Make the Most of Sponsorships
So, what are some steps to keep in mind when using content as an activation tool to engage fans and target customers? Let’s break it down:
You’ve already vetted the event, sport or activity so it (and its participants) support and enhance your brand message. Of course, these participants or spectators are target customers. Now, let’s take a look from their point of view.
What will enhance the fans experience? Consider the fan onsite, as well as those engaging from afar. Think about timing – seasons are now 12 months long and the off-season for a fan can be as engaging as the actual season. Is there an unmet need that is either helpful or entertaining that would add to the event or sponsorship for the fan or participant?
Of those ideas, think about what fits with your brand. What helps further your story?, What places your product in the story as part of the solution?
What does an editorial calendar look like for that content as it relates to fans’ needs as well as the calendar of the sponsorship?
How, when and where would fans want or expect to find that content? Is the consumer need highest before the event, during, or after? If it’s a fan or participant on-site, mobile is the likely delivery. If it’s the fan at home or offsite, it’s likely a second screen opportunity – tablet or laptop. If it’s real time, social is also critical to consider – both for listening to what’s happening among fans and consumers, and as another method of engage.
Knowing content will now be a key part of your activation, be sure to research if your agreement with the event or sponsorship entity give you access that can be leveraged for content. Do you have the necessary rights? Do you have access to the sponsoring entities owned channels to promote your content?
6. Go for the Gold:
Finally, sponsorships or events can accomplish a lot for brand metrics. Content will reinforce this notion and deliver positive ROI on those brand measures. However, once you successfully have a fan/audience/participant engaged in your sponsorship content, you are presented with the opportunity to drive them deeper into your brand experience and guide them onto the purchase path. So, do you have a path to engage them at a deeper level and more directly with your brand?
If you’re lucky enough to work with a brand’s content that holds a sponsorship to something big, by all means do what you can to leverage that opportunity. Share tips you’ve found when creating content for sponsorship events in the comments below.
By Angus Macaulay