With the huge, new focus on developing giant data sets – for analytics, for micro-targeting – some sponsors have lost their way on sponsorship, shifting the focus from people and passion to data acquisition.
I can see the appeal. When data drives so much about marketing, more data is better, right? Not if it causes you to ignore the gigantic and powerful marketing opportunity that sponsorship presents. Concentrating on data acquisition within a sponsorship is like standing right in front of someone you’d like to ask on a date, but instead of striking up a conversation, you’re staring at your phone, doing background research on him or her, and missing your big opportunity.
I’ve prepared this infographic to illustrate the differences between data-focused sponsorship and fan-focused sponsorship, the pros and cons, and how each approach impacts on brand results.
View Sponsorship, Data, and Maximising Brand Returns (PDF)
Need more assistance?
Additional resources
- The Corporate Sponsorship Toolkit 2nd Edition (book)
- White papers and templates (no signup required)
- Self-paced online training for sponsors – Corporate Sponsorship Masterclass
Working with me
If you’re interested in working with me, I can provide the following options. Just click through for more information, and drop me a line if you want to discuss.
- Strategic sponsorship consulting
- Sponsorship strategy sessions
- Sponsorship training (in-house, group, and partner training)
- Sponsorship coaching and advisory services
- Sponsorship Systems Design™ (for large, diverse, and/or federated organisations)
