Indiantelevision.com Team

(18 August 2007 3:30 pm)

MUMBAI: Sports can serve as an antidote to fragmentation, according to Mindshare Performance CEO Europe Sean Jefferson.

Speaking at the Brandscore sports marketing forum, Jefferson argued that fragmentation in sports allows for audience segmentation which brands can take advantage of.

The Mindshare unit has a scout network which among other things helps identify how different kinds of sports brands are perceived. For instance, Golf is seen as trustworthy but not cool in some countries. Motor racing is seen as brave. It is also important to keep in mind the fact that sport's perception can change from country to country.

The Mindshare unit is able to precisely define at what price points a sponsorship makes sense. This is key given the fact that being associated with major events like the Olympics keep getting more expensive. For the Superbowl, a study shows that fans get fed up of ads if a break goes on for too long.

However that association can help if a brand gets it right. Therefore a 360 degree activation around sponsorship is key. It helped Nike expand on it's The Beautiful Game campaign that it did as last year's soccer World Cup drew nearer. The TVC had a three versus three celebrity game. On the ground in the UK, games were done where one could take part. It also did a deal with Sky for content.

Brands also need to understand sports better. For instance you can be associated in a sport where only 38 per cent of the fan base use your product. However that 38 per cent could account for over 70 per cent of the number of product users. Brands can also do more selective targeting through alternative sports like Urban golf.

Jefferson also gave the example where an online community decided to meet up and go for a run. This activity was not advertised but it can allow a brand who gets on to connect in a more personal manner. "Today brand management is not just about control," he said.

Modifying a logo for a particular market can be of help. "Brands that use sports should think like an entertainer rather than as a marketer," he added.

Jefferson gave the example of what red Bull did for the Monaco Grand prix where it got drivers to dress up as the brand. Brands that use the sports platform should also look to originate content. Ford to leverage its sponsorship of the Champions League in the UK, did an online soccer microsite where fans could communicate with each other and participate in activities.

"Brands that associate with sports should also look to deliver an experience than just a message," he said.

Jefferson cited the example of Nike's sponsorship of the London Marathon. Nike keeps thinking of new ways to re engage fans each time the event is held. It offers nutritional advice at outlets for participants. It gives them water and also allows them to try out a new pair of Nike shoes, said Jefferson.