1.07
DESCRIPTION
1.07. Employ sales-promotion activities to inform or remind customers of business/product. Explain the nature of SPONSORSHIP in SEM industries. What is Sponsorship?. Sponsorship: Providing financial or other support to a sport/event in exchange for recognition - PowerPoint PPT PresentationTRANSCRIPT
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1.07
Employ sales-promotion activities to inform or remind customers of
business/product
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Explain the nature of SPONSORSHIP in SEM industries
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What is Sponsorship?
• Sponsorship:– Providing financial or other support to a
sport/event in exchange for recognition– Two or more parties benefit from the
arrangement in the form of a partnership – Sponsors want recognition & affiliation
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Successful Sponsorships
The key to building successful sponsorship programs is to match the correct products or
services with the people who want to purchase them = their target market
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Sponsorships for Small vs. Large OrganizationsSmall Organization Sponsorships Large Organization Sponsorships
• May not spend the time to develop good sponsorship programs
• May provide unrealistic deadlines
• Limited staff
• May have more difficulty communicating with the sponsors
• Tend to develop poor relationships with sponsors
• May have staff or be able to hire consultants to develop a good sponsor program
• Better program organization
• Good communication with sponsors
• May have unrealistic expectations about their event
• Sponsors have more confidence in giving money to large organizations
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BENEFITS of Sponsorships
• Public and Community relations = Increase of Brand Image
• Brand recognition directly with your Target Market
• Sales and profits through affiliation & brand awareness
• Market Share and/or introduce new products– Enter new markets
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RISKS of Sponsorships
• Losing Streak• Too many sponsors at one event• Could create a bad image and your associated with it
– Example: Super Bowl wardrobe malfunction in 2003• Could encounter Ambush Marketing
– Ambush marketing is when a company will expose their products/logo at an event without authorization or payment LEGALLY
– Goal of ambush marketers is to encourage fans to view it as a sponsor– Example: Coke is a sponsor but Pepsi is outside the event handing out
free Pepsi tees or coolies
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EXCLUSIVITY in Sponsorships
• When a business purchases the rights to be the only one of its kind to sponsor a sport entity– Example: You will not find Coca-Cola and Pepsi sponsoring
the same event
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PARTNERSHIPS
• Relationship between sponsor and sponsee– Communication and develop partnership– Ongoing dialogue to expand relationship
• Both parties benefit
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Sponsorship ContractsSPONSORSHIP PROPOSAL: includes information about cost,
marketing opportunities, audience demographics, conflicts andtime parameters
Formal contract: spells out exactly what each party will do(Avoid legal conflict)
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Why Should EXPLOIT your Sponsorship
EXPLOITING THE SPONSORSHIP = ADVERTISING YOUR SPONSORSHIP
– If a business spends all of their marketing budget on
sponsorship fees = No money left over to advertise the
sponsorship
– If target market is not aware of sponsorship, then
sponsorship is wasted money!
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Sponsorship Car Activity
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“You Do”
LAP Activity:1. Mrs. Byers will hand you selections from an
article about sponsorship2. You will read the selection and then create a
poster showcasing what you learned from your selection
3. You will present this to the class4. You will answer questions about each selection