Warc, 6 May 2014
CHICAGO: Bank of America, the financial services provider,
believes that sponsorship programmes can help meet both brand and business
goals, as long as these initiatives are based on a "360-degree
approach".
Chris Traeger, svp/partnership marketing at Bank of America,
discussed this subject with reference to sport while speaking at IEG's 31st
Annual Sponsorship Conference, an event held in Chicago.
"For us, it's not all about brand; it's not all about
business. We want to accomplish as many things as we can with our
partnerships," he said. (For more, including how Bank of America adapted
its strategy before and after the recession, read Warc's exclusive report: How
Bank of America developed its partnership with Major League Baseball.)
"It is a 360-degree approach, and it is about capturing
the emotive power of these fans in the sports context, and also the passion
that people have for their favourite hobbies – music, movies, those sorts of
things – and using that to drive our brand and business goals."
One way that this philosophy actively informs the company's
strategy is by encouraging a model of activation covering multiple media and
touchpoints.
"We don't ever want to just hang a sign, or run an
event, or just do a social-media activation, or just do content. We want to do
all of that," said Traeger.
"What we feel is: fans aren't fans just when they're
sitting in their seats, or just when they're sitting on their couch, or just
when they're on their phone. They're fans all the time."
Such an understanding of consumers plays into another core
objective for Bank of America – to become a truly customer-centric
organisation.
"We're trying to be more customer-centric and really
identify with those fans where they are and get them to understand what our
company is about through these partnerships," said Traeger.
He was also careful to distinguish between sponsorship and
partnership – two terms that are often, somewhat erroneously, used
interchangeably by marketers.
Sponsorship might give a brand naming rights or other
similar entitlements, but a partnership, according to Traeger, "is really
how we manage the sponsorships, and how we interface with our key
partners."
Data sourced from Warc
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