0
Event Sponsorship as an Integrated Marketing Communication Strategy Lance Kinney, Ph.D. Associate Professor Advertising an...
Event Sponsorship <ul><li>A cash or in-kind fee paid to a property in exchange for access to the commercial potential of t...
Event Sponsorship <ul><li>Fastest-growing area of marketing communication. </li></ul><ul><li>Nearly $43.4 billion worldwid...
Event Sponsorship <ul><li>Approach like other marketing activities in ROI terms. </li></ul><ul><li>Define objective(s): co...
Event Sponsorship <ul><li>Brand/event congruency:  functional or image-based congruency? </li></ul><ul><li>Costs and budge...
Event Sponsorship <ul><li>Protect the sponsorship investment from “ambushers.” </li></ul><ul><li>Demand that the event pol...
Event Sponsorship <ul><li>Watch for ambush creative! </li></ul><ul><li>Sponsor support appreciation campaign. </li></ul><u...
Event Sponsorship <ul><li>Excessive sponsorship clutter. </li></ul><ul><li>Commercialization of sports. </li></ul><ul><li>...
Lance Kinney, Ph.D. <ul><li>Full-service marketing, advertising and public relations research. </li></ul><ul><li>Professio...
Lance Kinney, Ph.D. Associate Professor Advertising and Public Relations Box 870172 University of Alabama Tuscaloosa, AL 3...
Upcoming SlideShare
Loading in...5
×

2010novmeetingresourcesponsorship

215

Published on

hiii

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
215
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "2010novmeetingresourcesponsorship"

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

    Clipping is a handy way to collect important slides you want to go back to later.

×