Understanding Who is Important

Whether we are a brand or a property in the sponsorship industry; whether we are a retailer or doctor; a politician or charity, we need to better understand who is important. Too often, I see sponsorship proposals and deals being developed where the focus is not on the most important group. I see brands building a vision or an ad campaign that may be targeted at the right audience, but fails to focus on the most important people. I have also watched politicians run for election or re-election and forget the most important group of people.?

These people and organizations fail to truly deliver for their audiences. Too often when a sponsorship program is being built, it is about the brand. They say, “Our goal is to reach this much growth or drive this much traffic.” Then they buy media and sponsorships to push their image, brand, or product. Or the property/venue thinks it is about them. They focus on selling more tickets/subscriptions, get more donations, or increase revenue. The most important person is the audience. Without this audience (in-person or online), the brand or property has nothing. Sports teams, arts organizations, charities, and others could not exist without fans, donors, and supporters. They would have no sponsors without these groups—and sponsors would have no reason to sponsor if there was no audience.?

We pay lip service to building partnerships with a focus on the audience, but truly, other factors become priorities like budgets, reach, sales, staffing, politics, etc., and the most important group becomes secondary. We tend to neglect the fans, supporters, and users. We build activations that are designed to be trackable versus experiential. We position our brand correctly and maintain the “brand standards” versus doing what is right for the audience. Too often, it is more important that our brand be front and centre than the audience experience being tantamount. That’s when we have lost our way.?

Next time you build out a sponsorship program, try to focus on the needs of the “consumer”— the fan, user, or supporter. Build the program to meet their needs, be it access, a fun experience, a learning opportunity, or the making of a lifetime memory. Focus on the audience, then watch the outcomes and results. You will be surprised. People align with people and organizations that give them experiences they want and enjoy. When they align with your property, brand, ethics, or platform, they will follow you and engage with you. When you focus on yourself, the results are dismal.