GUEST AUTHOR – MARKETING CHANNELS
JACKIEFASTinvestigateshowsponsorship
fitsintothemarketingmix.
Traditionally,thegrand
sponsorshipdealwasasmuch
It’samedium
events,data-focusedseminars, opportunitiesavailableforthe
conferencesandsymposia,and marketertoconsider.
aboutthekudosofbeingseento
whichcancreate
theYoungSparkAward Sponsorshipcanactually
beapatronofprestigioussports organisedbyDMAScotland. workbetterforB2Bbrandsthan
andartsspectacles,asitwasan
tangible Equifaxhasintegratedthis B2Casthereismoreflexibility
exerciseinengagement.
Nowadays,findingtheright
‘touchpoints’for
sponsorshipintoitsmarketing totherelationshipandthe
campaignandreaches audienceishighlytargeted.
sponsorshipvehicle,asopposed
tothemostillustrious,isvitalfor
theconsumer
potentialcustomersinways Ifyouhavenotyetthought
thatarenotpossiblethrough aboutintegratingsponsorship
measurabilityand
tocomeinto
otherchannels. intoyourmarketingmix,orfelt
demonstratingROI.
Integratingsponsorshipinto contactand
Asthispartnershipshows, itwasn’tusefultoyourtypeof
sponsorshipisaversatile business,takealookatyour
themarketingmixmeansthat
thetargetingstrategybehinda
interactwith
marketingchannelthatiswell currentmarketandwhatyour
suitedtoB2Bbrands,notjust competitorsaredoing–itmay
sponsorshipprogrammeshould
benodifferenttothatforany
abrand.
B2Cbrands. surpriseyou.
Whilesportandthearts
otherformofdirectmarketing maybethefirstsponsorship
JackieFastissponsorship
campaign. vehiclesthatcometomind,
managerfortheUKDirect
Outsideofsportand therearemanymore
MarketingAssociation.
entertainment,marketersare
nowturningtheirattentionto
sponsoringnon-traditional
vehiclesthatlackabroadpublic
profile,butarenonethelessthe
rightmediumforreachingtheir
exacttargetmarket.
Recentsponsorshipdealsthe
UKDirectMarketingAssociation
(DMA)hassignedwithRoyalMail,
Equifax,Xerox,andothermajor
brands,showhoweffectivethese
partnershipscanbe.
Forexample,Equifax,aglobal
leaderincreditandbusiness
information,recentlysigneda
dealtobecometheofficialdata
sponsoroftheDMAtopromote
its‘HeartofDataIntelligence’
campaigntotheUK
marketingindustry.
AsmanyoftheDMA’s
corporatemembersareprime
usersandsuppliersofdata,this
wastheexactmarketEquifax
wantedtotarget.
Thesponsorshipdealhas
enabledEquifaxtoengagewith
itstargetmarketthroughhaving
astrongbrandpresenceatthe
DMA’s2008and2009DMA
Awards,regionalandnetworking
www.dmi-news.com May2009 31
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