Update from the Sponsorship Innovation Summit partnered by Generate
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Highlights from this morning, chaired by Red Bull Marketing Director Huib van Brokel include a presentation from British Gas Brand Director Andrew Hogan ‘don’t confuse output with impact’ and an excellent presentation by Danielle Crook, Director of Brand Marketing, Vodafone UK where she charted the brands sponsorship objectives history from awareness, consistency to changing perception and then loyalty.
All sponsorships are based on customer insight and ‘giving back’ is at the heart of their strategy. Having admitted they were behind their rivals on the ‘sponsorship VIP access = loyalty’ driver they have certainly made up for time with their activation looking more multi-dimensional, customer driven than their rivals plus with some superb viral results.
Other notes from the morning is the prevalence of NPS as a loyalty measure for sponsorship.
RP