“By experiencing their passion for the sports they love, Heineken can be a part of consumers conversations. If we are part of that then we gain strong awareness and loyalty to the brand.” – Tim Ellerton, Global Sponsorship Manager Heineken
Last week Kuznech visited Russian Sponsorship Forum, the first business event in Russia about sponsorship. One of the most important speakers at the event was the incomparable William Fenton, a co-founder of Find!Sposnorship, Board Director of European Sponsorship Association (ESA) and co-author of The Sponsorship Handbook. In this blog post we summarized the points Mr. Fenton made in his presentation “Sponsorship Market in Europe”.
Use Technology to Get Closer to Your Audience
“The days of high demand and limited supply are over… It’s a new game now. A game where the limited supply is attention.” – Seth Godin
20 years ago, the Internet provided a revolutionary new way to communicate with and provide information to your audiences. Today, the technology enables a seismic shift that allows rightsholders and brands to go beyond mere communication. In the digital world, everyone can create content and distribute it (over social networks, blogs etc.) directly. Eliminating intermediaries and taking control over media and channels opens startling possibilities to entertain, educate, interact and more.
According to Wall Street Journal Procter&Gamble, the biggest advertiser in the U.S., cut its traditional advertising budget by 14% in 2014. P&G has been working to improve its marketing efficiency by investing more in digital media. Chief Financial Officer Jon Moeller recently said that 30% of P&G’s working media is now digital: “We continue to drive marketing productivity through an optimized mix, driven by new, more efficient digital media. We have quietly strengthened and invested in all of our digital capabilities, including mobile, search and social, with a wide range of partners”.