Sponsorship continues to prove itself beyond a logo on a jersey. In the last 10 years, the business side of sports has exploded for good reason. This expanded hunt for value in sponsorship has turned these brand and team relationships into full on B2B partnerships. Through these partnerships, some unique opportunities come up for brands looking to genuinely engage their customers at all ends of the budget spectrum.
Here are 3 great ways you can leverage sponsorship to activate genuine customer engagement:
1. Bring the excitement to your customers
Our Experiential Marketing & Merchandising Teams (EMTs) are visiting various high-value markets across the US on behalf of our clients bringing the excitement right to the customer's neighborhood. When your brand is responsible for bringing a real life race car for people to view, you build a connection that is tough for a TV ad to compete with. A customer at a Walmart location commented recently:
It’s amazing to see a race car up this close. Thank you for bringing it out and letting us see it.
We have seen this marketing strategy work in fantastic form for clients with physical locations where customers visit. Not only is this an exciting experience for your customers, but you are reaching them at the exact time of their buying decision when your display is setup at a location.
2. Blow your customers away with unforgettable experiences
These partnerships unlock customer experiences that can't be bought. We can work together to create sustainable programs that grant your customers moments they will never forget. Bringing your customers straight to the action of a motorsports event, coupled with the unique access and experiences a partnership can provide, will deepen your relationship and drive business. We recently hosted a client's customers at Talladega Super Speedway and got this reaction:
We enjoyed everything about the experience: the garages, the pit walk, sitting in the drivers meeting, meeting the race team and driver and getting pictures, but the ultimate had to be sitting on the Pit Box to watch the race. It was incredible! I have been following the sport for a long time, but his was the ultimate experience.
With opportunities in various budget ranges and various series, a program like this is customized and flexible to your objectives.
3. Don't forget about digital
With such unique experiences available through this platform, digital media comes in to drive further brand activation. By creating engaging sweepstakes, contests and other customer/fan-generated content you begin to create a community and following around your brand that is unique to sponsorship. Check out how we integrated digital media into 811's program, and see below for the results we built together.
Want to see this approach in action?
Check out some our recent projects to see how we incorporate customer engagement into our activation consulting.