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Motorsports Marketing and Sponsorship Activation Blog

Top 3 Ways Ambassador Relationships Can Increase Sponsorship ROI

3/9/21 1:49 PM

Influencer marketing is a category of marketing that focuses on using celebrities or key leaders to drive a brand’s message. It is a tier of social media that utilizes influencers for endorsements and product mentions. Social content creators with niche audiences can add a lot of value to a brand that traditional marketing doesn’t instantly offer. Yet another area of marketing rapidly changing, we have found a new dimension to these arrangements is to look further than influencers and build ambassadors.

In a recent study, marketers on Instagram are spending an estimated $2 billion per year on influencer marketing. The success of utilizing influencer marketing has helped brands build a positive reputation and trust with consumers in a short timeframe, so brands are rapidly increasing their marketing budgets to include influencer marketing. The growth of this medium has come with legitimate concerns around fraud and negative results.

At Sport Dimensions we focus on building the right relationships with the right ambassadors. To avoid the backlash and skepticism in this space, it’s best to leave it to the professionals in not only finding you the right personalities but also analyzing their activities and keeping them up-to-date with constant communication.

Many brands combine influencer marketing with their social media marketing to maximize effectiveness and ROI.

  • 89% of businesses say their ROI from influencer marketing is comparable to or better than other marketing channels
  • 82% of consumers say they were highly likely to follow a micro-influencer recommendation on a product or service

However, to properly execute an influencer program and get the most ROI, you must do your research and know your target demographic. Finding an ambassador that resonates with your current clientele is important in the success of your campaign and isn’t always easy to do on your own.

Don’t know where to start when aligning with an ambassador? Here are our top three ways to get started with influencer marketing.

Event Integration 

Promoting your brand is more than just highlighting the product or services you offer. Event marketing is one way to gain positive brand recognition. By getting your brand involved with exciting events, your ambassador will act as a key ingredient to increase excitement and cultivate an atmosphere for a younger demographic.

Make your brand come to life with an experience that your ambassadors will share with their fans that will then, associate your brand with a positive experience.

Example: Tag Heuer's #DontCrackUnderPressure campaign.

In 2018, TAG Heuer used their ambassador Chris Hemsworth to promote the ABB FIA Formula E New York City E-Prix by inviting him out to take one the team’s race cars for test drive. It created heightened interest by media and made buzzworthy conversation.

Chris Hemsworth Loses it in a Formula E Car – got 1.7 million views

Product-Focused Content

If you are looking for sales-based results, this process is for you. Product focused content puts your company at the forefront of your consumers by utilizing your relationships to rave and post about your product.

By having someone other than the brand advocating for your product, sponsorship boosts brand recognition by having someone else talk about their product.

Top 3 ways to utilize social media

  • Product Placement
  • Reviews
  • Tutorials

Example: Lindsey Vonn is the first American woman to ever win an Olympic gold medal for downhill skiing. With 1.9 million followers, her Instagram account highlights her demanding training program and electrifying daily life. Colgate has partnered up with Vonn to promote whiter teeth and fresh breath.

lindsey-vonn-colgate-promo

Social Media Takeovers

In 2018, the average time someone spent on social networking was projected at 144 minutes per day!Through the last few years, there have been new tactics and campaigns to consider on the platform.

Social media is one of today’s most cost-effective ways to promote your brand. If you already have an established page, a social media takeover is a perfect fit if you are looking for increased post engagement, looking to build a larger online following, driving more traffic to your website, running a sweepstakes or giveaway, or to build hype around a new product.

Most popular on Snapchat, Instagram and Twitter, this gives brands a chance to tap into micro-audiences and databases of followers as an effective way to build the brand’s page organically.

Learn more about creative ways to leverage content.

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Topics: Sponsorship ROI

Mallory Benson

Written by Mallory Benson

Mallory is a Senior Account Executive at Sport Dimensions. With over eight years of global sports marketing operations experience, she’s played an active role in agency work including Formula E, Global Rallycross, and X-Games. She also loves spending time with her dog, Jordy (yes, named after Jordy Nelson from the Packers).