Hyundai has chosen, as activation of the sponsorship with the National Football League - NFL, modulbox as the event and roadshows modules. The know-how developed by 3e60sport, in terms of Sponsorship Activation and Brand Experience, is also applied in the United States. Modulbox is a technical solution that allows Hyundai cost-efficient in the logistics and management of their small sports villages and Fanzones.
This case-history gives us the opportunity to talk about Sponsorship Activations.
Sponsorship is the best platform for marketing to make a difference in your business
Marketing your product or service through sports is a full alternative to traditional media marketing and a platform where consumers are receptive to hearing your message. When looking more specifically, the data points to how motorsports, and also emerging sports, score much higher than the average messaging engagement figures captured by SportsBusiness Journal in their annual online survey. Much of traditional media (think TV ads, print, social media ads) is “interruptive” by nature. It is unnatural, forcing you to view their pitch while you’d rather be watching/listening to something else. In sports, sponsorship is enthusiastically accepted and intrinsically linked to a team/driver’s ability to compete.
The SportsBusiness Journal online survey of 18 to 64-year-olds, taken in June and July 2017, found 23 per cent of fans are “receptive,” or responsive to sponsor messaging. Much higher than the traditional engagement figures.
With an integrated sponsorship program focusing on activation, you can engage the most important stakeholders of your business. You will leverage the right mix of assets to do this differently across audiences. First up is one of the most popular KPIs marketers need to show and that is how to connect sponsorship to sales growth. In this case, your employees, partners, and customers all have some level of impact on growing your business. Instead of isolating each one, challenge your team to engage all three parties through your sponsorship platform.