May 22, 2013
In meetings over the last week I heard a couple of rather disturbing sound bites.
Firstly, it seems the sponsorship industry is convinced that sponsorship is uniquely capable of delivering ‘interesting and relevant’ content and thereby an engagement with the audience. Really? – where’s the proof? Just because sponsorship audience members share ‘an interest’ in the property doesn’t mean their interest levels are the same, their emotional connections run equally deep or that they find sponsor driven content engaging.
Apr 30, 2013
In marketing communications generally, it appears all the talk is about CONTENT and in the sponsorship world specifically, CONTENT has recently been proclaimed as King. Red Bull Stratos started tongues wagging and now it seems that the advice for sponsors is to focus on content – buy it, create it, own it, brand it but whatever you do with it content is the key to successful audience engagement in sponsorship.
Apr 23, 2013
The ESA conference in London this week kicks off with a discussion on the state of the industry and ends with debating the future for agencies. It seems to me that broadcasting a firm and forthright position against the damage caused to sponsorship by the use of media valuations would be highly relevant to both sessions, as the continuing practice of buying and measuring deals on media value is both stunting sponsorship’s growth and limiting the operational sophistication of agencies.
Apr 16, 2013
Everyone is talking about Audience Engagement these days. None more so than those in the sponsorship industry who believe that sponsorship is particularly good at delivering it. That’s fine and maybe it is but no-one seems to mention that getting Audience Attention is the pre-cursor to Engagement and without Attention there is NO Engagement!
Apr 08, 2013
Having seen this topic bouncing around on Twitter last week I thought it time to add my two cents worth. It is a subject that has fascinated me since entering the industry 30 years ago and it is sad to be reminded that the sponsorship industry is still so poor at self-promotion.
Way back then it seemed the industry was desperate to be taken seriously as a marketing communications discipline. The feeling was that serious marketers scoffed at sponsorship for being the Chairmen’s playground - no tangible communication benefit but fine for corporate posturing and a good lunch and agency people seemed paranoid that they were seen as an inferior class to those in advertising.