sponsorship management Essay -- essays research papers

SPONSORSHIP MANAGEMENTPRESENTED BYJULIUS TABLE OF CONTENT1.What is Sponsorship?2. What is Management?3.What are the Managements Functions?4.What is Sponsorship Management?5.Know the Game understand what sponsorships can do and cannot do6.The Passion Connection7.How does sponsorship really enhance brand building?8.Understand leverage9.Measurement10.Case StudyWhat is sponsorship?As a marketer, wherefore wouldnt you use sponsorship? What better medium is there? With sponsorship, you already have a loyal, passionate consumer following of whatever that sponsorship is, whether its music or football game or sailing-you already have a connection with the consumer. So if the fan that has the passion for something is the same person that is your customer, why would you not borrow some of that faithfulness and use that as the essence of an idea around which to build your communication Chris Weil, Momentum WorldwideSponsorship is a multi-faceted strategic brand building and marketing tool, w hich allows a company or brand to associate with a relevant marketing asset (e.g. sport event, social cause, issues or passion), and leverage that association for the mutual social welfare of all stakeholders.Sponsorship is a heaven sent opportunity that allows consumer to experience the brand. Sponsorship embraces the consumers while advertising wave at them.If there is any brand building attack that provides a sustainable competitive advantage, it is sponsorship.The value of sponsorship is being enhanced rapidly and key events and organisations are able to choose from a wide range of capability sponsors and attract high rights fees. Prime factors in the rise of sponsorship fees are the globalisation of communications, new technology of cable and satellite broadcasting, the internet and digital communications and the outgrowth aspirations of societies for leisure and information. Sponsorship is changing too, and it now figures as part of mainstream marketing. For example, sport s sponsorship is increasingly referred too now as sp... ...Match day tickets to staffGlobal newsletter dispersal with promo activitiesGuinness Rugby World Cup AmbassadorsEx-players to serve as World Cup ambassadorsUsed at trade events, staff events, etcWebsiteGuinness created websiteElements of broadcast could be downloaded as cover saversAverage visit to website lasted 9 minutesResultsIncreased consumption in priority markets (GB=17%, Fr=37%, Australia=20%, SA=24%)94% prompted ken in GB, post activityGuinness was the most dominant sponsor of the GamesPositive results in reinforcing brand essence, injecting energy, promoting newsworthiness and co temporizing the brandConclusionPrinciples must be applied consistently over timeMessage must be consistent with brand essenceMeasure, measure, measure