CHAPTER 4.2Sponsorship

Sponsor Sponsor-A person, organization or

business that gives money or donates products and services to another person, org, or event in exchange for public recognition.

Reasons for Sponsorship To increase sales To compete in a saturated area To be identified w/ an event

Sponsors Continued To introduce a new product to a large

audience To earn goodwill of the audience To show commitment to the community Enter new markets Enhance company’s image

Need for Profit Sponsors monitor the value of their

investments, and want a good return. Return is the profit the sponsor earns from its

support of an athlete or team. Example…A vet clinic would like to see increase

in patients due to sponsoring a team. Businesses watch returns since costs can

be HIGH!

Sponsorship in Niche Markets

Niche Marketing-involves researching a target market to determine the specific items a small group will buy. Businesses must understand both the large

target market AND the smaller niche market for each event they sponsor.

Common Niche Markets Women and men in different age groups

12-24, 25-34, 34-44 etc… Different ethnic groups

Examples of Niche Markets Auto Racing

#1 sport for fan loyalty, also most loyal fans to their sponsors

Value is added to the sponsors return when they are mentioned in a race.

Young men age 12-34 is one of the most sought after markets today. Sponsors are trying very hard to attract this

group through extreme sports

Continued ESPN started the X Games in 1995

Very pleased with their popularity 250,000 teens attended in

Who are they going after? Young market that doesn't enjoy sports like

baseball and football. Soft-drink makers, tech businesses, and

clothing businesses are main sponsors

Can Anyone Sponsor Anything? Sponsors come in all sizes and budgets.

Few businesses can afford to sponsor major league sports, but newer sports offer attractive opportunities for small businesses

Affinity Sports-Niche markets whose participants are as passionate about their sport as those of more traditional sports. Bass fishing Rope jumping

Loss of Sponsors 20th Century saw a backlash against

sponsors by tobacco and alcohol businesses.

Multistate Tobacco Settlement 1998 Tobacco sponsorship is prohibited for concerts,

events which participants are under 18, or for football, baseball, soccer, and hockey.

Tobacco sponsorship is limited to one event and one brand per year per business

Chapter 4.3-Promotion Promotion-Publicizing or advertising a

product, service, or event with the goal of selling it. Purpose is to make the consumer want it People MUST know about a product in order to

buy it Promotion leads to selling Promotion serves both the buyer and seller of

the promo

Promotion Targets Attracting new markets and keeping old

ones are equally important Goal is to find new customers or persuade

regulars to buy more Promotion is a critical stage in winning new

customers Maintaining customer satisfaction, loyalty, and

repeat business is also a goal of promotion

Promotion Objectives Before spending a cent, a company must

know what it wants to accomplish. 1st…Target must be decided. Then research

the five elements of market segmentation (demographics, psychographic, geographic, product usage, and benefits derived)

This is to make sure the product and market suit each other.

Next… Company must decide on the message it

wants to send. Does it want to persuade to try a new

product? Inform customers about new features existing

product? Create new attitude about existing product? Or just broaden awareness?

Finally… Company must decide what it wants

consumers to do. Trying a new product, coming to certain

store or event, or buying more of something they already buy.

Promotional Tools Promotional Plan or Promotional Mix has

4 elements: Personal Selling Advertising Publicity Sales Promotion

Personal Selling Personal Selling is an in-person, face-to-

face communication between a seller and a customer. Example…Vendor and business buyer. A rep

for a sportswear manufacturer and manager of a college bookstore.

Retail store clerk and customer Telemarketers

Personal Selling Cont.… Advantages

Opportunity for seller to overcome any hesitation from the buyer

Seller can offer more info Can compare with similar product Or personal experiences w/ the product

Often human interaction will make the sale. Even if the sale is not made, customers will

return in the future if they are treated courteously.

Advertising Advertising is paid communication

between the product maker or seller and the audience.

Effective advertising Clearly explain the benefits of a good

product. Even the best advertising wont bring

customers back to a bad product. Toy commercials during morning cartoons

Advertising can occur almost anywhere!

Publicity Publicity is any free notice about a

product, service, or event. Articles in newspapers or magazines “sound bites” on television or radio

Newspapers front page stories about Lance Armstrong’s victory over cancer Promoted interest in the race Free promotion not only to Armstrong but the

race, other racers, and to bicycle related businesses who were quoted in the article.

Publicity Continued Publicity also means just keeping your

name, event, or organization in public view. Press releases, Speeches Volunteer work Donations other than sponsorships Letters to the editor

Sales Promotion Sales promotion is any action or

communication that will encourage a consumer to buy a product. Usually short term specials

Limited time memberships Giveaways Coupons Items with company’s name on it Free samples