You may not know this, but I used to work for a NASCAR race team. It’s where I learned about the grocery business, but that’s a story for another time. We were good at marketing for our sponsors, but our race team struggled. One season, a new team showed up in the garage and immediately […]
Read Sponsorship Success: Why Consumer Brands Need More Than Just a Logo on the Track
Mackenzie Hughes’ epic rant re: the current state of the PGA Tour and LIV got a lot of attention this past week. Not surprisingly, the line that got our attention was related to sponsorship entitlement. ”The LIV threat came along and all of a sudden we started to double the purses, and we’re asking sponsors […]
Language Barriers The Disconnect Between Sponsorships and Consumer Brands Jim Richards CEO & Founder of The Market Share Group CPG and FMCG brands, listen up! Sponsorships are an underused goldmine, and it’s time to bring this effective marketing tool back into your marketing mix. Many of you have steered clear of sponsorships, often due to […]
Read Language Barriers: The Disconnect Between Sponsorships and Consumer Brands
Breaking Free The Case for Standalone Experiences Jim Richards CEO & Founder of The Market Share Group Events and experiential marketing is continuing its comeback. Great to see some recent buzz around consumer brands doing experiential marketing at local events. But let’s get real: Consumer brands are still too tied to multi-brand marketing initiatives. When […]
Unlock the Power of Your Sponsorships Setting Expectations Jim Richards CEO & Founder of The Market Share Group We love sponsorships! They work to increase brand awareness and association with lifestyles, events and organizations. That said, it’s easy for sponsorships to under-deliver against expectations. Why? The problems could lie in your expectations themselves. Not in […]
Read Unlock the Power of Your Sponsorships : Setting Expectations
The Market Share Compass Retail Relevance Jim Richards CEO & Founder of The Market Share Group For consumer brands, it is important to ask if a sponsorship provides any kind of competitive advantage with retailers. For example, we like NASCAR because a consumer brand can activate regionally with retailers over 40 weeks. When you add […]
The Market Share Compass Media Opportunities Jim Richards CEO & Founder of The Market Share Group The right content strategy and media plan gives you the opportunity to show your brand’s personality and demonstrate your value to consumers. Good sponsorship properties have plenty of ancillary media opportunities due to the passionate audience they serve. Tapping […]
The Market Share Compass Cause Marketing Jim Richards CEO & Founder of The Market Share Group “Humanity Is Always In Season” Consumers want to support brands that stand for something. Brands that authentically collaborate with non-profit organizations on marketing campaigns can create goodwill, increase their social impact, and grow sales. Humanity is always in season. […]
The Market Share Compass VIP Access Jim Richards CEO & Founder of The Market Share Group While Experience Marketing is typically focused on consumers and large groups, VIP Access is an experience focused on your most important customers and business influencers (i.e. buyers, suppliers). This is an experience that includes a benefit not available to […]
The Market Share Compass Experience Marketing Jim Richards CEO & Founder of The Market Share Group ACTIVATION After you have selected a property to sponsor, you need to create a marketing solution to activate the sponsorship. Activation is where your sponsorship comes to life — where you take all the components of a sponsorship and […]