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Use of Sponsorship as an Effective Communication Tool.
Transcript of Use of Sponsorship as an Effective Communication Tool.
- Tobacco companies sponsorship of elementary schools in china
MTV's sponsorship of the Video Music Awards - example of fitting the audience etc What is Effective Communication ? Sponsorship Basics Formula For Effective Sponsorship But Wait!! Based on the definition of effective communication and our sponsorship formula, was our choice to use Red Bull as the sponsor of today's PR Class effective? Importance of Sponsorship Estimated global spending of US $38 Billion in 2007
Increased in popularity over the past 20-30 years as an effective marketing and public relations tool Why Sponsor? Audience Matched Event Matched Sponsor and Sponsee Alined Brand/Product Matched Effective Sponsorship! One of the most effective ways to communicate with your potential consumer
Sponsor able to differentiate themselves through competitive advantage
Generate Revenue The Pure Blonde Dome The Brand & Product Launched in 2004 as one of the first low carb and preservative free beers
High alcohol content 4.6% Target Market & Audience Target Market:
Male and Female
Appearance Conscious (Simpson 2004) The Event - Summer Music Festivals Events targeted at generation Y
Young fun loving people aged 18 - 35
Pure Blond Dome:
Future Music Festival Sponsorship Of Music Festivals !! Benefits: Targeted communication to a young audience, which is traditionally hard to engage
Results in 73% of attendants being able to recall the brand unprompted
Creates a high emotional connection However ... Brands that have a strong brand image benefit more from event sponsorship than those brands with lower brand image. Maddie, Courtney, Kat & Veronica Thus! Looking back at our formula & our definition of effective communication
Audience Matched + Event Matched + Sponsor & Sponsee aligned + Product/Brand Fit
Pure Blondes Sponsorship of Music Festivals
= Effective Sponsorship Communication Who do they Sponsor? Who Are The Sponsors ? St George Bank
Southern Cross Construction
AVS Security Resulting in ... The largest Facebook community of any other beer - 153,000 Likes
Market share of 1.8% in 2011 Rugby Union Cricket Australia Rugby League AFL Australian Olympic Team (Kim 2010) (Kim 2010) (Reilly & Maddil 2011) (McNeile 2009) Problem ? Is there anything here that doesn't follow the formula? The Theories THE RIGHT FIT When sponsoring need to consider 3 important factors
1. Target audience reach
2. Emotional response
3. Value for money (McNeile 2009) THE LINK Needs to be a definite and purposeful link between the brand/product and the target audience (Kim 2010) IMAGE TRANSFER POTENTIAL The sponsor and the sponsee both bring their own image which they transfer to each other
This image is then transferred to the consumer through sponsorship (Reilly & Madill 2011) BRAND IMAGE The image of the event you are sponsoring will be transferred to your product.
The image of the event and the product should be matched. (Woisetschlager & Michaelis 2009) Hooters Do you think an under-16s Australian Rules team should accept sponsorship from a Hooters restaurant? Ineffective Sponsorship Komen Since 1982, largest source of non-profit funds dedicated to the fight against breast cancer in the world
Donated over $1.9 Billion to breast cancer research and support for survivors and their families KFC
Fast food giant
Consumed by nearly 8 million people in the US alone + = Bucket for a cure What the???? Coca-Cola "The Coca-Cola Company does not endorse or condone any practice of cruelty to animals, and the Company does not sponsor or promote events where there is a risk of physical harm to animals. Additionally, The Coca-Cola Company does not sponsor rodeos or bullfighting events. " The real thing? Approach your subject from the perspective of the audiences interest Adapt your message for the communication channel Communicate with people Use more than 1 communication channel (Wilcox 2009) (Wilcox 2009) (Wilcox 2009) (Wilcox 2009) (Kim 2010) (Reilly & Madill 2011) (Fosters Group 2012) (CUB 2012) (Rowley & Williams 2008) (Future Entertainment 2012) (B&T Today 2012) (Passport GMID 2012) (Rowley & Williams 2008) (Rowley & Williams 2008) It sends the wrong messages to young AFL players as it reinforces sexist stereotypes
Not appropriate for 15-16year old boys
Sunrise stated 'With football codes all facing more attention over their attitude to women, it is thought by women's advocates that a better sponsor could be found.' Hooters characterizes itself as a neighborhood place, not a typical family restaurant. Sixty-eight percent of customers are male, most between the ages of 25-54. Hooters does not market itself to families, but they do patronize the restaurants. What Hooters Say: WHAT DO YOU THINK? For.. Against.. Family Restaurant sponsoring their local community
Known as a sports bar Also involved in contributing to Westmead Children's Hospital
Sponsors of Little League of Legends - which is for under privileged children Applying the Formula Audience Matched?
Sponsor & Sponsee Aligned?
Brand/Product Matched? =? Core demographic is 12 - 34 year old
12.4 million viewers tuned in to the 2011 awards show Audience Matched?
Sponsor& Sponsee Aligned
??? Raised just over $4.2 million by the 5000 participating restaurants in April and May 2010 Susan G Komen for the Cure 2012, viewed 4th May 2012 <http://ww5.komen.org/KomenNewsArticle.aspx?id=6442452377> NBA All Star Slam Dunk Competition 9.1 million fans tuned in to watch
All Stars slam dunk competition Spot the Sponsor Bridgestone NFL Halftime Show Attracted 114 million viewers in 2012, 3 million more then the actual game
Fifth consecutive year as a sponsor
According to the New York Times, The companies market share has grown by double digits in the first quarter in each of the last two years, while other brands in the industry have had their share decline in the same period Allows sponsors to use multiple forms of in-show integration Too Far..? http://www.hooters.com/About.aspx Some of the Sponsors... What the Experts say.. “If you want to hit the influencers in the music space, from industry power players to the talent itself, [the VMAs are] a period you can leverage,” explains Nathan Ellis, founder of Syndicate, the firm behind sponsor Virgin Mobile’s “Penny for a Text” post-show party. “In a very fragmented media landscape, [the VMAs] get everyone looking in the same direction at once.” http://today.msnbc.msn.com/id/14605087/ns/today-entertainment/t/vma-sponsors-want-those-young-mtv-viewers/ MTV Video Music Awards 'http://au.tv.yahoo.com/sunrise/soapbox/article/-/7159949/should-hooters-supporting-u16s-afl-team/ Sponsorship provides an efficient way for a sponsor to differentiate
from its competitors as well as impact consumer‐oriented
objectives (e.g., brand awareness or image), and achieve
competitive advantage (Fahy et al., 2004). Sponsorship offers
sponsees the opportunity to generate revenue (Cornwell,
Roy, & Steinard, 2001) and provides both sponsors and
sponsees with leveraging or “activating” opportunities
(Lardinoit & Quester, 2001). Sponsorship and Leveraging Norm O’Reilly, Judith Madill 2011 ‘The Development of a Process for Evaluating Marketing Sponsorships’ Canadian Journal of Administrative Sciences 'Volume 29, Issue 1, Article first published online: 11 JUN 2011 America's most effective and expensive sports sponsorship deals Additional bridgestone sponsorships. Is this sponsorship effective according to the formula? Savage, 2012 Elliot, 2012 Coca-Cola 2011, viewed 9th May 2012 <http://www.coca-cola.com/en/index.html> . (O'Reilly, Madill 2011)