Sponsorship’s brand new ball game
As sponsorship becomes ever more sophisticated, so too do the consumers. The researcher needs to keep tabs on both
As sponsorship becomes ever more sophisticated, so too do the consumers. The researcher needs to keep tabs on both
Sponsorship used to be a simple tool, whereby one or two brands would badge their names to a high-profile event or team. But in today’s multimedia, multi-platform, even more commercial environment, it’s become an altogether more complex business.
These days we’re seeing several brands partnering with, say, Love Island, then choosing from a raft of associated social media opportunities to maximise their connection beyond the televised show itself. Sponsorship has never been so fast-moving and inventive, which means that the associated research needs to adopt fresh thinking of its own.
If the shoe fits
There are different kinds of partnership, of course. It might be a natural fit, like Kleenex and the weather report, or a created commonality, such as Coronation Street and Cadbury using “The Nations’ Favourite” strapline to assert their shared values.
For researchers, understanding both the nature and strength of a fit is more vital than ever, not least because today’s consumers are more commercially savvy – and possibly more cynical. They will consider if a relationship is symbiotic, or if one party is bandwagoning; and they will respond accordingly. Exploring this more sophisticated consumer response during research is one of the ways we understand whether a partnership has been optimised, who gains what, and how.
Size matters – but not how it used to
Partnerships used to fall into two camps: shallow connection and broad reach (many large sporting events) or narrow reach and deep connection (The Balvenie whisky and artisan events). These camps are less distinct now, as partnerships reaching more people can also create deeper connections. Research sampling must adapt accordingly, with boosts often being used to good effect.
Welcome guest or gate-crasher
Today’s consumers often invite brands into their lives via social media or apps. In return, they expect some kind of entertainment – when Just Eat pops up on The X Factor voting app it should be adding to the fun, not simply gate-crashing.
Thus the sponsor’s engagement with the consumer shifts from passive to active – with more risk involved, but also potential reward. Getting it right can result in more instinctive consumer-brand relationships than usual, which are therefore stronger and more permanent. The challenge for research is to understand the nuances of these new connections, by posing indirect questionsand sensitively interpreting the consumers’ opinions.
The danger of the passenger seat
The sponsored vehicles with the greatest impact on consumers are those that build momentum and elicit emotional investment in the journey. However, the success of such events is also volatile – interest in a World Cup fluctuating with England’s fortunes, the ratings of Britain’s Got Talent dipping with fortunes of the presenters. Media scrutiny can also be a factor. Will success of Love Island suffer amid increasing criticism from mental health groups? Could it face a similar fate to The Jeremy Kyle Show, which was axed after the death of a guest?
In order to understand the fortunes of the vehicle being sponsored, as well as how the partnership is influencing your brand, it’s important to gather time series rather than point-in-time data, and to understand shifting views of the vehicle’s image.
A device in the hand is worth two in the bush
These days media is often consumed on mobile devices. While short attention span presents huge challenges for advertising, it can be where sponsorship performs best. People are physically ready to interact with brands when prompted – after all, they’re already surfing. But understanding the viewing experience of a particular programme is a key aspect of sponsorship research: X Factor and Line of Duty are two very different kinds of rollercoaster – so it helps to know which one you’re riding.
Sponsorship now comes in many guises and the rewards for brands are diverse, understanding the effectiveness of this marketing investment requires a sensitive and thoughtful approach.
