Why sponsorship is not just about data acquisition

Author:

I am often involved in sponsorship meetings where access to data is the paramount objective. These days everyone realises the benefits of having a database for your marketing activities. The issue is that marketers often mistreat the database. Worse still, utilising sponsorships to add to your database is missing the opportunity to genuinely engage with your target market.

We've all seen the promotions around sponsorship where we're asked to either 'Like us on Facebook' or 'Hashtag us to go into the draw'. There's nothing wrong with these promotional mechanics but using them in isolation without giving anything back is basically asking the audience to engage with you without you holding up your end of the bargain.

As consumers we're all just too savvy these days to enter into this type of agreement. We're also overloaded with brand messaging and we're tired of the clutter. Personally I never give my details out to companies unless they're offering something I want to learn more about and it's something I really value. Most people are the same.

Making data acquisition the primary goal of sponsorship just won't work anymore. Neither will accessing the rights-holders database to channel your messages through them as it builds distrust – not only with your brand but also with the rights-holder and their members.

Remembering engagement is what we're actually seeking, you can't short-cut the process by zooming straight in for the data. It won't achieve anything even when you do unless you are coupling it by giving upfront what the fan wants or rewarding them after you have already built a relationship.

To truly make sponsorship work for you, and it's easily one of the best platforms to engage with your audience, you have to find ways to deepen your relationship.

There's countless ways you can do this. Let's presume you've sponsored a sporting event. Consider adding to your audience's experience of the event you're sponsoring by capturing the memories on their behalf. You could provide insight into player profiles, give coaching tips straight from the player's coach, commentary after the game or for a direct experience reward you could engage a photographer to take photos at the event and upload them via the big screen if there is one or upload them following the event. There are countless opportunities to meaningfully engage with your audience in a way that does not undermine their trust.

It's time to steer sponsorship back on track to where it should be. When the end goal is on building relationships, you are giving your brand the best possible chance to forge a place in the hearts and minds of your consumers.

Can we help you further? We're more than happy to give additional support and offer the full range of sponsorship management solutions. Email me today at caroline@eventsponsors.com.au or phone 1300 366 306.

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