Sponsorship: “Old Style” Marketing That Still Engages
Rather than try the latest gadget or jump into the trendiest social network, I am someone who has to wait and see. Perhaps it is my “midwestern literalness,”( an oh-so descriptive term coined by author Richard Ford in The Sportswriter), but in the same way, I still think “boring, old” traditional marketing methods can be very effective. Even when compared to digital media, when a brand takes the time to learn about how their customers live and where they already go, or do - online and off - television, radio, and sponsorship, for example, have the capacity to deliver relevant and engaging messages.
So, that may explain why I too, like Mike Bloxham - the author of a recent MediaPost piece, hold a particular place in my heart for sponsorship - and all that can encompass for a longer term approach in building and maintaining customer loyalty. Here’s his take:
The right sponsorship
allows brands to leverage media properties, achieving a plethora of
communications objectives through an inter-disciplinary program of
activities that emanate from a credible association with the right
vehicles. A properly leveraged sponsorship program would include above
the line advertising, direct marketing, PR, hospitality, investor
relations, etc. The core sponsorship vehicle would ideally have been
chosen for its ability to provide these opportunities. Sadly, with some
exceptions, this still is not the norm.
There are many reasons why this is the case - some of the biggest are
related to silos within the marketing function on both the client and
supply side - but the reasons why it’s worth overcoming them are
compelling. Fundamentally, it comes back to the sponsoring brand’s
desire to build relationships of substance with their consumers. By
sponsoring the right vehicle, the brand buys into a pre-existing
relationship of choice between the consumer and the sponsored party or
activity. Very often there is real passion in this relationship and, if
respectful, a sponsor can earn a place at the table and a right to
participate in a dialogue.
Bloxham is director, insight and research, at the Center for Media Design at Ball State University, so while I may be basing my enthusiasm for sponsorship on the limits of my own experiences, he is someone who has access and time to study its history and patterns.
My suggestion: Don’t get so caught up in the hip and new that you lose sight of old style marketing. The best approach is often a perfect cocktail or both - and only your customers can place that order.
October 15th, 2007 at 11:25 pm
Andrea,
I am right there with you. I really do laugh at those commercials today that are all special effects and happen to squeeze the product in! Who cares?! Give me the info on the product, show me why I might need IT. I’m old school.
Thank you for your input on the October 2007 Giving Carnival group post! You can read your post and others’ here:
http://thegrantplant.blogspot.com/2007/10/visit-october-2007-giving-carnival.html
Best, Arlene