How to combine sponsorship, content creation, and experiential marketing to impact your bottom line in six easy steps.

1. make
artnot
ads
How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
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Make art - not ads
How to combine sponsorship,
content creation, and experiential
marketing to impact your bottom line
in six easy steps.

2. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
For many years, creating content meant making a TV spot
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These days anyone can create content, but not all content is worth creating.
As the cloud gets cloudier, companies are challenged to rise above the turbulence of advertising and
online chatter to reach the sunny calm where brands, media, influencers, and consumers work
together to create meaning, value, and connection.

3. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
I’ll be interested, if you’ll be interesting
As brands such as Red Bull, Levis, Absolut, Coca Cola, Harley Davidson, etc. have successfully
shown, the best way to market any good, service, brand or place is by providing experiences and
content that is so engaging, consumers and the media can’t help but pay attention.
Move successfully past the content marketing mainstream and combine the three hottest
marketing trends:
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• Content Creation
• Experiential Marketing
• Sponsorship

4. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Content
“Content marketing is one of the top-growing
fields with an increasing number of marketers
relying on content strategy for overall success.”
The objectives for the content strategy are:
• Brand awareness - 69%
• Customer acquisition – 68%
• Lead generation – 67%
• Customer retention/loyalty – 62%
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Content Marketing Institute, 2011

5. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Experiential
Asked “How important is a previous unique
experience when deciding what specific brands
you use in the future?”, over three out of five
(62%) said a unique brand experience was very
important; only 1% disagreed.
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“Best Experience Brands”, global study by Jack Morton Worldwide, 2011

6. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Experiential
In a study, 85% of respondents said that
participating in experiential marketing would
cause them to talk about a product or brand
and 1 in 4 marketing executives believe that
event marketing provides the best return on
investment.
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EventView, 2006

7. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Sponsorship
Sponsorship is the fastest growing form of
marketing according to the International
Events Group (IEG), which is projecting a
significant sponsorship spending growth (4.8%)
for 2013, even in the face of overall economic
volatility.
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“International event Partnerships, Sponsorship and Fundraising”, by Nadia Laice

8. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Sponsorship
And it pays off for the brands. Corporations
that consistently invested in sponsorship
outperformed market averages and those who
spent at an above average level outperformed
those who spent at a below average level.
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Case study: “Does sponsorship pay off? An examination of the relationship between investment in
sponsorship and business performance”, International Journal of Sports Marketing & Sponsorship

9. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
69% of Canadians said they would prefer to do business
with a brand that supports their favorite causes
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Today’s consumers are interested in a brand’s values. They’re looking for brands with a conscience,
brands that are good citizens who support the community in a fun and engaging way. 69% of
Canadians said they would prefer to do business with a brand that supports their favorite causes,
53% said the same for arts / cultural events. Interestingly, Canada is the only nation in the world
where sports do not account for the greatest number of proposal requests or allocations. The number
one sector in Canada is fairs, festivals and exhibitions, followed by the arts at number two.
“Consumer Sponsorship Rankings”, Partnership Group, 2012

10. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
What to do?
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Brands have to create emotional content that tells a story to impact consumers’ behaviors, attitudes,
or perceptions of their brand in a positive way - content that is not about the product and not a sales
pitch. Content that is driven by shared values and a vision to make the world a better place.
Content that engages all five senses. Content that asks questions instead of promoting products.
Content that enables communication, stimulates discussion and brings people together. Content the
consumer identifies with and wants to share with friends.

11. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
ATION
RE
C
CUSTOM MADE
CULTURAL
CONTENT & EVENTS
TI A L M A
KE
R
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EN
TI
PE
NG
EX
RI
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SP
O
HIP
ORS
NS
All this can be achieved in one fell sweep: Developing
custom-made, brand-owned, cultural content and cultural
events. Putting the logo of your brand on the catalogue of
an exhibition or show is a step in the right direction but
doesn’t compare to the impact of developing and owning
content or an event.
CONTE
NT
Cultural content – value promotion at its best

12. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Culture?
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In this context “culture” is defined as an inclusive concept, encompassing not just fine arts, but
design, crafts, sports, leisure, community-oriented projects and even cause-driven events.
In short: content and experiences that elevate the human spirit and bring people together.

13. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
The content matrix
The content you develop engages your audience in various dimensions. For the purpose of this
article, we’ll focus on only two.
The first (vertical) dimension has product/service related content—that is to say the informative,
instructional rational kind—on one side of the equation; and value driven—speaking to our emotions
and triggering the hedonistic tendencies of the audience—on the other.
IMMERSION
PRODUCT/SERVICE
RELATED
ABSOPTION
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VALUE
DRIVEN

14. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
The second (horizontal) dimension describes the level of engagement, necessary to experience the
content. Absorption, on one end of the spectrum, describes the passive consumption of content, with
a low level of engagement, addressing only 1 or 2 senses. Immersive content on the other side of the
spectrum requires active participation, engages all five senses and takes the audience to a different
world.
Content in the bottom left corner has the least potential to generate an emotional connection with
your brand; e.g. product manual.
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Content in the top right corner is the most interesting for your audience. It immerses the participant,
is not a sales pitch, and ideally engages all 5 senses. This kind of content has the most potential to
create an emotional bond with your brand; e.g. Red Bull Music Academy

15. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
brand: Red Bull
project: Music Academy
website
Examples
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brand: Becks
project: Green Box Project
website

16. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
brand: Cancer Research Society
project: CRS Challenge
website
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brand: Zoomer magazine
project: Zoomer Life Conference
website

17. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
brand: Coca Cola
project: Roll out happiness
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Make
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brand: Dornbracht
project: Statements
website

18. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
brand: Levi’s
project: Station to Station
website
brand: MEC
project: Events
website
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web

19. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
6 simple steps
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Let’s look at the necessary steps to develop engaging cultural content for your brand.

20. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Step 1
Branding 101 – your values, your customers
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Anything you do should be based on, and guided by, your vision and values and an in-depth
knowledge of your customers. If you’re an urban brand that promises adventure and excitement, and
your customers are outgoing and fun loving, the content you develop is of course different from that
developed by a luxury brand that promises its affluent clientele exclusivity.
Do your homework and get your story straight. You might also want to find out what your
competitors are doing to avoid replicating their strategy.

21. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Step 2
Think like a content developing agency
In the new market with a much more demanding and powerful consumer, you have to think like a
content development agency to stay competitive. No matter if your revenue comes from selling a
product or offering a service.
“Compelling content is the currency that buys your customer’s attention and affection long before
they reach the stage of comparing features and benefits.”
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Mediapost, Marketing Daily, 03-2013

22. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Step 3
Define objectives and success metrics
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Assess your situation. Define objectives and KPIs (Key Performance Indicators). Develop success
metrics. At the end of the project you want to be able to evaluate how successful you were and learn
from the experience to keep improving your strategy.
Keep in mind that measuring outcome parameters and success metrics involves research, which
requires resources - financial, human and otherwise. The costs attached to those resources should
be included in the budget to avoid surprises and enable a sound post-event evaluation process.

23. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Step 4
Develop ideas, based on your vision and values
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Now that you are aware of the content matrix, ask yourself what kind of content or event will be the
most interesting for your audience. What will create the most opportunity to generate event-based
secondary level content (photos, videos, catalogs, interviews, etc.) and will have the biggest potential
to be shared, spread, talked about.
Keep a long-term strategy in mind. You want to be able to renew the experience and update the event/
content over time to remain interesting and relevant in the eyes of your audience.

24. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Step 5
Execute
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Be diligent
Be professional
Have fun

25. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Step 6
Post event evaluation and measuring ROI
If you have done your homework and defined objectives and success metrics as outlined in step 3,
you are now ready to reap the fruits of your labor.
A post-event evaluation tells you how good you were and will help you to do a better job next time.
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• You will know how successful the project was and if you achieved your objectives.
• You might get new insights from your audience, potentially impacting other areas of your
marketing and communication efforts.
• You will be able improve the project to increase reach and impact for the next one.
• You will have the tools to convince key stakeholders to continue and expand your cultural content
developments efforts.

26. Orchestrating sponsorship, content creation and experiential marketing to impact your bottom line.
How to combine your brand experience
More...
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If you want to learn more about developing custom made, tailor fit, cultural brand content or how to
turn your brand experience into a sequence of “WOWs”, “OOHs” and “YEAHs”, drop me a line:
achim@brauweiler.ca

27. How to combine sponsorship, content creation and experiential marketing to impact your bottom line.
Make art - not ads
How to combine content creation,
sponsorship and experiential
marketing to impact your bottom
line in six simple steps
Achim Brauweiler - President
website: www.brauweiler.ca
blog: www.achimbrauweiler.wordpress.com
Tumblr: www.brauweiler.tumblr.com
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achim@brauweiler.ca