Sponsoring en temps de crise…

Imaginez que vous travaillez pour une entreprise valant quelques milliards de dollars et que vous disposez d'un budget marketing colossal. Vous dépensez votre argent dans plusieurs actions de pub afin de communiquer auprès de votre coeur de cible.

Imaginez que je vienne vous voir avec une proposition qui nécessite un investissement entre 10 et 20 millions de dollars par an (entre 7 et 15 millions d'euros) et qui devrait générer plus de 50 millions de dollars en exposition média (40 millions d'euros) sans mentionner un impact financier entre 10 et 20 millions de dollars (je ne donne que des ordres de grandeurs mais vous comprendrez pourquoi). Une proposition intéressante donc, une bonne affaire rien que sur la valo média sans compter un retour sur investissement très positif. Logiquement, plus d'une entreprise serait prête à apposer son nom en bas du contrat.

Maintenant, imaginez que cette entreprise est sous protection judiciaire. Même si elle reçoit des fonds de l'Etat pour continuer de vivre, elle a normalement toujours besoin de communiquer auprès du public et d'inciter les consommateurs à consommer leurs produits. Par conséquent, si une opportunité comme celle qui est décrite ci-dessus se présente, quasi tout le monde devrait sauter dessus…

A moins que l'on parle de… sponsoring sportif!
Depuis quelques temps, des entreprises comme Citi et AIG subissent la pression du grand public et des média, ces derniers les forçant à mettre fin à leurs partenariats (AIG/Manchester United et Citi/CitiField) au vu de leur situation financière. Dommage car ces partenariats sont relativement cohérents pour ces 2 groupes pour leur image, notoriété et leurs impacts commerciaux. Cependant, les montants annoncés ont fait lever les sourcils de bon nombre de personnes considérant ces investissements comme de l'argent gâché en temps de crise.

Malheureusement dans le sponsoring sportif, le grand public n'entend et ne retient que les coûts associés à tel ou tel partenariat mais oublie les autres dimensions. Inversement, on n'entend que très rarement les investissements en achat d'espace média pour AIG ou le prix d'une campagne d'e-mailing réalisée par Citi, montants qui, à mon avis, sont tout aussi élevés.  

Que faire alors? Certes, Citi et AIG restent des cas typiquement américains, pays où les média ont une place prépondérante mais le constat est le même, à savoir qu'il y a un besoin "d'éduquer le public" sur les aspects positifs de ces deals via des relations presse afin de réduire le "bruit" autour de ces partenariats qui en valent le coup tant d'un point de vue business que com. 

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    Pouvez remplir mon questionnaire en cliquant sur le lien ci-dessous.
    Une fois le questionnaire rempli vous devez cliquer sur le bouton « envoyer » en haut à gauche du questionnaire.
    Merci de votre aide.

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