Sponsorship Spending vs Investment
Brands nowadays are looking to “spend” less, expect increased ROI, and most importantly receive meaningful and measurable engagement with their niche audience.
Accordingly, for years, we have been preaching to sponsees the need to create effective campaigns to attract sponsors to ‘invest’ in their offering.
Invest, Don’t Buy
IEG, the global authority on sponsorship, published a white paper entitled “invest, don’t buy” to highlight the growing trend of brands’ and sponsors’ shift from being a buyer of sponsorships to an investor in partnerships.
“A buyer acquires something for limited use or to serve a single purpose—an arms-length transaction. Although such purchases may have their place, their capacity is curbed. An investor seeks to maximize its return, exploring and developing multiple ways in which it can earn dividends, and working in concert with the investment property.”
Engagement
We also agree, “of all forms of marketing, partnerships are at the top in delivering engagement – the interactions that strengthen emotional investment in a brand.”
Emotional Branding
Today emotional branding, the new paradigm for connecting brands to people, or the emotionally intelligent audience and consumer, is receiving its due attention more than ever. It ultimately leads to brand engagement with customers staying loyal for the long haul.
Investing in Partnerships
We realize investing in partnerships requires more resources and commitments than selling sponsorship benefits. We have been taking this smarter approach, and the results, including the ROI, are astonishing. Contact us to realize a similar return for your sponsorship and branding needs.