Managing Director Kyle Romaniuk visited Montreal last week for the 2012 Canadian Sponsorship Forum. The Forum travels around the country each year, showcasing some of the most successful sponsorship stories in Canadian business. Never missing an opportunity to learn from an experience, Kyle took the time to document his insights and a few of the breakout ideas shared by some of the most influential thinkers in Canadian sponsorship.
Highlights from the Canadian Sponsorship Forum, 2012, Montreal
My biggest takeaway this year was the realization/validation that when you reverse-engineer what works in sponsorship, the same approach can be applied to a brand strategy, marketing plan, digital campaign, etc. Connect emotionally with your audience and create a memorable experience — this creates more impact, builds loyalty, and increases your market share.
A few other thoughts: Have a reason to exist beyond product and service; a shared purpose or mission, a story worth telling that will inspire internal and external audiences. The reason why you exist and the desired outcome should inspire the outputs. Produce a few very well executed touchpoints integrating digital, experiential and traditional to not only reach, but engage and involve your audiences.
Everything successful is built on a shared passion, belief or purpose. But, make sure an individual’s passion (even if it’s that of the CEO) doesn’t get in the way of what’s right for the brand and all of its audiences.
But enough from me. Here’s a sampling of the stand-out ideas from this years’ outstanding speakers. - K.R.
The magic number for sponsorship success – three. No more than three objectives. Set three measures. Sign up for at least three years (sponsorship always begins to maximize in year 3). No more than three activation tactics (after that it’s a waste of money and people don’t care). Three opportunities to intercept. Three minute wait time (not hours!). Three dollars per attendee.
Don Mayo, Global Managing Partner
83% of consumers want a company to be involved with a cause, and it’s about more than just saying “proud supporter” and putting a logo on a box; it’s about integration and building commitment with customers.
Nancy Marcus, Corporate Vice President Marketing
Switch from the four Ps to the four E’s — engagement, experience, exclusivity and emotion.
Oliver Robert Murphy, Global Head of New Business
Universal Music Group
When you combine YouTube with TV advertising, the drive brand recall is two-times higher than TV alone. Personalize everything; the ability to be unique online is extraordinary.
Nicolas Darveau-Garneau, Managing Director
Kyle also had a chance to check out the 30th Annual Just for Laughs Festival, the host of this year’s Sponsorship Forum. But that’s a story for another post…
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