{"id":255629,"date":"2024-09-23T09:08:21","date_gmt":"2024-09-23T07:08:21","guid":{"rendered":"https:\/\/rtrsports.com\/blog\/seviye-deneyimsel-sponsorluk\/"},"modified":"2025-07-25T22:06:23","modified_gmt":"2025-07-25T20:06:23","slug":"seviye-deneyimsel-sponsorluk","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/seviye-deneyimsel-sponsorluk\/","title":{"rendered":"Sponsorlukta deneyimsel d\u00fczey: \u0130nanmak i\u00e7in dokunmak neden \u00f6nemlidir?"},"content":{"rendered":"

Neredeyse 300 beygirlik MotoGP prototiplerinin<\/strong> \u00e7\u0131\u011fl\u0131klar\u0131 g\u00f6ky\u00fcz\u00fcne y\u00fckseldi\u011finde ve yirmi iki bolide kendilerini ilk viraj\u0131n a\u011fz\u0131na do\u011fru f\u0131rlatt\u0131\u011f\u0131nda saat Cumartesi g\u00fcn\u00fc \u00f6\u011fleden sonra 3.02’dir. Daha \u00f6nce hi\u00e7bir yar\u0131\u015f motosikletini bu kadar yak\u0131ndan g\u00f6rmemi\u015f olan Luca, pit duvar\u0131ndan yan\u0131ndan v\u0131z\u0131ldayarak ge\u00e7en motosikletleri takip etmeye \u00e7al\u0131\u015f\u0131rken avu\u00e7 i\u00e7leriyle kulaklar\u0131n\u0131 t\u0131k\u0131yor.<\/p>\n

Y\u00fcz\u00fcnde adrenalin, heyecan<\/strong> ve inan\u00e7s\u0131zl\u0131\u011f\u0131n<\/strong> kar\u0131\u015f\u0131m\u0131 bir g\u00fcl\u00fcmseme beliriyor. S\u00fcr\u00fcc\u00fcler ilk sa\u011fa d\u00f6n\u00fc\u015f\u00fc yap\u0131p virajlar\u0131n ufkunda kaybolur kaybolmaz, egzozlar\u0131n sesi de daha uzak hale geliyor. Luca ancak o zaman d\u00f6n\u00fcp etraf\u0131na bak\u0131yor: mavi g\u00f6ky\u00fcz\u00fc, nefeslerini tutmu\u015f y\u00fcz binlerce seyirci, r\u00fczgar\u0131n ok\u015fad\u0131\u011f\u0131 bayraklar, pitlerin yanard\u00f6ner renkleri ve garajlar\u0131n i\u00e7indeki ekranlardan aksiyonu takip eden personelin kolal\u0131 \u00fcniformalar\u0131. “T\u00fcm bunlar kesinlikle inan\u0131lmaz”<\/strong> diyor.<\/p>\n

Luca’s hayali bir isim olsa da, bu k\u00fc\u00e7\u00fck hikayenin geri kalan\u0131 hayali de\u011fil ve spor sponsorlu\u011funun deneyimsel y\u00f6n\u00fcn\u00fcn belirleyici \u00f6nemine tan\u0131kl\u0131k <\/strong> etmek i\u00e7in burada.<\/p>\n

\"deneyi\u0307mselDokunmak inanmakt\u0131r<\/h2>\n

Bu sayfalarda daha \u00f6nce bir\u00e7ok kez belirtildi\u011fi gibi, spor sponsorlu\u011funun \u00f6zelliklerinden biri de sporda ve spor etkinli\u011finde \u00e7oklu duyusall\u0131\u011f\u0131n merkezi rol\u00fcd\u00fcr<\/strong>. Be\u015f duyunun duygusal ve bili\u015fsel g\u00fcc\u00fcn\u00fcn sporun ileti\u015fimsel g\u00fcc\u00fcne ve dolay\u0131s\u0131yla spor pazarlamas\u0131n\u0131n<\/strong> etkinli\u011fine katk\u0131da bulundu\u011funu g\u00f6steren \u00e7ok say\u0131da \u00e7al\u0131\u015fma vard\u0131r.<\/p>\n

