Traders at St Balikuddembe Market sell their wares along Nakivubo
Channel. The vendors who try to do business on the streets run away when
KCCA officials come calling and go to the channel to sell their items
where it is hard to arrest them. Photos by Stephen Wandera.
MANY social or sports events, newspaper
pullouts, TV or radio programs are by now tied in sponsorship deals to
one or the other brand for the next twelve months and more. But what is
in it for your brand?
Sponsorships, for instance, of sports events have gone wrong before. Where due to poor organisation, matters end up in a boycott by players demanding allowances, your brand will likely loose the feel good factor intended to endear it to your prospect.
Sponsorships are however great for their ability to deliver a well-targeted audience. Other motives may however drive you to a deal. Visibility, media cost savings, customer persuasion are some the often cited goals.
Visibility and cost savings, though highly rated are probably the least effective when in comes to delivering brand value. That it makes sense and is an easy sale in the boardroom, maximizing exposure at the lowest cost, is a typical doctrine of the cash-rich brand.
On TV for example, a sponsorship of the Business News comes with free advertisement slots that could otherwise cost you a lot more. This will keep the market aware of your brand.
That they will like it to the point of buying your product is not a given. It is the persuasive impact of the sponsorship property that will enhance your brand's acceptability. If you know what to look for, you can determine upfront, the potential of the property to improve perception.
The strength of the link between the property and your brand strategy determines how persuasive it might be. In the case of GTV, the new subscription TV channels provider, sponsoring Ugandan soccer goes a long way in persuading the audience that the brand values sports in the continent. To establish a strong link, exclusivity matters; the same impact would not be delivered if GTV were to co-sponsor the property with three other brands
The duration of the sponsorship becomes key. The longer the sponsorship lasts, the greater the persuasive impact. Barclays is to Premier League as Coke is to the World Cup. Strong support of the property over time leaves no doubt in the mind of the customer on what your brand stands for.
The next factor to check for is whether or not it would gratify your target audience. All held constant, the consumer will consider choosing your product if she has good feelings for it.
Above all, the property will deliver the greatest impact if it can positively shift the customer's perception of your brand. You must make the meaning of your sponsorship clear.
Take the communication beyond "the program was brought to you by" and explain to the prospect of how to interpret the association between the sponsorship and your brand. So you are considering sponsorship? Be sure on how it will enhance the perception of your brand before you sign.
Sponsorships, for instance, of sports events have gone wrong before. Where due to poor organisation, matters end up in a boycott by players demanding allowances, your brand will likely loose the feel good factor intended to endear it to your prospect.
Sponsorships are however great for their ability to deliver a well-targeted audience. Other motives may however drive you to a deal. Visibility, media cost savings, customer persuasion are some the often cited goals.
Visibility and cost savings, though highly rated are probably the least effective when in comes to delivering brand value. That it makes sense and is an easy sale in the boardroom, maximizing exposure at the lowest cost, is a typical doctrine of the cash-rich brand.
On TV for example, a sponsorship of the Business News comes with free advertisement slots that could otherwise cost you a lot more. This will keep the market aware of your brand.
That they will like it to the point of buying your product is not a given. It is the persuasive impact of the sponsorship property that will enhance your brand's acceptability. If you know what to look for, you can determine upfront, the potential of the property to improve perception.
The strength of the link between the property and your brand strategy determines how persuasive it might be. In the case of GTV, the new subscription TV channels provider, sponsoring Ugandan soccer goes a long way in persuading the audience that the brand values sports in the continent. To establish a strong link, exclusivity matters; the same impact would not be delivered if GTV were to co-sponsor the property with three other brands
The duration of the sponsorship becomes key. The longer the sponsorship lasts, the greater the persuasive impact. Barclays is to Premier League as Coke is to the World Cup. Strong support of the property over time leaves no doubt in the mind of the customer on what your brand stands for.
The next factor to check for is whether or not it would gratify your target audience. All held constant, the consumer will consider choosing your product if she has good feelings for it.
Above all, the property will deliver the greatest impact if it can positively shift the customer's perception of your brand. You must make the meaning of your sponsorship clear.
Take the communication beyond "the program was brought to you by" and explain to the prospect of how to interpret the association between the sponsorship and your brand. So you are considering sponsorship? Be sure on how it will enhance the perception of your brand before you sign.
Mr Owino is the managing director of ZK Advertising (U) Limited.
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