Are fans who post on social media sites during sporting events more likely to purchase products from event sponsors than their non -posting counterparts? The answer is, yes.
A recent study by media services firm Horizon Media found that sports fans who use social media during live events are twice as likely as non-posting spectators to consider purchasing products or services sold by event sponsors.
The study, commissioned by Scout Sports and Entertainment Marketing, surveyed the 3,000 members of Horizon’s online research community to determine the effectiveness of in-game sports marketing initiatives, including what motivates fans to post on social media during games.
The research conducted by Horizon, which employed its social listening practice, The Distillery, to determine brand experiences at sponsored live events also found that venues that allow for enhancements, such as free Wi-Fi or seat upgrades, are powerful drivers for spectators to post on social media sites, because of the personal benefits they experience. Quality still counts, though.
“There is a value exchange that marketers need to incorporate into marketing plans,” says Sheri Roder, chief of the WHY Group at Horizon Media. “It’s no secret that people aren’t going to post to promote a brand unless they feel that what they’ll get in terms of their own social standing will outweigh what they’re doing for your brand. And it better be good. Make it worth their time and you’re much more likely to get a responsive and active audience.”
If you’ve ever wondered about the true value of event sponsorships, or had a difficult time selling event sponsorships to your C-suite, now you know that effective social brand engagement at live events is worth the price of admission.