Published on February 19, 2014
Branding & sponsorship Akash C.Mathapati Asst Professor – Marketing Area Kirloskar Institute of Advanced Management Studies firstname.lastname@example.org
The power of sponsorship • Sponsorship is a powerful marketing tool. • Not only can it increase brand visibility and develop brand associations but it can potentially cut through the clutter and provide a unique opportunity to build a relationship with customers by creating an emotional bond with them. • Sponsorship is highly flexible and can be tailored to meet a wide range of marketing and business objectives. • sponsorship is defined as aligning a brand with a marketing asset in order to exploit the associative and commercial potential created by the alignment thereby helping to meet specific objectives that positively impact on brand image and / or sales. Akash C.Mathapati
The power of sponsorship A • • • • successful sponsorship can: Heighten visibility Reinforce or shape brand image and build brand equity Demonstrate brand / product attributes and company values Reach consumers in an environment of their choice - permission marketing • Shape consumer attitudes through association • Differentiate a brand from its competitors • Generate “free” media exposure Akash C.Mathapati
The power of sponsorship A • • • • • • • successful sponsorship can: Incentivise staff internally and the trade externally Create corporate hospitality opportunities Create differentiated brand experiences for customers experiential sponsorships Offer merchandise opportunities Combat larger ad budgets of competitors Fulfil social responsibilities to community development Provide a platform for an integrated communications campaign Akash C.Mathapati -
The Benefits of Sponsorship over Traditional Media • Sponsorship’s growth relative to that of traditional media can be attributed to the following: – decreasing efficiency of other media (fragmentation) – changing social priorities – increasing need for two-way communication with customers • Sponsorship provides a platform for bringing a brand to life, creating a physical manifestation of the brand and its key attributes. Akash C.Mathapati
The Benefits of Sponsorship over Traditional Media • Sponsorship communicates with people in an environment where they are more emotionally receptive. • Consumers have become less receptive to traditional, more intrusive media platforms and, as a result, sponsorship’s role as a permission marketing tool is gaining relevance over other more intrusive mediums and is therefore making up a larger portion of the overall marketing budget. Akash C.Mathapati
Sponsorship is changing • While sponsorship is growing in stature as a marketing medium, the environment in which it operates is also changing and is characterised by the following: – An increasingly competitive environment – Diversification of sponsorship platforms – Discerning sponsors approaching things from a more commercial perspective – Engaging consumers at many different levels including the use of new media technology – Increased focus on accountability and measurement Akash C.Mathapati
Engaging consumers on a Personal Level • Sponsorships should be a physical manifestation of the brand and therefore provide an excellent opportunity for the brand to touch and interact with consumers on a personal, rather than a mass exposure level. • The focus is therefore shifting towards driving customer participation and involvement at events engaging the customer at many different levels thereby providing them with memorable brand experiences. • Providing consumers with memorable experiences is key - Consumers are emotionally and rationally driven. “Don’t treat customers just as rational decision makers. Customers want to be entertained, stimulated, emotionally affected and creatively challenged.” - Bernd H. Schmitt “Experiential Marketing” Akash C.Mathapati
2012 London Focus: Panasonic Sponsorship Strategy • Despite using the 2012 logo in most creative in the UK since 2009, the brand has run little dedicated Olympic advertising so far • Its most focused 2012 campaign broke in autumn 2011 around the launch of its Smart Viera 3D TV product. The association with the Olympics was highlighted through a gymnast using the TV as a piece of apparatus in both press and TV ads • Other noticeable activity has come in the form of taxi advertising on the side of black cabs across London • Although specific Olympic activity has been scant of late, the brand did use Kelly Holmes in a print campaign back in 2008 Film Nation Shorts Akash C.Mathapati
• In March 2010 Panasonic teamed up with the Cultural Olympiad to s upport ‘Film Nation: Shorts’. This is an ongoing project supported by the UK film council with funding through the Olympics Lottery • The project “gives 14/15 year olds the chance to make films celebrati ng the values of the Olympic and Paralympic Games”, comprising an annual competition which launched in 2010 and will run until the su mmer of 2012 • The best of the films created are to be broadcast at London 2012’s ‘ Live Sites’. These sites are positioned around the country and feature big screens that act as centres for live information, video, news and community events for the Olympics • Panasonic’s role has been to firstly act as presenting sponsor, whilst also supplying equipment at training sessions for participants up and down the country Akash C.Mathapati
3D EVENTS • At LOCOG’s twoyear countdown event in Trafalgar Square the brand had major presence and installed a 3D Future Zone where fans coul d watch live classic Olympic moments in 3D • In May 2011, Panasonic launched its 3D Cinema roadshow. The tour gives cinemagoers the chance to view archived Olympic Games foota ge in 3D at over 40 cinemas across the UK • Through its Olympic Facebook pages, Panasonic has simultaneously promoted its Olympic products, offered consumers the chance to win tickets to the event and backed its 3D Tour • In July 2011, Panasonic launched a range of Olympic products, inclu ding a camcorder, headphones, memory card and Lumix cameras Akash C.Mathapati
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