Thorsten Tham“Multisensory impact<\/em> of sportevents<\/em>” (Schriftenreihe der HHL Leipzig Graduate School of Management, 2016) ba\u015fl\u0131kl\u0131 \u00e7al\u0131\u015fmas\u0131nda \u015f\u00f6yle yaz\u0131yor: “Canl\u0131 ileti\u015fim ara\u00e7lar\u0131n\u0131n yard\u0131m\u0131yla [sporda] ba\u015far\u0131yla ger\u00e7ekle\u015ftirilebilen \u00e7ok duyulu ve b\u00fct\u00fcnsel duyu yakla\u015f\u0131m\u0131, bir etkinlik s\u0131ras\u0131nda spor tesisinin ziyaret\u00e7ilerle ki\u015fisel, do\u011frudan ve etkile\u015fimli bir \u015fekilde bir araya gelmesini kolayla\u015ft\u0131r\u0131r ve benzersiz ve s\u00fcrd\u00fcr\u00fclebilir deneyimlerin saklanmas\u0131n\u0131 sa\u011flar. Bu ger\u00e7ekten hareketle, teorik ve pratik disiplinlerden uzmanlar, \u00e7ok duyulu yakla\u015f\u0131mlar\u0131n marka y\u00f6netimi alan\u0131nda \u00f6nem kazanmaya devam edece\u011fine inan\u0131yor.”<\/p>\n

D\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki taraftarlar ve merakl\u0131lar i\u00e7in bu yeni bir \u015fey de\u011fil, tam tersine spor t\u00fcketicisi televizyon izlemek ile stadyuma gitmek aras\u0131nda bir fark oldu\u011funu her zaman bilmi\u015ftir. Ve bu fark, \u015fa\u015f\u0131rt\u0131c\u0131 olmayan bir \u015fekilde, televizyon ekran\u0131n\u0131n aktaramad\u0131\u011f\u0131 t\u00fcm duyular\u0131n kat\u0131l\u0131m\u0131nda yatmaktad\u0131r. Bir sonbahar ak\u015fam\u0131nda teninizdeki serinlik, trib\u00fcnde arkada\u015flar\u0131n\u0131zla i\u00e7ti\u011finiz biran\u0131n tad\u0131, kalabal\u0131k hep bir a\u011f\u0131zdan \u015fark\u0131 s\u00f6yleyip z\u0131plad\u0131\u011f\u0131nda hissetti\u011finiz o a\u00e7\u0131klanamaz duygu. Ama hepsi bu kadar de\u011fil: stadyuma ya da piste yolculuk var, ticari sat\u0131c\u0131lar\u0131n standlar\u0131nda gezinmek var, at\u0131\u015ft\u0131racak bir \u015feyler almak i\u00e7in barda ka\u00e7\u0131n\u0131lmaz kuyruk var. Literat\u00fcr\u00fcn bug\u00fcn bize s\u00f6yledi\u011fine g\u00f6re t\u00fcm bunlar, deneyimi bili\u015fsel olarak peki\u015ftirmeye, haf\u0131zay\u0131 ve onun yaratt\u0131\u011f\u0131 duyguyu<\/strong> daha g\u00fc\u00e7l\u00fc hale getirmeye yard\u0131mc\u0131 oluyor. Duygusal bile\u015fenler, \u00f6z\u00fcnde bili\u015fsel olanlara eklenir.<\/p>\n

\"deneyi\u0307mselDuygular, sponsorluk, kat\u0131l\u0131m<\/h2>\n

Pazarlama ile ilgilenen herkes, de\u011fer in\u015fas\u0131nda duygular\u0131n \u00f6nemini bilir. Y\u0131llar ge\u00e7tik\u00e7e Duygusal Marka Ba\u011fl\u0131l\u0131\u011f\u0131 (EBA)<\/strong> kavram\u0131n\u0131n, yani olumlu hisler ve duygular yaratabildi\u011finde markaya kar\u015f\u0131 geli\u015fen duygusal ili\u015fkinin giderek daha merkezi hale gelmesi tesad\u00fcf de\u011fildir. Basit\u00e7e ifade etmek gerekirse: bir \u015fey bizi ne kadar iyi hissettirebiliyorsa, zaman i\u00e7inde onu se\u00e7meye o kadar meyilli oluruz.<\/strong><\/p>\n

