What’s your name and position within the organisation?
Jeremy Thompson; I’m CEO and one of the founders of caytoo.
Can you tell us in less than 100 words what your company does?
We connect rights holders and brands using data and intelligence; our unique approach ensures that we create partnerships which work for the long term because they are objective-led and value-driven. We use a blend of our experience in big business, PR and comms and consulting to bring a professional approach to sports marketing. We have developed a structured approach to identifying, attracting and managing partners which we plan to scale through a platform.
Who are your customers?
In less than three months, we’re already working with GB Snowsport, British Canoeing, Surrey County Cricket Club, British Champions Day, GB Taekwondo, Drops Cycling and British Universities and Colleges Sport.
What makes you stand out from your competitors?
Two things: our ability to unearth and interrogate data to deliver actionable sports marketing insights and, secondly, to provide a business process or framework for rights holders to manage and report to sponsors. Our backgrounds involve the likes of Nielsen, Deloitte and Cision, where analysis, measurement, data, process and business intelligence were staple requirements.
What are the current trends within your business area, and how are they affecting how you work and how you deliver on strategy?
There is a major trend towards the measurement of ROI and demonstration of success which we’re embracing because this is the exact challenge we addressed in the PR and communications sector in the last 10 years. We strongly believe that the industry should agree and set standards and that a rising tide of good measurement will raise everyone’s standards. We take a basic framework approach to measurement, starting with business objectives and ending with outcomes / out-takes.
How are you harnessing and executing on digital strategy, and what problems/ opportunities has this created?
Digital has made it so much easier for rights holders to build and target audiences, and then subsequently measure engagement and outcome but they can often find it a daunting landscape. We are helping them make sense of it and are using digital tools to build their profile and track progress.
What challenges have you encountered, and how have they been overcome?
It’s been a challenge coming into a new industry where we had no contacts or experience – particularly in one so dependent on “black books” and relationships. However, we are able to show that a neutrality based on data and insight is a more conducive route to long-term success than decisions based on the “chairman’s whim” which was so prevalent in sports sponsorship decisions.
Is there anything else you’d like to add?
This is an industry which has so much going for it and which is ripe for positive change for the better. Its strength can be its weakness – sport is about passion and emotion, but it is also about big business and delivering a return on investment. We are committed to helping create valuable, mutual long-term partnerships based on demonstrable benefits to both sides.
Contact Jeremy Thompson
e: Jeremy@caytoo.co.uk
w: https://caytoo.co.uk/