There are 4 consistent components to all associative marketing (inc' sponsorship) activities. How these components perform directly affects the ability of an activity to achieve its stated objectives and potential. sponsorshipscience uses these components as the pillars of its strategic planning and review processes - forming the basis from which to understand how and why existing activities perform as they do.
The 4 key components of 4Sight track the AM communications Noting process, enabling us to identify the causes of actual or potential issues with an activity. The Noting process is complex and further complicated by the presence of the associative party.
It starts with the audience and our ground breaking segmentation structure called Fanship and works through all influential factors within the relationship. The result is an unprecedented understanding of how the audience will react to the activity in terms of both brand likeability and commitment and a focus on issue hotspots where potential improvements can be made.
In meetings over the last week I heard a couple of rather disturbing sound bites. Firstly, it seem…Read more...
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18 June 2013