For each of the six categories: • Identify an example of a sponsorship (provide
ID: 412277 • Letter: F
Question
For each of the six categories:
• Identify an example of a sponsorship (provide BOTH the sponsor and sponsee) within that category for your local or national market.
• Evaluate whether you believe the sponsorship is a good fit from a strategic point of view.
• Which of the five primary objectives do you believe to be the primary goal of the sponsorship?
• Based on your chosen objective, do you believe the sponsorship will be successful for the sponsor? Support your assertions with evidence.
There are six categories for sponsorship opportunities in today's marketing environment: 1) Sports 2) Entertainment, Tours & Attractions ) Cause-Related Marketing 4) The Arts 5) Festival, Fairs & Annual Events 6) Associations and Membership OrganizationsExplanation / Answer
1. Sports : Sponsorer - A sport accessories manufacturer
Sponsee - Sports leagues, clubs and organizers.
The sponsorship is a good way to reach out to the potential users of sports garments and accessories like players, fans, organisations and clubs which may contribute to the increased sales and business growth.
The objectives of sponsorship are showcasing of the latest offerings, customer interaction and education, generating leads, brand building and customer data collection.
The exercise will be fruitful as it will help not only to generate leads but also cause a brand recall in the minds of customers, leading to more purchase decisions.
2. Entertainment, Tours and travels -
Sponsors - Fast food manufacturers
Sponsee - Tour groups, Cine companies, Event organisers
The fast food companies get a good chance of brand recall in the minds of merry makers who would like to avail those services, or to introduce the new users to the brand.
Strategic objectives for sponsoring are increased sales, brand recalls, new customer acquisition, strategic tie ups and bulk sales. The exercise will be fruitful as a large target group will be exposed to the product line which may generate purchases as well as word of mouth publicity.
3. Cause related marketing-
Sponsorer - Banking and micro finance companies
Sponsees - NGOs, Non profit organisations
The banks get chance to win large financial projects related to and run by large national and global organisations, acquiring customers and branding their products to huge audience.
Strategic objectives are branding, business growth, exploring possibilities of entering into new segments, increasing customers base, gaining inputs for offering new products.
The banks expect to be exposed to new opportunities, interacting with diverse customer base, getting pulse of the market and position their products in addition to get a goodwill for association with a noble cause.
4. Arts :
Sponsors - Designer and ethnic clothes manufacturers
Sponsees- Art Galleries, Exhibition organizers
The ethnic clothes are liked by the customers who are connoisseurs of fine arts. An sponsorship to the art related event may lead to the on spot purchases, brand recognition, exposure to the new items and generate aspirations to own fine piece of arts.
Strategic objectives are branding, showcasing the products, on spot purchases, generating aspirations and acquiring new customers both individuals and institutions.
The sponsorship will be useful, given the strong link between the target customers of the company and the audience visiting the place of sponsorship. The taste as well as the paying capacity of customers is also in line with the intended objectives of the company.
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