2010novmeetingresourcesponsorship
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2010novmeetingresourcesponsorship

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    2010novmeetingresourcesponsorship 2010novmeetingresourcesponsorship Presentation Transcript

    • Event Sponsorship as an Integrated Marketing Communication Strategy Lance Kinney, Ph.D. Associate Professor Advertising and Public Relations University of Alabama
    • Event Sponsorship
      • A cash or in-kind fee paid to a property in exchange for access to the commercial potential of the property.
    • Event Sponsorship
      • Fastest-growing area of marketing communication.
      • Nearly $43.4 billion worldwide, +18%.
      • Approx $17 billion in U.S./Canada, +13%
      • 69% of U.S. spending is on sports events.
      • Cause-related marketing, arts, festivals and fairs, entertainment tours, other attractions.
    • Event Sponsorship
      • Approach like other marketing activities in ROI terms.
      • Define objective(s): cognitive, affective, behavioral, corporate?
      • Target market attendance? Media coverage?
      • Emotional impact, clutter buster.
      • Event type?
      • Event scope?
    • Event Sponsorship
      • Brand/event congruency: functional or image-based congruency?
      • Costs and budgeting: 2-to-1 ratio to leverage the event, make the link.
      • Don’t forget the creative. Clear link!
      • Involve employees as customer interface between brand and event, internal marketing.
    • Event Sponsorship
      • Protect the sponsorship investment from “ambushers.”
      • Demand that the event police itself.
      • Ask for a “clean venue.”
      • Don’t support an event, support a competitor.
      • Buy available media coverage.
      • Sponsor the coverage, not the event.
    • Event Sponsorship
      • Watch for ambush creative!
      • Sponsor support appreciation campaign.
      • Market prominence bias impacts less well known sponsors. Combat this.
      • Evaluation strategy: indirect and direct measures, media coverage.
      • Financial market’s response?
    • Event Sponsorship
      • Excessive sponsorship clutter.
      • Commercialization of sports.
      • Consumer acceptance/financial turmoil.
      • Existing properties or create events?
      • Amateur or pro sports?
      • Controversial product categories.
      • Increasing violence and drug use in sports, other scandals.
    • Lance Kinney, Ph.D.
      • Full-service marketing, advertising and public relations research.
      • Professional and academic staff.
      • Competitive prices and proposals.
      • All methodologies supported.
      • Teaching/training facilities.
      • National and regional client roster.
    • Lance Kinney, Ph.D. Associate Professor Advertising and Public Relations Box 870172 University of Alabama Tuscaloosa, AL 35487-0172 (205) 348-7706 [email_address]