Sponsorship
Today's Brand Marketers, face noisy and fragmented media channels as well as growing ranks of consumers who use technology to opt-out of receiving marketing messages. In response, marketers spend $22 billion annually on Branded Entertainment marketing; the integration of brand messaging with entertainment content that elicits opt-in consumption from users. This commonly takes the form of event sponsorships, product placements and other non-interactive channels. The big problem is that such activities are typically very complicated and costly to execute, and do not offer critical consumer targeting or measurement of ROI. Such inefficiency is simply unsustainable.
Entertainment Content Owners, such as record labels and independent artists, are facing billions in revenue declines even as consumption for their productions grows exponentially. Rooted in the rapid shift from physical to digital distribution channels, Content Owners suffer in an environment characterized by an absence of accountable retail marketing programs, compounded by arbitrary and inefficient pricing models.
Dympol's interactive micro-sponsorship platform brings the affordability, target-ability and account-ability of cost-per-click (CPC) and cost-per-action (CPA) advertising to the murky waters of branded entertainment and music content marketing. Dympol enables both brand and content marketers to strategically underwrite discounts on music for target consumers on dympol.com and across on-line points of sale.
Using dympol, Brand Marketers are empowered to create an emotional connection by appearing to share target consumers' music tastes while earning goodwill and achieving high levels of positive brand awareness. Meanwhile, dympol offers Content Owners the ability to stimulate sales and revenues by targeting specific consumer segments with strategic, on-demand, promotional sale-price campaigns free from retailer gatekeeping.
Each campaign is defined by a combination of music crtieria (e.g., “top 200 selling mp3 downloads” or “all tracks on my label with a retail price of $1.29”) and/or consumer profile criteria (e.g., “18-44 males”).
Recent research confirms that since online searches typically take place after a buy decision has been made, addressing a higher point on the sales funnel (as does dympol's approach) can have a much greater impact on influencing brand-specific purchase decisions than does search advertising (Source: Wall St. Journal). So, instead of just bidding for clicks, dympol sponsors can build the long-term relationships that can effect a lifetime of future purchases.
- Perfect for use on a stand-alone promotion or component of broader integrated branded entertainment campaigns.
- Dympol delivers accountability to branded entertainment marketing. You control the budget and only pay when a consumer interacts with your brand by accepting your discount offers.
- Taken as a whole, and for one low cost per transaction, dympol offers up multiple impressions, click and conversion opportunities on top of the core benefit of creating brand awareness and affinity.
- Can be used to extend the impact of real-world activities and promotional events to post-event discounts on related music purchases.
- Convert discount recipients into customers by presenting “special offers” for your eCommerce-enabled products and services. You specify the merchandise or package, a wholesale discount amount and provide us with a purchase URL and promo code. We send users directly to your buy page at no additional cost.
- Dympol offers you the ability to leverage the power of music without having to deal with licensing, a time-consuming and expensive hassle.
- The dympol platform natively selects out “freebie junkies,” so your campaign budget is only spent on reaching active, qualified online consumers. Bottom-up approach creates appearance of shared entertainment tastes, builds goodwill, and a stronger emotional link.
- A direct, personal financial benefit to customer prospects beats simple signage. Impacts brand-specific buy decisions before consumers get to a search page. Inexpensive, targetable, and measureable.
For more information, download the Brand Marketer Overview or the Content Owner Overview and fill out the following form. A dympol marketing expert will be in touch with you shortly. Alternately, just drop a line to sponsorship@dympol.com.
