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SPONSORSHIP Pros & Cons Integrated Marketing Communication

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About Pros and Cons of Sponsorship

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SPONSORSHIPPros & ConsIntegrated Marketing CommunicationIt is everywhere ! Just look!Ofcial Olympic Partners (2014)ports & !rts"ntertainmentC#arities&$undraiserNC 16 +++NC 16 +++What is Sponsorship!We"ster# $%1&'Why we Sponsor Create ( In)rease *warenessIn)rease +ran, -oyalty+ran, RetentionRein.or)e an I/a0eSti/ulate SalesShow)ase pro,u)ts ( servi)esSo)ietal 1arketin0Constant %igilance&&* "it o. In.o2.or sponsors'ong (erm Co//it/ent2 years minimum ()asic )uildup)*uality e+posureCreati,ity'e,erage o- acti,ities$undraisers & ./O0s 1 awareness ( asso)iation2alra,en3 M43 5i6molt3 (4 !43 & 7oning3 84 94 (2014)/iannoulakis3 C4 (2014)Sponsorship2or is itI am ponsors#ip I am "ndorsementHow many "illions :!2144 "4: 1;4Liability Exposure Sponsors 5o)n facilit 6 event7 Extreme Sports 8high 9 fatalit:(Crompton3 201;);ISA Loss credibilit< damage the brand rep Loss of existing 6 potential customer(Crompton3 201;)Insensiti,ity to Pu"li) Senti/entInsensiti,ity to So)ietal 5 Politi)al environ/entAmerican =eam# (ade in ,hina&SPONSORSHIP! little )it moreD!lmost done&&1easurin0 tapeHIR4 * PRO84SSION*-!Surveys !ask your au,ien)es'We" *nalysisP3R Review !)onsu/er senti/ents'So)ial 1e,ia !+u99# Co//ents'+usiness 1atri: !Sales# New *))ounts# -ea,s'Plan an, Strate0i9e "e.ore )o//it/entCost 4;e)tive 5 Su))ess.ul(Connolly3 7 4 P43 Connolly3 !4 201;)How to