PLANNING

OR: HOW TO BUILD PREFERENCE FOR YOUR BRAND

It’s easy to buy awareness. The real value of sponsorship is converting awareness of your brand into understanding, preference, and purchase.
And that is 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.

 

QUESTIONING MINDS

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 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 – attitudinal and behavioural. Activation planning never loses sight of what needs to change.

MARKETING POV

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.

PSYCHOLOGICAL INSIGHT

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.

20+ YEARS OF FOCUS

You can’t beat it.

OUR PLANNING SERVICES INCLUDE

  • management (1)
    Messaging Hierarchy
  • employees
    Audience Affinity Planning
  • profits
    Sponsorship Channel Planning
  • idea
    Campaign Creation
  • analysis
    Pro-active Sponsorship Scoping
  • management
    Hospitality and Relationship Marketing
  • user
    Client/Agency Team Structures
  • analysis (1)
    Sponsorship Toolkits
  • conversation
    Client Induction Workshops
  • user
    Ambassador Scoping