What is the real value of Sponsorship? And more importantly, is there a right way to position your brand with an event or sponsorship opportunity and is it really worth it for your brand?
Well if your an American Express card holder you'd be very pleased with American Express and its innovative sponsorship program at the annual US Open - and if your not a card member you might be convinced you should be.
After recently visiting the 2007 US Open in New York, I was truly impressed with not only the sheer scale, but attention to detail, the multitude of offers and flawless brand awareness building that American Express brought to light with its major sponsorship program to this world class event.
American Express has been the official card partner for many years but it struck me this year just how truly expectational the experience is - if your a card holder. For example in Rockerfeller Plaza and Madison Square Park, American Express offers live viewing of all matches on massive screens and provides free reserved seating for cardholders. They also offered at these venues free branded towels and chairs for rent for all cardholders for free and popcorn!
They tag line used in the advertising asks - Are you a Cardmember?It sure made me glad I could answer YES, with that AMEX plastic in my wallet!
The experience of their sponsorship was made even more expectational once on the grounds of the USTA National Tennis Center - as card holder you were entitled to a free pedi-cab ride to the entry gates from the train station, a free radio to listen to the TV simulcast while attending a live match, a free collectors pin with a $75 purchase with your card on food and swag - I could go on but you get the picture.
American Express has always understood the fundamental importance of building strong relationships with customers; and what better way to achieve brand loyalty then offering your loyal followers a simple but effective perks to enhance their experience at a great sporting event. Truly brilliant; even more brilliant is that it makes those with their Visa's and Mastercard's want to seek and explore the advantage of being a card member - several people I saw were rather upset they couldn't have free radio and proceeded to sign for a card just to get one!
For a brand that is well respected, established and known for excellence in customer service, American Express truly had their game on in what is possible with an effective and well positioned event sponsorship progam; they achieved two crucial goals - made current card holders feel wanted and rewarded them for their loyalty and made non-card holders question why they weren't a card member.
I sometimes question myself whether the annual fee for my card is truly worth it; American Express at the US Open put that one to rest - I felt the love and respect for my loyalty - I am hooked.
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