Guidelines for effective brand-building events and experiences
-Nikunj G Katkoria-NIT Surat
Sponsoring events enables companies to obtain wider exposure for their brands and influence
consumers’ attitude towards brands.
Brands, by associating with the popular sport, like cricket in south Asia, gets
visibility amongst youngsters, and cricket loving people
Like Nike, Sahara
Sponsorship is important to obtain visibility and positive
word-of-mouth publicity
Many firms are creating on-site and off-site product and brand experiences that elicit positive feelings associated
with their brands
B R A N D
Marketers look at a number of reasons to sponsor events
1. To identify with a particular target market or lifestyle
Customers can be targeted
Geographically Behaviorally
DemographicallyPsychographically
2. To increase salience of company or product name
•Sponsorship often offers sustained
exposure to a brand
• For ex. Fly emirates sponsors soccer
3. To create or reinforce perceptions of key brand image
associations• Events
themselves have
associations that help to create brand associations• For ex. MRF
tyres participates in car rallies
4. To enhance corporate image
•Sponsorship can improve perceptions
that the company is likable and prestigious• For ex Visa sponsoring in Olympics
5. To create experiences and evoke feelings
•The feelings endangered
by an exciting or rewarding event mat indirectly link to the
brand•For ex. Audi in Iron Man 2
6. To express commitment to the community or on social
issues
• Cause related marketing sponsors non-profit organizations and charities
•Many companies in South Asia, given the economic and social situations prevailing in their respective countries, espouse one or more social causes, which become part
of their corporate social responsibility charters
7. To entertain key clients or reward key employees
•Many events include lavish
hospitality tents and other special
services or activities only for
sponsors and their guests.
8. To permit merchandising or promotional opportunities
•Many marketers tie contests or sweepstakes, in-store merchandising, direct response, or other marketing activities with an event.•Many popular television reality programs are sponsored by well-known brands.
Major Sponsorship Decisions
Choosing Events
The event must meet the marketing objectivesand communication strategy defined for the brand
The audience must match the target market
The event must have sufficient awareness, possess thedesired image, and be capable of creating desired effects
Consumers must make favorable attributions for thesponsor’s engagement
Designing Sponsorship Programs
Special Events
AnniversaryArt
Exhibits
Auctions
Book Sales
Cake Sales
ContestsDances
Dinners
Fairs
Fashion Shows
Tours
Measuring Sponsorship Activities
Supply Side
Demand Side
• Focuses on exposure by
consumer lines• Demand-side
method identifies the effect
sponsorship has on consumers’ brand
knowledge
• Focuses on potential exposure to the brand
by assessing the extent of media coverage
• Supply-side methods approximate the
amount of time or space devoted to media
coverage of event
Top Related