Event marketing and its
importance
L5
Ing. Jiří Šnajdar
2014
Event marketing and its importance.
To build brand loyalty and other positive feelings
toward a company many leaders utilize
sponsorship and event Marketing. These
programes make it possible to meet with
customers, vendors and others in unique
situations. People who attend sponsered activities
or special events already have favorable feelings
about the aktivity taking place. These positive
attitudes are easily transferred to a company that
has provided funding.
Sponsorship means that company pays money to
sponser someone, some group, or something that
is part of an aktivity. An company can sponsor a
practically unending list of groups, individuals,
activities, sports stadiums and events.
Forms of Sponsorships
Sponsorships can be to Arts, Festivals, Fairs,
Atractions, Tours, and Sports. Sports are
representing more than 70% of all sponsorships.
Sporting events are highly popular and atract
large crowds. In addition to the audience attending
the competition or game, many more watch on TV.
Popular sportsman can be effective
spokespersons for various products. If possible the
organisation is the exclusive sponsor of the person
or team, which makes it easy to remember than
when there are multiple sponsors.
Some organizations have moved away from sports
sponsorships toward more cultural events, as
classical music, jazz bands, visual art exhibits by
noted painters, dance troupes, and theater
performances. Cultural sponsorships are not the
best match for every firm.
Cosequently, financial institutions leveraged by
having name of company strongly associated with
cultural aktivity. Also, sponsors usually receive
choice of seats at performances that can give to
key clients.
Rather than sports ort he arts some companies
chose to sponsor a popular TV show. The newest
format is sponsoring bloggers. The companies are
eager to send products to test them and have if
the audience likes them have positive comments
on the specific Web site. For some bloggers,
product sponsorships have became a lucrative
business. So companies can generate a positive
buzz.
In choosing a sponsorship, the marketing team
matches the event´s audience profile with
company´s target market. Marketing executives
also consider how the individual participant or
group image relates to the firm´s image. To
maximaze the benefits of a sponsorship effort the
company first defines the programe´s primary
goals. To achive the maximum impact for the
sponsorship, the massage will be combined with
other advertising and promotional efforts.
Sponsorship Objectives
It may be hard to measure the direct impact of
sponsorship program. Sponsorship can be
designed to accomplish a variety of objectives.
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Enhance a company´s image
Increase a firm´s visibility
Differentiate a company from its competitors
Showcase specific goods and services
Help a firm develop closer relationship with
current and prospective customers
• Sell excess inventory
The best sponsorship programes include methods
of assesment. The marketing team follows up to
make sure that the goals were achieved. In each
sponsorship programe, an attempt should be
made to gather tangible evidence that the
sponsorship was worthwhile.
Event marketing
Event marketing is similar to sponsorship
marketing. The major difference is that
sponsorship marketing involves a person, group or
team. Event marketing involves a specific event.
Event marketing and lifestyle marketing are closely
related.
Sponsoring the right event. Can provide a
company with brad-name recognition and help
develop closer ties and contact with dealers and
customers.
Determining objectives,
Matching the event to publics,
Promoting the event,
Advertising at the event,
Tracking results,
International implications.
The principals that guide the development of
sponsorship domestically apply equaly to any
international involvements.
To prepare an effective sponsorship programe in
an international setting we employ a cultural
assimilator to make sure that any language is
being used correctly, that the sponsorship is legal,
and that does not violate any local cultural norms.
As the world coninues to become smaller, with
increasing interactions between countries,
companies and individuals, the growth of
multinational sponsorship should to continue.
A strong presence at the event is one of the keys
to succesfully linking organzation´s name with a
programe.
Managing public relations, sponsorships, and
event marketing programes requires company
leaders to assess the goals and the outcomes of
individual activities.
Sponsorships and events programes enhance and
build the company´s image and brand loyalty.
Events and sponsorships should match with the
firm´s products and brands.