Summary
Samenvatting Event Communication & Sponsoring
- Course
- Institution
A clear document that you can easily study.
[Show more]
Seller
Follow
mariederoo02
Reviews received
Content preview
Event Communication & SponsoringSponsoring of events
What is sponsoring
“Event sponsoring is investing in an event in order to get certain benefits
from the event”
- To companies, sponsoring can be one of their ‘marketing
communication tools’.
- Event managers sells sponsorship: you offer something & in return
you ask for correct price (money or in exchange)
- Price should be calculated as correct as possible based on the (real
or estimated) financial value of all return-elements
Sampling: handing out free stuff
Understanding the perspective of the sponsor
What do sponsors invest?
Sponsor invests money
or something they can give
- Products
- Services
Often sponsor invests a mix!
What do sponsors expect in return?
1) Brand awareness & attitude towards the brand/ visibility
- Awareness: make people know their brand
Outside the event: logo in mkt communication: in event ads,
on event website
At event: logo on stage, on banners, on screen
- Attitude: make people love their brand: live interaction
needed!
Branding only has a result on the long term sponsor looks for
consistency in supporting a certain type of event and a certain
event.
2) Association with a value
Human values: the virtues that guide us to take into account the
human element when we interact with other human beings.
ex: sustainability, brotherhood, diversity, fair play, tolerance,
solidarity, authenticity, ecology, integration, social responsibility,
charity…
Companies don’t want to be seen as dirty moneymakers
, Long term!
3) Short term sales
Growing important to sponsors!
Sales Short Term Sales Long Term
o Sales deal, made between Thanks to
organiser and sponsor! o Branding
o On site sales actions o Ass. With a value
o Off site sales actions Difficult to measure
Measureable
4) Hospitality
- Client relationship
- Employee relationship
Event sponsors are able to invite everyone they want.
How to measure impact?
1. They measure the financial value of sponsor-driven media coverage
vs what they’ve paid
- logo in mktc compaign of the event ( commercial coverage)
- logo in articles, news items about the event (editorial
coverage)
2. They measure the change (before/ after event) in
- Public’s awareness of the brand
- Public’s attitude towards brand ( positive, negative, neutral)
3. They measure the change (before/ after event) in short term sales
From my perspective as event manager
Do I need sponsors?
Event revenue:
- Tickets
- Sponsoring
- Catering
- (merchandising), (subsidies: from authorities)
Which direct benefits can I offer?
‘Direct’ benefits to sponsors:
1. Right to visibility (branding): in the marketing communication
campaigns of the event/ at the event itself
2. Right to ‘name giving’ or name connection
3. Sales rights: direct sales to event visitors
4. Media rights (for tv station)
5. Hospitality rights
, 6. Exclusivity rights in sponsor’s branch
Make these ‘rights’ more concrete
Combine ‘rights’ into packages
Which ‘indirect’ benefits can I offer?
1. Logo rights: right to use the event logo
2. Personality rights: Sponsor has the right to use the persons face and
name to say they sponsor the event
3. Right to do ‘Sponsorship activation’
Indirect rights: sponsor has to do something
Sponsorship activation: everything a sponsor does and organises, to bring
his sponsorship alive, to both visitors and non-visitors.
Is done by the sponsor, on his own account, but only in agreement with
you, the event owner:
- Is it also in your interest?
- Is it also in your visitors interest?
- Is it also in your other sponsors interest?
Activation often takes place outside the event (before, after, elsewhere)
and at the event.
1. Outside the event: in the sponsor’s mkt communication
campaigns, his sales promotions, packaging…
2. At the event: in sponsor’s interactivity with the visitors having a
real life ‘brand experience’: ‘brand activation’. Reserve this for major
partners.
The activation budget of a sponsor
Types of partners
Partners investing cash
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller mariederoo02. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.44. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
52510 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now