“Let’s slap our name on it!”
Sponsorship. Event management. These are becoming an ever larger part of our craft. We’ve done Sports. Racing. F1. Music. Events. The challenge is, do we just slap our name on an event or are we part of it? More precisely, do we intrude into the consumer’s world or do we weave ourselves into the fabric of their lives?
The latter course is where the power lies. Our criterion must be to insure that any of our brands’ participation transforms the events we sponsor in a way that manifests our Brand World. We have to make a bigger difference than a logo on a wall or tee shirt.
To become part of the consumer’s world, we must embrace it. Not stand on the sidelines and observe. Participate. If we are marketing to the urban experience, we are exposing ourselves to a very aware, skeptical consumer. They always spot and mostly reject outsiders.
So, we must get inside. Embrace their art, entertainment, music. Become familiar enough with their lives to be invited in: guests. Not intruders.
We can’t afford to observe our target through a long lens. We need to pull up a chair and share their lives.