Target Audiences - Sponsorship in Marketing - Cornwell

Summary

In the video script titled 'Sponsorship and Marketing,' Bettina Cornwell discusses various target audiences for sponsorships, emphasizing the importance of aligning with consumers, channel members, government or community, and employees. She highlights the significance of understanding short-term and long-term goals for each audience, such as raising awareness, building team spirit, enhancing reputation, and fostering employer branding. Cornwell also stresses the need for strategic thinking in identifying the sponsor's target audience, particularly focusing on potential customers and those who might switch to the sponsor's product, rather than just matching demographics.

Takeaways

• 🎯 Sponsorship is a relationship between a brand and an event, often used for communication purposes.
• 👥 The primary target audiences for sponsorship include consumers, channel members, government or community, and employees.
• 💡 Consumers are targeted for awareness, image, and ultimately, product purchase or loyalty.
• 🤝 Channel members are targeted to build team spirit and facilitate cooperation, as seen with Chick-fil-A's Peach Bowl sponsorship.
• 🏢 Sponsorships can enhance a brand's reputation and foster international understanding, exemplified by Gillette's World Cup sponsorship.
• 👩‍💼 Employees are engaged through internal team building and employer branding to attract potential future staff, like Enterprise Rent-a-Car's collegiate sports sponsorship.
• 📈 The effectiveness of sponsorship is often discussed in terms of demographic overlap with the sponsor's target market.
• 📱 In the telecommunications industry, the target audience might be 'fence sitters' or those not currently using the sponsor's product.
• 📉 Multi-year contracts can limit the potential audience for sponsors, as customers may already be committed to a different provider.
• 🔍 Sponsors are particularly interested in reaching new or untapped audiences where their product has not been previously used.

Q & A

What is the primary focus of the discussion in the script?

The primary focus of the discussion in the script is on understanding different target audiences for sponsorship and how to effectively communicate with them.

Why are consumers an important target audience for sponsorship?

Consumers are an important target audience for sponsorship because they are often looking for awareness or image, with the ultimate goal of purchasing or trying the product, potentially leading to loyalty.

What role do channel members play in sponsorship?

Channel members play a role in sponsorship by potentially increasing awareness and providing team-building opportunities, as exemplified by Chick-fil-A's sponsorship with the Peach Bowl involving their franchises.

How does sponsorship help in building a company's reputation?

Sponsorship can help build a company's reputation by associating it with positive events or causes, which can lead to international understanding and soft power, as illustrated by the example of a country's products sponsoring events like the World Cup.

What is the significance of employee sponsorship in terms of human relations?

Employee sponsorship is significant for human relations as it can be used for team building, fostering esprit de corps, and enhancing employer branding, especially when targeting potential future employees.

Why is it important for sponsors to understand the demographics of a fan base?

Understanding the demographics of a fan base is important for sponsors to ensure that the target market aligns with the fan base's characteristics, such as age or gender, to effectively reach their desired audience.

What is the concept of 'fence sitters' in the context of sponsorship?

In the context of sponsorship, 'fence sitters' refers to potential customers who have not yet purchased the sponsor's product but are open to changing their preference, making them a key target audience.

How can a sponsor's target audience differ from the fan base of a sponsored event?

A sponsor's target audience can differ from the fan base of a sponsored event because the sponsor is often more interested in reaching potential customers who are not currently using their product or service, rather than just the event attendees.

What challenges might a sponsor face when trying to reach an audience that is already committed to a competitor's multi-year contract?

A sponsor might face challenges reaching an audience already committed to a competitor's multi-year contract because these individuals may be less likely to switch to the sponsor's product or service during the contract period.

How can a sponsor identify an untapped market within a fan base?

A sponsor can identify an untapped market within a fan base by looking for segments of the audience that have not previously used their product or service, indicating a potential for new customer acquisition.

Why is it crucial for sponsors to have a clear strategy for targeting specific audiences?

It is crucial for sponsors to have a clear strategy for targeting specific audiences to ensure that their sponsorship efforts are aligned with their marketing goals and to maximize the return on their investment.

