In my last blog post, I referenced a white paper that spoke to the difference between relative sponsorship valuation and absolute sponsorship valuation. I emphasized that sponsors must do a better job of understanding the absolute value of a sponsorship opportunity – that is, its value as a business investment to their company’s bottom line.
A few weeks ago at CSFX, RBC’s VP of Brand Marketing, Andy Shibata, emphasized much of the same. Andy provided an overview of sponsorship marketing’s evolution, from Sponsorship 1.0 to Sponsorship 4.0 (our current state):
– Sponsorship 1.0: Achieving Brand Presence Through Properties
– Sponsorship 2.0: Bringing Big Communication Ideas to Life
– Sponsorship 3.0: Communicating a Message About What the Brand Values and Believes In
– Sponsorship 4.0: Sponsorship Should Lean Into a Business’s Real Issues and Deliver Tangible Results
In this blog post, I’ve drafted a hypothetical story that aims to better articulate exactly what Sponsorship 4.0 and absolute sponsorship valuation mean in practice. So no matter what your current job entails in the sponsorship world, I ask that you close your eyes and open your imagination…actually, please open your eyes – assuming you need them to read.