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By Emanuele Venturoli| Posted December 18, 2014 | In Marketing, MotoGP
Here’s to a different 2014. And even happier 2015
It’s that time of the year again. And with the festive season coming, there’s a lot of christmas-tree-building, present-wrapping, late-minute-shopping, dinner-planning to do. Oh, Christmas, you are one rushy and chaotic holiday. However, as the lights dim out and the family sleeps merrily after a late-night Disney cartoon bonanza, it is not infrequent to start thinking about the year drawing to a close, and the upcoming one. Yes, it’s that time of the year again.
So, here’s to what has been in 2014, and to what will be in 2015.
It has been a tough, unforgiving year, this one. But also a really satisfying and deeply rewarding one. We relocated, then opened offices in London, signed new partners, met new colleagues and worked with new clients. There were planes to catch, bikes to race, papers to sign, hands to shake and hopes to build. And, just as we changed everything, we tried to remain the same. Did I expect any of this? Mostly, not.
But this shouldn’t come as a surprise. This world is spinning at astronomical speeds and the market, the business, the whole discipline of marketing is evolving in new and uncharted ways. It is fascinating, sure, and truly challenging, but you need to catch up, all day, every day. It’s a hell of a ride, and a strange feeling.
Sometimes we look back just to find out we are nowhere near where we thought we’d be. This does not mean it’s worse, just different. Different from what we thought, different from what they told us, different from what has been. Unfortunately, we are finding out the hard way that what screws us up most in life is the picture in our head of how it’s supposed to be.
“Different” is the new challenge. “Different” is the new landscape. We’ll have to cope, adapt to “different”. Everything is changing, evolving, constantly pushing the boundaries. Technology has played a more than significant role, and the speed of our communication tools has shrunk both time and space in an eternal hic et nunc. The possibilities are endless, and the old business models are starting to call it a day
Obviously, this is no breaking news, and the Internet wasn’t exactly born in 2014. But for me, nothing has ever changed so fast as in the last 12 months, both on the personal and on the business side. 2015 will provide no truce and, hopefully, we’ll have more projects and more planes to catch and more bikes to race. We are working on lots and lots of new things, as we wait for the MotoGP and Formula 1 season to start again, in less than 100 days.
As usual, we’ll keep you posted. In the meantime, let’s raise our glass to this 2014 and to a even better 2015.
Happy holidays, from all of us, to all of you.
Emanuele Venturoli
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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Read MoreWhy choose RTR Sports Marketing
In an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
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.
Save time and money
When first approaching a motorsport sponsorship 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. Motorsport 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.
The right information, the right choice
Motorsport 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 motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, 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 beating heart
Activations are the real heart of motorsport 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 motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, 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.
Objective measurements for a certain return
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.
Sit back, relax, we’ll take care of it
We have been involved in motorsport 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
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