Traditional sponsorship principles are straight forward enough.
Brands/ companies want to talk about and ultimately sell their brands, products and services to consumers. This gets done predominately through ADVERTISING in ADTIME – at best, when consumers expect it or are receptive to it.
Outside ADTIME, brands can talk to consumers in their LEISURE TIME. SPONSORSHIP sits in that LEISURE TIME, around peoples PASSIONS & INTERESTS.
Sponsorship can do AWARENESS, IMAGE/ VALUE EXCHANGE and offer CONTENT for brands to connect with consumers in that LEISURE TIME.
SPONSORSHIP CONTENT can be particularly powerful as it,
1. Has the endorsement or a credible 3rd party and
2. Addresses an already receptive and hungry audience.
Social Media’s arrival in mainstream culture has created a huge new opportunity for brands and sponsorship, specifically. Crucially, this not just about seeing Social Media as a channel to tell consumers about a sponsorship.
SOCIAL MEDIA and SPONSORSHIP share some dynamic and unique ground: They are both fueled and powered by people’s PASSIONS & INTERESTS.
However, when SOCIAL MEDIA is INTEGRATED with SPONSORSHIP, exciting new benefits for brands emerge:
1. DEPTH, through a real dialogue
2. REACH, way more cost effectively
3. LONGEVITY, beyond a single event
4. CRM, data to integrate into sales channels
5. MEASURABILITY, like never before
SOCIAL MEDIA could have become the new lease of life that SPONSORSHIP needs.
A final thought - Social Media opens up a raft of new opportunities for brands. Amongst them, Sponsorship online of social media/ blogs and the opportunity to access fans without the need for rights – more on this to follow.
Ben Pincus
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