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Sponsorship can take your brand to new heights. In this post, we’ll share 10 reasons why it’s such a powerful tool to grow your reach, boost your brand presence and keep your audience coming back for more.
1. Build Familiarity
Listeners tune into radio every day for many reasons, to lift their mood and keep them company (Radiocentre), but also because they love and trust our brands.
When you attach your brand to ours through station endorsed sponsorship messages, it becomes familiar to the listener in a deeper and more meaningful way. Repeated mentions of your brand throughout the day builds trust, confidence and loyalty, making your brand a part of the listener's day.
2. Build Awareness and Trust
When your brand becomes a consistent part of our listeners' day, whether that’s on the school run or whilst they’re at work, your brand is part of their daily routine and becomes ingrained in our listener's minds.
Familiarity over time, due to daily positive interactions, builds awareness of what your brand stands for. This builds confidence and trust in your brand, turning confidence into loyalty and loyalty into sales.
3. Drive Footfall, Sales and Web Traffic
Once you have built trust and loyalty due to increased familiarity, the listener will be more likely to choose you when making a purchase, as you will be top of mind. Our Sponsorships and Partnerships deliver results. One client, a local attraction, saw a 25% increase in footfall when using sponsorship on Capital South Wales and a shopping centre SOLD OUT of products, we had promoted in their sponsorship messages and was the highest performing region for sales, when using a daytime partnership on Heart Yorkshire!
4. Instant Credibility (through brand synergy)
We amplify your brand by using ours! Our trusted radio stations offer brands like yours a platform to shine in the hearts and minds of our listeners. Sponsorship of a feature or day part puts your brand ahead of the competition. That’s why big names like Adidas, Coca Cola, Shell, Barclaycard and Carlsberg have been sponsoring sporting major events like Wimbledon, the Olympics, Premier League and Formula 1 for years….
Why do these brands use Sponsorship? It’s for brand positioning and to create STAND OUT whilst connecting with the audience's passion. The same applies to radio, with millions of loyal listeners tuning into us each week across the UK, you can tap into the passion and love of our station brands.
5. Easy to Understand (simplicity is key)
Sponsorships rely on short, punchy messages called tags or straplines, which are simple, to the point, and easy to digest. This means they are easily remembered, which can help make clients famous in the local area due to the high repetition of the messages on rotation each day.
6. Frequency of Message (repetition builds reputation)
Elizabeth Arden, known for her beauty products once said, "Repetition makes reputation, and reputation makes customers”.
Repetition is one of the secrets to the success of Sponsorship. Sponsors take ownership of a day part or feature, with their messages REPEATED multiple times during the day or daypart. The more familiar a brand is, the most trusted it becomes. Repeated positive daily interactions with a brand, help strengthen the relationship with the listener. As we said before, familiarity creates confidence, meaning listeners will be more confident to purchase from your brand over others.
7. Relevant to Audience and Various Client Categories
Advertising which directly relates to tasks or activities that listeners are participating in builds on editorial effects and turbocharges them. There’s a 56% increase in spontaneous advertising recall as a result of the ads being more personally relevant*. So, talking to parents at breakfast to promote a new kitchen range or promoting a new car during a Travel update makes the message hit harder, the more relevant the message, the harder it works. Sponsorship works for many sectors, we are proud to work with various client categories from Motor dealers, Solicitors, Attractions, Retail, Legal to Colleges, the list is endless. We’d love to show you what we can do for your brand.
8. Long Term Consistency Builds a Powerful Brand
Long term sponsorship with consistent messaging makes your brand stronger. Consistency establishes a brand as a stable and reliable presence in the market, generating a feeling of confidence and trust. In a study by System 1 and IPA, it reported that consistent brands using consistent ads, long term, work twice as hard with 27% more effects, and double the profit gains compared to inconsistent brands. The same principle applies with sponsorship, consistency creates confidence which in turn amplifies a brand position.
9. Creates Stand Out and a Point of Difference
Sponsorships create stand out because they are exclusive, and station endorsed! There is only ONE opportunity to sponsor Weather or Travel on Radio, which makes them unique. These updates are an appointment to listen for our audience, becoming a sponsor means the listener will only hear your brand and key message every time the update is aired, which is multiple times a day.
You can also take ownership of a daypart which means your brand and key messages are next to music and presenter content, which is what the listeners tune in for, meaning your brand is at the heart of what our listeners love most.
10. Competitor Advantage
We don’t let just anyone become a Sponsor. It has to be a perfect synergy between client brand and broadcaster, which will be relevant to the audience.
Once you have secured a Sponsor or a Partnership opportunity, then it’s EXCLUSIVELY yours. You’ll have one upped your competition with a prominence and positive association that they cannot touch, making it harder for competitors to close the gap. We are proud that some of our clients have been on Sponsorships for over 10 years. They know it works, and we love helping to grow their business.
Ready to make your brand FAMOUS in the local marketplace? We’d love to set up a call and show you the power of sponsorship!
