Sponsorship Objective
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1) Sport sponsorship can help companies heighten visibility, shape consumer attitudes, and communicate commitment to a lifestyle. 2) There are many benefits to sponsorship, including wide exposure from events, vast publicity opportunities, and the ability to target communications by age, income, geography and gender. 3) Originally dominated by beer and tobacco, the biggest sponsors now include packaged goods, retail, and financial services. Measurement of sponsorship effectiveness can be challenging but sales metrics provide some insights.
Sponsorship Objective
- 1. SRB551- SPORT SPONSORSHIP PREPARED BY: NURSYAFIQAH BT SALAMAT (2011570387) NORHASRIANI BT MUHD NOR (2011556703) NUR AQILA BT ROSLAN (2011175543) NUR SHAFIKAH BT SHAARI (2011175409) MUHAMMAD AZRUL NIZAM B. ZAINAL ABIDIN (2011309519)
- 2. 1. 2. 3. Shape Communicate Heighten commitment consumer to a particular visibility attitudes lifestyle Ø Sponsored property Ø Individualized Ø Wide represents for communication exposure of brandswith Ø Opportunities events huge are divisible by Ø Vast publicity advertisement age,income, opportunities budget geography and Ø Image driven gender
- 3. 4. 6. 5. 7. Business to business Differentiate Entertain Merchandising marketing: product from clients opportunities incenting competitors the trade Ø Sponsoring Ø Compe''on offers Ø Marketers need for shelf space Ø Sponsor for to have relevant opportunities for Ø Sponsorship of hospitality promotions for category all types can be opportunities consumers at the exclusivity used to incent Ø Networking point of purchase Ø Platform for wholesalers, (P-O-P) creating retailers, dealers currency with and other customers intermediaries in the distribution channel
- 4. 9. 8. 10. 11. Combat larger Achievement Showcase advertisement Drive of multiple product budgets of sales objectives attributes competitors Ø Promo'on sales Ø Sponsorship Ø A1en'on to Ø Technique offers the product benefits Ø Cost used such as possibility of Ø Demonstrate effec'veness fund-raising achieving product in ac'on effort around its several goals sponsorship, at once giving free admission or pass with the purchase of the products
- 6. • Originally, sponsorship domain of beer and tobacco company but nowadays, the biggest users include packaged goods, retail and financial services. • If a company have an activation and over servicing, it will produce sponsorship and advertising.
- 7. Most active business categories in sponsorship Category spor'ng goods 7% 10% media retailer 7% banks/financial services telecommunica'on 9% 8%
- 8. Con'nuity Image -‐ability to Compa'bility extend -‐to impose our brand's personality Media -‐ Draw broadcast and print coverage around the world Ability To Incent Retailers -‐ To convince retailers Ability To Leverage Audience -‐ Have a mul'-‐ Composi'on brand involvement. -‐ The popula'on of people surrounds
- 9. Exclusivity Product -‐ Category of Showcase exclusivity -‐ Credibility of product. Efficiency offered -‐ Strategy of sponsorship use. Ability To Impact Consumer Sales -‐the crea'vity of promo'on. Measurability Ease Of -‐ The successful of Administra'on process. -‐ The management of the organizer.
- 10. 1)Enhancing visibility or awareness • Posi've publicity helps create heightened visibility of products or services. • Seeking wide exposure. • Using print and media electronic. 2)Enhancing image • Improved perceived targets audience. • Be as a caring organiza'on. • Looking for the event that have a rub-‐off effect.
- 11. 3)Developing distribu'on channels • Ways to fasters closer 'es with distribu'on. • Involved distributors fully in promo'ng campaigns by presents opportunity. • Socialize key decision makers with provides opportunity. 4)Reaching new markets segments • Strategy to reach new subscribers/market • A1en'on of a broad audience of similar interest.
- 12. 5) Differentiating From 6) Gaining Recognition in Competitors a Market " To counteract other Ø Used sponsorship to gain competitors by sponsoring. recognition in the market " Goal – Increase visibility, dominated by larger companies target audiences often for certain brand. perceive sponsorship in a Ø While in the packaged goods positive way. market the primary brand is the product, in services the entire company becomes the brand.
- 13. 7) Developing a bonding 8) Bypassing legal constraints between consumers, distributors and/or employees • Intention to boost the morale of v More of oblique use of its employees. sponsorship. • Exclusively to impress clients v Others eg: polemical (e.g. Visa sponsorship of the products, clutter, zapping in Rugby World Cup in 2003, was medias and the increase of among others things, used as a leisure time devoted to sports platform for an extensive (Meenaghan, 1999). employee reward and motivation scheme worldwide).
- 14. q Mor e readily ‘measured’. q Easy to assess the effec'veness of an on sit e sales promo'on or increase in store traffic
- 15. 1) S t r e t c h i n g t h e 3) I n c r e a s i n g c o m m u n i c a 3 o n m e r c h a n d i s i n g budget. ac3vity v Eg : Jom Heboh v E . g . s i g n i n g a n a g r e e m e n t t o become the “Official 2) Promo3ng repeat S o c D r i n k ” f o r purchases Marathon-‐100Plus v Objec'ves: v E.g. arranged i) To increase sales, for free admission shares, profits privileges by ii) T o p r o j e c t t h e purchases other image in the minds products of consumers.