![]() ![]() ![]() The intent of the author is only to offer information of a general nature to help you on your quest for emotional and spiritual well- being. The author of The Work does not dispense medical advice or prescribe the use of any technique as a form of treatment for physical or medical problems without the advice of a doctor, either directly or indirectly. The author of these books and creator of the energetic processing and the publisher specifically disclaims any liability, loss or risk which is incurred in consequence, directly or indirectly, of the use and application of any contents of this work. Readers and users of The Work are encouraged to consult competent professionals with regard to matters such as interpretation of law, proper accounting procedures, financial planning and investment strategies, and psychological and medical treatment. The work is not intended to provide psychological or medical advice or treatment. Kiki Theo Wealth Works (Pty) Ltd, the author Kiki Theo and Kiki Theo books, MP3s and courses (The Work) are not intended to provide personalised legal, accounting, financial, or investment advice. Again, the sports industry is ideally positioned for this, as awareness and intent are typically higher among sports fans than the general population.Ĭrypto brands will, just as any brand would need to, solidify their unique value propositions and evolve their relationships with fans from one-way to two-way conversations backed by education and trust-building.įor additional insight, download our 2022 Global Sports Marketing report. To extend their efforts beyond brand awareness through stadium naming rights and logo patches, the time will come to transition consumers from awareness to intent. In looking across the landscape, the cryptocurrency industry has amplified its sponsorship presence more than any other industry over the past two years, mirroring its increased exposure in other areas of the media landscape, such as TV and social media.Ĭrypto, despite its recent proliferation into consumers’ lives, has some ground to gain before becoming ubiquitous with consumers and their finances. As brands return to more balanced marketing efforts in many industries, Nielsen expects the pace of this trend to decelerate, but sponsors and rights holders have structurally improved their ability to generate call-to-action from fans. Across 13 industries Nielsen measured during the pandemic, the increase in purchase intent is greater than brand familiarity among fans exposed to the sponsorship. In the sports industry, sponsorship activations have transitioned from simply raising brand awareness to actually converting consumers into customers. Upper-funnel efforts also generate an array of ancillary benefits that can drive the efficiency of sales activations. Nielsen’s experience base shows that on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. The transition from building awareness to conversion speaks to the growing importance of sponsorships throughout the full marketing funnel, and this trend will continue. In a recent analysis of 100 sponsorships between 20 in seven markets across 20 industries, Nielsen found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase. According to our recent Trust in Advertising Study, only recommendations from people and branded websites rank higher in consumer trust.Ĭombine the high level of trust with the strong correlation between visible sponsorship messaging and purchase behavior, and brands have plenty to gain. ![]() Along those lines, Nielsen Sports tracked a 107% increase in sponsorship spending globally in the early part of 2021, with activations increasing as global sports continued to rebound throughout the year.įrom a fan perspective, the increased investment is likely money well spent, as consumers view brand sponsorships in sporting events as very trustworthy. A high level of trust among fans with respect to sponsorshipsīrand advertising increased throughout 2021, with an increased focus on traditional, mass reach mediums like TV and radio. ![]()
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