Let's zoom out from sports and sponsorship for a moment to take a look at marketing as a whole.
The need to measure your marketing has come a long way since early advertising. The requirements to demonstrate ROI or effectiveness have only intensified for the mainstream since AdWords and other data-rich platforms have been opened up to marketers around the world in every industry.
Topics: Sponsorship ROI
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We have seen the marketplace adapt to many shifts across our work in different series, sports, brands and partners. Now more than ever, these essential pillars of value are shining through the more mainstream vanities such as views, attendee counts, and impressions.
You will find new and fresh value when your organization limits the inbound noise to focus on these core principles. These principles have been distilled down to their most essential form so you can get right to it.
Topics: Sponsorship ROI
Read MoreTopics: Sponsorship ROI
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
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
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Your first couple of months and years as a new sponsor will introduce you to the most significant sources of ROI that you can gain from the partnership. It is essential to activate these sources that serve as the foundation of your program. But what happens when you are ready to introduce more sophistication into your program?
Topics: Sponsorship ROI
Read MoreTopics: Sponsorship ROI
The world of motorsports marketing is a dynamic, exciting and unique place for your brand to thrive in. You have the opportunity to engage customers, employees and partners through integrated programs across a suite of available assets. We see a lot of brands go all-in to one particular property thinking it is the most convenient option, but it doesn't always produce the best results. When you activate a diverse set of assets, your ROI begins building while remaining flexible to the marketplace.
Topics: Sponsorship ROI
Read MoreTopics: Sponsorship ROI
Ends of quarters, ends of event seasons and other "ends of" are fitting times to review your suite of partnerships to make sure you are making the most out of new and ever-changing assets. It also can provide a window to consult with an objective third party that will be able to identify opportunities and hang-ups more efficiently. To get you started, let these three questions guide you toward a more productive and value-based sponsorship program.
Topics: Best Practices, Sponsorship ROI
Read MoreTopics: Best Practices, Sponsorship ROI
You can deliver big-time ROI with the right sponsorship activation in place. We define sponsorship activation as what you do with what you own. Simple as that. We also consider activation the driving force behind the ongoing value you expect to see from your sports marketing programs.
This can take many forms, but it is bringing your brand to life from things as simple as booth spaces at an event to more sophisticated programs like employee engagement initiatives, sales contests, once-in-a-lifetime experiences, and customer celebrations.
Topics: Sponsorship ROI
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Properties have come a long way in their sponsorship support and servicing as the relationships evolve into more technical partnerships. They understand that come renewal time, they must deliver the value the sponsor needs to continue the relationship. Our agency has noticed there can still be a gap in these relationships, and here are some things to consider when your brand decides not to consult expertise beforehand.
Topics: Sponsorship ROI
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Signing a major sponsorship deal with a multi-year partner may feel like you have just accomplished the most intense work in your brand’s history, but it ultimately marks the beginning more than anything. Investing in motorsport marketing without having an activation strategy in place can be a costly and high-profile mistake. The way you develop sustainable activation programs will be the key to utilizing your sponsorship assets in a holistic and profitable manner.
Topics: Sponsorship ROI
Read MoreTopics: Sponsorship ROI
