1 / 9

WF SEM I 1.07

Sponsorships. WF SEM I 1.07. Define Sponsorship. Sponsorship: underwriting an event for the purpose of gaining a positive association for a brand with the participants and/or attendees

dianabailey
Download Presentation

WF SEM I 1.07

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Sponsorships WF SEM I 1.07

  2. Define Sponsorship Sponsorship: underwriting an event for the purpose of gaining a positive association for a brand with the participants and/or attendees Often considered a partnership between event and sponsor – Sponsor wants affiliation with event, entity or individual

  3. Sponsorships Big Organizations Major Events Major Activation Major Ad Budgets Better organizational skills Sponsors are more confident in and give more $ to bigger events Small Organizations -Smaller Events -Small/No Activation -Small/No Ad Budgets -Limited staff to communicate with sponsor Tend to develop poor relationships with sponsors - Events tend to draw less attention

  4. Explain benefits of sponsorship Increase sales and profits through affiliation and brand awareness Introduce new good or service Be identified directly with an event in which target market is interested and watching Earn goodwill of audience by showing commitment to community Entertain clients, employees, potential customers Enhance company image through Public/Community Relations Enter new/niche markets Explain Successful Sponsorships The key to building successful sponsorship programs is to match the correct products or services with the people who want to purchase them = TARGET MARKET!!!!!

  5. Premium Sponsorships Entitlements: one major sponsor for an event (ex: Sprint for NASCAR) Facility Entitlements: company purchases promotional rights to entire stadium (ex: BB&T for the Dash) Product Exclusivity: only one product in a category is granted sponsorship (ex: Food Lion is the only grocery sponsor for the ACC)

  6. How Sponsorships Are Formed Generate leads Contact potential sponsors Create sponsorship proposal

  7. Information for Sponsorship Proposals Information about the event Audience demographics Cost/cost per person reached Length of contract Media coverage Marketing opportunities Sponsorship benefits **ENDS WITH FORMAL/ LEGAL CONTRACT

  8. Risks of Sponsorships Loosing streak or failed event Too many sponsors at one event (clutter, confusing) Could create a bad image at event…and that negative is forever tied to your brand Ambush Marketing (next slide) Why Sponsorships Fail No budget for activation Not long-term No measurable objectives Insufficient staffing No local extensions Not exploited (advertised/promoted)

  9. Ambush Marketing • Giving the appearance of being associated with an event without paying a sponsorship fee

More Related