Brand building events and experiences
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Transcript of Brand building events and experiences
EVENTS&
EXPERIENCES
Sponsoring Events gives wider exposure to Companies & Brands
To identify target marketTo increase salience of Company & Product Name
SPONSORSHIPOBJECTIVES
To create or reinforce perceptions of Key BrandTo enhance corporate image
SPONSORSHIPOBJECTIVES
To create experiences & evoke feelingTo express commitment to community
SPONSORSHIPOBJECTIVES
To entertain key clients or reward employeesTo permit merchandising or promotional opportunities
SPONSORSHIPOBJECTIVES
MAJORSPONSORSHIP DECISIONS
Choosing Events• The event must meet the marketing objectives• Audience must match the target market• The event must have sufficient awareness• Consumers must make favorable attribution
MAJORSPONSORSHIP DECISIONS
DesigningSponsorship Programs
Art ExhibitionAuctioningFashion Show
ToursRummage SalesPhonathons
MAJORSPONSORSHIP DECISIONS
Measure Sponsorship Activities
Supply – Side method
Demand – Side method
MAJORSPONSORSHIP DECISIONS
CREATING EXPERIENCES
Experimental marketing
Communicates features & benefits
Connects products with unique/interesting experiences