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Adding value to fans
Adding value to the fan is a mantra of sponsorship nowadays. A mantra that emerged in response to sponsors who viewed sponsorship only as an
March 11, 2022
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Sponsorship is psychologically rich – richer, we would say, than any other marketing model.
It plays out in the real world – with all of the psychological complexity that entails. It purposefully taps into strong emotions around individual and group identity. It’s powerfully experiential at times. And on top of all of this, it has the ability to overlay the best of advertising practice. Sponsorship is surely the opera of marketing models.
As a result, key aspects of sponsorship’s effectiveness are governed by clear psychological principles
Over the last 20 years, neuroscientists and psychologists such as Antonio Damasio and Daniel Kahneman have come to understand that emotions and unconscious processes dominate decision-making; and the huge influence exerted by positive emotional association. Some of our emotional response is conscious but much is completely outside of your awareness.
You may have read that making yourself smile with a pencil in your mouth will make you feel happier – but it’s less likely that you knew that facial feedback theory has been repeatedly tested. We are all susceptible to priming, in myriad forms.
Our psychological formula ensures you maximise positive emotional associations for your brand.
We have developed a unique offering : a combination of psychological tools and methodologies for sponsorship and experiential which integrate the most conclusive dimensions of psychological research.
Our psychological planning framework provides a sharp lens to assess psychological and especially associative coherence.
Response latency and galvanic response testing allows us to measure pre-conscious responses to sponsorship – from strategy to execution.
Applied psychological principles optimise every aspect of communication and experiential.
Sponsorship industry practitioners often know many of the factors that effect the impact of a sponsorship, for better or worse, even before these are proven by academics.
But without the framework for understanding which applied psychology offers, it’s all too easy for practitioners to lack a coherent foundation and for psychological gaps to appear in their planning.
Our service systematically maximises every opportunity your brand has to strengthen affinity and memorability with your target audience – to deliver better performing campaigns.
For more psychology-related posts, visit our blog.
Adding value to the fan is a mantra of sponsorship nowadays. A mantra that emerged in response to sponsors who viewed sponsorship only as an
The Psychology of Sponsorship #2 So a second post on the theme of the psychology of sponsorship, this time looking at the factors which influence sponsorship
The Psychology of Sponsorship #1 Most books on sponsorship make large assumptions about the psychology of sponsorship. Back in the day, the phrase ‘brand value