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What are the guidelines for effective brand building events and experiences?

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Sameer Mathur
Sameer Mathur

Communication mix - Events and Experiences Kotler chatper 17

Marketing
1 of 8
What are the guidelines for effective brand-building events and experiences? Kotler Chapter 17 Aayushi Aggarwal IIT Kanpur
Events and Experiences Given their live, real-time quality, events and experiences are more actively engaging for consumers Indirect “Soft Sell”
Sponsorship Sponsoring events enables companies to obtain wider exposure for their brands and influence consumers attitude towards brands. BCCI- Kit sponsorship by NIKE Team sponsorship by Sahara
Choosing Events Designing Sponsorship Programs Measuring Sponsorship activities MAJOR SPONSORSHIP DECISIONS
Choosing Events • Events must meet the marketing objectives • The audience must match the target market
Designing Sponsorship Programs Event creation is a particularly important skill in publicizing fund raising for non profit organization. Fund raisers include fashion shows, walkathons, fairs etc.
Measuring Sponsorship Activities It is a challenge to measure the success of events. • Focuses on potential exposure to the brand by assessing the extent of media coverage • Quantifiable measures • For eg. The no. of seconds the brand is clearly visible on the TV screen • Supply-Side measurement method • Focuses on exposure reported by consumers • Qualitative measures • Marketers can take a survey on customers brand knowledge Demand-Side measurement method
What are the guidelines for effective brand building events and experiences?

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