In this episode of Scrappy ABM, host Mason Cosby breaks down a newsletter subscriber’s challenge: designing an ABM campaign that links challenger consumer brands with Olympian and Para Olympian ambassadors in the run-up to Milan 2026.
00:32 Introduction to the specific ABM challenge from a newsletter subscriber
01:21 Target: marketers at challenger consumer brands with sports sponsorships but no dedicated sports-marketing staff
01:44 Strategy suggestion: start with manual desk research for a focused target-account list
02:48 Recommendation to target the marketing department at director/manager level rather than C-suite executives
03:24 Using social-media research to identify who posted about previous Olympics
04:15 Importance of authentic alignment between athletes and brands, highlighting longevity of partnerships
04:59 Suggestion for an Olympics-themed direct-mail program to spark internal conversations
06:32 Approach of targeting key influencers before decision makers
07:05 Using personalized athlete connections or Cameo videos for higher engagement
08:18 Leveraging scarcity by emphasizing limited sponsorship availability
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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