CEM 150 - Week Three - Seminar

Professional and Practical Engagement
28.02.2014

Sponsorship of Events
Can be monetary or inkind
Central to revenue and resources of new and continuing events

Sponsorship is a strategic marketing investment mad by a sponsor
Not a donation or grant
Working business partnership
Sponsors get direct impact on brand or sales

Can Cover:
Naming Rights
Media Coverage
IT Support
Physical Items
Travel
Speakers
Staging/performing costs
Telecommunication
Overall Sponsorship
Food/beverage
Entertainment

Motives:
Brand/corporate/social Objectives
Product/brand Related Objectives
Corporate Hospitality
Media Coverage
Sales Objectives

Evaluation:
Demonstrate Gains
Value of Free TV
Column in Press
Consumption of Goods at Event
Purchase of Merchandise at Event
Spectator Figures
E-Activity
Sponsor Survey
Product Survey

Fit for Purpose:
Festival = Drinks Sponsor
Timing
Nature of Event fits with Aims of Sponsor

Proposal:

• Tailor to Business Category 
• Partnership
• Minimise Risk 
• Media
• Sell Benefits not Features