Bu vakan\u0131n \u00e7emberini kapatt\u0131\u011f\u0131m\u0131zda, \u00e7oklu duyusall\u0131\u011fa y\u00f6nelik bu yakla\u015f\u0131m\u0131n sponsorluklarda nas\u0131l giderek daha <\/strong> \u00f6nemli hale geldi\u011fini g\u00f6rmek kolayd\u0131r: dokunmak bizde daha fazla duyguyu tetikleyebiliyorsa, sonu\u00e7 olarak t\u00fcketici davran\u0131\u015f\u0131 \u00fczerinde bir etkiye sahip olabilir <\/strong>.<\/p>\n

Be\u015f duyu ne kadar \u00e7ok i\u015fin i\u00e7ine girerse, etkile\u015fim o kadar y\u00fcksek, sponsorlu\u011fun etkinli\u011fi o kadar y\u00fcksek, marka i\u00e7in fayda o kadar b\u00fcy\u00fck olur.<\/strong><\/p>\n

K\u00fc\u00e7\u00fcmseme \u00e7a\u011f\u0131<\/h2>\n

Bu mant\u0131k, bu sayfalarda s\u0131kl\u0131kla de\u011finilen bir ba\u015fka temayla, yani modern spor sponsorlu\u011funda marka g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcn (te\u015fhirinin) giderek azalan \u00f6nemiyle birlikte ele al\u0131nd\u0131\u011f\u0131nda daha ileri bir yap\u0131ya kavu\u015fmaktad\u0131r.<\/p>\n

Bu konuda gereksiz kafa kar\u0131\u015f\u0131kl\u0131\u011f\u0131 yaratmaktan ka\u00e7\u0131nmak gerekti\u011fi \u00e7ok iyi anla\u015f\u0131lmaktad\u0131r. Burada bir Premier Lig<\/strong> formas\u0131na, bir Formula 1<\/strong> arabas\u0131na veya bir MotoGP motosikletine<\/strong> logo koyman\u0131n faydas\u0131z oldu\u011fu s\u00f6ylenmiyor: \u00e7ok b\u00fcy\u00fck markalar ve \u00e7ok b\u00fcy\u00fck sponsorluklar tam da prestijli g\u00f6r\u00fcn\u00fcrl\u00fck pozisyonlar\u0131ndan ba\u015flar, ancak bunlar bir ba\u015flang\u0131\u00e7 noktas\u0131d\u0131r, bir yolun sonu de\u011fildir. S\u00f6ylenmeye \u00e7al\u0131\u015f\u0131lan \u015fey, e\u011fer bu logo tek ba\u015f\u0131na b\u0131rak\u0131l\u0131rsa ve nedenlerini ve pazarlama stratejilerini destekleyen aktivasyonlardan yoksun kal\u0131rsa, o zaman neredeyse i\u015fe yaramaz oldu\u011fudur. Her t\u00fcketicinin her g\u00fcn y\u00fczlerce ileti\u015fim par\u00e7as\u0131na maruz kald\u0131\u011f\u0131 ve inan\u0131lmaz say\u0131da markaya maruz kalman\u0131n s\u00fcrekli artt\u0131\u011f\u0131 bir \u00e7a\u011fda, etkile\u015fim olmadan g\u00f6r\u00fcn\u00fcrl\u00fck sonu\u00e7suzdur.<\/p>\n

Yine basitle\u015ftirmek gerekirse, dokunmadan g\u00f6rmek g\u00fcn\u00fcm\u00fczde pek etkili de\u011fil.<\/strong><\/p>\n

