Sponsorship ROI does not happen with a magic wand. You cannot spend a lot of money on sponsorship, sit back, relax and watch the new business come in. You must build unique programs using a strategic mix of assets that best aligns with your ongoing business objectives. This requires a variety of specialties working in harmony to generate maximum value for your brand.
Topics: Foundations
Read MoreTopics: Foundations
Your brand's heritage is an excellent asset that your marketing team already has access to. Thinking back to the beginning of your brand, this journey will illustrate all that you have done, created and produced over years of building. Your past is storytelling that no other competitor can duplicate and that no amount of money can purchase.
We believe it is a top strategy year-round, but it works particularly well when you aren't running live events - for example, in the offseason. Another benefit is that it lets you take a breath from the constant push to "new" and reflect on what has worked in big ways for your brand.
Topics: Culture
Read MoreTopics: Culture
So many elements go into a well-run and well-considered marketing strategy. We have been experiencing a massive shift with marketers moving their budget and resources toward digital resources - putting millions of dollars behind search campaigns, YouTube advertising, promoted social media posts and more.
That has been what is stealing the headlines, anyway. Quietly behind the scenes, event specialist Bizzabo tells us that 80% of marketers still believe live events (even when needing to run them virtually) are critical to their company's success. Live events are a broad topic and platform in their own right. It could be proprietary events, sponsored presentations, webinars, or even smaller lunch & learn type concepts.
This post is part of Foundations - a series of always-updated content to bookmark to guide your journey through sports marketing and sponsorship.
Topics: Marketing Strategy, Foundations
Read MoreTopics: Marketing Strategy, Foundations
The $6 billion world of motorsports marketing is a challenging, rich and intensely exciting realm to operate in. Some of the largest brands in the world have built their presence from simple grassroots programs to dynamic, multi-series dynasties. From the outside looking in, they make it look easy. But for marketing managers, executives, and those interested in working with motorsports sponsorship programs to market their business it can quickly become overwhelming without the right know-how and support in your corner.
This post is part of Foundations - a series of always-updated content to bookmark to guide your journey through sports marketing and sponsorship.
Topics: Motorsports Marketing, Foundations
Read MoreTopics: Motorsports Marketing, Foundations
One of the most complex and intriguing forms of marketing over the years has been sponsorship. The industry has evolved massively from logos and egos to rapidly advancing technical partnerships on a global scale. There is no longer room for passive sponsorship management.
Executive teams demand clear ROI formulas to be delivered regularly to ensure maximum value is created with every dollar of investment. We believe there is no "silver bullet” in sports marketing that boils everything down to one number because there are too many extraordinary ways to activate sponsorships with your most important stakeholders. The storytelling, the emotion, the passion and some of the other more intangible elements sponsorship brings to your brand is a healthy balance to the data-heavy traceability of digital marketing.
Topics: Sponsorship ROI, Foundations
Read MoreTopics: Sponsorship ROI, Foundations
Your marketing strategy is likely comprised of various campaigns and platforms to reach and engage your target audience. We have seen how an explosion of digital and social media has shifted the landscape for brands. Ads are being skipped at a record pace, and various types of advertising have become noisy. Even $6m Super Bowl ads are not immune to the new consumer more interested in relevance and experience than a fancy ad production.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
The famous saying goes, "don't put all your eggs in one basket," because what happens if something goes wrong with that basket? What happens to your eggs?
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
Our world is increasingly detail-heavy where the smallest things can make the biggest difference. These things are important, and for me, mean a lot. I have to catch myself and zoom out to make sure the detailed work I am focusing on still is tied to the larger picture and the original objective.
Topics: Culture
Read MoreTopics: Culture
We read a great article from our favorite marketer, Seth Godin.
It was all about the decisions you tend to make only once (maybe twice) and how you automatically have an experience disadvantage when you make these decisions.
Wildly, these decisions all happen to be quite significant. He mentions planning a wedding, raising money from venture capitalists and applying to college as examples of things you will likely do only once or twice in your life.
Topics: Motorsports Marketing
Read MoreTopics: Motorsports Marketing
Sometimes the biggest challenge of getting started with a new project is fighting the unknown. When you don't know what you need, you don't know how to start. This can be especially frustrating for the different parties in sports marketing that come together to make the whole environment work. Fortunately, there are plenty of resources to support your brand and maximize the opportunities to succeed.
We have outlined the differences to provide some guidance on the value two different types of agencies can bring.
Topics: Sponsorship ROI
Read MoreTopics: Sponsorship ROI
