brands want to get more from the deal nowadays and event sponsorship is the cusp of a new era of Sponsorship. Not only that, but collecting data and ROI is much more exact than before because brands can engage with everyone beyond the physical event, by sponsoring virtual and live-streamed events. By social media, ad metrics and event surveys, sponsors can literally have a lot of info about their fans, from what they do for fun to what their daily life looks like.

Example for statement 2:

In my mind sponsorship is a powerful tool in the marketing mix and we should absolutely be able to increase revenues in the sponsorship business.

In all its forms, sponsorships allow you to reach targeted niche markets without the expense and uncertainty associated with traditional advertising. Strategic sponsorships can help your business meet multiple marketing goals at once. Here are 9 benefits:

· Shape consumer attitudes. Sponsoring events that your customers care about creates positive feelings about your brand.

· Build brand awareness. Sponsorships with in-kind products are often cheaper than traditional advertising.

· Drive sales. Driving sales goes hand-in-hand with brand awareness, and many sponsorship opportunities allow you to introduce consumers to your product in a way that encourages them to make a purchase

· Increase reach. Strategic sponsorship encourages word-of-mouth marketing.

· Generate media exposure Media coverage often includes the names of sponsors, especially if your logo is tied to the name or branding of the event.

· Differentiate yourself from competitors. Sponsoring an event, especially an exclusive sponsorship, sets you apart from your competitors by tying you to something positive in consumers’ minds.

· Take on a “corporate citizen” role. Customers are more likely to perceive you as contributing to their community, which creates goodwill and positive associations with your brand.

· Generate new leads. If you’re sponsoring an industry event, you have the opportunity to connect with consumers who are actively in need of your services.

· Enhance business, consumer, and VIP relationships You can take advantage of these events to meet key customers and solidify business relationships, especially if you have a plan for following up once the event is done.

Example for statement 3:

I don’t think that its all about spending more money on activation, its more about having the imagination and creating the best ideas. While you may wish that you could sponsor a million-dollar Oscar party, that may not be the best thing for your brand. A $100,000 Emmy party might just give you a better return on your investment. Do you understand how I mean? If all comes down to the perception of cost. What audience are you looking for? What do you hope to achieve from your sponsorship or activation? What does success mean to you? Know these answers, and you’ll know which sponsorships suit your brand.

Here is one example (see more of good examples in the article):

An activation that was just as exciting and rare as the Lions Rugby Tour in New Zealand engaged fans to make the once every 12 years event more memorable. During this tour, the All Blacks sponsor, Steinlager, found fans and teams spending the most time in the airport. Steinlager bought every sign in every terminal and created an interactive competition with the Lion’s sponsor, Guinness. The Lion’s could have the signs for free, they just had to fight for them.

Fans stood in front of one of the 65 interactive digital screens and changed the messaging of the screen according to the team they supported. Thanks to bespoke image recognition software and mobile WAP technology, sports fans were putting up a fierce fight to alter every sign across terminals. The battle between fans throughout the 6-week tour saw 2.5 million people pass through the airport and resulted in 96,000 screen changes.