Preaching to the converted is a good thing

As someone who has worked in marketing for nearly 20 years now (gulp!!!), as justification for changing strategy or plan, I have heard the expression ‘well we’re just preaching to the converted’ many times – and each time I hear it I get more and more angry.

I heard it recently as a justification to reduce, and I guess to ultimately withdraw from, an entire long term sponsorship programme. What a load of nonsense.

The view I take is this. Marketing is basically about relationship building. A brand wants to build a relationship with a consumer, in order to convince that consumer to buy the brand’s products now and in the future. Marketing is the way the brand develops and builds that relationship. And within that, sponsorship can be one of the very best ways of developing that relationship because often relationships are built on shared passions. If you no longer share interests or passions, then the relationship is going to suffer.

It’s just like relationships between people. If we maintain a constant dialogue, and share interests and passions, then we’re going to get along. But if, all of a sudden, your friends stops phoning you, and decides they’re not into football any more, but actually they’re into sailing, then the chances are you’re going to see less of them and you’re not going to phone them. Well it’s just the same with brands, consumers and sponsorship. If you pull out of a sponsorship, then the fans of that event, team or sport are unlikely to have the same relationship with you any more – and guess what, they’re not going to buy your product in the same quantity as they used to.

It’s fair enough to think that you’ve reached the maximum potential with a group of consumers, but if you end the relationship with them, then they will go elsewhere. Why not start to think how you can grow that number of consumers? How can you help the event or the team you sponsor grow the number of fans or spectators? Or, can you convert some of your other customers into fans or spectators? Either of these will ultimately bring additional business benefits to you.

I don’t know who it was who said it, but if you’re ever thinking of pulling out of a sponsorship because you feel the job is done then just think of this:

It can be 10 times more expensive to attract new customers, than it is to retain existing ones.