How do you integrate sponsorship activations with other marketing channels and campaigns?

Ensuring alignment with a sponsor's goals is pivotal in the sales process. Without a comprehensive grasp of how it influences the entire partnership, measuring success becomes challenging. This practice is less common in minor league sports, but I consistently prioritize understanding these dynamics from the outset, addressing potential partnership alignments in the initial meeting before presenting them to a potential partner.

Aligning with BOTH the sponsor goals and your organization's brand is important as authenticity continues to be a highly valued trait in marketing. A sponsor's content cannot be completely standalone and expect to have similar engagement, as that's usually not why the audience is visiting the property's channels. Definitely understand sponsor goals - that's why they're there! - but also have the conversations with them about your own brand and direction as organic overlap will likely be most successful. You may also find unexpected collaboration opportunities!

Integrating sponsorship activations with other marketing channels and campaigns necessitates a strategic and cohesive approach. Start by aligning activations with the sponsor's goals, ensuring synergy between their objectives and your overall marketing strategy. Choose the right channels that complement both the sponsor's target audience and your brand's communication style. Effective coordination with stakeholders, including the sponsor and internal teams, is critical for seamless execution. This integration not only maximizes reach but also enhances the overall effectiveness of the sponsorship, creating a symbiotic relationship that benefits both parties.

Es fundamental comprender los objetivos y valores del patrocinador para garantizar que las activaciones estén alineadas con sus metas. Esto puede implicar incorporar mensajes y elementos visuales que reflejen la marca del patrocinador y sus objetivos estratégicos en todas las activaciones.

Leveraging sponsorships involves strategic collaborations to drive mutual benefits. Take, for instance, the Green Bay Packers and Carhartt. The Packers can capitalize on their partners like Mills Fleet Farm, Kwik Trip, Meijer, and Festival Foods by introducing an exclusive limited edition Packers Carhartt Sweatshirt. By offering this unique product solely through their partners, the Packers can charge a premium, creating a desirable item for fans. This not only generates additional revenue but also strengthens relationships with sponsors. This innovative approach seamlessly integrates sponsorship activations with broader marketing channels, promoting both the team and sponsors while fostering customer engagement and loyalty.

No stakeholder can be ignored. Determining roles and responsibilities and largely sticking to a workback/timeline will be important to success. What will be handled by your sponsor? What will be handled by another individual or team within their brand? Are you coordinating with them directly, or is everything running through your main contact? Do you need to set up touch base meetings, or will email or messaging conversation suffice? Are there agencies involved, and what is their role?

Coordina estrechamente con todas las partes interesadas, incluidos el equipo de marketing interno, el patrocinador y cualquier otra entidad involucrada en la activación. Asegúrate de que todos estén alineados en cuanto a la estrategia, los mensajes y las acciones a implementar para garantizar una ejecución coherente y efectiva.

Maximizing sponsorships involves strategically utilizing a sponsor's O&O channels and aligning with relevant paid channels catering to their customer base. To ensure measurable impact, it's imperative to implement trackable digital content, showcasing down-funnel activities to engage customers effectively. Unfortunately, many partners overlook thorough channel tracking, risking missed opportunities. For heightened awareness, incorporating sponsor marks and involving key figures like players, alums, or mascots in creative campaigns across OOH, television, or radio enhances integration. A campaign emerges by seamlessly weaving sponsorship activations with diverse marketing channels by engaging customers.

Busca oportunidades para promociones cruzadas entre las activaciones de patrocinio y otras campañas de marketing. Esto podría implicar la integración de mensajes o llamadas a la acción del patrocinio en otras campañas, así como la promoción de las activaciones de patrocinio a través de diferentes canales de marketing para aumentar la visibilidad y el compromiso.