Advertising can irritate, but sponsorship inspires many.
Yesterday’s ways of communication will reach few people today. If it is important to maintain the image of a business or of a brand, or to change it, this one cannot do without sponsorship. Correctly performed, it is above all, cost effective.
Strategic sponsorship does not impose - it merges naturally and directly with the life of the target group. In reality it provides a contact point between business and the client. This assures that sponsorship is given more attention and acceptance than any other forms of communication. It achieves long-term impact with modest means.
Please find more at the owners interview with Martin Platzer.
The interview
Why not?
Interview with Martin Platzer MPM founder and CEO,
“What can sponsorship achieve?”
“Sponsorship has a unique advantage: It is the only form of communication where consumers voluntarily approach the business and interact with it, similar to the well known web 2.0. Good sponsorship takes place in an area of acceptance and trust, and its messages are better received. I often ask myself when seeing advertisements: As a bank, do I want my advert to appear on the screen after the cat food ad and disappear within seconds without being noticed?”
“Isn’t sponsorship only for large corporations?”
“Not at all, just the opposite. Small businesses in particular can achieve a lot with the right sponsorship concept, like enormous image gains, with very little effort. I believe that the size of synergy is much more important than the size of the business.”
“What do you mean?”
“The integration of sponsorship in the communication concept of the business is crucial. If the communication mix is balanced and, if everybody pulls together in the same direction, then the success will be considerable. Here Austria differs from the USA, Great Britain or Germany, the idea is less known in Austria, however it is the most important factor of success.”
“What in your opinion are the advantages of sponsorship in comparison with other forms of communication?”
“Sponsorship certainly has unique powers in respect of image building and brand preference and loyalty. It also influences subconsciously the buying decision at a very early stage. A good few advantage points are thus gained. The real advantage is the continuity of this image effects – sponsorship makes sure that the client remains favourably disposed towards the business and that the contact is maintained, even if the client does not buy straight away.
But many things can go wrong. If the sponsorship does not match the business, the client can become quickly disgruntled and, that can last for a long time. Often I ask myself: what is to be gained from some sponsorship measures? Just sweaty football jerseys? I would dare to say: In many instances – nothing, or at least, nothing beneficial.”
“Is sponsorship still underrated?”
“Certainly. Taking into account the internal effect – sponsorship can join together stake holders, can make lobbying easier, can render suppliers and partners steadfast and also make members of staff proud of their company. It is the perfect platform for incentives and it boosts motivation.”
“What is it MPM has and other suppliers have not?”
“Above all, experience. We have had a constant success in the market since 1992, and we are the market leader in our primary business. We also look after some of the largest and most discerning clients in the industry and this we can only accomplish by having excellent brand consciousness.”
“What can you offer a company that wants to break into the international market?”
“MPM is the only company in Austria and Switzerland that is a member of the “United Agencies Network”, a European-wide association of agencies managed by their owners. This enables us to offer our clients European-wide expertise and service. Our main markets are the German speaking countries, but, by now we also feel at home in all the CEE countries.
I am particularly proud that we have been looking after these clients for quite a long time. Not less than 10 years, in some cases even longer.”
“What is the reason?”
(laughing) “A good question. I assume the answer would be: MPM simply does a good job. We know the business inside out and after all these years, we still enjoy it. The enthusiasm of our team is the same as it was on the first day.
However, our large amount of knowledge allows us to sleep better than we did at the beginning.”