By Matthew Leopold, ESA Awards Chair of Judges
We all know that sponsorship is a fascinating and brilliant discipline of marketing that has the power to transform a customer’s perception and connection with a brand.
It can create stories that resonate and connect with customers in new and imaginative ways.
However, amidst the brilliance of sponsorship, there are also instances where campaigns are ill-considered, misunderstand how sponsorship works, and ultimately waste money.
The ESA Awards aims to celebrate the very best sponsorships across Europe. As the Chair of Judges, I am often asked “How can I win an ESA award?” The good news is that the answer is fairly simple.
In this blog, I will reveal some of the deliciously simple secrets to winning an ESA award.
Secret 1: Answer the question!
We are very transparent about how marks are awarded. We even publish our mark scheme. We do this so that everyone, no matter their native tongue, has an equal chance of winning.
The mark scheme outlines the available marks for each section with insights into what the judges are expecting to see. Remember, the mark scheme is interconnected. For instance, without explaining the business problem your sponsorship aims to solve, it’s challenging to set accurate KPIs or implement meaningful activations.
Embrace the time-tested wisdom that your parents nagged you about decades ago. Directly answer the question. While it may sound obvious, many submissions falter by focusing solely on campaign brilliance and not addressing the specific marking criteria.
Bonus secret – the mark scheme gives you numerous sub-headings against which marks are given. Present your entry using these sub-headings and the judges will find it simpler and easier to award you marks.
Now, where to find this vital guide? You will be able to download it as soon as you select which category you are looking to enter on the Entry Form.
Secret 2: Strategy over execution
While we will marvel at awe-inspiring activations, the ESA Awards celebrates sponsorships rooted in meticulous strategy. A well-crafted and comprehensive strategy serves as the backbone of your success.
To secure a win, your sponsorship needs a clear strategy that tackles a real business issue. It should include a set of relevant targets and, of course, have a brilliant execution.
Then, you need a great activation that ties back to the rationale or plan. Good ideas or activations alone do not constitute good sponsorship and will not be rewarded. Show how you have integrated your sponsorship into a larger marketing strategy to achieve remarkable results and you will be even more likely to win.
Secret 3: Engage and explain
While your brand and campaign may be well-known, never assume that the judges have prior knowledge. Remember, they come from all over Europe. Seize this opportunity to captivate them with the story of your sponsorship journey. Articulate the reasoning behind your involvement, sharing your aspirations and expectations.
Justify your selection of specific rights, conveying the importance behind your decisions. Narrate your brand’s tale as if it were a newcomer on the market, fostering curiosity and enabling judges to truly appreciate the essence of your sponsorship masterpiece.
Do this and the judges will understand and evaluate your submission effectively.
Secret 4: Outcome matters, vanity metrics don’t
Judges will assess if your sponsorship made a meaningful impact on the business problem you aimed to solve. So, focus on the outcomes and metrics that align with the business problem.
While it’s unlikely that your activation completely resolved the problem, the judges are interested in the dent you made. Avoid relying solely on vanity metrics like video views, event attendance, AVE and likes as measures of success. Judges are critical when they see these metrics being used to justify a sponsorship investment.
Showcase your understanding of the business problem and substantiate your achievements with meaningful metrics.
Now what?
Winning in the ESA Awards requires hard work, and you wouldn’t be reading this blog if you didn’t believe your work deserved recognition. You’ve already accomplished the most challenging part.
To support your journey to victory, we provide extensive guidance on what makes a winning submission. Take the time to read the accompanying materials in the ESA Awards section of this website, plan your structure, and give it your best shot.
By applying these secrets, you can craft a compelling submission that stands out among the best in Europe. Good luck!
