CMO asked the experts if event sponsorship is still relevant to marketing strategy.

Given marketing and brand strategy have evolved so much in the past five years, thanks mostly to technology and new metrics, is event sponsorship still relevant to marketers? CMO asked the experts just that question and the answer was a resounding yes – event sponsorship remains as relevant as ever, even more so for brand building. But beware: If you go into events with a sales mentality, it will fall flat. Rather, marketers should approach event hosting and sponsorship like they do any other marketing activity – with a clear direction and purpose, with metrics in place and with customer value at the centre of it all. Chief marketing, advertising and strategy director at Marmot, Simon Marmot, told CMO event sponsorship is still relevant. The reason is all marketing is about an emotional connection and storytelling.
“It’s another touchpoint, an opportunity to have an engaged audience, and a place you can tell multiple stories,” Marmot said. “Now, touchpoints must all connect, each one connects and builds on your story, for a single-minded proposition, and for building a nice user experience.
“However, one of the important things to consider is if an event is right for you; a lot of business don’t even have a branding or marketing strategy. So marketers must ask: Does it make sense to sponsor or have an event? What are the objectives? Is it increasing awareness, positioning, brand launch, new packaging, what story will you be telling?”
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