2. • Events and experiences Means to become part of
special and more personally relevant moments in
consumers’ lives.
• Events can broaden and deepen the sponsor’s relationship
with its target market, but only if managed properly.

3. FIRMS CREATE THEIR OWN EVENTS
AND EXPERIENCES TO AROUSE
CONSUMER & MEDIA INTEREST AND
INVOLVEMENT.
Event creation is a particularly
important skill in publicizing fund-
raising drives for non-profit
organizations

4. Fig. A major Times Square event to
support the launch of a new line
of GE Profile washers and dryers
was part of an extensive integrated
marketing communications
program.

5. Events Objectives
Marketers report a number of reasons to
sponsor events
 To identify with a particular target market or
lifestyle
 To increase salience of company or product
name
 To create or reinforce perceptions of key
brand image associations
 To enhance corporate image

6.  To create experiences and evoke feelings
 To express commitment to the community
or on social issues
 To entertain key clients or reward key
employees
 To permit merchandising or promotional
opportunities

7.  CHOOSING EVENTS
The event must meet the marketing
objectives and communication
strategy defined for the brand.
The event must have sufficient
awareness, possess the desired image,
and be capable of creating the desired
effects.
CRICKET WORLD CUP SPONSORS

8. DESIGNING SPONSORSHIP
PROGRAMS
• Marketing program accompanying an
event sponsorship ultimately
determines its success.
• At least 2 to 3 times the amount of the
sponsorship expenditure should be
spent on related marketing activities.
• More firms are VOLUNTEERING their
names to sponsor arenas, stadiums,
and other venues that hold events.

9. MEASURING SPONSORSHIP
ACTIVITIES
Supply-side methods
The supply-side measurement method focuses
on potential exposure to the brand by assessing
the extent of media coverage, and the demand-
side method focuses on exposure reported by
consumers.
Demand-side method
This Identifies the effect on consumers’ brand
knowledge by sponsorship.

10.  The idea is not to
sell something, but
to demonstrate how
a brand can enrich a
customer’s life.
 Companies can
even create a strong
image by inviting
prospects and
customers to visit
their headquarters
and factories

11. RECAP
 EVENTS & SPONSORS
 OBJECTIVES
 MAJOR SPONSORSHIP DECISIONS
 MEASURING SPONSORSHIP ACTIVITIES
 CREATING EXPERIENCES

12. DISCLAIMER
Created By Satyam Singh, IIT BHU VARANASI
,during an internship by Prof. Sameer Mathur ,
IIM Lucknow .
www.IIMinternship.com