Leading corporate sponsorship strategist Kim Skildum-Reid has urged sporting teams and venues to give up flashing ground signage, saying it harms their sponsors because fans hate it.
“I know why it’s done - research will show sponsor recall is higher. But no one asks the follow up questions: No-one asks, "do you love the company more for doing it? Did you enjoy it?
The value of interrupting advertising is not high – at best it’s wallpaper, and at worst people hate you for it.”
Kim went on to say that sponsors needed to be smarter and work on leverage opportunities to use sponsors as advocates for sporting organisations.
“Sponsors aren’t buying results from you, They are buying a opportunity to leverage it. “People are spending considerable time and money following their teams and we need to preserve and respect that as sponsors. It will be hard but if we work together we can change the mindset.”
No comments:
Post a Comment