This week we looked at figures from the US which shows the changing balance between awareness and direct response for sponsors and advertisers across a range of sectors.

We asked this week’s Friday Forum Panel of Rob Pearson (RobP) of Slattery Communications, Adie McGennis (AM) of Sigmar Recruitment, Richard Pearson of Pledge Sports, and John Cronin (JC) of PwC their views on what branding

When it comes to sporting sponsorship how important is getting a direct response from customers versus simply building brand awareness?

Our panel this morning was split equally but on balance the wider response to the survey showed a bias towards direct response being of importance in making a sponsorship show a return

Sponsorship is primarily for brand building – 35%
Direct response is an important part of any campaign – 42%
Making money from the sponsorship association is a must – 23%

Tell us a campaign that struck you as a good way of getting customers directly engaged?

Red Bull Oculus RiftRobP: Perhaps not a campaign but an activation that impressed me recently was Red Bull’s Oculus Rift – a fully immersive virtual reality experience that simulated the Red Bull cliff diving competition on Inis Mór. What impressed me was that while the event grabbed news and picture editors attention it was hard for the general public to relate to with most having never dived off a 3m board let alone a 27m cliff. The Oculus experience could be booked for private workplace visits through Twitter and appeared at shopping centres around Ireland immersing fans and customers in a branded virtual reality and made them part of the event rather than a spectator.
AM:  Priority selling Guiness products at Guiness Galway Races
RichP: Sainsbury’s sponsorship of 2012 paralympics was one that really worked. The paralympics had massive viewership which resulted in Sainsbury’s getting great engagement which the public. The net effects was growth in sales and boosting of market share over their competitors

JC:  KBC Mobile Banking Trucks

Workplace Fitness Round Table 2014Join us in person at one of our forthcoming Members’ Round Tables.  Click here to see the Autumn schedule covering Workplace Fitness, Sports Tourism and Alcohol and Sport.

What was the last product or service you bought from a company that was involved in a sports sponsorship?

RobP: I’ve been doing a good bit of running lately and needed to buy a pair of proper running shorts. I am now the proud owner of a pair of SKINS running shorts. SKINS are official partners to Dublin, Kerry, Tyrone and Kilkenny GAA.

AM: Probably Paddy Power earlier today. I know they sponsor Manchester City as well as loads of other sports events.
RichP: Pint of Heineken! Its hard not too during the rugby season..
KBC MobileJC: KBC Bank. I would always preference a company or product that supports any grassroots sport over one that doesn’t. I would consider giving back and supporting the community that you operate in is simply part of doing business for successful modern companies.
 
 
 
All our participants in the Friday Forum are full members of the Sport for Business community. To learn more about membership click here.

Think you would be able to offer a fresh perspective? The Friday Forum is a regular feature.  Contact us today if you would be interested in contributing your thoughts on the issues of the day between sport and business.