If you haven’t heard yet, we’ve been nominated for The BlackBerry Business Enabler of the Year Award at the prestigious National Business Awards (full press release). As part of our nomination, we’ve also been featured in Outsource Magazine with a bit of a Q&A. The Q&A outlines exactly how Slingshot Sponsorship is truly helping organisations increase their profitability, why innovation is key for us and our industry, whether we think the definition of partnership in a business sense is evolving, and what we think is the perfect client.
You can read some of our answers below, but the full article can be found here.
Excerpt from Outsource Magazine:
O: When a buy-side organisation engages with a supplier, how far do you think it transfers responsibility for innovation?
JF: This is a topic much debated at the moment as historically the brand was always responsible for the activation. However, it is in both parties’ interests to actively engage and ensure that the programme, event, or campaign is successful for the audience. Therefore, I would strongly argue that the onus is placed on the rights holder side to ensure that activation falls in line with the overall business strategy to help align objectives.
O: Do you think the very definition of partnership, in a business sense, is evolving and if so how?
JF: The output of partnership is still the same; however, the input of partnerships is radically changing, which is why there are discrepancies around definitions of what sponsorship or partnership is. Sponsorship makes marketing work harder and always has; however, who is involved in that partnership is different now through the advance of digital technology. This will inevitably change our industry.
O: What’s your definition of the perfect client?
JF: A client who understands their business and their reason for bringing on partnerships beyond the financial. A client who isn’t about just selling the logo.
Partnerships can deliver far beyond the investment of rights. When clients understand this implication and its potential, we then have the ability to create sponsorships that deliver value well beyond expectations.