Event sponsorship

Question 1

What is brand image transfer positively influenced by?

Answer 1

Brand image transfer is positively influenced by the perceived fit between the event and the sponsor.

Question 2

Why is brand image transfer positively influenced by the perceived fit between the event and the sponsor?

Answer 2

when consumers perceive that the sponsor is congruent with the activity sponsored, they are more likely to transfer the positive images associated with the event to the sponsor brand.
- most authors agree that the more congruent the fit between the two entities is, the stronger is the image transfer

Question 3

What may happen if a consumer perceives the sponsored activity as good cause but not congruent with the sponsor?

Answer 3

the potential positive impact on sponsor brand image can be mitigated or even reversed (Meenaghan & Shipley, 1999)

Question 4

What is the definition of sponsorship?

Answer 4

‘The provision of assistance, either financial or in kind, to an activity by a commercial organisation for the purpose of achieving commercial objectives’ (Meenaghan 1983 p9)

Question 5

How can events benefit from sponsors?

Answer 5

1) Access to a specific niche market, for example mobile operators use event sponsorship as a means of targeting potential customers
2) Corporate brand image creation/ enhancement - E.g for banks they struggle with a lack of tangible products which complicates the task of brand imaging. Sponsoring events is a valuable form of corporate image enhancement.
3) Influencing consumer attitudes about a product or service, some companies use sponsorships to change the perception of a brand. - cider example
4) Improving relationships with distribution channels - A corporation may be seeking development of stronger relationships with agents or firms that currently distiubute its products - Barclays example
5) Demonstrating product attributes - Firm may want to demonstrate new products capabilities
6) Associating a product or service with a particular lifestyle - e.g alcohol companies target young events. The aim is to create memorable experiences that makes people think of the brand.

Question 6

Who said that sponsorship was ‘one of the most prominent forms of marketing?’

Answer 6

Dolphin 2003

Question 7

How can sponsorships provide employees with rewards and recognition?

Answer 7

• Organisations often see that sponsoring events allows their employees access to a corporate box/tickets to reward or motivate them

Question 8

Who created the exchange relationship model?

Answer 8

Crompton 1994

Question 9

What does Cromptons model show?

Answer 9

The model shows that within a sponsorship,
Events seek:
- Financial investment 
-In-kind services 
- Marketing and and media expertise
- event brand enhancement 
Business seeks:
- Increased brand awareness 
- Brand image enhancement 
- product trial/service enhancement 
- sales or hospitality opportunities 
- market interactivity

Question 10

What is meant by sponsorship leveraging?

Answer 10

When a leveraging strategy or a range of marketing activities are put in place that extend the sponsorship benefits well beyond the festivals promised offer

• E.g Adidas was a sponsor of 2002 world cup, reportedly budgeting $88 million to exploit their sponsorship, with the cost of the official sponsorship being somewhere between 20 and 28 million

Question 11

What did Cornwell et als work show about the perceived fit?

Answer 11

The greater the fit between the sponsor and the sponsee the more effective the sponsorship

Question 12

According to Gwinner and Bennet what are the different elements that make up an excellent sponsor fit?

Answer 12

1) Brand Cohesiveness - Brands that have a clear and distinct image
2) Sponsor fit - How relevant to and compatible with the event the market are the sponsor products
3) Goodwill - when the sponsor positively impacts a persons experience at an event, goodwill is generated towards the sponsor.

Question 13

What does a sponsorship policy include? what is it?

Answer 13

• It is a policy created by events seeking sponsorship in order to help guide their actions
  It includes;
• the events history of sponsorship and approach to it
• the events objectives, processes and procedures
• Approach made in seeking the sponsorship
• levels of accountability and responsibility within the organisation

Question 14

Whats involved with the sponsorship proposal?

Answer 14

The proposal should address the following:

• What is the organisation being asked to sponsor?
• What will the organisation receive for its sponsor
• What is the cost?
• Duration of sponsor

Question 15

According to Ukman, what are the attributes of a successful proposal?

Answer 15

1) Sell benefits, not features
2) Adress the sponsors needs, not those of the event
3) Tailor the proposal to the business category
4) Minimise risk - E.g may indicate some guaranteed marketing activities
5) Added value the sponsor will gain

Question 16

Whats involved with the screening sponsorship process?

Answer 16

• Used to determine the benefits of each sponsor and includes:
• Customer audience
• Exposure potential
• Distribition channel audience
• advantage over competitors
• events characteristics

Question 17

What does a sponsorship management plan allow?

Answer 17

• The event to successfully manage the sponsors marketing needs as listed in the sponsorship agreement and to build a quality, long lasting relationship with its sponsors
• These relationships are built on commitment, communication and trust - sponsor more likely to renew the contract
• It also shows the sponsor that their investment is being professionally managed

Question 18

Why is it important to establish effective communication with sponsors?

Answer 18

• it allows them to see the event manager as a serious marketer who will look for joint leveraging opportunities

Question 19

What are the techniques for effective sponsorship management?

Answer 19

1) One contact - One person from the event needs to be appointed as the contact point for the sponsor, should be readily available nd have the authority to make decisions
2) Understand the sponsor - Get to know the sponsors organisation, its mission, staff products and marketing strategies
3) Motivate event staff about the sponsor - keep staff informed of the contract, the objectives of the sponsorship and how the sponsors needs are to be satisfied will ensure smooth running and satisfaction from both parties
4) Undersell and overdeliver - Don’t promise what cannot be delivered, be cautious in formulating your proposal and then ensure the expectations that are raised are met and ideally succeeded.
5) Sponsorship launch
6) Principle sponsor

Question 20

What does a sponsorship management plan identify?

Answer 20

• the objectives the sponsor will achieve, the benefits that have been promised, costs associated with providing these benefits, a review and the timeline for activities that need to be conducted in order to deliver on the sponsorship

Question 21

How could a GANT chart help with the management?

Answer 21

• A GANT chart would be helpful to show the list of what needs to be done, when by and who by.

Question 22

Which group of people needs to be addressed in the management plan?

Answer 22

• Stakeholders - attendees, stand of the sponsoring organisation, media, members of surrounding area

Question 23

What might be included in the cost part of the management plan?

Answer 23

signage manufacturer, promotional material, prize money, sponsor hospitality cost, tickets, postage and prep of evaluation report etc

Question 24

What is the final part of the sponsorship management plan?

Answer 24

An evaluation and review process - the review process should be ongoing and identify and address any problems that could affect sponsorship outcomes
- Evaluation provides an idea of how the sponsor performed against the objectives that had been set for them