The Sponsorships That Win You Diehard Prospects Now

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The Sponsorships That Win You Diehard Customers Now

Sponsorship and partnerships continue to evolve to promote brand loyalty and advocacy.

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October
28, 2020

4 min read

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In 2003 Maya Angelou said, “People will forget the things you do and people will forget the things you say. But people will never forget how you made them feel. “It's been almost two decades, but it seems that sponsorships and partnerships have started listening to Maya Angelou. The type of sponsorship has evolved.

Sponsorships bring brand awareness

At the origin we have sponsorships, for example when brands pay a high fee to have the naming rights for a certain property. Think MetLife Stadium. There's not a lot of branding out there when you think about it. What does MetLife have to do with professional football? Not much. The naming right gives the brand, in this case MetLife, immense brand awareness. However, awareness is all the brand gets. So when you look at the brand marketing funnel that starts and takes into account brand awareness, purchase intent, brand loyalty and ends with brand promotion, just gaining awareness isn't ideal.

Related Topics: 5 Tips On Using Corporate Sponsorship To Boost Brand Visibility

Partnerships build a deeper connection

Then we started a transition to traditional partnerships. It was then that the marketing world began to take Maya Angelou's advice. As with sponsorships, there is usually a high fee. With partnerships, however, customer engagement is more pronounced, so that the brand gains both awareness and consideration for its partnership. Think Microsoft and the NFL. Microsoft has paid a hefty fee to connect with the NFL and is seen by millions of on-field viewers who are used by professional coaches and athletes to improve the game of football. Consumers see the brand, and if they believe the brand makes the game better, they'll likely consider it. This goes one step beyond normal sponsorship. Microsoft and its partnership are launching campaigns to deepen the connection with consumers. If you haven't seen Microsoft's Create Create campaign, you should see it details how Microsoft is used to help young children transition from hospital to home life while getting the attention and care that you need. The campaign focuses on NFL player Greg Olsen and his child and how Microsoft's technology has affected their lives. This deeper emotional connection associated with the partnership has an impact on consumers.

Related Topics: 5 Tips On Using Corporate Sponsorship To Boost Brand Visibility

The future of partnerships: experience marketing and beyond

If we go further, we will gradually see non-traditional partnerships emerge. Unlike their predecessors, nontraditional partnerships have branding and often no fees – or at least the fee isn't the focus of the business. At its core there is an exchange of values ​​in which each brand uses the intellectual property of the other to increase the value of both brands. A unique aspect of non-traditional partnerships is that their cultural relevance unlocks brand loyalty and advocacy. Think Microsoft and Netflix. In particular, the third season of Microsoft and Stranger Things. Stranger Things celebrates unlikely heroes who have the power to change the world but don't yet know. Microsoft's brand purpose is to help people reach their potential. The brand alignment is there. Microsoft has rolled out Camp Nowhere in all stores and offered STEM workshops for children using Microsoft technology. If you don't know "Camp Nowhere," it got famous in Stranger Things. This partnership campaign took advantage of multiple touchpoints, storytelling and a brand new event. It boosted the image of both brands and helped children feel seen everywhere. Consumers wanted to go to Camp Nowhere and see Stranger Things and use Microsoft products. Microsoft and Netflix received not only brand awareness and consideration, but also purchase intent, brand loyalty, and brand promotion.

Related: 3 Tips for Creating Powerful Partnerships

If more brands are looking to lead their target market through the entire marketing funnel, they should listen to Maya Angelou and look for nontraditional partnerships to shape the minds, hearts and purses of consumers.