connecting people,opportunities and ideas

• Audience Fragmentation – there are many more channels to reach consumers as content becomes much more targeted for specific demographic niches
• Costs – ratings and readership has declined while cost per viewer and reader for advertising has increased
• Attention loss – consumers are tuning out, zoning out or become more savvy about where the attention goes
• Sponsorship is: Interactive – while advertising is a monologue, sponsorship is dialogue
• Emotional – it taps into events, places and causes that consumers are passionate about
• Relevant – it reaches consumers in places they choose to be in
• Immersive – through multiple touch points and components
• Efficient – cost per impression are lower, and cost per interaction is more valuable

Sponsorship benefits can include:

• Lead generation – gain qualified leads to the targeted audience at property through incentive programs

• New business development – onsite conversion through hospitality, consumer audience, other rights-holders or property itself

• Increase customer/brand loyalty – increased equity via association with high prestige property

• Create awareness & visibility – using a multiplier through media coverage of event/property

• Change/reinforce image – through alignment with like-minded property

• Drive retail traffic and showcase brand attributes – through sampling and couponing

• Showcase community responsibility – through sponsorship of local events/causes with particular meaning to the community

• Hospitality and Entertainment – use tickets and hospitality at and for sponsored properties to foster deeper relationships, reward customers and recruit and retain employees

• Sub-segment targeted demographics – through particular locations for consumer intercept, types of offers and communications

• Differentiate from competitors – by locking them out of the sponsorship through negotiated exclusivity

• Achievement of multiple objectives – you can all of the above plus media, through sponsorship