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2010novmeetingresourcesponsorship

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  • 1. Event Sponsorship as an Integrated Marketing Communication Strategy Lance Kinney, Ph.D. Associate Professor Advertising and Public Relations University of Alabama
  • 2. Event Sponsorship
    • A cash or in-kind fee paid to a property in exchange for access to the commercial potential of the property.
  • 3. 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.
  • 4. 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?
  • 5. 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.
  • 6. 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.
  • 7. 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?
  • 8. 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.
  • 9. 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.
  • 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]