4-1 Sponsorship Essentials by Björn Walliser Professor of Marketing, University of Nancy (France) & Part-time Faculty Member, California State University,

Slides:

Advertisements

Similar presentations

Promotion Chap Advertising. Ads. vs PR Advertising is paid for by a company. See Inspiration diagram. Advertising is paid for by a company. See.

Advertisements

Planning the Promotion

Sponsorships HSS 3000/5263 Sport Marketing Dr. Brian Turner.

13-1 Chapter 13 Venue Naming Rights McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

18 Managing Mass Communications 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2 Figure 18.1 The Five M’s of Advertising.

Introduction to Sponsorship: Concepts, Objectives, and Components

Seminar Pemasaran Strategi Komunikasi.

IMC: Public Relations, Sponsorship and Corporate Advertising

Marketing through Sports Using Mainstream Strategies

10-1 Chapter 10 Venue Naming Rights Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Promotional Communications Chapter 9. Advertising Any paid form of non-personal promotion. Place-based - ads that appear where the buying takes place.

19-1 Chapter 19 Developing a Promotional Strategy for the Marketing of Sports Products McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

7-1 Chapter 7 Leveraging McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

3-1 Chapter 3 Introduction to Sponsorship McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

Advantages of TV Advertising Creativity and impact Coverage and cost effectiveness (but what about target market reach and waste coverage) Captivity and.

16-1 Chapter 16 Developing a Promotional Strategy for the Marketing of Sports Products Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

17 Designing and Integrating Marketing Communications 1.

7-1 Chapter 7 Leveraging: Activation Of the Sponsorship Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Promotions and Public Relations. Business to business marketing B-toB marketing and advertising refers to any activities where a producer/manufacturer.

1 Communication Planning Who is our target audience? What do we need to communicate and achieve? How should we communicate this? Where should we communicate.

Marketing Management, 13th ed

©2005 Pearson Education Canada Inc.10-1 Chapter 10 Event Marketing and Sponsorships.

6.01 Explain the concept of sponsorship.. Sponsor A business, person or organization that finances a sports or entertainment entity.

Third Wall Theatre Company Outline Where Third Wall is Where Third Wall is  Audience, strengths, weaknesses Strategy for marketing The Misanthrope.

Leveraging Sports Brands through Sponsorship-Linked Marketing MKT 3865 Dr. Don Roy.

1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.

Chapter 18 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand.

Lesson 8.2 – Sponsorship Growth Copyright © 2014 by Sports Career Consulting, LLC.

MARKETING MANAGEMENT 12 th edition KotlerKeller 18 Managing Mass Communications.

6.01 Explain the concept of sponsorship.. Sponsor A business, person or organization that finances a sports or entertainment entity.

Sponsorship Management

An Introduction to Integrated Marketing Communications

1 Chapter 10 Event Marketing and Sponsorships. 2 Event Marketing Integrating a variety of communications elements behind an event theme. Event Sponsorship.

Chapter 4 Marketing Products and Services Through Sports.

Copyright © 2009 Nelson Education Ltd. All rights reserved. Sport Sponsorship Chapter 11.

Designing and Managing Integrated Marketing Communications Marketing Management, 13 th ed 17.

Promotion – 1 Integrated Marketing Communications Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building.

Marketing Management, 13th ed

2-1 Chapter 2 Marketing Through Sports McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

 What is Marketing? –  The process of developing, promoting, and distributing products and services to satisfy customers’ needs and wants.

Branding Licensing 2 Chapter Objectives Explain the concepts of branding and brand equity. Discuss the types of brands. Describe how to develop an effective.

INTEGRATED MARKETING COMMUNICATION Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 1.

Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved. Understanding the Sports Event- Sponsorship Relationship Sports Event Management and Marketing.

» Corporate Sponsorship and Naming Rights as a Funding Solution for Capital Projects Presented By Judy Haber Performance.

6.01 Explain the concept of sponsorship.. Sponsor A business, person or organization that finances a sports or entertainment entity.

Arens|Schaefer|Weigold

Building Entertainment Brands Chapter 9. 4Ps of marketing adapted for entertainment Product (audience experience) Place (venue, destination, Internet)

MKM803 – Direct Marketing.

4-1 Chapter 4 Sponsorship Objectives and Components McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

PROMOTION. EVENT MARKETING  all activities associated with the sale, distribution, and promotion of a sports event  Promotions function in sports to.

May 14,  Brand – name, word or words, symbol, or design that identifies an organization and its products  Customer loyalty  Introducing new products.

Integrated Marketing Communication Strategy

Local Community Sponsor 2,500 minimum audience per market Logo included in Print Advertising in market Logo include on Collateral Materials, including.

Licensing & Merchandising. Objectives  Discuss product licensing and the advantages for both the sports organization and the licensee  Explain the importance.

3-1 Chapter 3 Introduction to Sponsorship McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

Lesson 8.2 – Sponsorship Growth Copyright © 2013 by Sports Career Consulting, LLC.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Public Relations “The variety of activities and communications.

