Studiu de caz Sponsorship
AdPrint European Festival recharged by Supradyn
Cine crede in sponsorizari ca instrument de marketing? Raspuns corect: americanii; Raspuns complet: cine este bine pregatit, creativ si pragmatic.
Ce dumnezeu cauta Supradyn sponsor la AdPrint European Festival? Care este legatura logica ?
- Au aruncat oare banii pe geam?
- Au vrut doar sa faca ceva cu bugetul de sponsorizari?
- Este vorba de un responsabil de marketing care a tinut neaparat sa participe la evenimentele AdPrint si s-a lasat usor “pacalit” sa umble golul din dreptul proiectelor pe care se duce bugetul de sponsorizari ?
Spre norocul comunicatorilor romani nu. Spun romani pentru ca site-ul Supradyn exista (logic) doar in limba romana si este construit special ca sa ii ajute.
La o simpla analiza a publicului celor doua entitati (Supradyn si AdPrint) iti vei da usor seama ca el este acelasi. Oameni activi, cu program de lucru prelungit si stresant; ce sa mai analizez eu aici: seara la 11:00 cand imi iau mancare de la “Supermarket OK” ma intalnesc cu multi comunicatori, cand ajung acasa si intru pe YM comunicatorii sunt online; daca dau un mail unui comunicator la 20:00 imi raspunde linistit de la birou etc.
Toti prietenii mei din industrie se plang ca resimt oboseala din ce in ce mai rau, ca nu au timp sa faca sport si ca pe zi ce trece au din ce in ce mai putina energie.
SUPRADYN ne ofera solutiile fratilor. Pe mine m-au convins. M-am indragostit de acest brand.
Site-ul lor te invata cum sa scapi de aceste probleme si…, ciudat ar spune multi, solutia nu este Supradyn. Primele solutii recomandate sunt sport, somn etc. iar printre ultimele, discret si foarte frumos comunicata apare si Supradyn.
Nici macar nu il cunosc pe comunicatorul care, mai mult ca sigur, a dat continutul pentru site intr-un document word unui programator ruda cu cineva din companie, dar deja il apreciez. Sunt sincer, nu fac bascalie.
Site-ul Supradyn contine mai multe greseli (porneste cu deja celebrul “skip intro”), dar are si un punct forte: Continul.
Daca era un site construit special pentru aceasta sponsorizare si daca din banner-ul de pe homepage-ul AdPrint link-ul ducea direct catre pagina dedicata consumatorului eu unul as fi oferit macar un premiu special pentru aceasta campanie.
Ps: compania de sponsorizare nu a este exclusiv online (eu am vazut cel putin outdoor).
UPDATE: BTL in locatia evenimentului:
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Dragos Tuta
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postat de Dragos Tuta @ 1:39 p.m.
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As completa si eu cu faptul ca mesajele afisate prin locatiile festivalului erau foarte bine alese.
Banner-ul din imaginea ta era pus pe scara care ducea la expozitia lucrarilor din concurs. Pentru ca nu aveai cum sa-l eviti, mesajul te prindea:
"Peste 1000 de lucrari de analizat! Get help!"
Desi parca au fost mai multe, mi-l amintesc pe cel de pe scarile care mergeau catre (si dinspre) sala de festivitate. Era ceva de genul:
"Nu ai castigat anul asta? Straduieste-te mai mult pentru anul viitor! Get Help!"
Plasarea contextuala a mesajelor a fost foarte bine aleasa.
Cred ca majoritatea firmelor de medicamente ar trebui sa aiba astfel de oameni in componenta. E prima data cand vad o astfel de campanie - bine gandit, bine tintit. Nu te oboseste. Trebuie raspandita ideea si metoda. Felicitari si voua pentru ca recunoasteti deschis acolo unde cineva (cunoscut sau nu) a marcat un "+".
Este cunoscut, am aflat de curand cine a orchestrat toata campania:
Agentia Sister & Co. - condusa de Alexandra Tanjala (ex: Client Service Director Scala JWT)
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