27 min
Episode 28 - Why Sponsorship is the future of business The Shift Control Sales Podcast
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- Business
“Sponsorship is the future of business”
Jackie Fast, Pinpoint: How challenging the norm is the only route to success in selling sponsorship.
Only someone who has successfully navigated the choppy (and occasionally murky) waters of sports marketing and sponsorship can make that claim with any confidence.
As Fast points out in her book, advertising and marketing has changed.
Media consumption and channel proliferation has made it harder for brands to fully engage with their audiences but if advertising has changes then it is fair to say that sponsorship has also changed.
A logo on a shirt is never going to be enough.
In fairness, it never was.
There is greater demand on sports properties to demonstrate something beyond “equivalent media value” and greater pressure on brand owners and managers to make their sponsorship money work.
Jackie Fast sold her sports marketing business, Slingshot Sponsorship having worked with Sir Richard Branson, Spotify, IBM, Renault, Haymarket Consumer publishing and Shell.
She still very much believes in the benefits of sponsorship and her book, Pinpoint: How challenging the norm is the only route to success in selling sponsorship, looks at the world from both the perspective of property and brand – giving common sense direction and useful engagement and retention strategies.
It was a real pleasure to get Jackie on the show in a week where she was particularly busy in her capacity as board director of the European Sponsorship Association.
Follow her on www.jackiefast.com and on twitter @JackieFast
“Sponsorship is the future of business”
Jackie Fast, Pinpoint: How challenging the norm is the only route to success in selling sponsorship.
Only someone who has successfully navigated the choppy (and occasionally murky) waters of sports marketing and sponsorship can make that claim with any confidence.
As Fast points out in her book, advertising and marketing has changed.
Media consumption and channel proliferation has made it harder for brands to fully engage with their audiences but if advertising has changes then it is fair to say that sponsorship has also changed.
A logo on a shirt is never going to be enough.
In fairness, it never was.
There is greater demand on sports properties to demonstrate something beyond “equivalent media value” and greater pressure on brand owners and managers to make their sponsorship money work.
Jackie Fast sold her sports marketing business, Slingshot Sponsorship having worked with Sir Richard Branson, Spotify, IBM, Renault, Haymarket Consumer publishing and Shell.
She still very much believes in the benefits of sponsorship and her book, Pinpoint: How challenging the norm is the only route to success in selling sponsorship, looks at the world from both the perspective of property and brand – giving common sense direction and useful engagement and retention strategies.
It was a real pleasure to get Jackie on the show in a week where she was particularly busy in her capacity as board director of the European Sponsorship Association.
Follow her on www.jackiefast.com and on twitter @JackieFast
27 min