What brands are really looking for in a sponsorship campaign — David Tintner // ThoughtLeaders

Quotes

• “I consider a sponsorship to be an advertisement that is integrated and feels natural within the content. And that means that the brand or the product that's appearing in the sponsorship has to be, first of all, a great fit for the audience.”

• “Sponsorships are often much more effective than other forms of advertising because it's an endorsement from the person who's built up a loyal audience that listens to their content. That person is actually endorsing this brand and telling their audience to go try it.”

• “I think the secret sauce, the magic is first off finding content and brands that are compatible. The second would be figuring out the way to sort of build the integration, what the content looks like. And then the third piece is figuring out the analytics behind it.”

• “Once weve found a companys key users, what we've started doing is going into the content and looking to see which type of creators are reaching those types of customers.”

• “I would say B2B SAS products should definitely be going super niche. But if you're a massive company with a massive budget, just on a pure brand awareness level, there's definitely going to be value in you doing some massive plays, sponsorship plays.”

• “The majority of the brands that are really investing heavily in sponsorships today are looking at it from a direct response perspective. They want to spend $5 per lead or $20 per sale. But most sponsorships are fixed price. You can't buy half a sponsorship or a quarter.”