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2298A Management in Kin > Week 11: sponsorship > Flashcards

Week 11: sponsorship Flashcards

1
Q

marketing OF sport

A

Marketing sports products and services directly to sports consumers, participants or spectators

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2
Q

marketing THROUGH sport

A

marketing other consumer products/services through sports promotion, some companies use sports as a communication tool (eg. using sports to communicate)

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3
Q

sponsorship

A

a promotional approach in which an organization or individual offers resources (ie. financial, in-king) and/or services to support a sports organization’s event program or product offering

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4
Q

three reasons why would want sponsorship

A
  1. integrated approach =
    Use other elements of the promotional mix which is more effective

2/ Maximize communications effectiveness =
Contribute to building brand equity
Helps get the brand out there to a wider audience

  1. Part of a marketing strategy =
    Implications on the brand
    Helping bring good views or feelings about your brand
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5
Q

key conceptual elements of sponsorship

A
  1. sponsor
  2. sponsee
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6
Q

sponsor

A

Cash investment
Product investment
Service investment
Image Transfer
Activation
Evaluation

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7
Q

sponsee

A

Revenue generator
Budget reducers
Marketing Platform
Activation
Exclusivity
Evaluation

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8
Q

best practices for sport sponsorship

A
  1. fit
  2. relationships
  3. employee motivation/involvement/education
  4. community/cause
  5. knowing other parties objectives
  6. exclusivity
  7. activation
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9
Q

Fit (best practices)

A

they are both forced on the same outcomes or target audience, can be product fit or audience fit

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10
Q

relationships (best practices)

A

there have to be resources from both parties to invest in the relationship
Employee motivation/involvement/education → there should be that buy-in, for long-term relationships

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11
Q

community/cause (best practices)

A

see it most often in charity sporting events

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12
Q

knowing other parties objective (best practices)

A

exchange of resources,the sponsor is giving the resources and the sponsee is allowing the image to transform

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13
Q

activation

A

driving consumer action through brand interaction. Anything the sponsor or sponsee do to let the consumer know there is a relationship

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14
Q

leveraging

A

strategic use of the brand image of the sponsee to amplify the brand of the sponsor

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15
Q

two key elements of activation

A
  1. standard activities
  2. value-added activites
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16
Q

standard activities

A

Associated commercials, advertising, service, and onsite product sampling

Things to communicate that there is a relationship

17
Q

value-added activities

A

Create efforts that seek to maximize the effect of the sponsorship (such as hospitality, VIP hosting, creating marketing etc)

Things to specifically make your sponsor happy

18
Q

exclusivity involves

A
  1. reduced clutter
  2. increased sales
  3. positive association between brand and sponsors
  4. better recognition of official sponsors versus non-sponsors
  5. increased knowledge of sponsor contributions
19
Q

reducing clutter

A

having too many sponsors can be less effective for the consumer to have the image transfer

20
Q

better recognition of official sponsors versus non-sponsors

A

having one official sponsor for each sensor category

21
Q

increased knowledge of sponsor contributions

A

helps us sort through value-added part

22
Q

evaluating sponsorship

A
  1. measuring participation
  2. photographic record
  3. media monitoring
  4. measuring awareness (exist interviews)
  5. market share
23
Q

measuring participation

A

before and after sponsor activation activities

24
Q

photographic record

A

actually going into the event that is being sponsored, if you have samples, are people taking these samples?

25
Q

measuring awareness

A

asking people who are leaving the event if they know who the sponsor was

26
Q

market share

A

did it grow? Were there any contributions from the sponsorship

27
Q

why sponsors fail

A
  1. no budget for activation
  2. no measurable objetives
  3. no local extensions
  4. not long-term
  5. insufficient human resources
28
Q

no budget for activation

A

Making the associations between the mind and consumer costs money, you have to budget for activation in addition to the resources provided by the sponsors

29
Q

no measurable objectives

A

Having KPIs in advance and ways to evaluate them to see if you are meeting goals

30
Q

no local extensions

A

letting people know how to engage with the sponsor

31
Q

not long term

A

it’s a one-off relationship

32
Q

insufficient human resources

A

you don’t allocate individuals from sponsor and sponsee organizations to interact with the product or resources

33
Q

why sponsors drop out

A
  1. Decrease in the market value of the product (ie. decrease in attendance or TV ratings)
  2. Not achieving objectives
  3. Change in corporate direction (or leadership)
  4. Increased costs and/or budget cutbacks
  5. Conflict with organizer
  6. Poor event execution by the organizer
  7. Timing and scheduling conflicts
  8. Lack of exclusivity
34
Q

ambush marketing

A

when an organization or product can associate itself with another brand without actually using its image. (ie. the video of Air BnB and the Olympics)

35
Q

what is the main objective of ambush marketing?

A

to create conduction in the consumer’s mind, therefore, gaining the benefits of association without being an official sponsor or weakening the impact of a competitor being the exclusive sponsor of an event

36
Q

ambush marketing details

A

It is now recognized as common practice in the sports industry

Long-term effects could diminish sports property values and increase clutter

It is also argued that ambushing may be legitimate competitive marketing

For the most part, the context in which these techniques are used is perfectly legal

37
Q

ambush strategies

A

Thematic publicity implies an association

Sponsoring subcategories

Outside the event location

Ambush vehicles (land, sea, or air) in the vicinity of the event location area

Sponsoring related team/athlete

Display inside or near the event location (ie. stadium)

38
Q

ambush marketing literature

A

Companies who ambush usually perform better than those who do not

Consumers do not care about ambush marketing

Olympic organizers responsible for lack of consumer awareness and support

39
Q

how can you fight ambush marketing?

A

Brand management

Public relations (PR) a vital part of the marketing plan

Sponsorship recognition programs

Education programs

Review sponsorship and broadcast structures

Reduce clutter

Legislation

2298A Management in Kin (16 decks)

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