Whether you are profiling your audience for the first time or updating it, this research tool will allow you to better understand the people you are reaching, their interests, demographics and consumption habits, so you can be well prepared to re-engage and target sponsors!
Wimbledon is one of the most famous events in the world—and not only for the displays of athleticism on the courts. The tennis tournament is also known for its chic style, respect for tradition and a conservative approach to politics that harken back to another era.
Sponsorship professionals spend a significant amount of time examining how we, as an industry, are succeeding or falling short in our constant efforts to improve. But we must also not lose sight of the external forces that can either propel or impede our efforts.
Drafting a new sponsorship strategy is hard work. It’s usually done in response to a crisis in an organization. Whatever the circumstances, drafting up a new sponsorship strategy often requires making meaning out of a mess.
A growing number of brands are promoting themselves as leaders of positive social change and positioning themselves as beacons in a storm. They participate in social debates and have had the courage to take controversial positions even if it has meant alienating some their customer base.
While men are often applauded for looking “handsome” or “well-dressed”, fashion has typically been considered too frivolous or eccentric to be a truly masculine interest. Twenty years ago, the idea that a famous designer or clothing brand could play as big a role in the life of a sports team or popular musician would have seemed absurd. And yet, among the younger generations of men today—both Millennials and Gen Z—this is exactly what is happening.
Recreational cannabis manufacturers had a unique opportunity to make their brands known before cannabis restrictions were put in place following legalization during the summer of 2018. Some brands used sponsorship, associations with celebrities, experiential marketing, event licensing, and derivative products to build awareness among potential audiences.
Montreal consulting firm The PNR recently interviewed Jay Hébert, Elevent's CEO, to talk about marketing, the future of sponsorship and the challenges of building a new kind of agency. We thank Nectarios and The PNR for this opportunity.
Traditionally, college sponsorship was the domain of college athletic programs – what we call in our industry the university’s “front door” – but, over the past years, this model has been shifting to now encompass the whole academic ecosystem. This new trend is often referred to as campus-wide sponsorship.
Sponsorship partnerships can be a brilliant marketing tool. Nothing else in the marketer’s toolbox can generate such a positive emotional response from customers. It really can be the magic dust that transforms the way customers think and engage with your brand.
Discover the five key steps that, if followed, would make sponsorship partnerships significantly more impactful.