earnest's b2b sponsorship activation breakfast crunched
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Earnest got some of the biggest brands and sporting events in a room, gave them breakfast and asked their thoughts on how to make B2B sponsorship work in a better way for everyone. We've crunched some of the key insights and put them on this handy slideshare to help you plan campaigns more effectively.TRANSCRIPT
B2B Sponsorship Activation Crunched
November 2014
Sponsorship Activation BreakfastEarnest Offices, Thursday 6th November 2014
The way B2B brands and sport come together in sponsorship
activation has changed forever
One thing is clear
Sponsorship should enable us to do
extraordinary things that we couldn’t
do otherwise
JPMorgan
With sport sponsorship B2B brands need to work harder
to get exposure and compete with B2C brands
QBE Europe
But we need to get better
So what should we do?
© Earnest (London) Ltd 2013www.earnest-agency.com
To be an effective partner our sponsors need to communicate
their wider marketing strategy and goals
IRONMAN UK
Set objectives
It’s important for sports and events to deliver against the specific objectives of its
sponsors, rather than delivering a ‘one size fits all’
Goodwood
The best way B2B sponsors and sports can work together
is by delivering shared marketing assets, adapted
for different audiences
Earnest
Collaborate more
It’s important to align our sponsors to wider grassroots
objectives to ensure we get more than one off opportunities
LTA
Bringing sponsorship to life is the biggest
challenge, brands need to go in with their eyes open and give it time
JPMorgan
There are challenges
© Earnest (London) Ltd 2013www.earnest-agency.com
Activation and brand education is the main thing for us. Business
development is important, but we need
to build the brand to help build the business
QBE Europe
We’ve seen really positive internal engagement and awareness when players have come in and met staff
First Utility
But the benefits are clear
The best campaigns we’ve delivered have given B2B audiences meaningful content, creating a real
emotional connection
Earnest
Time for B2B and sport to come a little closer?
To find out more or take part in our next breakfast, get in touch Alistair [email protected] Managing DirectorSport and Entertainment Earnest 12 Great Titchfield Street, London W1W 8BZ Direct line: (0)20 3463 9451
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