The way companies market is changing and so are their priorities. As sponsorship professionals seeking support from the corporate sector, it is imperative that we recognize this evolution in marketing and build more meaningful partnerships that address corporate objectives head-on.
From what I’ve read recently, the following marketing priorities will be occupying the minds of marketers in 2018:
1. Topping the list of priorities was Understanding the Customer and their Buying Journey. In a nutshell, companies are focused on data, to identify, track and convert prospects into customers. They are using this information to develop products and messages that resonate with a variety of customer profiles.
2. Movement towards One-On-One Marketing and Providing Unique Customer Experiences – in today’s complicated consumer environment, customers are looking for unique and engaging experiences. By creating social experiences and emotional connections, you can forge deeper relationships with your customers.
3. Brand Storytelling through visual imaging and content messaging. Companies are using a variety of mediums to build awareness and relationships with their customers about their products and values. Your brand story is more than what you tell people. It is what they believe about you based on all the signals your brand sends out.
4. Companies are using Content Marketing as a means of differentiating and supporting their brand as well as offering value back to their customers. Giving useful information without always including a promotion is the key to developing loyalty and trust.
5. Companies are relying more on Social Media for Customer Engagement with creative content, rather than simply sending ads or offers.
Although there were lesser priorities, these five stood out as essential in the marketing mix. As you can see, they are mainly focused on communicating brand attributes and building a unique customer experience that encourages repeat visits and long-term loyalty.
The bottom line is that if we are focused solely on logo exposures, we are missing the mark in supporting the unique priorities of companies. While visibility and exposure provide a good starting point, we need to move beyond logo placement to be relevant and valuable in the minds of sponsors considering where to place their marketing dollars.
What are you doing to update your sponsor benefits packages to better reflect today’s corporate marketing priorities?