"Sponsorship is a crucial part of brand-building today but marrying the money with credible content is crucial for today's discerning consumer" (Dion Chang - City Press)"
In Dion Chang's opinion the Miss SA pageant was lacklustre because the event organisers were so busy trying to provide ROI for the sponsors through increased advertising during the event, that this ultimately compromised the credibility of the event.
Today's sophisticated consumers hardly respond to traditional methods of advertising (e.g. billboards and banners); brand experiences and emotional connections are more effective. "Force-feeding" a sponsor to an audience during a prestigious event so as to keep the bean counters happy, kills the essence of the event.
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