JEREMY MAGGS: How to win new fans
Consumers and fans who are treated well by the brands they favour will hand over data about their consumption patterns more happily to advertisers
A radical reduction of adspend — by as much as 40% in some cases — is forcing the sports sponsorship industry to adopt an entirely new business model. Neil Jankelowitz, who heads the MSC Sports agency, part of the Bidvest group, says that as the market becomes softer, more attention needs to be paid to mining consumer data, which — when used well — can deliver more quality audiences. This will yield clear sales leads and not just public relations value and above-the-line advertising exposure. He says: "Brands are seeking more opportunities for less money and rights owners need to think more clearly about the extended value they are offering." He cites the example of a vehicle brand’s association with a local PSL team, which previously was limited to a large rights fee; the allocation of a specific number of cars for player use; player appearances; and stadium branding. While that might have worked in the past he says, brands are looking for more than a stock-standard offering like t...
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