Sponsorship & Event Marketing

Sponsorship & Event Marketing• Sponsorship is the financial or in-kind support of an activity, used

primarily to reach specified business goals.

• "Sponsorship should not be confused with advertising. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the sponsee.“

• A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows you to reach specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations.

Why Growth in Sponsorships• Avoid the clutter inherent in advertising media• Help companies respond to consumers’ changing media habits• Help companies gain the approval of various constituencies• Can enhance a brand’s equity• Enables marketers to target their efforts to geographic regions

and/or to lifestyle groups

Event Marketing

Integrating a variety of communications elements behind an event theme.

Event Sponsorship

Financial support of an event in return for advertising privileges.

Sports Sponsorship Strategies

A company can invest a lot or a little. The benefits are the same but on a different level.

• Global• International• National• Regional• Local

Some companies such as McDonald’s and Coca-Cola provide support at all levels. Events and sponsorships are integral aspects of their marketing strategies.

Sports marketing is extremely competitive so companies look for advantage by any means.

1. Ambush Marketing

2. Venue Sponsorships and Marketing

3. Value-Added Sponsorships (Celebrity Association)

Ambush Marketing

Entertainment Sponsorships

Entertainment opportunities are ideal for companies wanting to reach youth and young adult targets.

• Rock Concerts and Tours• Film Festivals

With entertainment the goal is to leverage the sponsorship in order to to gain maximum benefit.

Culture and Arts Sponsorships

Culture and the arts reaches a more selective and upscale audience. It is “class” reach instead of “mass” reach.

DanceTheatreMusic

Literature

Stratford Festival

Shaw Festival

Just for Laughs Festival

The primary benefit is goodwill; it is part of a company’s corporate citizenship program.

Cause Marketing Sponsorships

Association with a cause has a positive effect on consumer’s perceptions of a brand or company.

CIBC Run for the Cure

Ronald McDonald’sChildren’s Charities

A means of emotionally connecting with consumers.

Some companies develop and sponsor their own good causes.

Product Promotional Tours

Experiential Marketing

Finding ways for a target audience to interact directly with a product.

A team arrives at pre-determined locations to actively promote and distribute a product.

Mountain Dew implements themed skateboarding tours.

To Participate or Not?

The decision to participate in event marketing should be based on predetermined criteria.

• Exclusivity• Must compliment other IMC strategies• Reach target effectively• Appropriate image• Media coverage opportunity.

The “fit” between event and sponsor is crucial.

Event Marketing Planning

IMCPlan Event Marketing

PlanConcept

ObjectivesStrategiesExecution

Evaluation and Measurement

Advertisingand PR

Strategy

Event Concept

Event Conceptand Design Theme

Venue$ Resources

TimingRooms & LayoutTechnical & A/V

SuppliersAccomodations

Number of and extent of decisions depends on size and scope of the event.

Event ObjectivesObjectives are essential in order to justify investment. Some possible objectives include:

• Size of audience reached• Ability to reach target• Sponsor recognition levels• Potential sales• Economic Impact

Objectives are included in an event proposal along with organizational details and a timeline.

Event Marketing Strategies

An event is much like a product so the marketing strategies are similar.

• Define the product (the event)• Establish price• Distribution (of tickets)• Marketing Communications

Benefits of Sponsorship

Although results are difficult to measure, certain rewards make an investment in event marketing worthwhile.

1. Awareness and Association2. Image Enhancement3. New Clients and Increases in Sales4. Target Reach5. Media Coverage

Drawbacks of Sponsorships

Events can be sexy and glamorous, but there are some drawbacks.

1. Cost of associating with “big” events

2. Advertising clutter at events

3. Effectiveness difficult to measure

Selecting Sponsorship Event

• Consistent with brand image?• Reach the desired target market?• Has competition ever sponsored the event?• Is the event cluttered?• Compliment your existing sponsorships and fit other marcom programs?• Economically viable?