College aantekeningen
Class notes Marketing Communications
- Instelling
- Universiteit Gent (UGent)
Lecture notes of 7 pages for the course Marketing Communications at UGent (.)
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Chapter 8: Event marketing and sponsorshipTable of contents
1. Some key concepts
2. Event marketing
2.1. Objectives
2.2. Types
2.3. How to measure effectiveness of event marketing
3. Sponsorship
3.1. Objectives
3.2. Types
3.3. Assessment criteria
3.4. How to measure effectiveness of sponsorship
4. References
1. Some key concepts
Event marketing is a form of experiential marketing of a brand, service, or product through promotional events.
Sponsorship is a promotional technique in which the sponsor provides funds, goods, services, and/or know-how.
2. Event marketing
An event is a brand experience targeted toward specific audiences. It is used as a communication tool whose purpose is
to disseminate a company’s marketing messages by involving the target groups in experiential activities (Drengner,
Gaus, and Jahn, 2008). This means that their members are themselves active during a so-called marketing event, e.g., by
doing sports or being creative, thus offering the opportunity for social interaction among the participants as well as
between participants and the company (Close, Finney, Lacey, and Sneath, 2006). Most events offer prolonged interaction
with a brand, its people, products and/or services. As such, they are a valuable tool to build brand affinity by deepening
people’s exposure to—and relationship with—the brand. It differentiates from marketing of events, which indicates the
tasks (from organizing to promoting the event) that are set up to conduct an event.
Events are organized to attract customers’ attention to a company’s new products or brands through special live events
where customers interact (with several touch points) with a product or brand face to face, such as concerts, sports
events, parades, and parties (Liu et al., 2017). Brands use event marketing entertainment to reach consumers through
direct hand-to-hand sampling or interactive displays. In contrast to traditional advertising which concentrates on mass
non-personal media, event marketing targets specific individuals or groups at gathering spots to make quality individual
impressions. Event marketing strategies leave a lasting, brand-focused impression of fun and provides attendants with
an experience that will resonate in their minds. It is effective because it engages consumers while they are in a willing,
participatory position. The key is then to identify the target audience correctly and create an experience that remains in
participants’ memories. By finding an opportunity to interact with the right demographic of people – both current
customers and prospective buyers – a brand can build favourable impressions and long-lasting relationships.
Event marketing spending increases yearly (Miller and Washington, 2012; Sneath, Finney & Close, 2005). Event
marketing's increasing popularity among marketers is caused by changes in the marketing environment as less attention
is paid to conventional advertising and an increasing focus on experiential consumption (Wohlfeil and Whelan, 2005).
, 2.1. Objectives
Event marketing is part of the organization’s overall marketing plan in which events are used as one of the tactics to
increase sales, improve clients’ perception of the brand or bring customers together. The goals and objectives of the
event should support the goals and objectives of the organization hosting it. Most important objectives to organize an
event are corporate, marketing, media or personal (Pope, 1998). Corporate objectives include increasing public
awareness, enhancing corporate image, or showing community involvement. Marketing objectives could be to reach
specific target markets and educate the participants about a topic or product(s), to position one’s brand or to increase
sales by aligning and inspiring the participants behind a new strategy, initiative or product. A successful event marketing
campaign provides value to attendees beyond information about a product or service. It can make customers feel like
they are receiving a benefit and not just attending a live-action commercial. Attending an event has a positive effect on
brand experiences. Participants experience sensorial stimulation by means of bodily or interactive experiences, they
engage in analytical and imaginative thinking or experience emotions, which are all sources of brand equity (Schmitt &
Zarantonello, 2013). Event marketing is especially suitable for affecting brand image or the noncorrelated denotative and
connotative attribute associations related to an object (Biel, 1992) because it is a communication tool mainly aimed at
addressing customers emotionally. The emotions caused by the marketing event influence the event's image or attitude
towards the event, which in its turn affects the attitude towards the organizing brand. (Drenger et al., 2008). Favourable
brand attitudes can then lead to higher purchase intention (Sneath et al., 2005; Zarantonello, 2013). Events have a
positive effect on a company’s revenue and on brand value but this effect diminishes when brand age grows (Liu et al.,
2017). Drenger et al., (2008) show that inducing flow or the highly enjoyable psychological state that refers to "the
holistic sensation that people feel when they act with total involvement" (Csikszentmihalyi, 1975) during the event by
encouraging participants to actively participate makes people experience more positive emotions which enhance the
evaluation of the event and of the brand (Drenger et al., 2008). Media objectives include generating visibility, generating
publicity and counter negative publicity or enhancing ad campaigns. Events can provide networking opportunities for the
participants and the brand, which could benefit publicity or increase participants’ goodwill. The best, most creative
events create interactions that not only reflect positively on the brand at the time, but also generate a buzz long after
the event is over. Finally, events can be organized because of personal management interest.
Martensen et al. (2007) show that the emotional responses (both positive and negative) created in an event experience
have a spillover effect brand emotions. Interestingly, the link between negative emotions is stronger than the link
between positive emotions so it is important that the event does not activate negative feelings. The event attitude also
has a strong positive impact on the brand. Martensen et al. (2007) also showed that involvement is crucial for the
participants’ response. Participants who are highly involved in the event will react more positively in relation to the
brand than low-involved participants would, because they are more susceptible, sensitive, and attentive toward the
event stimuli and the experience (Meenaghan, 2001). The event attitude increases when the level of involvement
increases (Martensen, 2007). In addition, the higher level of involvement, the more positive emotions and the less
negative emotions (Martensen, 2007). Finally, a good fit between event and brand is crucial (Martensen, 2007). A good fit
between the brand and the event increases participants’ responsiveness toward the message as well as the activation of
the emotional moods that is the purpose of the event.
2.2. Types
Events can include competitions or contests, product launches and product sampling. Events can include meetings, trade
shows and conferences for participants (often invited) with common interests that determine the theme and content of
the event. Examples might include an internal meeting for the sales team of a multi-national insurance company, an
annual user conference sponsored by a global software company, or even an academic conference. Other examples of
events are open days, recruiter events, award ceremonies, networking events, sport events, road shows, press
conferences, exhibitions, concerts, parties, fairs, corporate entertainment, team building, charity fundraisers, street
events, pop-up shows, … (Wood, 2009)
2.3. How to measure effectiveness of event marketing
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