Getronics - brand building, on a budget

Redmandarin were asked to help create a strategy for involvement in sponsorship, based on growing awareness for their brand and strengthening B2B relationships in key markets. We worked with the Corporate Senior VP Strategic Marketing & Communications and his team, firstly to identify whether sponsorship could usefully contribute to these objectives. This preliminary work led to the formation of a strategy outlining the objectives and key criteria for sponsorship platform selection. Our next task was to identify platforms capable of delivering against strategy. Given the brand factor, prime consideration in our process was given to identifying partnerships which would allow Getronics to punch above its weight. Our review process ultimately focused on the Davis Cup.

The brand association of the Davis Cup is high within its competitive set and, from Getronics’ vantage, we were confident of realising a highly cost-effective relationship. The footprint of the tournament fitted extremely well with key markets and through a combination of high level hospitality and bespoke on-site activation Getronics were able to use the sponsorship to facilitate many cost-effective one on one interactions with their clients.

The package we negotiated included a unique addition to the tournament – a speed serve facility – not only measuring the speed of competitors’, but also allowing Getronics’ guests to measure their own serve. For Getronics, this was a new application of existing technology, but its provision established a clear rationale and created a foundation for media communication around the sponsorship, supporting the delivery of the desired increase in awareness.

Unfortunately, 9/11 and negative growth in the IT sector meant that investment was put on hold but, three years later, when Getronics contacted us again, the strategy and platform we had developed still held true for their business and we were able to negotiate and secure the ICT category sponsorship of the Davis Cup with the ITF.

We supported Getronics through every aspect of the negotiation and re-negotiation as well as providing activation guidance to engage and involve their markets.