My Notepad from Think!Sponsorship 2010
8th November, 2010
I have attended Think!Sponsorship for the past three years and always enjoy the insight. This year’s theme was digitalisation in the sponsorship industry, which is always a favourite discussion of mine, so I thought I would share my notepad in case you missed out!
Digital Statistics in the UK
- 38.5 milion people are online and are spending 22hrs/month
- video games outsell cinema and videos viewing hours combined
- on average individuals receive 3-5,000 marketing messages a day
- online content needs to be interesting in the first 15sec otherwise people won’t view it
- 26 million users on Yahoo/month
- the key benefit of digitalisation in sponsorship is measurement – you can easily track how many people are engaged
Online Brand Communication in Sponsorship
- needs to be current and brands need to listen to what people are saying about them and respond accordingly
- people want to create interaction, so interactive comments and discussions are how brands should be engaging with their customers
How to Make Sponsorship Content Successful Online
- turn content into a game with rewards
- use lists and rankings to encourage sharing
- use a controversial title for guides and best practice documents
- be personable and individual
- content that is genuinely funny is usually shared
Sponsorship & Digital Tips
- agencies don’t create virals, audiences do
- traditional sponsorship rights are outdated
- digital is about challenging perceptions about the brand
- digital sponsorship activation influences long term purchase and emotional behaviour
- sponsorship is not about immediate sales, it is about changing brand perceptions, which in turn changes purchasing behaviour
Hope my notepad has provided some insight into what was discussed. Be sure to keep following the Slingshot Sponsorship Blog as we discuss some of these topics in greater detail!
