Evolution of Sponsorship Activation Techniques Assessment Answer

Activity 7.3

Answer 1

The primary forces influencing the evolution of sponsorship activation techniques are numerous and intricate. One important motivator is greater ROI, which means sponsors seek real business returns on their investments. Another important factor is the growth of digital platforms for marketing and communication (Sponserve, 2017). These platforms enable sponsors to interact with customers on a bigger scale, which has created new activation tactics. Changes in consumer behavior, a stronger emphasis on data and analytics, and a rising recognition of the value of social impact are further factors influencing sponsorship activation methods today. Influencer marketing and the rise of sports entrepreneurship are also significant factors in the change in sponsorship activation techniques, according to a panel discussion at the Diversity Conference 2019 (Think Sponsorship, 2019).

Answer 2

In the next two years, we can anticipate seeing several key emerging trends in sponsorship activation, including a focus on social impact and purpose-driven sponsorships, more emphasis on experiential marketing and personalization, and continued growth in influencer marketing and sports entrepreneurship. Sponsorship activation methods will need to change to reflect the new environment as brands look for more inventive and unique ways to connect with their audiences. Given the effect of the COVID-19 pandemic on in-person events, there might also be a trend toward virtual or hybrid events (Sponserve, 2017). Overall, there will be more of an emphasis on creativity, analytics, and social effect in sponsorship activation in the future.

Answer 3

Through a variety of indicators, including media exposure, social media interaction, sales statistics, and brand awareness, the sponsors evaluate and track the effects of their sponsored activation. The importance of data and analytics in determining ROI and the efficacy of sponsorship investments has grown (Sponserve, 2017). One of the biggest issues the industry has, though, is that it can be difficult to pinpoint a given sponsorship activation's direct impact because outcomes can also be influenced by seasonality, rival activity, and macroeconomic conditions. Additionally, it is difficult to evaluate results among sponsorships due to the usage of various measures and the absence of measurement standardization. As a result, there is a need for more consistent measurement procedures and more open results reporting.

Answer 4

When seeking to link sponsors with material for narrative reasons, vendors face a variety of major obstacles. Finding and creating content that is compatible with the sponsor's goals and target audience might be difficult (Sponserve, 2017). This necessitates a detailed understanding of the sponsor's brand values and messaging, as well as the interests and preferences of the target audience. The requirement to produce engaging and genuine material that connects with the audience is another difficulty. This necessitates a creative approach to storytelling that stays away from overt marketing and instead concentrates on developing memorable, engaging, and emotional connections with the audience. Measurement of the content's influence on the goals of the sponsor and its effectiveness is a third difficulty (Think Sponsorship, 2019). This necessitates a data-driven strategy for creating and promoting content, with an emphasis on metrics like engagement, reach, and conversion rates. And last, it can be difficult to find the ideal ambassadors or influencers to collaborate with. It is crucial to identify people or groups that are in line with the sponsor's beliefs and message and are capable of conveying it to the intended audience.

Overall, these difficulties call for a systematic and team-based approach to content creation and activation, with an emphasis on giving the target audience memorable and impactful experiences while providing the sponsor with measurable financial results.

Activity 7.5

Answer 1

Sponsorship activation techniques are always changing and frequently reflect cultural trends. In the panel discussion on sponsorship and the influencer marketplace at the Diversity Conference 2019, it was revealed that a number of factors are influencing how sponsors are changing their activation methods (Think Sponsorship, 2019).

The panel noted that authenticity and openness in sponsored activations are becoming increasingly important trends. Sponsors are looking more and more to associate themselves with organizations or influencers who match their values and have a strong audience-communication strategy. In order to achieve this, content production and activation must be done in a collaborative manner with an emphasis on giving the target audience meaningful and lasting experiences (Sponserve, 2017). The increased use of data and analytics to gauge the success of sponsoring activations is another trend. The use of data-driven metrics can assist sponsors in determining the ROI of their activations and help them make better investment decisions as they seek to generate measurable business results from their investments. A third trend is the increasing significance of sponsorships with a specific goal in mind, when sponsors want to support social causes or concerns that are important to their audience. This necessitates a more deliberate approach to sponsorship activation, with an emphasis on developing experiences that emotionally engage the audience and have quantifiable social effect.

The need for authenticity and transparency, the necessity of measuring the impact of activations beyond conventional metrics like media exposure or reach, and the need for more collaboration between sponsors and influencers were the main points addressed by the panel. The panel also emphasized the need for sponsorship activation to be more data-driven, with an emphasis on KPIs like engagement, reach, and conversion rates (Sponserve, 2017). Overall, the panel stressed the importance of taking a strategic, team-based approach to sponsorship activation, with an emphasis on giving the target audience experiences they will remember while also giving the sponsor measurable financial results.

