UK sponsorship industry discuss the potential of the Web
Added: (Fri Sep 23 2005)
Pressbox (Press Release) -
Sponsorship professionals from the sports, arts, government, media and charity sectors attended an Internet round table discussion, hosted by London-based design and web development agency pedalo limited, as part of the Think!Sponsorship conference held on 21 September in Manchester.
The breadth of audience participants’ backgrounds generated a lively discussion about the potential of the Web to enhance sponsorship programs and deliver greater return on investment for sponsors.
The discussion indicated that there was a large variance between rights holders’ level of understanding and investment integrating the Web into their sponsorship programs.
The discussion provided information and tools to assist sponsorship rights holders when using the Web in attracting and retaining long-term sponsors, whilst also encouraging sponsors to make the most of the Web to increase sponsorship return on investment.
Main themes emerging from the discussion included;
Gaining a competitive advantage with innovative web marketing
The online medium is a very efficient marketing medium, integral to not only sponsorship programs, but the overarching marketing and communications strategy. The group discussed the merits of integrating online advertising, search engine marketing, pay-per-click advertising and e-marketing into their sponsorship programs. While, most rights holders had not exploited theses opportunities extensively, they were interested in their potential to add value to their sponsorship propositions.
Increasing sponsorship exposure through site design and navigation
pedalo guided this section of the discussion providing advice on the importance of delivering websites that are attractive and user friendly, communicating information and incorporating sponsorship in an effective and appealing way.
Generating sponsorship opportunities through your website
Exploiting sponsorship opportunities through organisations’ websites was discussed around the table. pedalo demonstrated how website features such as discussion forums, online newsletters, sponsor extranets, members’ areas, interactive maps, capturing audience profiles, web and pod casts, interactive games and online press rooms have the potential to generate increased site traffic and repeat visitation, represent sponsorship real estate, encourage sponsor/audience engagement, provide sponsors with regular and targeted communication opportunities, and finally represent excellent pr opportunities.
Evaluating sponsorship return on investment
One of the conferences emerging themes was the increasing reliance on quantitative measures of sponsorship return on investment, prompting greater recognition of the Web’s potential among attending rights holders. The discussion centred on how capturing relevant
website statistics and audience profiles represented excellent quantitative measures of sponsorship return on investment.
Integrating emerging platforms into your sponsorship program
Integrating emerging platforms such as interactive television, personal digital assistants (PDAs) and mobile messaging into sponsorship programs concluded the discussion. While some organisations were actively embracing new technologies, it appeared that the majority of rights holders saw the potential of new mediums, however adoption was still a future consideration.
Think!Sponsorship is run twice a year and aims to assist delegates develop successful sponsorship programs and deliver value back to sponsors.
To receive more information about the themes covered in the round table discussion or to receive a copy of the notes, contact pedalo Marketing Manager Beth O’Connor on 0845 644 2668 or beth@pedalo.co.uk.
pedalo limited provide a complete range of services including web design, web development, content management, web accessibility, web usability, web marketing, web infrastructure, e-commerce, event management solutions, graphic design and consultancy. For more information visit www.pedalo.co.uk.