Presentation is loading. Please wait.

Presentation is loading. Please wait.

PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition © 2010 South-Western, a part of Cengage Learning All rights reserved.

Similar presentations


Presentation on theme: "PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition © 2010 South-Western, a part of Cengage Learning All rights reserved."— Presentation transcript:

1 PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition © 2010 South-Western, a part of Cengage Learning All rights reserved. Event and Cause Sponsorships CHAPTER 19 INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION

2 1.Understand event sponsorships and how to select appropriate events. 2.Appreciate the reasons underlying the growth of event sponsorships 3.Know what factors a company should consider when selecting an event to sponsor. 4.Understand how and why companies ambush events. 5.Appreciate the importance of measuring sponsorship performance. 1.Understand event sponsorships and how to select appropriate events. 2.Appreciate the reasons underlying the growth of event sponsorships 3.Know what factors a company should consider when selecting an event to sponsor. 4.Understand how and why companies ambush events. 5.Appreciate the importance of measuring sponsorship performance. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–2

3 6.Recognize the nature and role of cause-related marketing (CRM). 7.Appreciate the benefits of CRM programs. 8.Understand that accountability is a key consideration for cause-oriented as well as event-oriented sponsorships. 6.Recognize the nature and role of cause-related marketing (CRM). 7.Appreciate the benefits of CRM programs. 8.Understand that accountability is a key consideration for cause-oriented as well as event-oriented sponsorships. Chapter Objectives (contd) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–3

4 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–4 Sponsorship Marketing SponsorshipSponsorship Is an exchange between a sponsor [such as a brand] and a sponsee [such as a sporting event] whereby the latter receives a fee and the former obtains the right to associate itself with the activity sponsored Is an exchange between a sponsor [such as a brand] and a sponsee [such as a sporting event] whereby the latter receives a fee and the former obtains the right to associate itself with the activity sponsored Is the marketing of the association by the sponsor Is the marketing of the association by the sponsor Both activities are necessary if the sponsorship fee is to be a meaningful investment Both activities are necessary if the sponsorship fee is to be a meaningful investment

5 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–5 Why the Growth in Sponsorships SponsorshipsSponsorships Help firms to avoid the clutter in advertising media Help firms to avoid the clutter in advertising media Help firms respond to consumers changing media habits Help firms respond to consumers changing media habits Help firms gain the approval of various constituencies Help firms gain the approval of various constituencies Can enhance brand equity by increasing consumer awareness and by enhancing the brands image Can enhance brand equity by increasing consumer awareness and by enhancing the brands image Enable marketers to target their marcom efforts to specific geographic regions and lifestyle groups Enable marketers to target their marcom efforts to specific geographic regions and lifestyle groups

6 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–6 Event Sponsorship Event SponsorshipEvent Sponsorship Is a form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social, or other type of high-interest public activity Is a form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social, or other type of high-interest public activity Factors in Selecting Sponsorship EventsFactors in Selecting Sponsorship Events Image matchup Image matchup Target audience fit Target audience fit Sponsor misidentification Sponsor misidentification Clutter Clutter Complement other marcom efforts Complement other marcom efforts Economic viability Economic viability

7 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–7 Event Sponsorship (contd) Creating Customized EventsCreating Customized Events Choosing to develop events rather than sponsoring existing events Choosing to develop events rather than sponsoring existing events Provides a brand total control over the event Provides a brand total control over the event Can be more effective but less costly Can be more effective but less costly Ambushing EventsAmbushing Events Occurs when companies that are not official sponsors undertake marketing efforts to convey the impression that they are Occurs when companies that are not official sponsors undertake marketing efforts to convey the impression that they are

8 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–8 Event Sponsorship (contd) Measuring SuccessMeasuring Success The brand marketer must specify objective(s) that the sponsorship is intended to accomplish. The brand marketer must specify objective(s) that the sponsorship is intended to accomplish. In measuring the results, there has to be a baseline against which to compare some outcome measure. In measuring the results, there has to be a baseline against which to compare some outcome measure. This baseline is typically a premeasure of brand awareness, brand associations, or attitudes prior to sponsoring an event. This baseline is typically a premeasure of brand awareness, brand associations, or attitudes prior to sponsoring an event. Measure the same variable (awareness, associations, etc.) after the event to determine whether there has been a positive change from the baseline level. Measure the same variable (awareness, associations, etc.) after the event to determine whether there has been a positive change from the baseline level.

9 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–9 Cause Sponsorships Cause-Related Marketing (CRM)Cause-Related Marketing (CRM) Entails alliances that companies form with nonprofit organizations to promote their mutual interests. Entails alliances that companies form with nonprofit organizations to promote their mutual interests. Based on the idea that a firm will contribute to a cause every time the customer undertakes some action that supports the firm and its brands Based on the idea that a firm will contribute to a cause every time the customer undertakes some action that supports the firm and its brands Requirements for Successful CRMRequirements for Successful CRM FitDoes the brand naturally related to the cause? FitDoes the brand naturally related to the cause? AccountabilityWill the CRM yield sufficient returns on investment or achieve non-financial objectives AccountabilityWill the CRM yield sufficient returns on investment or achieve non-financial objectives

10 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–10 Cause Sponsorships (contd) Benefits of Cause-Related Marketing (CRM)Benefits of Cause-Related Marketing (CRM) Enhances corporate or brand image Enhances corporate or brand image Thwarts negative publicity Thwarts negative publicity Generates incremental sales Generates incremental sales Increases brand awareness Increases brand awareness Broadens customer base Broadens customer base Reachs new market segments Reachs new market segments Increases sales at retail level Increases sales at retail level

11 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–11 KitchenAids CRM Program Figure 19.1

12 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–12 Tysons Share Our Strength CRM Program Figure 19.2

13 © 2010 South-Western, a part of Cengage Learning. All rights reserved.19–13 Nabisco Brands CRM program required a Ritz-brand proof of purchase Figure 19.3


Download ppt "PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition © 2010 South-Western, a part of Cengage Learning All rights reserved."

Similar presentations


Ads by Google