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SPONSORSHIP
Pauline McLynn and Owen Roe in the Rough Magic production of William Shakespeare's The
Taming of the Shrew. AIB is a major sponsor of the Rough Magic Theatre Company
events. We also distributed Bord Bia luncheon vouchers to our cus- Using sponsorship to establish eco-credentials is another major
tomers ahead of the National Ploughing Championships. It has been trend, Kelly says. “It’s an area people are very interested in and, pro-
very rewarding to see the scale of response to our Better Ireland vided it is a believable fit, offers the opportunity to connect with peo-
Programme initiative, with tens of thousands of votes cast for chil- ple on a very personal level on something that truly matters to them,”
dren’s causes across 185 branches around the country.” he points out. He cites the recent ‘Cúl Green’ partnership between
ESB and the GAA aimed at cutting Croke Park’s carbon footprint by
Trend spotting
more than two thirds over the next six years as an excellent example
There are a number of key trends influencing the sponsorship sector
of this.
and how sponsors are delivering their messages at present, accord-
“Marketing and sponsorship managers need to keep up to date
ing to Kelly. “Tapping into the uniqueness of each person, their indi-
with the latest trends driving consumer behaviour to ensure they are
viduality, is a major trend in how sponsors are getting their message
maximising the value of their investment. This is particularly true for
across right now,” he explains. “People have rejected the mass mar-
smaller companies where budgets may be limited,” Kelly stresses.
ket. They don’t want to be like the Joneses, and sponsors are look-
“They need to identify something that facilitates the aims of their
ing to tap into that in any way they can.” Another notable trend is the
business and then leverage it as far as possible. It’s absolutely vital
use of what he refers to as ‘status stories’ where people describe
to get the right fit. Society is changing and consumers are becoming
how they were able to overcome certain obstacles with the help of a
more sophisticated in their tastes and expectations. They are also
particular product or service. Again, this focuses on the individual
becoming more cynical. If the linkage isn’t credible, it’s probably
and tells a unique story that people can relate to in their own experi-
going to be a waste of money, but the rewards are there if it is done
ences and aspirations.
properly.”
60 Marketing Age May/June ‘08
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