17-3 (what are the guidelines for effective brand- building events and experiences)
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This presentation shows guidelines for effective brand-building events and experiences
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17-3 (what are the guidelines for effective brand- building events and experiences)
- 1. Guidelines for effective brand- building events and experiences -Nikunj G Katkoria -NIT Surat
- 2. Sponsoring events enables companies to obtain wider exposure for their brands and influence consumers’ attitude towards brands.
- 3. Brands, by associating with the popular sport, like cricket in south Asia, gets visibility amongst youngsters, and cricket loving people
- 5. Sponsorship is important to obtain visibility and positive word-of-mouth publicity
- 7. Many firms are creating on-site and off-site product and brand experiences that elicit positive feelings associated with their brands
- 8. Marketers look at a number of reasons to sponsor events
- 9. 1. To identify with a particular target market or lifestyle Customers can be targeted Geographically Behaviorally DemographicallyPsychographically
- 10. 2. To increase salience of company or product name •Sponsorship often offers sustained exposure to a brand •For ex. Fly emirates sponsors soccer
- 11. 3. To create or reinforce perceptions of key brand image associations •Events themselves have associations that help to create brand associations •For ex. MRF tyres participates in car rallies
- 12. 4. To enhance corporate image •Sponsorship can improve perceptions that the company is likable and prestigious •For ex Visa sponsoring in Olympics
- 13. 5. To create experiences and evoke feelings •The feelings endangered by an exciting or rewarding event mat indirectly link to the brand •For ex. Audi in Iron Man 2
- 14. 6. To express commitment to the community or on social issues •Cause related marketing sponsors non-profit organizations and charities •Many companies in South Asia, given the economic and social situations prevailing in their respective countries, espouse one or more social causes, which become part of their corporate social responsibility charters
- 15. 7. To entertain key clients or reward key employees •Many events include lavish hospitality tents and other special services or activities only for sponsors and their guests.
- 16. 8. To permit merchandising or promotional opportunities •Many marketers tie contests or sweepstakes, in-store merchandising, direct response, or other marketing activities with an event. •Many popular television reality programs are sponsored by well- known brands.
- 18. Choosing Events The event must meet the marketing objectives and communication strategy defined for the brand The audience must match the target market The event must have sufficient awareness, possess the desired image, and be capable of creating desired effects Consumers must make favorable attributions for the sponsor’s engagement
- 19. Designing Sponsorship Programs Special Events Anniversary Art Exhibits Auctions Book Sales Cake Sales ContestsDances Dinners Fairs Fashion Shows Tours
- 20. Measuring Sponsorship Activities Supply Side Demand Side •Focuses on exposure by consumer lines •Demand-side method identifies the effect sponsorship has on consumers’ brand knowledge •Focuses on potential exposure to the brand by assessing the extent of media coverage •Supply-side methods approximate the amount of time or space devoted to media coverage of event