T\u00fcm bunlar\u0131n i\u00e7inde, son on y\u0131l i\u00e7inde sosyal medyan\u0131n b\u00fcy\u00fck bir h\u0131zla ortaya \u00e7\u0131kmas\u0131 ve t\u00fcketiciler, markalar ve spor tesisleri gibi herkesin g\u00fcnl\u00fck ya\u015fam\u0131nda hemen merkezi bir rol oynamas\u0131yla k\u00fc\u00e7\u00fck bir girdap yarat\u0131ld\u0131. Bu girdap -ve bunun sonucunda ortaya \u00e7\u0131kan vertigo- \u00f6ncelikle sosyal medyan\u0131n melez do\u011fas\u0131ndan ve son derece esnek ve de\u011fi\u015fken kullan\u0131m\u0131ndan kaynaklanmaktad\u0131r. Asl\u0131nda ileti\u015fim akademisyenleri aras\u0131nda sosyal medyan\u0131n \u00c7izgi \u00dcst\u00fc<\/strong> veya \u00c7izgi Alt\u0131<\/strong> stratejilerdeki yeri konusunda bir i\u00e7tihat vard\u0131r: Etkili bir payla\u015f\u0131mla \u00e7ok say\u0131da insana ula\u015f\u0131ld\u0131\u011f\u0131 kesinlikle do\u011fru olsa da, bu ara\u00e7lar\u0131n sa\u011flad\u0131\u011f\u0131 etkile\u015fimin son derece ki\u015fiselle\u015ftirilmi\u015f oldu\u011fu da do\u011frudur. Solomonik olarak, baz\u0131 uzmanlar sosyal medyay\u0131 yeni bir ileti\u015fim ara\u00e7lar\u0131 kategorisi olan Hat<\/strong> Boyunca kategorisine yerle\u015ftirmeyi \u00f6nermektedir.<\/p>\n

Teorik spek\u00fclasyonlar bir yana, bug\u00fcn\u00fcn pazarlamac\u0131lar\u0131n\u0131n kendilerine sorduklar\u0131 soru \u015fu: sosyal medya g\u00f6r\u00fcn\u00fcrl\u00fck m\u00fc sa\u011fl\u0131yor yoksa etkile\u015fim mi?<\/strong> E\u011fer sosyal a\u011f deneyinin ba\u015flang\u0131c\u0131nda insanlar be\u011fenme, payla\u015fma ve yorum yapman\u0131n ‘aktif’ etkile\u015fim operasyonlar\u0131 oldu\u011funa ikna olmu\u015flarsa, \u015fimdi b\u00fcy\u00fck markalar\u0131n yeni g\u00f6r\u00fcn\u00fcrl\u00fck yaratmak i\u00e7in – spor tesisleri ve sporcular da dahil olmak \u00fczere – \u00e7ok say\u0131da etkileyiciye g\u00fcvendikleri giderek daha a\u00e7\u0131k hale geliyor. Ba\u015flang\u0131\u00e7taki b\u00fcy\u00fck co\u015fku -ve ger\u00e7ek anlamda ko\u015fup oynamad\u0131\u011f\u0131n\u0131z s\u00fcrece Instagram ya da Facebook’ta \u00e7ok az \u015fey yap\u0131labilece\u011finin anla\u015f\u0131ld\u0131\u011f\u0131 pandemi d\u00f6neminin b\u00fcy\u00fck hayal k\u0131r\u0131kl\u0131\u011f\u0131- ortadan kalkt\u0131ktan sonra, sosyal medyan\u0131n \u00f6zellikle do\u011frudan ticari bir itici g\u00fc\u00e7 olarak etkinli\u011finin azald\u0131\u011f\u0131 art\u0131k apa\u00e7\u0131k ortada.<\/p>\n

Teresa Fernandes<\/strong> ve Rodrigo Oliveira<\/strong> taraf\u0131ndan 2024 y\u0131l\u0131nda yap\u0131lan ‘Sosyal Medya Yorgunlu\u011funun \u0130tici G\u00fcc\u00fc Olarak Markalar ve Kullan\u0131c\u0131lar\u0131n Ba\u011flant\u0131y\u0131 Kesmesi \u00dczerindeki Etkileri: Gen\u00e7 T\u00fcketicilerin Bak\u0131\u015f A\u00e7\u0131s\u0131’ ba\u015fl\u0131kl\u0131 \u00e7al\u0131\u015fma<\/a> tam da bunu a\u00e7\u0131kl\u0131yor. Yazarlar \u015f\u00f6yle yaz\u0131yor: “Sosyal Medya Yorgunlu\u011funun sonu\u00e7lar\u0131 hem bireyler hem de markalar i\u00e7in zararl\u0131 olabilir. Markalar a\u00e7\u0131s\u0131ndan SMF, kullan\u0131c\u0131lar\u0131n marka mesajlar\u0131na daha az dikkat etmeleri ve medya maruziyetlerinde daha se\u00e7ici hale gelmeleriyle sosyal medya kat\u0131l\u0131m\u0131n\u0131n azalmas\u0131yla ili\u015fkilidir ve marka performans\u0131n\u0131 olumsuz y\u00f6nde etkiler.<\/p>\n

