Sponsorship ROI Exposed Conference – debrief

Having enjoyed an incredibly informative & discursive day organised by The Sponsorship Coach, Toby Hester @The Ministry we thought we should share a few of our insights from the day from a host of speakers including our very own Jess Hargreaves and the likes of IBM, HSBC, Human Race, Live Nation, AEG, ESA & the IPM.

YOU CAN BRAND BUILD & DRIVE SALES

The true impact of brilliant sponsorship is understanding the long term perspective that also delivers short-term successes. The successful brands invest in at least 3/5 years and measure with clear kpi’s and we had some strong varied examples from:

  1. HSBC and British Cycling
  2. IBM and Wimbledon
  3. Casillero del Diablo and Sky Cinema
  4. Reading Festival & Primark
  5. Carlsberg & Live Nation

These case studies showed that sponsorships can really deliver on both long term brand building & short term sales requirements through implementing TTL campaigns. It also appears that the most effective business impact is gained when sponsorship is integrated throughout a business operationally inside & out – from internal teams to b2b customers to b2c consumers.

IT’S A THREE-WAY RELATIONSHIP

Sponsors, Brands & their Agencies need to understand all party objectives and appreciate the changing behaviour of the brand & sponsor over time. Critical components:

  1. Adaptation
  2. Agility
  3. Added value

DATA DRIVEN CREATIVITY

It’s our mantra at PrettyGreen and it was good to hear the successful campaigns use insight and data to drive both the reasons for sponsorship but also to define the creative. What is going to really engage with your audience creatively and make them engage with and advocate your brand?

ACTIVATE

Great sponsorship is not a badging exercise with maximum logo presence – it’s an opportunity to engage with your current and potential new consumers and customers.

  1. Create multilayered campaigns
  2. Test & learn
  3. Invest in amplification to communicate your sponsorship

MEASURE
There’s no excuse….

  1. Keep it simple – what is the one thing you need to measure for impact and what insights can you gain?
  2. Focus on Return on Objectives (ROO) vs. an obsession on £1 for £1 ROI
  3. The businesses who understand how and why their sponsorships work are succeeding by changing consumer advocacy & propensity to recommend and ultimately BUSINESS IMPACT