Building your brand and maintaining the marketing of it is essential. As a rights holder in the sponsorship marketing world, you must ensure that your brand is as strong as it can be. That goes for sponsors or brands as well, but also you must seek out properties and brands that will continue to build, develop, and reinforce your brand and all it stands for.
This is an ongoing task, but an essential one. Obviously, there are different ways to market your brand. Sponsorship marketing is one channel. As a company, to build our awareness and profile, develop new business leads, stay top of mind with clients and prospects, and to educate others, we invest a great deal in sponsorship. (I guess we practice what we preach! I would hope that is a good thing. I wonder about the others in the industry at times.) We invest in over 20 different sponsorships with events and properties across Canada each year. These range from $250 at the low end to over $25,000 at the high end. This is an important part of our marketing mix.
Another area in which we build our brand, and educate clients and prospects, is our website. A few years ago, we invested in a redesign. We thought we had the best product with the right elements on our site. But guess what? We didn’t. Our users told us so. Traffic was not down, but time spent on the site was decreasing. There were fewer return visitors. All these were signs that something was wrong! So, you know what we did? We redid our web site. When you make an investment and it doesn’t work, you can’t just live with it (and survive)! You have to fix the mistake… and we did!
We are going one step further; we are also updating our Tuesday Morning Commentary layout to be more integrated with the website. It should be ready to roll before Christmas. Our team has worked hard to produce a better product-more user friendly, with better and easier access to the content you want and need. As Canada’s thought knowledge leader and the only sponsorship marketing agency to share its intellectual property online for all to access, we knew we needed to make our product better.
We made a mistake, but we listened to our audience, reacted and built a whole new website. So, from me to you… tell us what you think! Share your thoughts on our blog, tweet about our new website, post your feelings on LinkedIn, or send us an email . Tell us if all is good or what we still need to do to continue improving.
Thanks in advance for your feedback!
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.