Yine bu parantezi kapat\u0131rken, sosyal medyan\u0131n de\u011ferli ve pop\u00fcler bir ileti\u015fim arac\u0131 olmad\u0131\u011f\u0131n\u0131 s\u00f6ylemedi\u011fimi belirtmek isterim. Sadece burada, di\u011fer alanlarda oldu\u011fu gibi, markalar\u0131n a\u015f\u0131r\u0131 maruz kalmas\u0131n\u0131n arac\u0131n etkinli\u011finin azalmas\u0131na neden oldu\u011fu ve baz\u0131 durumlarda t\u00fcketiciyi markaya yakla\u015ft\u0131rmak yerine uzakla\u015ft\u0131rd\u0131\u011f\u0131 s\u00f6ylenmektedir.<\/p>\n

\"deneyi\u0307msel<\/h2>\n

Aktivasyon ve deneyimsellik<\/h2>\n

Sponsorluk performans\u0131n\u0131 art\u0131r\u0131c\u0131 bir unsur olarak \u00e7oklu duyusall\u0131\u011fa<\/strong> y\u00f6nelik bu yakla\u015f\u0131m, etkinlikleri ve kat\u0131l\u0131m\u0131 b\u00fcy\u00fck bir g\u00fc\u00e7le yeniden aktivasyon sisteminin merkezine yerle\u015ftirmektedir. G\u00f6steri motosikletleri ve showcar<\/strong>‘lar\u0131n kullan\u0131m\u0131, a\u011f\u0131rlama<\/strong> veya fabrika turlar\u0131 gibi y\u00fcz y\u00fcze deneyimler ve tan\u0131\u015fma toplant\u0131lar\u0131 veya s\u00fcr\u00fcc\u00fclerin g\u00f6r\u00fcn\u00fc\u015fleri gibi tesisle temas f\u0131rsatlar\u0131 gibi genellikle ihmal edilen pazarlama faydalar\u0131, kurumsal pazarlama mant\u0131\u011f\u0131nda yeniden merkezi hale gelir.<\/p>\n

Formula 1<\/strong> ve MotoGP<\/strong> gibi b\u00fcy\u00fck uluslararas\u0131 seriler, sponsor \u015firketlere mobil pazarlama pittaformlar\u0131 olarak ek bir hak sunuyor. Sezon boyunca onlarca ve onlarca farkl\u0131 \u00fclkeye dokunan bu \u015fampiyonalar, b\u00fcy\u00fck \u00e7ok uluslu gruplara \u00e7ok daha fazla yerinde aktivasyon ve canl\u0131 etkile\u015fim olana\u011f\u0131 sa\u011fl\u0131yor: Grand Prix’lere ev sahipli\u011fi yapan \u015fehirlerdeki etkinlikleri veya farkl\u0131 uluslardan VIP’ler ve payda\u015flar i\u00e7in a\u011f\u0131rlama olanaklar\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcn.<\/p>\n

Spor etkinliklerinin birka\u00e7 y\u0131ld\u0131r kademeli olarak sadece bir etkinlik olmaktan \u00e7\u0131k\u0131p b\u00fcy\u00fck bir i\u00e7erik festivaline<\/strong> d\u00f6n\u00fc\u015fmesi de bu y\u00f6nde at\u0131lm\u0131\u015f bir ad\u0131md\u0131r. M\u00fcsabakalar ve ma\u00e7lar art\u0131k saatlerce, bazen g\u00fcnlerce konserler, ge\u00e7it t\u00f6renleri ve her t\u00fcrden performans\u0131n yan\u0131 s\u0131ra zengin ve giderek b\u00fcy\u00fcyen ticari \u00fcr\u00fcn ve yiyecek-i\u00e7ecek b\u00fcfeleriyle \u00e7evreleniyor. Ayn\u0131 zamanda b\u00fcy\u00fck spor m\u00fclkleri d\u00fcnyas\u0131n\u0131n da bir par\u00e7as\u0131 olan organizat\u00f6rler, ne kadar \u00e7ok insan fiziksel olarak etkinlik alan\u0131nda bulunursa, ne kadar \u00e7ok dokunur ve kat\u0131l\u0131rsa, etkinli\u011fin kendisine olan ba\u011fl\u0131l\u0131klar\u0131n\u0131n o kadar g\u00fc\u00e7l\u00fc olaca\u011f\u0131n\u0131 ve bir sonraki y\u0131l t\u00fcketimin ve geri d\u00f6n\u00fc\u015f olas\u0131l\u0131\u011f\u0131n\u0131n o kadar y\u00fcksek olaca\u011f\u0131n\u0131 iyi biliyor.<\/p>\n

