Passive sponsorships are rampant, yet I bet it would be difficult to name the last one you saw. That alone proves just how ineffective passive advertisements are. Brands continue to target consumers subconsciously by inserting logos into television shows, sporting events, or billboards. In doing so, they hope that consumers will remember the brand — based on just seeing the logo — when it comes time to make a purchasing decision. But that’s a long shot.
It doesn’t help that the passive sponsorship arena is overcrowded with numerous brands vying for attention. Just think about the last football game you watched. Every time there was a chance to flash a logo or attach a brand name to a key game highlight, you can bet that a company shelled out for it. But chances are, you were probably paying closer attention to the game than the sponsor of the halftime interview.
The issue with passive sponsorships is a no-brainer: People tune into a game or a TV show to root on their team or watch a budding romance between characters — not for the sponsor. Consequently, viewers are not in the best mindset to be sold insurance, cars, or soda. There are better ways to engage potential customers — especially when they are in a more receptive state. The key is active sponsorship.
How to transform a passive sponsorship
Try to capitalize on sponsorship opportunities where your product or service is the main event, rather than letting your brand fade into the background. Active sponsorships can capture your potential customers’ attention and more effectively influence their purchasing decisions — even if it’s just for a short period of time. Here’s how:
1. Top-notch timing
Passive sponsorships definitely miss the mark with timing. Often brands are thrown in with an event or show that has no relevance to their products. Remember, your sponsorship can go to great lengths if you advertise when your product or service is needed.
Consider this example of an excellent ad placement. I found myself watching a weather report last year after a particularly nasty storm hit near my home in Missouri. We live in an area called tornado alley, so storms with high winds and hail are common, and they cause a lot of property damage. During around-the-clock weather coverage, a local roofing contractor ran scrolling ads along the bottom of the screen.
This was perfect timing. The company promoted its services to attentive consumers exactly when they would be looking for a contractor. However, if this ad had appeared during the traffic report, it wouldn’t have been nearly as successful. But I remembered the ad because I was in a receptive position when I first saw it.
It can be easy to take advantage of optimal timing if you consider when your brand is most appealing for customers. Be on the lookout for sponsorship opportunities that will put you right in front of your audience members when they are looking for you.
2. Root for the home team
When you learn that an acquaintance has the same favorite movie as you, don’t you find yourself liking him or her more? Studies show that we are psychologically predisposed to like people more when we share common interests or beliefs. Similarly, brands can gain a lot of traction with customers when there’s common ground.
Rooting for the hometown favorite is a great way to pursue active sponsorship, especially given the emotional connection that many fans already have to their teams. Consider the ways your brand can actively get behind a team. For example, the Cardinals are loved here in St. Louis — and many brands have successfully aligned with the team — but the best example is Big Mac Land.
McDonald’s proved its support for the Cardinals by taking its sponsorship to the next level. In the middle of the 1998 Mark McGwire vs. Sammy Sosa home run race, McDonald’s got behind Cardinal Mark McGwire by sponsoring Big Mac Land — an entire section of Busch Stadium — in his honor.
The section has become a destination for fans and solidified brand loyalty. Every time a Cardinals player hits a home run into Big Mac Land, all attendees get a free Big Mac from participating McDonald’s restaurants. This shows St. Louisans that McDonald’s is rooting for the Cardinals alongside them. When the Cardinals score, we all score, thanks to the fast food chain’s active sponsorship.
3. Just being there
Many companies sponsor a local race or Little League team just for the opportunity to slap a logo on a T-shirt. But on a cluttered shirt, your logo can be easily overlooked. What if your company actually had a presence at the event itself?
Your logo on event swag only goes so far to demonstrate your connection to the cause. Taking the time to attend actually demonstrates to a potential client how serious you are. This further promotes establishing common ground with the customer and allows you to connect in person.
It’s no secret that you can more effectively build company awareness by talking directly to your audience. This will stick with consumers far longer than any logo on a shirt. And as an added bonus, you have the opportunity to collect information from potential customers by asking them to sign up for a sweepstakes or a contest.
Day after day, consumers are constantly bombarded with advertising. It can be so ubiquitous that they often don’t notice passively placed logos and branding. Active sponsorship is the key to turning a campaign from a snooze to a must-see. Making a lasting impression on consumers can seem like a tall order, but timing your advertising properly, aligning with a fan favorite, and simply showing up as an in-person sponsor can better maximize your impact and help your brand be far from forgettable.