ESA Knowledge Workshop takes place on Thursday 16th April and aims to encourage attendees to look outside of the social norms.
The European Sponsorship Association (ESA), the membership body that raises standards within the sponsorship profession, will be holding a knowledge event on the evening of Thursday 16th April entitled Lighting up the dark–harnessing the power of consumer connections. The event will educate attendees on how to use digital social activity that falls outside of the usual “go to” social feeds in order to change consumer perceptions and work with an audience.
Dark Social, a term coined by journalist Alexis Madrigal in 2012, describes links that have been shared outside of the established and recognized social circles. This sharing takes place within private digital communications such as email and instant messaging.
By making use of analytics and research these digital connections can be more closely understood and utilized by sponsors and rights holders in order to engage more effectively with an audience.
The Dark Social event will feature three key speakers who are aiming to shed some light on this relatively new area of social marketing to ESA members.
- Hussein Fahmy (Head of Legal and Commercial Affairs, Team Sky)
Hussein Fahmy is the Head of Legal and Commercial Affairs at Team Sky. His responsibilities include negotiating all rider / image rights, sponsorship and other commercial programme agreements and overseeing the Team’s governance arrangements.
- Marc Fernandez (Digital Development and Partnerships, The European Tour)
Mark Fernandez heads up the digital sales and partnerships department at the PGA European Tour. As a sports and tech expert Mark has been instrumental in setting up digital marketing functions at Arsenal football club, as well as driving customer segmentation strategies at Home Retail Group PLC.
- James Tombs (Group Sponsorship, The Jockey Club)
As the group sponsorship manager at the Jockey Club, James Tombs oversees all sponsorship activity within the largest commercial group in British horseracing. He has extensive experience across corporate partner acquisition, relationship management and marketing activation.
Date: Thursday 16th April 2015
Venue: RadiumOne, 20 Garrick Street, Covent Garden, London WC2E 9BT
Time: 6-8pm, including refreshments
Price: from £80 plus VAT for ESA members
To secure a place, book online here
–ENDS–
For more information please contact:
Keef Sloan, ESA PR
keefsloan@sponsorship.org
T: +44 (0) 208 390 3311
M: +44 (0) 7973 614302
About European Sponsorship Association:
The European Sponsorship Association (ESA) exists to inspire, educate and raise standards within the sponsorship and wider marketing industry. As a membership association ESA’s vision is to encourage consumer engagement through effective multi-channel marketing. Its many activities, which include policy, governance and corporate responsibility, education and training, information, networking and the ESA Excellence Awards, all have these goals as their core objectives. ESA’s reach encompasses all types of sponsorship activity from sport, broadcast, education, the arts and culture through to environment and the community. Its membership includes sponsors, rights holders, agencies and consultants, professional advisors and suppliers.