Outlines

00:00

🎯 Target Audiences in Sponsorship

Bettina Cornwell introduces the concept of target audiences in the context of sponsorship and marketing. She explains that sponsorship is a relationship between a brand and an event, often used as a communication platform. The primary audiences for sponsorship are consumers, who are typically sought for awareness or image enhancement with the ultimate goal of purchase or loyalty. Channel members are also considered, aiming for awareness and team building, exemplified by Chick-fil-A's Peach Bowl sponsorship involving their franchises. Government or community can be an audience, seeking to build a reputation and soft power through international associations, as in the case of Gillette's World Cup sponsorship. Employees are another target, focusing on internal team building and employer branding to attract potential future employees, as Enterprise Rent-a-Car does with collegiate sports. The discussion highlights the importance of understanding both short-term and long-term goals for these audiences.

05:01

📱 Sponsorship and the Telecommunications Industry

The second paragraph delves into the specifics of targeting audiences within the telecommunications industry. It discusses how sponsors aim to reach fence-sitters or those who might switch from a competitor's product. The example given involves a telecommunications carrier whose target audience is reduced by fans who already have contracts, either with the sponsor or with a different carrier with hard-to-break multi-year contracts. The scenario also considers a situation where the sponsor's product is unfamiliar to the fan base, presenting an opportunity to communicate the brand to a wide, untapped audience. The summary emphasizes the strategic thinking required to identify and engage the right target audience in sponsorship marketing.

Keywords

💡Sponsorship

Sponsorship refers to the support, usually financial, that a company or brand provides to an event, person, or organization. In the context of the video, it is a relationship between a brand and a sport, art event, or community event used as a communications platform. Sponsorship aims to create awareness, improve image, and ultimately drive purchases or loyalty among consumers.

💡Target Audiences

Target audiences are specific groups of people toward whom marketing efforts are directed. The video discusses various target audiences for sponsorship, including consumers, channel members, government or community, and employees. Each audience has different goals associated with the sponsorship, such as building awareness, team building, or improving reputation.

💡Awareness

Awareness in marketing refers to the degree to which a target audience is familiar with a brand or product. The video mentions that one of the near-term goals of sponsorship is to create awareness among consumers about the brand or product, which is a stepping stone towards purchase or loyalty.

💡Image

Image in the context of marketing and sponsorship is the perception that consumers have about a brand. The video suggests that improving or enhancing the image of a brand is another near-term goal that sponsors aim to achieve through their association with events or teams.

💡Channel Members

Channel members are the various entities involved in the distribution of a product, such as retailers, wholesalers, and franchisees. The video points out that sponsors may target channel members to build awareness and facilitate team building, as exemplified by Chick-fil-A's sponsorship of the Peach Bowl involving their franchises.

💡Reputation

Reputation in the video refers to the overall opinion or esteem in which a brand, country, or organization is held. Sponsoring events can help build a positive reputation and create soft power associations, as mentioned with the example of a country's products building international understanding through sponsorships like the World Cup.

💡Soft Power

Soft power is the ability to influence others through appeal and attraction rather than coercion or payment. The video discusses how sponsorship can be used to build soft power by associating a brand or country with positive events or teams, thus enhancing international relations and understanding.

💡Employees

Employees are considered an internal audience for sponsorship. The video explains that sponsorship can be used for team building and improving employer branding, which can attract potential employees. An example given is Enterprise Rent-a-Car's involvement with collegiate sports to connect with future employees.

💡Fence Sitters

Fence sitters are individuals who have not yet made a decision or commitment to a particular brand or product. The video emphasizes the importance of targeting fence sitters in sponsorship marketing, as they are potential customers who might switch to the sponsor's product.

💡Telecommunications Industry

The telecommunications industry is used as an example in the video to illustrate the concept of target audiences in sponsorship. It discusses how sponsors might focus on fans who do not currently have a contract with their telecommunications service, making them a potential target audience for switching to the sponsor's service.

💡Multi-Year Contracts

Multi-year contracts are long-term agreements that can create barriers to switching brands or services. The video uses the example of telecommunications contracts to explain how such contracts can limit the potential target audience for sponsors, as fans with existing contracts may not be open to changing providers.

Highlights

Sponsorship is a relationship between a brand and a sport, art event, or community event used as a communications platform.

Target audiences for sponsorship include consumers, channel members, government or community, and employees.

