As a leading sponsorship marketing consulting firm in Canada, we deal with social and digital media every day with our clients on both the brand and rights holder sides. I don’t think anyone underestimates the power of social media, but what I see is the failure to use it to our advantage.
I watch the industry talk a great deal about integration of social and digital media into their sponsorship programs (either as brands or a properties). We need to think beyond a promotion or mobile adaptation of our website. Properties need to think beyond their own four walls and show their sponsors how they can interact with their audiences beyond their gates or events. If you are a children’s festival or a women’s trade show sponsor, did you know that 70% of Canadian moms aged 25-54 with kids aged zero to 18 at home are 2.5 times more likely to use social media to widen their social circles? Did you know that 63% of this group will search for coupons on their laptops versus only 11% for smart phones. This tells me that, if my sponsor wants to offer a discount, it should be providing online coupons (that can be printed off and brought in… hey, just like these same moms did a generation ago with scissors and the local newspaper). That sponsor should also look at content associated with your event that will allow this group to socialize and interact with people beyond the event. They want to socialize on social media… so how can you and your sponsor help, and the sponsor sell more product or build brand loyalty?
As noted above, couponing is not dead! It has just moved from the newspaper to the online printout. Even with millennials, only 17% are using their smart phones to redeem coupons! 62% are using their laptops to print them out. So yes, your property can work with a sponsor to generate couponing with no hassles about handouts at the exits.
At the SMCC Western Sponsorship Congress™ next month in Calgary, Jillian Frechette, director of marketing and digital media for the Calgary Sports and Entertainment Group (Calgary Flames, Calgary Stampeders, Calgary Roughnecks, and Calgary Hitmen) will deliver a breakout session on how to integrate fans with sponsors through social and digital media. Sport organizations are the true leaders in integrating social, mobile, and digital media into sponsorship programs for their partners.
In my opinion, sport does not and should not be standing alone in this area. The arts, charities, municipalities, member organizations, and other rights holders need to understand the power of integration and how to use it. A theatre company or recreation centre, a marathon or conference could all generate more revenue and deliver better ROI for sponsors if they were to take this leap; if they were to gain the understanding of how to make it work for them. The sooner they get on that bandwagon, the better for them. Of course, there will be the ones that feel “we have nothing to offer,” and they will be the same organizations that are floundering in a few years and blaming corporations for not “supporting them.” The time has come for all sectors of the Canadian sponsorship industry to follow the lead of sport.
These are just one person’s thoughts. Yours are welcomed as well. Please add your thoughts or comments below. Thank you for reading and your feedback.