Guinness recently announced their biggest marketing campaign ever as they launched their sponsorship of the English Premier League. (read the full article here) This comes at a time when most marketers, whether from large multi-national businesses or small local ones, have to justify every £ spent and are often asked to reduce their budgets.
One aspect of Guinness’s campaign that stands out is its relationship with sport. As a consumer brand, Guinness has used the high profile of both rugby and football to engage with its consumer audience and establish relationships with them.
However, you do not need a multi-million pound budget to be able to leverage sport to raise the profile of your business. Numerous smaller clubs and sports locally, though not as high profile as the English Football League, offer opportunities that can help you reach your target audience at a fraction of the cost.
Rugby Union is a perfect example. Whilst it doesn’t attract the matchday crowds that football does, it does have a high percentage of A,B,C1 supporters. If you are targeting business decision-makers, this will give you a great opportunity to raise your profile and engage with their audience either through advertising at a ground or sponsoring the club.
There are also many other local sports opportunities. Sponsoring a local club or event as part of your CSR strategy (Corporate Social Responsibility) can have double the impact. First, it can raise the profile of your business; second, it will show the local population that you are supporting the community and therefore demonstrate the type of business you are, one that is supportive and caring.
As marketers, in a time when budgets are being squeezed, we are reviewing all our activities to ensure it is as effective as possible. Looking at the different ways we can raise our profile and engage with our audience. Don’t rule anything out, but always ensure a good return on investment and measure this on a regular basis.
If you would like to discuss how we can help you plan and execute your marketing activities, we’d be happy to run a discovery session with you at no cost.
To find out more please get in touch by emailing me owen@ewo.uk.com or calling 01844 273026
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