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Secrets of Effective Sponsorship

The big question today at the Journal’s breakfast debate is whether Sponsorships are consider to be money down a deep hole or the best brand builder ever? On the panel we have:

  • Clive Grinaker - Group Executive: New Business, SAIL Group Ltd
  • Gavin Cowley – Marketing Director, Addidas SA
  • Billy Lascaris – Director, Matchworld (Pty) Ltd a division of Primedia Sport
  • Serame Taukobong – Chief Marketing Officer, MTN SA
  • Stanley Anderson – Marketing Director, Huyndai Automotive South Africa

In marketing terms sponsorship is probably the biggest word flying around right now as we gear up for … well you know what. Some insights on this topic from the panelists:

Stanley Anderson: For us we believe that you are seen as a best quality brand if you are associated with the World Cup and you must be doing something right. Perceived quality is doing a great job for us in this regard.
We have been lucky as the World Cup has given us huge visibility also with an audience that we don’t always get into contact with. Our website hits have grown extensively in the last couple of months. The website gives the customer an opportunity to interact with our brand at its own leisure.

Billy Lascaris:

  • Sponsorship is an emotional platform.  It helps you build that trust.  Essential to integrate consumers into a campaign.
  • All brands can use sponsorships regardless of the industry you just have to be clever on how you approach it and leverage it.
  • In terms of CSI sponsorships be sure that if you do it you do it properly  otherwise it will come across as insincere and be more harmful.
  • Naming rights are important as this forms your platform to develop on but it depends on who your target audience is.  For me naming right are more about visibility and association.

Gavin Cowley: Addidas have been around for a long time but for us it’s about reinventing for us. We are different than the rest of the brands as we are on the field of play. Have a lot of commercial variables to help us measure our return on investment. The benefit is not just for during the event but it’s about positioning your brand during the event for you to successfully take it forward.
Need to approach things in a holistic way, signing is easy but servicing is not. Use all the elements of the marketing mix and part of that is social responsibility to ensure you leverage it.
Staff involvement is key and we make them part of this event with regular information on the event.

Serame Taukobong: We do have a post World Cup strategy. This event has allowed doors globally to open up for MTN. The value is that now we have instant recognition globally for our brand.

Social networking is part of our consumer lives. Beauty of mobile and social networking gives you a one to one ratio.

Clive Grinaker: Sponsorship is about strategy and the objectives you have for the brand. It’s got to align with your target audience. Sponsorship does give you a much better return on spend than electronic media.  It’s a fine ratio between what you want to get out of it over what you put in. Your staff is your brand ambassadors and it’s key to get their buy in.

For more on this event make sure you get a copy of the next edition of The Journal.

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