Are you willing to sponsor?
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
By Emanuele Venturoli| Posted January 1, 2016 | In Marketing, MotoGP
Today, my Mail application left me. It literally (well, not literally) died on me, with no notice, no warning and absolutely no regard for the calendar, which carelessly read Wednesday, december 30th. When I woke up this morning, the inbox folder was just an empty, cold, blank space. Everything, and by everything I mean EVERYTHING, was just gone. Disappeared. Bermuda-triangulated.
Now, I am no noob at technology, and from past experience I have learned to keep my good share of backups, both cloud based and on solid state memories. So what I did was to start from scratch and rebuild all of my folders, pulling messages from here and there. Here’s to you, Time Machine, Western Digital and iCloud.
It is a strange feeling you get when you try and put back together 5 years of emails, messages, drafts, sent projects and office banter between coworkers. Things come back, memories, reminders, old jokes now lost and gone. It’s melancholy, version 2.0. I’m digitally homesick. So, after a while of browsing past of hundreds of useless messages, I decided I’d take the hard way and download every message from the server again. Yeah, like, alright dude, show me what you’ve got. Boom.
In some 9 hours of syncing, my mail client dowloaded 107.675 messages. Yes, you read that right. That’s one-hundred-and-seven-thousand-six-hundred-seventy-five. All of a sudden I was shocked at the size of the thing. The numbers, the cold, hard numbers, more than the content of the messages themselves, impressed me. With no hesitation, I deleted every message before January, 1st, 2015 so that I could focus only on the last year of conversation.
Today, I found out I received 20.665 emails last year.
Again, this is just a number, but there is little doubt it’s impressive. It is more than 56 emails a day. It’s a message every 24 minutes. If you think of it in the daily routine, you might even think this is pretty normal (I mean, I’m 100% sure dozens of thousands of people around the world get even more than that), but if you look at the big picture, this is disheartening. It is too much. We write way too much. The thing is wearing us out.
And, what is worse, these days you get notified anytime, anywhere, on any device. You receive an email and everything beeps, rings, buzzes, vibrates, turns on or flashes. Your phone, your laptop, your desktop computer, your iPad, your Apple Watch, your connected fitness wristband. Twenty one thousand times a year. We can’t be serious about that. We don’t even drink water at that ratio. We don’t kiss, smile, hug, laugh, pray, eat, sleep, walk, talk, fall in love or cry 56 times a day.
This is bad communication, to say the very least. It is time consuming, confusing, highly fragmented, super cluttered. We write poorly, sending each and every line coming to mind, forwarding mediocre conversations we don’t want to be involved in, secretly hoping someone will eventually take care of the hot potato.
Technology made us misinterpret the role of written communication. All this connectivity and all these resources have made getting in touch super easy and uber quick but maybe, just maybe, also affected the way we mean things, the way we write, the way we communicate.
In these 5 emails per hour we send and receive, we care little about good grammar, about decent prose, even about good manners. Try and read a conversation from nine months ago and you’ll find nothing more than a string of RE: RE: RE: FW: containing the idiomatic FYI, TL;DR and the now-typical “Thanks, will let you know”. Seriously, read a thread from one year ago and you will hardly understand a thing. The thing does not make any sense.
Also, they told us brief is the new black. I’m totally Ok with that, I love brief, as long as brief does not stand for poor. Being concise is a very peculiar feature to have, and quite a difficult one as well, if you ask me.
So, here’s one of my new year’s resolutions: to be better at how I communicate, both on the personal and professional side. To write less but better and demand from my colleagues, friends and coworkers the exact same thing.
I have the feeling life (yes, life, and everything it’s made of) could be slightly better if we improved the way we talk to each other, the way we write to each other and finally the way we read and listen to each other. We owe it to ourselves and to our friends and partners to be careful and accurate, saving them time and effort, to be good-mannered and well-timed, to let them have a bit of intimate touch and not only information+information+information, to be more personal and warm, and have a real conversation. To be more human.
I’m looking forward to it already.
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
A graduate in Public, Social and Political Communication from the University of Bologna, he has always been passionate about marketing, design and sport.
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By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a sponsorship or sports marketing project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Sports is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Sports is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A sports marketing and sports sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which sport, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of sports sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a sports marketing project you need an agency that knows how to use sponsorship to engage the fanbase on the Web, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in sports sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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