Wanting to make an impact as a sponsor? Maybe take a course in psychology.

I attended a Chartered Institute of Marketing event in Southampton last week to hear how two very different brands – Adidas and Skandia – have leveraged their sponsorship campaigns before, during and post the Olympic Games. Doubtless a considerable amount of lateral thinking has been required to ensure meaningful ROI and maintain a happy Board of Directors (the Finance Director in particular)!

It is assumed that massive sums of money need to be invested to make any sort of significant global impact these days but it can also come down to the individual personalities involved, the human interest stories, that entice audience to embrace and engage with a campaign or not.

Perhaps all we need, to be even more successful in our various fields, is a better understanding of psychology; what makes people tick!


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