IEG has narrowed down eight steps to creating a winning sports sponsorship experience. Step one is to determine what consumers are passionate about and utilizing analytics from that information to determine how to reach fans in an impactful way. If consumers care about a product, they will be much more likely to engage with that product and therefore purchase or consume it.
Secondly, once consumer passion is determined, companies must determine how to incorporate that into their brand sponsorship so as to ensure the organization operates with an identifiable purpose. A sponsor shouldn’t have activations just to have them or to simply elicit attention. There should be purpose behind activation to galvanize consumer interaction and engagement.
The third step involves doing more than slapping a logo on an event or product. Creating great content for consumers to engage with is a great way to create genuine pub for an event or product and enhance the fan experience. A memorable fan experience will lead to an increased willingness to engage and even share if a sharing method is permitted.
When consumers share i.e. participate, sponsors have accomplished the fourth step of winning in sport sponsorship. Social media, especially, is an effective way to increase participatory interactivity between sponsor organizations and the consumer. The use of social media can be elaborate or simply but following the three previous steps of touching on consumer passions with purposeful activities and intriguing content will almost guarantee interactivity.
Steps five and six involve companies including their brand story into the consumer activation/interactivity and being relevant, agile and fast. Steps five and six are important when transitioning from consumer focused tactics to seamlessly incorporating brand awareness while staying true to the first few steps mentioned.
When attempting step seven, continuing to think outside the box in regards to evaluation is just as important as doing so when engaging consumers. Efficacy evaluation should provide results that are helpful to improving for future endeavors, not simply provide transaction data that doesn’t aid in consumer engagement. Going beyond the realm of simply or traditional analytics will allow for a necessary and effective deep dive.
Finally, winning in sports sponsorship requires a balanced portfolio, one that doesn’t zero in on one event but treats sponsorship holistically.
When the eight characteristics of winning sports sponsorships are used, any organization has a chance at successful consumer interactions and engagement.