Connecting with a target consumer audience today is more challenging than ever for companies looking to develop brand awareness, brand loyalty, and drive sales.
So, what is the next step for established companies to connect with potential clients in the modern marketplace?
The next step could be to engage in sports sponsorships and on-site activations to develop real connections and memories with its target client base.
Think about it, what better way to engage with an audience of potential clients than by tapping into something that they are already deeply loyal to and constantly have their eyes on — their favorite sports teams.
Earlier this month, Sports Business Journal’s Robert Irby highlighted the discussions of a panel which included comments from Citi Head of Sponsorship and Partnership Management Tom Cerasoli and other industry leaders.
Cerasoli noted that “when we look at any sponsorship opportunity, it’s got to pass a bunch of filters on why we do sponsorships that everything from driving value to driving client engagement and delivering on commercial outcomes.”
Best.Day.Ever. takes a similar approach when brokering partnerships on behalf of its clients.
First, Best.Day.Ever. ensures a culture fit between the company and the sports franchise. It is essential that core values and goals of each party align to maximize the halo effect, which occurs when a consumer’s love for their favorite sports team spills over into brand loyalty and trust for the sponsor. Core values must be aligned in order for the halo effect, one of the most powerful marketing tools in the industry to take root.
It is also necessary to understand the target market that is trying to be reached by the sponsor. Selecting the correct region and understanding the type of consumer the target market is made up of is paramount before launching a sports sponsorship or activation.
Best.Day.Ever. also uses industry-leading algorithms and calculations to give its clients a realistic idea of the return on investment that will accompany its sports sponsorship. This return on investment can be maximized through on-site activations and developing real relationships with the target market.
Successful sponsorships are about more than just eyes glancing at a logo. Simply placing the company monogram onto an LED display in a sports arena is not going to evoke a response in the target audience that drives sales and builds a sense of brand loyalty.
Activating sponsorships through on-site experiences is essential in order for the target consumer to engage with the company in a direct and memorable way. Activations can come in the form of on-site skills challenges in interactive fan zones, memorable giveaways, and in-stadium and in-game branded moments, all of which make the relationship with potential consumers more personal.
If you are looking for a new way to engage with your target market, set up a consultation with the Best.Day.Ever. team using the link below to discuss how we can help expand your brand awareness and create valuable returns through sports sponsorship.