It’s easy to buy awareness. The real value of sponsorship is converting awareness of your brand into understanding, preference, and purchase.
And that is down to the quality of the planning.
But what does that mean in practice? How can we claim better planning processes?
It comes down to five things.
We question. Constructive challenge. Critical friend. Whatever you like to call it, we don’t like to leave stones unturned, elephants in the room or value on the table. In the nicest way, of course.
Better inputs = better outcomes. Our planning works from clear commercial objectives towards targeted commercial outcomes. Our initial work with clients to identify business drivers generates clear agreement about desired change – attitudinal and behavioural. Activation planning never loses sight of what needs to change.
Apart from sponsorship, marketing is the one discipline we all have in common. So we understand that, although awareness might be today’s priority, planning needs to take tomorrow into account. Or, although the total addressable market of football fans is eye-watering, the obtainable market is what matters.
Feel, think, do is a great framework. But what and how people feel is a big subject. An example: tribal identity for example is often referenced positively to football, but tribal identity normally sets up an insider/ingroup v outsider/outgroup dynamic. The risk is that you can alienate many more people than you befriend. We apply psychological principles to planning and, when appropriate, behavioural science.