Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Prochain SlideShare
2010-11 Capitals Corporate Sponsorship Catalog
Suivant
Télécharger pour lire hors ligne et voir en mode plein écran

Partager

Psych Eye for the Sponsorship Guy

Télécharger pour lire hors ligne

Four effective digital activation strategies for sports sponsorship using need-to-know psychology

Livres associés

Gratuit avec un essai de 30 jours de Scribd

Tout voir

Livres audio associés

Gratuit avec un essai de 30 jours de Scribd

Tout voir

Psych Eye for the Sponsorship Guy

  1. 1. Psych Eye for the Sports Sponsorship Guy Four effective digital activation strategies for sports sponsorship using need-to-know psychology 1 Dr Paul Marsden Psychologist @marsattacks
  2. 2. SUPER SPONSORS How can digital make sponsoring an athlete, event, team, league, or stadium more effective for sponsors? 2 Jensen, J. A., & Hsu, A. (2011). Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance. International Journal of Sports Marketing & Sponsorship, 12(4). SPONSORS MARKET AV. GROWTH (CAGR) STOCK PERFORMANCE SUPER SPONSORS SPONSORS MARKET AV. +1.31% +10.26%
  3. 3. Some, like Dallas Mavericks owner Mark Cuban believe digital is a distraction, associated with boredom… 3
  4. 4. Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals 4 Adidas prints 3D lace locks #3D
  5. 5. Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals 5 The North Face live cast at Masters of Snowboarding event #LIVECAST
  6. 6. Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals 6 Nike offers in-app personalised motivational message from sponsored athletes #PERSONALISED Tiger Woods Congratulations on your fastest mile!
  7. 7. Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals 7 Crowdfunded sponsorship on Crowdtilt from Jamaican bobsled team #SOCIAL
  8. 8. Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals 8 Is DTF - Direct to Fan - the new model for sponsorship? #DTF
  9. 9. Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals 9 Intel Inside sponsorship, FCB and the Internet of Things #IOT
  10. 10. Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals 10 Sponsors providing data to enhance enjoyment #DATATAINMENT
  11. 11. Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals 11 With bigger audiences than NBA finals, is the future esports? #ESPORTS
  12. 12. Digital agencies, on the other hand, are pushing all manner of digital initiatives to ‘activate’ sponsorship deals 12 Using sponsored athletes performance in wearable tech #WEARABLE
  13. 13. But to have a clear idea of what can work, we need to understand the basic psychology of sponsorship 13 #3D #DTF #DATATAINMENT #IOT #IOT #SOCIAL #LIVECAST
  14. 14. Unlike advertising that works primarily by persuasion, sponsorship works by association 14 ADVERTISING PERSUASION SPONSORSHIP ASSOCIATION
  15. 15. People store ideas in their minds - whether about people, brands or things - as networks of mental associations 15
  16. 16. For example, who you ‘are’ to a friend is defined by the sum of mental associations they make about you… 16
  17. 17. And these associations determine not only meaning (sense) but also feelings (sentiment) 17 SENSE SENTIMENT Wang, R. T., & Kaplanidou, K. (2013). I want to buy more because I feel good: the effect of sport-induced emotion on sponsorship. International Journal of Sports Marketing & Sponsorship, 15(1).
  18. 18. 18 SPORTS PERFORMANCE JUST DO IT SWOOSH FOOTBALL RUN COOL VICTORY The same goes for sponsors - sponsors are defined in our minds by the network of associations we make around them
  19. 19. Sponsorship is the art and science of selectively reinforcing associations to improve sense, sentiment and salience 19 VICTORY Pracejus, J. W. (2004). Seven psychological mechanisms through which sponsorship can influence consumers. Sports marketing and the psychology of marketing communication, 175-190., Chicago
  20. 20. Sponsors can activate and reinforce an association by sponsoring a property that shares a target association 20 VICTORY Hoek, J. (1999). Sponsorship: An evaluation of management assumptions and practices. MARKETING BULLETIN, 10, 1-10. Chicago
  21. 21. RUN When both parties share an association (AKA ‘associative coherence’), the association is reinforced and gets stronger 21 SPORTS PERFORMANCE JUST DO IT SWOOSH COOL FOOTBALL VICTORY
  22. 22. Psychologically, the primary role of digital activation is to further reinforce this shared and strengthened association 22 VICTORY Tiger Woods Congratulations on your fastest mile!
  23. 23. Interestingly the very act of sponsoring reinforces two particular associations around ‘quality’ and ‘fitness’ 23
  24. 24. We implicitly infer only ‘fit’ brands can afford to sponsor, and only ‘quality’ brands will be allowed to sponsor 24
  25. 25. Like the peacock tail, sponsorship is a form of ‘costly signalling’ associated with fit, quality ‘genes’ 25
  26. 26. So it will usually be effective to focus digital activation around ‘fitness’ and ‘quality’ - whoever the sponsor 26
  27. 27. In other words, sponsorship is a form of ‘conspicuous consumption’ - a costly but effective show-off display 27
  28. 28. 28 And what’s interesting about conspicuous consumption today is that it is changing - towards ‘conspicuous compassion’
  29. 29. Conspicuous compassion is the visible signalling of fitness and quality through benevolence 29 #FIRSTHOMEGAME Coke’s Sprite brand renovating LeBron’s childhood court https://www.youtube.com/watch?v=_FGKofNiRzo
  30. 30. We’re likely to see a lot more effective digital activation of sponsorship based on conspicuous compassion 30 #MAKETHEFUTURE Shell’s sponsorship of soccer pitch in Morro da Mineira favela Rio de Janeiro https://www.youtube.com/watch?v=iGsThiLDxzc
  31. 31. Is the future of sponsorship is conspicuous compassion? 31 #IMMORTALFANS Increasing organ donations by 54% with Immortal Fans and Brazilian Sports Club Recife - https://www.youtube.com/watch?v=vUi6zTTpi3E
  32. 32. So that’s it, 4 digital slam dunk digital activation insights for sports sponsors 32 ASSOCIATIVE COHERENCE ‘FITNESS’ FOCUS SPONSOR ‘QUALITY’ CONSPICUOUS COMPASSION
  33. 33. For more practical marketing psychology digitalintelligencetoday.com 33 Dr Paul Marsden Marketing Psychologist @marsattacks
  • SportDimensions

    Jun. 4, 2019
  • siccorsky

    Mar. 11, 2018
  • aaronbhawan

    Mar. 5, 2015
  • janettetoral

    Nov. 15, 2014

Four effective digital activation strategies for sports sponsorship using need-to-know psychology

Vues

Nombre de vues

2 945

Sur Slideshare

0

À partir des intégrations

0

Nombre d'intégrations

509

Actions

Téléchargements

83

Partages

0

Commentaires

0

Mentions J'aime

4

×