SPONSORSHIP
PRINT
IT
RESELLER.UK
35
is more than just a logo on a banner.
We work behind the scenes to create
memorable experiences for customers that
they then want to share with their peers.”
Jeremy Spencer:
“Toshiba has a long
term heritage in rugby and this tournament
gives us an opportunity to participate in
another world class event. This association
spans the breadth of our business
domains, including social infrastructure,
air conditioning, multifunctional printers,
digital products and medical imaging
devices. We will also support the
tournament by providing products to help
run the event. Above all, it offers us an
excellent opportunity to raise our brand
awareness across all these divisions.”
What are the benefits and pitfalls
of sponsorship?
Andrew Jones:
“We have been careful
in selecting BAWFC, as we had to ensure
we wouldn’t upset any existing or potential
clients with our involvement, or risk any
conflicts of interest. As Bristol are the
most southerly team in the WSL, we were
confident we would not risk any upset within
the South West and Wales areas that we
work in, and would equally be able to invite
and entertain clients at all home matches.
This has also proven to be a successful social
event for staff members who regularly attend
games with their families.”
Julietta Khoshaba:
“One of the benefits
is that the BTCC is one of the most popular
and regularly viewed sports. It has a huge,
loyal fan base and attracts an audience
outside the UK, too. Approximately 20
million people in the UK watch the entire
race season, so the sponsorship gives
Xeretec fantastic, consistent visibility in
front of thousands of people. However,
establishing the tangible ROI and
determining to what extent it increases our
brand awareness, or whether it influences
buying decisions, is harder to ascertain.”
Gary Downey:
“The pitfalls are a little
like advertising; you can’t simply spend
money and expect that to bring in the
business. You need to put a lot of effort in
and combine other sales and marketing
activities to maximise the benefits of
sponsorship. Raising our profile and
generating a pipeline of new contacts for
new business are the chief benefits.”
Darrell Minards:
“The main benefits
include gaining business, brand awareness
and understanding and developing
relations with customers and other
partners. The pitfalls are limited, but we
need to keep focused on ensuring that
we are telling our brand story through the
sponsorship and that it does not simply
become a hospitality play.”
Jeremy Spencer:
“It offers a great
opportunity for us to engage with our
customers and channel partners at an
event that is extremely popular amongst
our customer base. That said, never
underestimate the amount of time
and work that goes into this type of
sponsorship – and never leave things till
the last minute!”
What has or has not worked out
well for you?
Andrew Jones:
“Due to the success of
the club in the 2014 season, we have
now renewed our sponsorship but this
time have committed to a three-year
period for the 2015, 2016 and 2017
seasons. We view this investment as a
massive opportunity to promote our own
brand awareness. Networking with other
businesses at the games has already
reaped its rewards, with several new
business contracts being gained.”
Julietta Khoshaba:
“What works well
is that the sponsorship package enables
us to invite clients to a race. Seeing how
excited they are at being invited is a really
good feeling. A race is also a great chance
to build an even stronger bond with our
clients. In terms of downsides, the great
British weather can occasionally mean rain.
However, that can make a closely fought
race even more exciting!”
Gary Downey:
“What doesn’t work is
when you provide an open invitation for
staff to use a facility like this. There needs
to be accountability and lots of planning for
the season and what you are going to do
to maximise the return on this investment.
“Marketing and the local sales account
managers work very closely, and this work
begins very early – the week before the
first match isn't a great idea! Getting the
right balance at each match-day hospitality
event is obviously critical; no-one wants to
come along to watch the game and have
to talk shop the entire way through.”
Darrell Minards:
“What has worked:
ensuring we amplify the story across our
various media channels, utilisation of the
partnership in key Xerox ‘owned’ events
and running the partnerships across. What
has not worked: aligning activities doesn’t
always have a natural timing fit between
the sponsorship and the business need or
priorities.”
Jeremy Spencer:
“In relation to the
Commonwealth Games, the engagement
we had with our direct and indirect
customers and the feedback we had from
them after the event was fantastic!
“Our ability to carry out an undertaking
as large as that without flaws was a
massive boost for our organisation and
continued...
Approximately
20 million
people in the
UK watch the
entire race
season, so the
sponsorship
gives Xeretec
fantastic,
consistent
visibility
in front of
thousands of
people.
Balreed (l-r): Daniel Bell-Drummond, Rob Key and Sam Northeast
Xeretec sponsors British Touring Car Championship (BTCC)
driver Dave Newsham
