SportTrades Economics brought you Active Advertising. I thought I would take this opportunity, during this age of austerity to jog your memory.Most advertising is static. The advert on the web will appear and disappear, the advert in the paper will be read once and thrown away, the television ad or radio will be watched or listened to and forgotten unless really annoying or expensive. The advert in the yellow pages will be passed during a frantic search for an emergency plumber. The adverts on public transport will not inspire or have expired. So active advertising is unique to sport.
Regardless as to whether you sponsor your local youth side or a nationally known professional side the effects are relatively the same. You sponsor your daughter’s football team or your friend son’s volleyball side, the reaction is uniform. If the people require using your services and competition is keen within your locality, customers will be drawn towards your business because of your support for local sport.
Active Advertising can be your ice breaker. During the introductions prior to negotiations, you mention that you sponsor a local basketball side, advertise at the local rugby league ground or sponsor a local community sporting initiative. It is statistically recorded that an increased sense of interest is shown, providing you with a convivial atmosphere to conduct business and increase your chance of success.
Each sporting standard the exposure received is relative. It is the ‘Two Shirts to be Worn’ theory, and covers all levels. The highest level is the easiest to gauge. If we placed two coloured shirts side by side with the sponsor of that football premiership team emblazoned on each. The results on recognition will be high. As we go down the levels off sport, recognition will not be as high due to degrees of exposure. At that point Active Advertising almost becomes a living thing. Each sponsorship or advert will come with different incentives. These will range from the use of facilities to be enjoyed by both staff and clients to hospitality available. You will be held in high regard from the regular visitors for your support and from those in the wider community. You will live the highs and lows of the life of a sports fan. You will all be in it together which can only benefit your company image. Unity through sport.
Active Advertising, your sport, your life.
No comments:
Post a Comment