Answer 2

The Diversity Conference 2019's panel discussion on sponsorship and the influencer marketplace emphasized the value of content and the usage of influencers in promoting consumer engagement (Think Sponsorship, 2019). The panelists talked about their experiences in this field and summarised the most important lessons they learned. One important lesson was the value of trust and honesty in influencer marketing. Customers are becoming more wary of sponsored content and seeking out reliable, real viewpoints. Influencers bring this authenticity to the table because their distinctive voices and perspectives have helped them gain a following. Influencers must be able to preserve their authenticity and gain the audience's trust while working with sponsors (Sponserve, 2017). Another important lesson was the value of producing content that is consistent with the sponsor's brand values and appeals to the target market. In order to create real, pertinent, and engaging content, sponsors must collaborate closely with influencers. To achieve this, content development must be collaborative with a focus on developing emotional connections with the target audience. The panel also emphasized the significance of going beyond conventional metrics like reach or engagement to gauge the impact of influencer activations. In order for sponsors to fully comprehend how their influencer activations have affected their business goals, they must look at KPIs like conversion rates or brand perception.

Activity 7.9

Answer 1

In terms of my experience working at Nike, I have seen the most authentic use of influencers in terms of the partnership between basketball player LeBron James and athletic apparel manufacturer Nike. James has endorsed Nike for many years, and in 2018, the brand unveiled a new iteration of his iconic sneaker, the LeBron 15, which included the architecture of Akron, Ohio, where he was born. James wore various colorways of the sneaker during NBA games in a video series dubbed "LeBron Watch," which Nike and James made to promote the shoe. The show highlighted James' individual flair and passion for trainers while also emphasizing the creative construction of the footwear.

James' real enthusiasm for trainers and his participation in the creation of his Nike shoes contributed to the campaign's perceived authenticity. A strong emotional connection was also made between the product and the viewer through the use of video content that showed James wearing the sneakers during genuine games. Overall, the campaign was a success in utilizing James' own brand and love of trainers to convey a powerful and genuine message to Nike's target market.

Answer 2

The nature of the relationship between the sponsor and the individual, in my opinion, is the primary distinction between deploying ambassadors and influencers. Ambassadors are frequently well-known people who have a long-standing relationship with the sponsor and are compensated to promote the brand over an extended period of time. Celebrities or sportsmen who have achieved success in a particular field frequently serve as ambassadors (Geurin, 2020). They are required to uphold the brand's ideals and are viewed as a long-term investment. On the other side, influencers are people who have a large social media following and are paid to advertise a business or product for a limited time. Influencers may work with numerous sponsors simultaneously and may not always have a long-term relationship with the brand.

Answer 3

Influencers can give brands the chance to reach a larger audience, produce authentic and interesting content, and improve the reputation and credibility of the company. Brands may forge a more intimate connection with their target audience and foster more brand loyalty by teaming up with influencers who share their values and messaging. Working with influencers can also yield insightful information and statistics on customer preferences and behavior.

Answer 4

Overreliance on one person in a marketing or sponsorship plan may have drawbacks, including loss of control over the message, unfavorable links with the influencer's personal brand, and the possibility of controversy or unfavorable publicity linked to the person. Reliance on individuals can also result in inconsistent messaging over time and a lack of continuity. Therefore, it's crucial to strike a balance between utilizing people's influence and creating a long-term marketing or sponsorship strategy that doesn't depend on them exclusively.

References

Geurin, A.N., 2020. Sport brand ambassadors' experiences in sponsored user-generated branding programs. Sport, Business, and Management: An International Journal, 10(4), pp.451-470. https://www.emerald.com/insight/content/doi/10.1108/SBM-08-2019-0065

Sponserve. (2017). Inside Sponsorship: ‘Aligning benefits to sponsor objectives’, Sponserve. Online. Retrieved on 5 May 2023, from https://www.sponserve.net/aligning-benefits-to-sponsor-objectives/

Think Sponsorship. (2019). Diversity Conference, 2019, Sponsorship and the Influencer Marketplace: Panel Discussion. Think! Sponsorship, and Sports entrepreneurship. Online. Retrieved on 5 May 2023, from https://www.thinksponsorship.com/news-blog/blog/posts/2018/january/2018/may/2018/november/2018/december/influencer-panel-features-at-diversity-2019-think-sponsorship-conference/

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