With such mixed opinions on whether the efficiency of a sponsorship campaign can truly be measured, this blog separates the more top line, easy-to-measure and less enlightening data from the true indicators of tangible sponsorship success. Short-Sighted Sums Q: Why do companies invest in sponsorship? A: To alter brand perception and/or consumer buying behaviour. So, why is it such common practice to measure the success of a sponsorship campaign by looking only at the positive or negative difference between
So, your consumers and audience have been audited, your assets valuated and your sales materials designed. Now the time comes to really nail down specific brands that you will be approaching with your proposal. This is often not thought through. Far too often, rights holders are not taking into consideration the actual likelihood of the brand wanting to partner with the property or the brand’s objectives, this leading to a significant amount of time being wasted in getting knocked back by brands with little interest in discussing the opportunity. This blog provides a brief insight
Awards programmes provide a unique opportunity to celebrate excellence across each and every area of a particular sector. Recognising those who are leading the way ensures the promotion of forward thinking, encouraging the overall progression of an industry. In establishing a respected awards platform, an opportunity is naturally presented for organisations to sponsor the programme and be seen to support the leaders of their market place. An association with those leading the way will always emphasise, and potentially enhance, an organisation’s reputation within their respective industry. Therefore awards platforms are often the
With an increasing number of platforms available for corporate partnership, the selection process for brands is becoming more complex, with a wide range of factors influencing the allocation of marketing budgets. Therefore when approaching potential partners, it is important for rights holders to ensure that each of the following factors is taken into account: 1. Price The fees asked by the rights holder play a key role in the decision-making process for a sponsor to come on board with a property. The price
The What Car? Car of the Year Awards will become 100% carbon-neutral in January 2012. Continuing its’ partnership with Carbon Neutral Investments (CNI), What Car? has committed to offset the entire carbon footprint of the ceremony. The emissions reductions come from a CNI-supported hydro project in India, which will neutralise all carbon emissions from the event, all travel to the venue, as well as the setting up of the evening. What Car?'s support of the project
Each year, towards the climax of rugby union’s most demanding league, the Aviva Premiership, London Irish Rugby Club host their two biggest games of the season The St. Patrick's and End of Season Parties. Last year with the aid of Slingshot Sponsorship, London Irish implemented a unique strategy with these games applying a three dimensional model that generated new revenue, promoted fan loyalty and increased the reach and exposure of the club. These events saw the introduction of
What Car? is pleased to announce a new sponsorship agreement with Metro, the World’s largest free newspaper distributed countrywide. Metro are to be Supermini Category Sponsor of the annual motoring Oscars – The What Car? Car of the Year Awards, to be held in London in January 2012. Justin Lovric, Client Planning Manager and Director EcoVelocity, Metro commented: Our sponsorship of the 2011 What Car? Awards provided Metro with a fantastic presence in front of the most important and influential figures in the automotive
Mencap’s Little Noise Sessions, curated by Jo Whiley are today proud to announce Coldplay’s Chris Martin and Jonny Buckland will be headlining on Thursday 24 November, completing the line up for the series of atmospheric gigs. Joining the bill for what will be a night to remember are: Ben Howard, Emile Sande, Michael Kiwanuka and Bebe Black. Tickets go on general release from 7 November with an exclusive presale for subscribers from 4 November. Sure to sell out fast subscribe NOW at www.littlenoisesessions.org.uk Due to unprecedented demand Mencap have also
With sponsorship budgets continuing to increase year upon year, what advantages does this innovative marketing medium have over those more traditional elements of the advertising mix? Engaging the Consumer With marketing mediums such as advertising and sales promotions becoming ever more saturated, companies need to be extremely creative in their efforts to gain brand exposure – especially in terms of activations and partnerships. Especially with today’s average consumer receiving more information on the products and services available to them at a much higher frequency than ever before, traditional marketing methods are becoming significantly
Slingshot Sponsorship has been shortlisted for three categories at the Camden & Islington Business Awards for their innovative approach regarding the Equifax and Direct Marketing Association UK sponsorship campaign, led by Slingshot’s Managing Director, Jackie Fast. Categories shortlisted include Best Creative Business and Young Entrepreneur of the Year, as well as the People’s Choice Award. Slingshot Sponsorship delivers and develops long-term brand strategies that engage targeted audiences through sponsorshiprights. Integrated and tailored in each approach, Slingshot diversifies across a range of industries with clients based in publishing,
