Sponsorship continues to prove itself beyond a logo on a car. In the last 10 years, the business side of sports has exploded and has opened up year-round opportunities to engage your customer base. This expanded hunt for value in sponsorship has turned these brand and team relationships into full-on B2B partnerships that extend far beyond the race track.
Activate your sponsorship with a dynamic approach that engages your customer base where they are.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
If you provide logistics services like freight and delivery, you might be looking for ways to tell the story of how you build value behind the scenes. Marketing your business to gain maximum visibility may seem to be a tough goal if you are not ready to embrace innovative and robust marketing strategies that have some sort of clear return.
Being involved in logistics automatically means you have more functional ways to promote your work outside of traditional media like TV and digital ads. It is also a great industry to use as an example as we break down the myths that sponsorships are not effective and no more than expensive billboards. When activated correctly, sponsorship is one of the most effective marketing platforms available.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
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 record pace, and various types of advertising have become noisy. Even $6m Super Bowl ads are not immune to the new consumer that is more interested in relevance and experience than a fancy ad production.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
The explosion of digital and virtual engagements in the last year has been nothing short of remarkable. A lot of these technologies being used have been in place for many years, but the lack of in-person events and the cancelation of so many programs has led to forced adoption. At first, people thought that virtual programs could wholly replace the real experience.
The cost savings were adored, the lack of travel was appealing. However, after a long year of exclusively virtual programs we all began to grow weary of another Zoom meet & greet, another virtual "experience."
We expect to keep some of the best parts virtual programs had to offer as we move forward but we have found that the best activations ultimately come from real experiences for your partners, customers and employees.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
There are so many elements that 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 virtual) 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.
Topics: Marketing Strategy, Foundations
Read MoreTopics: Marketing Strategy, Foundations
When you invest in any type of marketing program, zooming out to understand the full scope of what you can do with it right from the start can be extremely valuable. While running digital ads and accessing traditional media still plays an important role, sponsorship brings your brand to life and gives you access to an entirely new platform. You just need to make sure it is the right one for your brand and the audience you are looking to engage with.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
Along with our friends and partners at Shell and Pennzoil, our content team developed a story that celebrated one of the most iconic setups in Indianapolis Motor Speedway history. Driver Helio Castroneves, sponsor Pennzoil and the Indy 500.
Earlier in the year, we went out to the historic race track at one of the few times of the year when it stood empty. We sat down with the infinitely knowledgeable Donald Davidson, the historian of IMS, and Helio himself to discuss the last 20 years of impact Helio has had on the sport and venue.
Topics: Marketing Strategy
Read MoreTopics: Marketing Strategy
Many see involvement in motorsports automatically carrying a heavy price tag and in some cases, motorsports marketing can indeed be expensive. However, there are strategic ways to benefit from the performance attributes of motorsports involvement at a lower cost that translates to massive value for your brand.
Topics: Best Practices, Marketing Strategy, Sponsorship Activation
Read MoreTopics: Best Practices, Marketing Strategy, Sponsorship Activation
