On many occasions, we have stated that sponsorship generates purchase intent for brand partners. Increased positive brand recall increases the likelihood of product purchase. However, directly attributing an increase in sales, such as saying that a sponsorship sold 500 more cases, is not feasible without an extensive and costly study that takes into account the multiple variables in the sales and purchase process. Unless, of course, those 500 boxes were sold at the stadium during the event.
To get accurate data without great expense, a study of actual past purchases, collected through longitudinal web surveys with sports or entertainment fans, can be very effective. At SMART, we have had excellent results with this method.
Strategies to Convert Intention into Action
Sponsorship does not automatically generate product purchase; it takes a robust sponsor strategy to bridge the gap between intent and action. Here are some practical tips to motivate purchase without investing millions in complex research:
1. Activate Sponsorship
Activating sponsorship is essential. Not activating sponsorship is like buying a Ferrari and not showing it off on the streets. A good activation, aligned with KPIs, is the best way to maximize the impact of sponsorship.
2. Control the Advertising Space
Don't let the competition advertise in the TV slot during the game without the presence of your brand. This is a fatal marketing and communication mistake. Ensure your visibility at key moments.
3. Concise messages on billboards
If you have contracted communication on billboards inside the stadium, include some attribute of the product in no more than one word. This facilitates recall and drives purchase at the point of sale.
4. Direct Communication with Fans
Using the stadium's private network or your own network to communicate directly with fans is very effective and efficient, generating a personal approach that increases engagement.
5. Include the Team Logo on the Packaging
Incorporating the team logo or photos of the players on the product packaging is a classic but effective strategy that will last and facilitate the purchase action at the end of the selection process.
Conclusion
Bridging the gap between purchase intent and action requires a well thought out and executed strategy. In 2024, with the right tools and methods, it is possible to maximize the impact of sponsorship without exorbitant investments. By following these tips, you can turn intent into action and generate tangible results for your brand.
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