Target Audiences - Sponsorship in Marketing - Cornwell
Summary
TLDRIn 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
🎯 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.
📱 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.
Mindmap
Keywords
💡Sponsorship
💡Target Audiences
💡Awareness
💡Image
💡Channel Members
💡Reputation
💡Soft Power
💡Employees
💡Fence Sitters
💡Telecommunications Industry
💡Multi-Year Contracts
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
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