Marketing Communications - Chapter 19

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Nội dung Text: Marketing Communications - Chapter 19

Event and Cause CHAPTER 19 Sponsorships © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition
Chapter Objectives After reading this chapter you should be able to: 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. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–2
Chapter Objectives (cont’d) 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. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–3
Sponsorship Marketing • Sponsorship  Is an exchange between a sponsor [such as a brand] Is 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 right  Is the marketing of the association by the sponsor  Both activities are necessary if the sponsorship fee is Both to be a meaningful investment to © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–4
Why the Growth in Sponsorships • Sponsorships  Help firms to avoid the clutter in advertising media  Help firms respond to consumers’ changing media Help habits habits  Help firms gain the approval of various constituencies  Can enhance brand equity by increasing consumer Can awareness and by enhancing the brand’s image awareness  Enable marketers to target their marcom efforts to Enable specific geographic regions and lifestyle groups specific © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–5
Event Sponsorship • Event Sponsorship  Is a form of brand promotion that ties a brand to a Is meaningful athletic, entertainment, cultural, social, or other type of high-interest public activity other • Factors in Selecting Sponsorship Events  Image matchup  Target audience fit  Sponsor misidentification  Clutter  Complement other marcom efforts © 2 South-Western, a part of 010 Economic viability Cengage Learning. All rights reserved. 19–6
Event Sponsorship (cont’d) • Creating Customized Events  Choosing to develop events rather than sponsoring Choosing existing events existing Provides a brand total control over the event  Can be more effective but less costly  • Ambushing Events  Occurs when companies that are not official Occurs sponsors undertake marketing efforts to convey the impression that they are impression © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–7
Event Sponsorship (cont’d) • Measuring Success  The brand marketer must specify objective(s) that the The sponsorship is intended to accomplish. sponsorship  In measuring the results, there has to be a baseline In against which to compare some outcome measure. against This baseline is typically a premeasure of brand awareness, This  brand associations, or attitudes prior to sponsoring an event. brand  Measure the same variable (awareness, associations, Measure etc.) after the event to determine whether there has been a positive change from the baseline level. been © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–8
Cause Sponsorships • Cause-Related Marketing (CRM)  Entails alliances that companies form with nonprofit Entails organizations to promote their mutual interests. organizations  Based on the idea that a firm will contribute to a Based cause every time the customer undertakes some action that supports the firm and its brands action • Requirements for Successful CRM  Fit—Does the brand naturally related to the cause?  Accountability—Will the CRM yield sufficient returns he © 2010n investment oraachieve non-financial objectives onSouth-Western, part of o Cengage Learning. All rights reserved. 19–9
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 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–10
Figure 19.1 KitchenAid’s CRM Program © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–11
Figure 19.2 Tyson’s Share Our Strength CRM Program © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–12
Figure 19.3 Nabisco Brands CRM program required a Ritz-brand proof of purchase © 2010 South-Western, a part of Cengage Learning. All rights reserved. 19–13