Consumers are targeted for awareness, image, and ultimately purchase or product trial and loyalty.

Channel members may be targeted for awareness and team building opportunities.

Chick-fil-a's sponsorship with the Peach Bowl is an example of channel member engagement.

Government or community sponsorship aims to build reputation and international understanding.

Gillette's sponsorship of the World Cup is an example of using soft power in sponsorship.

Employees are an internal audience for team building and employer branding.

Enterprise Rent-a-Car's collegiate sports sponsorship targets potential future employees.

Short-term and long-term goals are considered when targeting sponsorship audiences.

The overlap between fans and the sponsor's target market is crucial for effective sponsorship.

Demographics of the fan base should match the sponsor's target audience.

Sponsors are interested in fence sitters and those who might switch to their product.

The telecommunications industry example illustrates the challenge of targeting audiences with existing contracts.

Sponsors need to identify and communicate with potential customers who have not used their product before.

A different thinking approach is required for target audiences in sponsorship and link marketing.

The lecture concludes with a summary of the different target audiences and their significance in sponsorship.

Transcripts

hello I'm Bettina Cornwell this is

sponsorship and marketing and we'll be

talking about target audiences so some

of the target audiences for sponsorship

are listed here and we have to think

sponsorship is this relationship between

us brand and a sport art event in the

community and usually they're utilizing

that for a communications platform so

who do they want to communicate with in

this platform so we'll start with

consumers because it's so very familiar

and straightforward right so consumers

are usually looking for awareness or

maybe image and these are near term

goals and ultimate goal would be to

purchase or to try the product as an

ultimate goal maybe even loyalty as

things go along so channel members are

not maybe as top of mind for people but

if channel members we would also like

awareness we might also have sort of

team building an opportunity for people

to get together a good example here

would be chick-fil-a and their

sponsorship with peach Bowl where their

franchises are involved and that builds

that sort of team feeling with those

internal channel members yeah and what

we want there is probably facilitation

right another unusual or less common

discussion point would be an audience of

government or community and here we

probably want reputation

the thinking being that there are

opportunities sometimes for a country

sometimes for a country's products to

build an international understanding of

soft power of associations positive

associations with a group instead of any

hard power so soft power might be a good

example might be guitar and their

sponsorship of world world-class soccer

right so the World Cup and they want

maybe cooperation yeah as an outcome yet

another target for sponsorship is

employees and we could think of

employees as our internal audience in

terms of team building in terms of

esprit de corps another area is in

employer branding and here we're

speaking to potential employees an

example would be enterprise rent-a-car

they've done a lot of things with a

collegiate sports they are interested in

meeting up with people who might be

their employees into the future so those

are our human relations HR kinds of

outcomes remember these are our

short-term these are long term

so all good and well many audiences more

than what is listed here however there's

a point in discussion about target

audiences that deserves more detail and

more yeah more strategy some circles

going here so if we think about for

example sponsoring sport we have fans

and people think about the sponsors

target market so we also interested in

this overlap here yeah and people will

discuss the demographics of our fan base

being very good for the sponsor and

matching up to youth audience or we have

a lot of male viewers of our sport

whatever the case might be and that's

all well and good but what we really

want to talk about is actually the

sponsors target audience

this is somewhat different to say that

we're trying to find the people we need

to talk to the fence sitters that

haven't purchased our product those who

have another product but it might change

to ours in the moment so let's think of

the telecommunications industry for a

moment we all have our contracts right

and they may be multi-year contracts you

may have purchased the phone within this

contract

and so in this particular situation

let's say that half the fans have the

sponsors product they they have a

contract with this telecommunications

carrier well then that cuts down this

audience potential the people they want

to talk to to this group all well and

good what if another batch of fans

another quarter hey have yet a different

carrier not the sponsors carrier but

they also have a multi-year contract

which is really hard to break and so

they wouldn't really be an audience

member either unless you had some way to

get past that barrier to changing over

let's think about another situation say

this sponsors products well none of the

fan base here has used it before or very

few and it's a situation where all of

this is useful yeah to the sponsor all

of these people might be in their target

audience people with which they need to

communicate in order to talk about their

brand all right so a little bit of

different thinking and target audiences

in sponsorship link marketing thank you

you