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

Kotler Chapter 17Aayushi Aggarwal IIT Kanpur

Events and Experiences

Given their live, real-time quality, events and experiences are more actively engaging for consumers

Indirect “Soft Sell”

SponsorshipSponsoring events enables companies to obtain wider exposure for their brands and influence consumers attitude towards brands.

BCCI-Kit sponsorship by NIKETeam 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 ActivitiesIt 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

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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