Author: Viktor Vetturelli
Always on the eve of big events, like the Olympic or Paralympic Games, companies want to activate their sponsorship rights. We see some great projects that are very fancy and get a lot of clicks, likes and thumbs up, and at the end when the company or agency spends enough money, they maybe earn also some awards.
But only a small number of companies and their agencies are able to combine their business strategy with the sponsorship activation. Therefore results, aside from the clicks and the awards, are very doubtful. First of all many activations are made out of context and are not authentic. You can’t expect that the public truly connects the activation project and the company to the values of the event, discipline or organisation. Consequently the fans, public or employees will be not engaged and your sponsorship will be “devalued” as a marketing campaign, and for this, you don’t have to pay millions and millions in sponsorship fees.
In the digital marketing era, the danger to get caught in this trap is much higher, because companies have instruments to highlight results and to divert them from the main goals. For marketing experts, this looks like a comment by a “consultant” who is deeply stuck on sponsorships.
However, the minimal influence on business results or poor return on investment from sponsorships should make us think, because sponsorship is an unbelievable approach for effective and authentic communications (if we keep in mind that sponsorship should be a statement) and to engage the people internally and externally.
Therefore, if you are a company that wants to get results out of your activation, your work has to last over a longer period of time and not only on the eve of an event.
TT Sponsorship Architectures