EVENTS&

EXPERIENCES

Sponsoring Events gives wider exposure to Companies & Brands

To identify target marketTo increase salience of Company & Product Name

SPONSORSHIPOBJECTIVES

To create or reinforce perceptions of Key BrandTo enhance corporate image

SPONSORSHIPOBJECTIVES

To create experiences & evoke feelingTo express commitment to community

SPONSORSHIPOBJECTIVES

To entertain key clients or reward employeesTo permit merchandising or promotional opportunities

SPONSORSHIPOBJECTIVES

MAJORSPONSORSHIP DECISIONS

Choosing Events• The event must meet the marketing objectives• Audience must match the target market• The event must have sufficient awareness• Consumers must make favorable attribution

MAJORSPONSORSHIP DECISIONS

DesigningSponsorship Programs

Art ExhibitionAuctioningFashion Show

ToursRummage SalesPhonathons

MAJORSPONSORSHIP DECISIONS

Measure Sponsorship Activities

Supply – Side method

Demand – Side method

MAJORSPONSORSHIP DECISIONS

CREATING EXPERIENCES

Experimental marketing

Communicates features & benefits

Connects products with unique/interesting experiences