Sponsorlu\u011fun gelece\u011fi bug\u00fcn<\/h3>\n

Pazarlamac\u0131lar ve uygulay\u0131c\u0131lar i\u00e7in zorluk, her \u015feyden \u00f6nce eski sponsorluk kavram\u0131yla ili\u015fkili eski ve bayat mant\u0131klar\u0131n \u00fcstesinden gelmek ve bunlar\u0131 a\u00e7\u0131k\u00e7a iletmek ve tan\u0131tmakt\u0131r. E\u011fer s\u00f6ylendi\u011fi gibi g\u00f6r\u00fcn\u00fcrl\u00fck art\u0131k sponsorluk dinamiklerinin merkezinde yer alm\u0131yorsa -ya da buzda\u011f\u0131n\u0131n me\u015fhur g\u00f6r\u00fcnen k\u0131sm\u0131ndan fazlas\u0131 de\u011filse- bug\u00fcn yeni mekanizmalar\u0131n devreye girmesi ve yenilenmi\u015f teorik ve pratik temellere dayal\u0131 yeni etkili ortakl\u0131k modellerinin in\u015fa edilmesi gerekmektedir. G\u00f6r\u00fcld\u00fc\u011f\u00fc \u00fczere, somutlu\u011fa geri d\u00f6n\u00fc\u015f ihtiyac\u0131 ve deneyimsel y\u00f6n\u00fcn \u00f6nemi bu yeni giri\u015fimin sadece baz\u0131 y\u00f6nleridir.<\/p>\n

\u00d6n\u00fcm\u00fczdeki y\u0131llarda baz\u0131 sorular merkezi \u00f6nem ta\u015f\u0131yacakt\u0131r.<\/strong><\/p>\n

Herkes marka sponsorlar\u0131yla, spor tesisleriyle ve etkinliklerle etkili ve ki\u015fisel bir \u015fekilde nas\u0131l etkile\u015fim kurabilir? Hangi eylemler \u00fcstlenilmeli ve marka te\u015fhiri, sponsorluk aktivasyonu ve \u00e7evrimi\u00e7i ve \u00e7evrimd\u0131\u015f\u0131 pazarlama unsurlar\u0131 nas\u0131l ili\u015fkilendirilmeli? Dijital, yaln\u0131zca y\u00fcz y\u00fcze deneyime bir alternatif olarak de\u011fil, y\u00fcz y\u00fcze deneyimi geli\u015ftirmek i\u00e7in nas\u0131l kullan\u0131l\u0131r? Sponsordan veya tesisten kullan\u0131c\u0131ya ve t\u00fcketiciye kadar olan son ileti\u015fim metresi nas\u0131l ki\u015fiselle\u015ftirilir ve daha da ak\u0131lda kal\u0131c\u0131 hale getirilir?<\/p>\n

Bu sorular\u0131 yan\u0131tlamak i\u00e7in \u00e7ok say\u0131da deney ve ara\u015ft\u0131rma halihaz\u0131rda devam etmektedir ve sonu\u00e7lar b\u00fcy\u00fcleyici ve heyecan vericidir<\/strong>. Yeni paradigmalar somutla\u015fmay\u0131 ve daha sonra genelle\u015ftirilmi\u015f uygulamaya d\u00f6n\u00fc\u015fmeyi ba\u015fard\u0131\u011f\u0131nda, spor sponsorlu\u011funda yeni – muhtemelen daha verimli – bir d\u00f6neme girmi\u015f olaca\u011f\u0131z.<\/p>\n","protected":false},"excerpt":{"rendered":"

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