The presence of a brand on the internet should never be its purpose. Indeed, faced with increasingly tough competition in different sectors of activity, it is important to stand out with correctly promoted products. This is where digital sponsorship takes on its full meaning. This advertising technique consists of more or less similar to sponsorship. Here, the ad will be available on the chosen platform for a specific period . It will not appear in real time , depending on the data collected on users.
Developing a digital sponsorship strategy
Understanding a Sponsor's Objectives
It's impossible to increase your visibility if you don't know a sponsor's objectives . Is he trying to increase his sales? To improve its image with CSR? To launch a new product? To increase the number of their social media followers? Improve their SEO? Objectives address the details of a digital campaign and ensure that the tactics and channels used will work synergistically.
Propose the right target audience to the sponsor
It is not possible to use digital sponsorship without clearly understanding your audience . A brand, in essence, sells to an audience. It is therefore essential to define what we are proposing. The audience a sponsor can reach should be specific and segmented. Concretely, it will be necessary to reach the right individuals based on the variables that are most significant for the sponsor. The more information you have about the target, the more value it will have with the sponsor.
Set a sponsorship budget
Sponsors must commit to a project which can be costly. By adding value to the various digital activations offered, they will be able to respect their budget , while knowing that the brand has their financial concerns at heart. When combining their goals with a brand's proposition, it will be easier to achieve the best possible return on investment.
Channels to target for digital sponsorship
Be present on social networks
More than 51% of the world's population logs on to social media every day, resulting in more than 4 billion active users . Digital channels actually make it possible to reach as many people as possible. This is made possible through sports, music, cinema and much more. This is then an interesting area for digital sponsorship.
Unlike 20 years ago, having a computer connected to the Internet at home is now an ordinary thing. Additionally, at the start of 2020, we had 5 billion mobile users worldwide. This represents 67% of the overall population with a smartphone in their pocket 24/7. Customization to our individual needs. Advertisements can be made on several networks. You will have to take your target into account for this. If the target audience is generic and broad enough, Facebook may be sufficient. On the other hand, if young people are the main target, Snapchat and TikTok appear to be better alternatives.
In practice, each page will highlight a brand through advertising banners and/or mentions on publications .
Use influencers
The concept of influencers seems recent to us, although in 1940, Paul Lazarsfeld (an American sociologist) had already put forward it in his work “The People's choice”. According to him, it is enough for a person loved by the people to appear with a candidate in an election, and the masses will follow the trend. Today, these web stars are paid by several companies.
Their advantage is precisely their notoriety. These individuals have an important influence on their community . Their promotion serves as gospel to their fans. They can easily persuade them about the relevance of a good or service.
These individuals typically promote a brand or product on their page (in the form of video, photos, or posts) for compensation . Remuneration can be in cash, but also in kind . Indeed, brands can, for example, give their products as gifts .
Take advantage of competitions
Digital contests can be used to increase brand awareness, get people to try products, collect email addresses, and boost social media engagement. Sponsors can choose their method of participation, whether it is the simple presence of a logo or the awarding of valuable prizes .
Contests encourage shares, which can increase a brand's reach. For example, if you are simply looking to expand your mailing list, simply ask participants to provide their email address. On the other hand, if the goal is to increase the number of subscribers and encourage engagement, it is possible to request shares.
Benefit from charity
By leaving the world of appearance and the ephemeral, digital sponsorship can also drastically improve the image of a brand. Here, the objective is to give a human dimension to a company's activities. In addition, promoting on a digital medium increases the reach of sponsorship .
For example, it is possible to dress a group of deprived children who will sing on the networks. By displaying the logo of a brand with this promotional technique, it will be much easier to oppose the merits of the brand actions. This can be considered as patronage. But in reality, the brand name is highlighted without signing a contract.
Finally, digital sponsorship is essential to succeed in surviving in the jungle that is currently web Presence on the right channels ensures optimal coverage of the target. Eh yes ! It's not just about being present on all the platforms on the internet . Only those that allow you to achieve your goals are useful. It will then be necessary to clearly set these objectives .
