tài liệu truyền thông - chap19 - sự kiện và nguyên nhân tài trợ

Understand event sponsorships and how to select appropriate events.. Understand event sponsorships and how to select appropriate events.. Chapter Objectives After reading this chapter yo

Event and Cause Sponsorships

Event and Cause Sponsorships

1 Understand event sponsorships and how to select

appropriate events

2 Appreciate the reasons underlying the growth of event

sponsorships

3 Know what factors a company should consider when

selecting an event to sponsor

4 Understand how and why companies ambush events

5 Appreciate the importance of measuring sponsorship

performance

1 Understand event sponsorships and how to select

appropriate events

2 Appreciate the reasons underlying the growth of event

sponsorships

3 Know what factors a company should consider when

selecting an event to sponsor

4 Understand how and why companies ambush events

5 Appreciate the importance of measuring sponsorship

performance

Chapter Objectives

After reading this chapter you should be able to:

Chapter Objectives

After reading this chapter you should be able to:

6 Recognize the nature and role of cause-related

marketing (CRM)

7 Appreciate the benefits of CRM programs

8 Understand that accountability is a key consideration

for cause-oriented as well as event-oriented

sponsorships

6 Recognize the nature and role of cause-related

marketing (CRM)

7 Appreciate the benefits of CRM programs

8 Understand that accountability is a key consideration

for cause-oriented as well as event-oriented

sponsorships

Chapter Objectives (cont’d)

After reading this chapter you should be able to:

Chapter Objectives (cont’d)

After reading this chapter you should be able to:

Sponsorship Marketing

• Sponsorship

 Is an exchange between a sponsor [such as a brand] and a sponsee [such as a sporting event] whereby

the latter receives a fee and the former obtains the

right to associate itself with the activity sponsored

 Is the marketing of the association by the sponsor

 Both activities are necessary if the sponsorship fee is

to be a meaningful investment

Why the Growth in Sponsorships

• Sponsorships

 Help firms to avoid the clutter in advertising media

 Help firms respond to consumers’ changing media

habits

 Help firms gain the approval of various constituencies

 Can enhance brand equity by increasing consumer awareness and by enhancing the brand’s image

 Enable marketers to target their marcom efforts to

specific geographic regions and lifestyle groups

Event Sponsorship

• Event Sponsorship

 Is a form of brand promotion that ties a brand to a

meaningful athletic, entertainment, cultural, social, or other type of high-interest public activity

• Factors in Selecting Sponsorship Events

 Image matchup

 Target audience fit

 Sponsor misidentification

 Clutter

 Complement other marcom efforts

 Economic viability

Event Sponsorship (cont’d)

• Creating Customized Events

 Choosing to develop events rather than sponsoring existing events

 Provides a brand total control over the event

 Can be more effective but less costly

• Ambushing Events

 Occurs when companies that are not official

sponsors undertake marketing efforts to convey the impression that they are

Event Sponsorship (cont’d)

• Measuring Success

 The brand marketer must specify objective(s) that the sponsorship is intended to accomplish

 In measuring the results, there has to be a baseline against which to compare some outcome measure

brand associations, or attitudes prior to sponsoring an event.

 Measure the same variable (awareness, associations, etc.) after the event to determine whether there has been a positive change from the baseline level

Cause Sponsorships

• Cause-Related Marketing (CRM)

 Entails alliances that companies form with nonprofit organizations to promote their mutual interests

 Based on the idea that a firm will contribute to a

cause every time the customer undertakes some

action that supports the firm and its brands

• Requirements for Successful CRM

 Fit—Does the brand naturally related to the cause?

 Accountability—Will the CRM yield sufficient returns

Cause Sponsorships (cont’d)

• Benefits of Cause-Related Marketing (CRM)

 Enhances corporate or brand image

 Thwarts negative publicity

 Generates incremental sales

 Increases brand awareness

 Broadens customer base

 Reachs new market segments

 Increases sales at retail level

KitchenAid’s

CRM Program

Figure 19.1

Tyson’s

Share Our Strength

CRM Program

Figure 19.2

Nabisco Brands CRM program required

a Ritz-brand proof of purchase

Figure 19.3