Kafui Dogbatse, the Head of Business Development at Charterhouse Ghana, has highlighted a disconnect between some Ghanaian companies and the significance of sponsoring key programs to enhance their brand. During an interview on TV3’s Twitter space hosted by Helen Appiah-Ampofo, Dogbatse discussed the evolving landscape of sponsorship and how companies’ perceptions of its impact have changed over the years.
Drawing on his 16 years of experience in the sponsorship space, Dogbatse emphasized the shifting phases of sponsorship and how brands have evolved over the past two decades. He noted that while some companies grasp the value of association with major programs, others struggle to perceive the benefits.
“Some companies just can’t seem to see what association with some programs does for their brands,” Dogbatse remarked. He cited examples of prominent brands he had worked with, such as the Ghana Music Awards, Miss Malaika, and Stars of the Future, which draw significant viewership and engagement.
Dogbatse highlighted a concerning trend where some companies oversimplify advertising by focusing solely on jingles and impressions. He urged companies to recognize that advertising encompasses more than just these elements and should be viewed as a strategic tool for brand enhancement.
Discussing potential flaws in the sponsorship-seeking process, Dogbatse identified two key issues. He advised organizations to be realistic in their budget requests, considering the reduced marketing budgets of many companies in recent years. Additionally, he emphasized the importance of aligning the target audience of the sponsored program with the potential sponsor’s desired customer base.
Dogbatse concluded by encouraging organizations to develop proposals that demonstrate the value and relevance of their events to potential sponsors. By emphasizing a reasonable budget and showcasing the alignment of audience demographics, sponsors are more likely to recognize the benefits of partnership.
As the landscape of sponsorship continues to evolve, Dogbatse’s insights underscore the need for a comprehensive understanding of the impact of sponsorship on branding and the importance of effective communication between event organizers and potential sponsors.
Source: 3news