SPONSORSHIP TRENDS TO START 2016

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We all get the power and versatility of sponsorship marketing so what trends should we be watching out for in 2016? Research says sponsorship makes up nearly a quarter of company marketing budgets. Competitionfor sponsorship dollars is fierceamongst community groups and event-holders – so too is the sponsors' expectation for a return on investment.

So what trends should marketers and sponsors watch for in2016? Here's what I predict will be the top trends this year:

1. Co-branded content

Companies will continue to seek ways to unlock the full potential of rights-holder content across paid, earned and owned media. Social will continue to provide fantastic value for brands and will be one of the major ways companies will amplify their messages. The whole idea is to engage with your target market rather than sell to them. Research claims almost 70 per cent of marketers believe branded-content is more effective than direct mail and PR.

2. Morepaid social

Paid social will increase as more content is generated. When you pay for social media you keep your content highly visible and in front of the right people. It's easier to measure and you get the results. Gone are the days where a logo and signage benefits are all sponsors seek. Marketers know these traditional benefits do nothing to engage with your target market and have a greater chance of damaging your brand.

3. Technology integrations

There'sa great opportunity for brands and event-holdersto enhance the fan experience through technology innovations. Already brands are putting people in the shoes of our sporting heroesand in time will impact how sport is coached and played. The question is – when is technology too invasive and when do fans and consumers have too much access to data, both real-time and reported? As we're still learning to embrace technology, the answer is some time off.

4. Loyalty Programs

Brands will continue to use loyalty programs to engage their target market. Through loyalty and incentive programs brands will be able to make available exclusive content, value adds and special opportunities for the consumer to engage with the event experience.

As with other technology innovationsa particular challenge going forward will be how far event holders and sponsors go to create these bespoke opportunities.When it comes to exclusive content for example, questions will arise as to who actually owns the content, its place of use and how it is monetised.

5. Virtual reality and 3D printing

And down the track, virtual reality and 3D printing will be another technology innovation that changes the face of sponsorship. Virtual reality broadens the audience experience allowing you to share in the actual event with all the exhilaration and excitement of actually participating. 3D printinggives brands and event-holdersthe chance to produce anything from merchandise to stadium seats within a very short time frame. It's obviously a way off now for us in Australia but watch this space!

Want to stay on top of everything to do with sponsorship?Follow my blogs by registering at www.eventsponsors.com.au.

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