An Introduction to Integrated Marketing Communications © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Brief Intro to Promotion & Promotional Mix Objectives Explain the role of promotion in business and marketing Identify the various types of promotion.

Creative Product Promotion Introduction to Promotion Methods.

Sports Promotion. P P P P The Marketing Mix—The Four Ps 2 involve the goods, services, or ideas used to satisfy consumer needs. Product Decisions involve.

5-1 Chapter 5 Sponsorship Commitment: Resources and Duration McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

Advertising, Sales Promotion, and Public Relations.

MARKETING MANAGEMENT 12th edition

Marketing Management, 13th ed

PROMOTIONS 3 goals: 1. Provide information about the product.

Sports Marketing Lesson Plan Day 10

WF Sports & Entertainment Marketing II

MARKETING MANAGEMENT 12th edition

The Promotional Mix What You’ll Learn

Presentation transcript:

4-1 Sponsorship Essentials by Björn Walliser Professor of Marketing, University of Nancy (France) & Part-time Faculty Member, California State University, Northridge presentation given at the University of Nevada Las Vegas April 6, 2010 Sources of the powerpoint presentation:Björn Walliser, Sponsoring et parrainage, Dunod, 2006 Sam Fullerton, Sports marketing, 2nd ed., McGraw-Hill, 2010

4-2 The Sponsorship Process SPONSOR organisation, individual ACTIVITY / EVENT PERSON / GROUP Financial or non-financial support Contribution to communication objectives MEDIA TARGET OF SPONSORSHIP DEAL MEDIA ACTIVITYSPONSOR

4-3 Key Sponsorship Concepts Participants –Sponsor – Party Seeking Association (Visa) –Sponsee – Property Owner (e.g. FIFA) Linkages –Self-Evident – adidas products used in event –Strategic – Visa Credit Cards and FIFA have similar target markets Leveraging –Efforts to Support One’s Sponsorship with Additional Strategic Initiatives (i.e. Event-Oriented Advertising)

4-4 Example of Leveraging

4-5 Venue Naming Rights Building Sponsorship Sponsor Pays to Have Its Name Attached to a Facility for A Specified Period of Time Many Types of Facilities beyond Sports Percent of Major US Professional Teams Playing in Venues with Corporate Sponsor –30% in 1997 –69% in 2007

4-6 Allianz Arena München

4-7 Sponsorship vs. Advertising 2 pictures

4-8 Sponsorship vs. Advertising Which was the name of the sponsor?

4-9 Sponsorship vs. Advertising 2 pictures

4-10 Advertising’s Advantages Persuasive Message –Words and Images Used to Convey Ideas Standardization –Everyone Receives an Identical Message Guaranteed Size of Audience Reached –Circulation; TV Ratings; Radio Ratings

4-11 Sponsorship’s Advantages Credibility, Emotion Internal Morale Sales Opportunities Overcome Advertising Restrictions –Bans against Tobacco Advertising Cut Through Advertising Clutter –Not Competing with Broadcast Advertising Reach Small Segments and Niches –Small Specialized Properties (local festival)

4-12 Worldwide Sponsorship Investments Worldwide Sponsorship Investments Source: different sources, especially IEG. (in billion USD)

4-13 Sponsorship Spending Worldwide Sponsorship Spending Worldwide Source: 2007 IEG Sponsorship Report (sample issue), p. 1 and 4.

4-14 Sponsorship Objectives Brand image Brand awareness Personnel motivationSales Relation- ship building Product demonstration Corporate image Corporate awareness

4-15 Sponsorship Components Category Exclusivity Signage Right to Use Event Trademarks and Logos Distribution Rights Hospitality Areas Complimentary Advertising Free Tickets

4-16 Sponsorship Components (Cont’d) Right to Purchase Additional Tickets Link on the Event Web Site (Sponsorship) Designation Inclusion in Event Promotions Access to Property Mailing List / Database Right of First Refusal

4-17 Which Components Are Most Valuable?

4-18 IMC including sponsorship AdvertisingPRSales promotion Sponsorship TV Magazine Newspaper Coupon Sweep- stakes Push money Press conference Website

4-19 IMC including sponsorship AdvertisingPRSales promotion Sponsorship TV Magazine Newspaper Coca Cola: TV ads That feature soccer Coupon Sweep- stakes Push money Press conference at Augusta Master’s Press conference Website GM gives away NFL posters

4-20 Sponsorship Categories (US) Numbers for 2008 Sports (69%) Entertainment, Tours & Attractions (10%) Cause-Related Marketing (9%) The Arts (5%) Festival, Fairs & Annual Events (4.5%) Associations and Membership Orgs (3%) * Rounding creates small statistical error (IEG)

4-21 Sponsorship Categories (Europe) Sports sponsorship (60-70%) Arts / cultural sponsorship (15-20%) Social sponsorship (10-15%) Environmental sponsorship (< 5%)