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What are the guidelines for effective brand building events

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Sameer Mathur
Sameer Mathur

guidelines for effective brand building events

Marketing
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What are the guidelines for effective brand-building events and experience? Guided by: Presented by: Prof. Sameer Mathur Smriti Mishra G.E.C Rewa
Events and experience Itisameanstobecomepartofspecialandmore personallyrelevantmomentsinconsumerslives.
Sponsorship Sponsoringeventsenablescompaniestoobtainwider exposurefortheirbrandsandinfluenceconsumers attitudetowardsbrands
Events objectives Marketersreportanumberofreasonstosponsorevents • Toidentifywithaparticularmarketorlifestyle • Toincreasesalienceofcompanyorproductname • Toenhancecorporateimage • Tocreateexperiencesandevokefeelings • Toentertainkeyclientsorrewardkeyemployees • Toexpresscommitmenttothecommunityoronsocialissues
Major sponsorship decisions Choosing events Designing sponsorship program Measuring sponsorship activities
Choosing events • Eventsmustmeetthemarketingobjectives • Theaudience.mustmatchthetargetmarket. • Theeventmusthavesufficientawareness,possesthe desiredimageandbecapableofcreatingdesiredeffects
Designing sponsorship program • Eventcreationis particularly importantskillin publicizingfund raisingfornonprofit organizations. • Fundraisersinclude fashionshows, walkathon,auctions, exhibitionsetc.
Measuring sponsorship activities Supplysidemethods • Focusesonpotentialexposuretothebrand byassessingtheextentofmediacoverage • Itapproximatetheamountoftimeorspace devotedtomediacoverageofevent Demandsidemethods • Focusesonexposurereportedby consumers • Itidentifiestheeffectsponsorshiphas onconsumersbrandknowledge.
Created by Smriti Mishra,G.E.C Rewa, during an internship by Prof. Sameer Mathur,IIM Lucknow www.IIMinternship.com

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