Converting Fans, Friends, and Followers into Loyal Customers
Using Experiential, Event and Cause-Directed Marketing Strategies

This online resource center curates third-party content, CMO Council research and domain expert input to further sponsorship marketing precision, predictability and performance. Areas of focus and investigation include:

• Sources and services to evaluate, compare, direct and measure sponsorship options, as well brand sponsor suitability, fit, synergy, relevance, purpose, and shared narrative for both internal and channel stakeholders.
• Scope and discipline of sponsor due diligence on audience size, quality, mix, make up, segmentation, attributes, intentions, behaviors, geo-concentrations, attributes, limitations, engagement options, as well supporter, booster, fan, and enthusiast followings (Facebook, Instagram, Twitter, Google, YouTube, TikTok, etc.)
• Ways digitally savvy brands are using social media (SM) channels and AI-powered, real-time data analytics to extend the reach, impact, and value of sponsorships, endorsements, and cause-related marketing contributions.
• Best practice insights to help drive interaction, emotive connections, conversations, community and following; innovations that trigger consumer engagement, sales activation, brand affinity, purchase incentive, product consumption, and repeat sales.
• Case studies of brands making fans through structured sponsorship marketing, formalized social media strategies, real-time intelligence gathering, crowdsourced content, emotive engagement, creative interaction, online events, contests, etc.
• Risks and rewards, as well as the need for systems, processes and controls that ensure sponsor value, ROI, accountability, responsibility, brand compliance/safety, and reinvestment.