It’s easy to buy awareness. The real value of good sponsorship planning is to deliver attitudinal and behavioural change.
And that comes down to the quality of the sponsorship planning.
But what does that mean in practice? How can we claim better planning processes?
It comes down to five things.
We question.
Constructive challenge.
Critical friend.
Whatever you like to call it, we don’t like to leave stones unturned, elephants in the room or value on the table. In the nicest way, of course.
Better inputs = better outcomes.
Our planning works from clear commercial objectives towards targeted commercial outcomes. Our initial work with clients to identify business drivers generates clear agreement about desired change – both attitudinal and behavioural.
Activation planning never loses sight of what needs to change.
Apart from sponsorship, marketing is the one discipline we all have in common. So we understand that, although awareness might be today’s priority, planning needs to take tomorrow into account. Or, although the total addressable market of football fans is eye-watering, the obtainable market is what matters.
Feel, think, do is a great framework.
But what and how people feel is a big subject.
An example: tribal identity for example is often referenced positively to football, but tribal identity normally sets up an insider/ingroup v outsider/outgroup dynamic. The risk is that you can alienate many more people than you befriend.
We apply psychological principles to planning and, when appropriate, behavioural science.
You can’t beat it.
Please visit our webpages dedicated to Sponsorship Property and Ambassador search and Olympic Partnership support.
Our pro-active sponsorship search is for brands wanting to action a sponsorship strategy and not wanting to wait for the approach of a sales agent or rights-holder.
It’s also for brands which want to look thoroughly at the market – to support differentiation, to manage risk and to buy intelligently within a crowded landscape. And, increasingly, rights-holder or brand partnerships to deliver or amplify ESG priorities.
Our blog section has many posts relating to diverse aspects of planning. Here are a few examples :
Back in August, and not for the first time, Byron Sharp chose to undermine two voices which threaten his dominance in the field of marketing
The Psychology of Sponsorship #4 The 4th post in our series on the psychology of sponsorship looks at sponsorship strategy and brand fit – and
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
