Traditional brand building in a digitally engaged world Adrian Britten & Geale Whyte

IFB

June 23rd 2016

Sponsorship is old school!

Peisistratus of Athens 561-527 BC

The Great Panathenaic Festival

Horse racing, boxing, running

Sponsorship vs advertising

• Advertising

• Disruptive communication

• Drive awareness

• Build brand image

• Sponsorship

• Contextual communication

• Passive media exposure to

transfer asset qualities

• Local activation to engage the

audience

Pairing

Psychology of traditional sponsorship

• Asset already has emotional

properties and evaluations

• Pairing with the asset transfers

those to the sponsoring brand

• Largely without conscious

processing

Asset

Evaluation &

associations

Mere exposure

Evaluative conditioning

Sponsor

Slapping a logo on an asset

• Wrong objectives and measures

• Exposure to signage and TV measure the

inputs not the outcomes

• Brand recall/recognition is a rational not

emotional response

• Digital and social changed everything

• Channels have multiplied and fragmented

• Audience expectations have changed

• Audience behaviour has changed

• Coppetti (2004)

• Target brand image and evaluation

change most when an audience engages

with the sponsored asset

Taking control

Contemporary sponsorship

• Attention – brand exposure while

enjoying the asset

• Engagement – attention and

cognitive effort during exposure

• Evaluation – attitude and valence

towards target brand

• Commitment – change in

preference or choice due to

evaluation change

• Increase brand awareness

• Enhance brand image attributes

• Increase brand preference

• Provide unique brand experiences

Taking control

• Select the right assets

• Negotiate the rights

• That provides engaging content

• Which you can access

• To provoke dialogue and engagement

• Invest effort in contemporary

activation

• Generate the content

• Target owned, paid, earned

• Use all relevant channels

• Compete with other sponsors on

and off your asset

Activating content produces results

Season one social media

Season two print and online media

Thank you