Time to put a rocket up our collective proverbials...
Here’s one… How many articles, polls or posts have you seen since the closing ceremony about the sponsorship deals our athletes may now attract having ‘proven’ themselves at Tokyo2020?
I have nothing against these articles. In fact, they will gradually help us get to a better place by further shining a light on these remarkable individuals, but here’s my point.
The men, women and (in this example of the Olympics), kids who represented their nations around the world are all extraordinary examples of the human race. Dedication, commitment, tenacity, belief and the walking embodiment of what we’re all capable of to one degree or another. They were always a marketeers dream but they just didn’t have that exposure that made us feel they were worthy of our marketing dollars…
Why? No reach, no audience, no eyeballs = no value. C’mon people. Really? There isn’t a brand or organisation in Australia or the world for that matter that doesn’t have a reputation or perception problem that doesn’t need a solution (bear in mind a good NPS is 28!). Finding ways to tell their brand story with authenticity does not come from a 30” TVC formed of a wonderfully fabricated narrative and beautifully conveyed by actors, but from proof and evidence.
There was a kid in my school back in the UK called Anders. His mum was an astronaut. Anders had very few mates and was often found awkwardly standing at the edge of the playground at break. He wasn’t the cool kid and nobody knew at the time his mum was an astronaut. One break, while all eyes were on the cool kids with the Reeboks and slick haircuts, someone shouted out from across the playground “this kids mum is an astronaut”... Anders became a highlight of our year. His mum came in and did a talk. He was still a wallflower, but everyone knew Anders and how his mum might be in space one day.
Let me break this down:
Anders = unique story and perspective (think Athlete)
Kid who shouted = provided the reach (think media plan)
If you work in marketing, either client or agency side, it is your opportunity to find and shout about an ‘Anders’. Your opportunity to promote the incredible abilities and characters who exist in our society; athletes, dancers, artists et al. Stop looking for the bright lights and flick the switch yourself - it’s waaaay more valuable to help someone on their way up than cling to someone who is.
A point really well made in Andrew Hornery’s article in the SMH where he describes the slim pickings as far as formal budget allocation to athletes is concerned. Athletics Australia has a budget of $1.7m to support athletes. Compared that to the $123.3m Australian businesses ‘wasted’ on digital spend in the 2nd Qtr this year, and it helps one realise the need for more non-Federation funding changes.
To conclude… Reach is a vital part of what we do but you are missing the trick if you start with it. You can buy reach for toffees these days, but you can’t fabricate authenticity… I hope our athletes get the backing and rewards they some rightly deserve. I hope businesses across the country and world sign them up, but I really hope we all take a moment to realise that they were always worthy of our support, we just didn’t give the time to discover that.
Don’t stare at bricks
Here’s one. Australia’s second favourite weekend pastime after sport is the property market. It’s an insight that led to Real Estate Australia’s ‘Other Saturday Game’ campaign for their AFL sponsorship.
With that in mind, allow me to use a property analogy to spark a thought...
Picture that dream home down the road you wished you owned. Yes it uses your favourite materials, has a unique design and the perfect aspect, but what you’re actually in awe of is a finished product that stands proudly and prominently in the street rather than the process undertaken to create it. The same can be said for the many sponsorship campaigns we see.
The reason is this... Knowing what to do with the pile of bricks that led to the house requires deep knowledge of architecture, design sensibility and construction and fit-out knowhow not to mention the all important project plan and budget.
Well, imagine the assets you receive as part of your sponsorship contract are those very bricks. For many brands out there, there is quick and easy access to the expertise to build your dream campaign on your behalf. But what about those of you that don’t have that access?
Architects, designers and builders don’t come cheaply, but what if I told you that you could write the plans, mix the cement and lay the bricks yourself?
I’ll leave the naff analogy there, but what I’m saying is this: regardless of your business, its challenge, the strategy or budget, ‘making’ something with your assets is vital to the success of your sponsorship and we’re here to help.
We started Super-Sub to enable more brands access to the expert knowledge needed to make a success of sponsorship in a way that gets you to stronger outcomes faster therefore saving budget for leverage. How? By subbing us in, you’re bringing on an expert to power your existing teams with the knowledge and skills needed to create a meaningful impact through your sponsorship and change the game for your business.
If you’re staring at a stack of bricks and not a powerful solution, let us help you. It’s easier than you think.
Proof of Purpose
Finding my purpose
One of the tipping points in my journey to opening the doors at Super-Sub was a comment made to me by one of my clients who said “I knew I wanted to work with you when you told me the story about Nongshim and the Supercars”. I knew what they were referring to, but was unsure about what part of that story could have been so pivotal.
On reflection, what made it valuable was ‘proof of purpose’; how my actions at the time became the reassurance someone would later need that sponsorship can work. So what happened? We need to wind the clocks back to November of 2014.
I’d just signed a one-race deal in Formula 3 to contest the season finale event at Homebush as part of the Supercars support bill. I’d been doing some business coaching with a guy who was responsible for the AU distribution of a Korean noodle company called Nongshim. When he learned of the opportunity I had to race, he was quick to ask whether I could help him drive some visibility for his brand in their heartland area of Western Sydney.
I’ll spare you the detail but we landed an idea called the Nongshim Hot Lap. Happy with the campaign, we looked forward to the race until we learned from Supercars that they were cancelling the F3 event due to low grid numbers. The whole campaign was up in the air and relied on having a car on the grid for the Hot Lap to land.
I was deviated at losing my drive in F3, but quickly moved focus to how I could help Nongshim press ahead and have a positive impression of sponsorship in general. I set about negotiating with other teams to see what inventory was available at the eleventh hour. We had little budget left, but a very friendly man at Erebus helped us with a windshield banner on the #9 Erebus car of Will Davison.
Davison had struggled in his E63 AMG that season, but managed to get things to come together to make the Top 10 Shoot-out in quali and then went on to take Pole Position for the race. You couldn’t make it up. A noodle brand called Nongshim who only days earlier thought they’d be sponsoring me in F3 found their brand broadcast to thousands of fans around the country.
The race was the race, but the lesson was clear to me. While racing was a huge part of my life, my purpose was helping brands see potential in sponsorship and hence why I put their needs above my own when it came to losing my ride.
I think back to this experience frequently. As practitioners in sponsorship it is our duty and responsibility to ensure brands have a positive experience and don’t merely just rock up with a logo somewhere. There is ALWAYS something that can be done to drive a positive outcome - it just takes passion, perseverance and purpose.
Super-Sub was established on this purpose and will stop at nothing to ensure clients maximise their returns through smart, fast, passionate solutions.