"Performance Sponsoring"

Measuring performance of brand activations to attract new commercial partners.

Jonas
|
July 30, 2020
With a predicted decrease of 17BN USD in sponsorship spending this year*, advertisers cut those sponsoring activations first that lead to no measurable results. "Performance Sponsoring" - where measuring impact of brand activations lies at the core - is detrimental to craft offers that attract new commercial partners.

In this article you will learn about:
 

1) Digital assets as an advantage in the portfolio of live marketers
2) How Stagecast enables the shift to "performance sponsoring"
3) How Stagecast was used to measure sponsoring success before

Digital assets as an advantage in the portfolio of live marketers

The world of online marketing has known it for years: What attracts advertisers to pour their budgets into google ads, facebook campaigns and Instagram influencers is widely contributed to one key advantage over other forms of advertisement: Measurability. "Performance Marketing" is the term they coined.

While event marketers were struggling for decades to quantify the Return of Investment (ROI) of their commercial activations to their respective brand partners, their social media colleagues had it much easier: With a simple click of a button, a detailed data report is available that helps to quantify reach, impressions and target groups of postings.

Now that the live industry finds itself in a position where it has to re-invent its commercial strategy and sponsoring offers, digital assets promise a way to retain sponsors and make way for an entirely new portfolio of advertisement assets - a portfolio that offers the same key value as social media marketing does: Measurability. Now is the time for live marketers to shift from selling "outputs" to selling "outcomes". Instead of selling 5 facebook postings and a logo on the court side, live marketers must start selling 100.000 brand exposures across various channels. Now is the time to adapt the mindset of "Performance Sponsoring". And for that, digital sponsoring assets offer a perfect solution.

Now is the time for live marketers to shift from selling "outputs" to selling "outcomes". [...] And for that, digital sponsoring assets offer a perfect solution.


How Stagecast enables the shift to "performance sponsoring"

Stagecast is at the forefront of driving this shift: We offer tools for live marketers that make it easy to create measurable brand activation campaigns across all available channels - both, on-premise as well as off-premise. At the end of an activation, a detailed data report is at the marketer's finger tips, just like when running social media campaigns.


Stagecast Event Analytics help to quantify ROI of Sponsoring efforts.

Campaigns - we call these Stagecast Moments - can be anything from votings, quizzes, speed games and much, much more and are easily integrated into existing channels of live marketers: Websites, Apps and even in-venue screens. Moments are then shared via Social Media, Newsletters, Live Streams or simply via the stadium announcer and get people to participate in real time via all channels. Read more about how Stagecast enables data driven experience marketing here.



Stagecast leads to measurable brand activation results on all channels.

"Stagecast enables us to measure the effectiveness of our brand activation campaigns - which helps us tremendously when communicating success to our clients." 

(Annika Gehlen, Senior Account Manager Apollo 18) 

How Stagecast was used to measure sponsoring success before

As a good example, EHCF used Stagecast to create a live voting on their partner's channels and generated over 8000 votes by well over 1000 fans in less than a week. Read more about the case here.

This is how Stagecast enables the change to "performance sponsoring". How can you leverage digital assets in your sponsoring portfolio? Reach out to us and we are happy to assist in finding the right Moments for you! 


*Source: https://twocircles.com/gb-en/articles/projections-sponsorship-spend-to-fall-17-2bn/