What are the guidelines for effective brand building events and experiences?
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Transcript of What are the guidelines for effective brand building events and experiences?
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What are the guidelines for effective brand-building events and experiences?
Kotler Chapter 17Aayushi Aggarwal IIT Kanpur
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Events and Experiences
Given their live, real-time quality, events and experiences are more actively engaging for consumers
Indirect “Soft Sell”
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SponsorshipSponsoring events enables companies to obtain wider exposure for their brands and influence consumers attitude towards brands.
BCCI-Kit sponsorship by NIKETeam sponsorship by Sahara
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Choosing Events
Designing Sponsorship Programs
Measuring Sponsorship activities
MAJOR SPONSORSHIP DECISIONS
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Choosing Events
• Events must meet the marketing objectives
• The audience must match the target market
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Designing Sponsorship Programs
Event creation is a particularly important skill in publicizing fund raising for non profit organization.Fund raisers include fashion shows, walkathons, fairs etc.
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Measuring Sponsorship ActivitiesIt is a challenge to measure the success of events.
• Focuses on potential exposure to the brand by assessing the extent of media coverage
• Quantifiable measures• For eg. The no. of seconds the
brand is clearly visible on the TV screen
•
Supply-Side measurement method
• Focuses on exposure reported by consumers
• Qualitative measures• Marketers can take a survey on
customers brand knowledge
Demand-Side measurement method
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