Comments on: Can sponsorship really build brands on its own?

By: charles

charles — Sun, 30 Nov 2008 05:59:38 +0000

Most of the time sponsorship is a waste of money.

By: LG agrees global deal with F1 - Brand Republic | Intro to Schools Telecoms

LG agrees global deal with F1 - Brand Republic | Intro to Schools Telecoms — Fri, 28 Nov 2008 09:43:10 +0000

[...] That May Also be of interest Product ReviewsBlogs That May Also be of interest SponsorshipNigel Hollis » Blog Archive » Can sponsorship really build brands …Blogs That May Also be of interest Technology PartnerThe Viodi View » Blog Archive » » Cisco [...]

By: Erik du Plessis

Erik du Plessis — Tue, 25 Nov 2008 08:42:55 +0000

Hi Nigel,You do travel don’t you.I am very glad that Lesa said: “I believe she was right in suggesting that media agencies used TiVo as a scare tactic to persuade many marketers that the world had changed forever.”I have been arguing this point with several people - including yourself - and was generally told I am paranoid.It should be obvious that with sponsoirship generally requiring less creative they are accessing the creative agencies budgets and it is a no-brainer why they would promote the idea that the 30sec ad is dead. (So much for making recomendations purely in the interest of the brand versus making recomendations in the interest of their own profitability.)Best Regards,Erik.

By: miro

miro — Tue, 25 Nov 2008 01:13:58 +0000

Nigel, Aside from the difficulty of creating a measurable impact - due to scale, the other problem lies in generating a measured impact. Some have tried to overcome this by incorporating metrics wherein participants log in to some system - be it online, via some contest or digital momento. IMO, the other thing hurting sponsorship programs is the misuse of the word ‘experience’. Handing out a sample or pamphlet does not elevate the ‘experience’ to a notable ‘dear diary’ entry or an excited call to one’s mates. And so most sponsorships become expensive sampling programs. Take for example my wife who runs marathons. She always come home with a kit bag full of some granola bar, juice, candybar or isotonic drink. No one has ever tried to link her back to their website, bothered to try to find out about brand preferences or impart some purchase behavior program. I think Lord Leverhulme would have found the 50% of his budget. I think you are spot on with the final example/assessment of Coke’s programs where sponsorships are part of the overall marketing mix ideally in support of a focussed social or brand objective. I am surprised Coke doesn’t try to own the outdoor sports experience. Alas most brand experiential events are not as focussed - the strategy seems to be more street festival. cheers