December 16, 2015 Rachel Poor

7 QUESTIONS BRAND MARKETERS SHOULD ASK THEMSELVES WHEN EVALUATING SPONSORSHIP OPPORTUNITIES

LOS ANGELES, CA - DECEMBER 12: A general view of atmosphere is seen at the Target & Star Wars Galactic Experience at L.A. LIVE on December 12, 2015 in Los Angeles, California. (Photo by Jason Kempin/Getty Images for Target)

LOS ANGELES, CA – DECEMBER 12: A general view of atmosphere is seen at the Target & Star Wars Galactic Experience at L.A. LIVE on December 12, 2015 in Los Angeles, California. (Photo by Jason Kempin/Getty Images for Target)

If you’re like me, you too have been bombarded with Star Wars marketing from every direction. While watching Quantico the other night, a small animated figure appeared in the bottom right hand corner of my screen to remind me that Star Wars: The Force Awakens was launching in a few days and that I should get my tickets ASAP.  In fact, over the last few weeks, every trip I have taken to the grocery store, to Target and every where in between has revealed endless Star Wars themed options. Similar to the Olympics, every category appears to be represented; from cereal to make-up, it seems as though the Disney marketing team left virtually no stone unturned when seeking/accepting brand partnerships.

But I have to pause and ask you, as I’ve asked myself when BB-8 came rolling across my screen during my favorite show, does it make sense to place your brand in THIS many places? Even if your potential audience spans three generations and could be considered “anyone and everyone” what makes the most sense for your strategy and your business goals? Even if you have an endless budget, these questions are still important to consider.

Within our collective agency experience, our team has worked directly with brands on their sponsorships of major properties such as the Olympics and Super Bowl, and several of our current clients engage partner or sponsorship opportunities. Whenever an opportunity presents itself, whether you’re evaluating participation in a local event or global opportunity, here are a few key things to remember to ask yourself:

  1. What added value does this partnership provide for the brand?
  2. Is this event/entertainment property something our core target believes in, participates in, watches, etc.?
  3. Is affiliating with this partner going to leave a positive impression with our core target?
  4. For brands with a negative perception: does this partnership provide the ability to potentially change perception of our brand in a positive way?
  5. Is there greater visibility associated with partnering with this group that we couldn’t achieve through traditional avenues?
  6. Do other sponsors complement your brand? Why?
  7. Are there extension opportunities that could be used for corporate clients, internal stakeholders, VIPs, etc.?

While sponsorships can mean big wins for brands, it’s important to not force it – a little Star Wars pun, I couldn’t resist.

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