From Greenwashing to Believeable Green Branding Peggy Simcic Brønn, BI.
Peggy Simcic Brønn Sponsorship Source of some slides: Prentice Hall.
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Transcript of Peggy Simcic Brønn Sponsorship Source of some slides: Prentice Hall.
Peggy Simcic Brønn
Sponsorship
Source of some slides: Prentice Hall
Peggy Simcic Brønn
Sponsorship
An investment in cash or kind, in an activity, in return for access to the exploitable commercial potential associated with that activity. (Meenaghan, 1991)
A business relationship between a provider of funds, resources or services and an individual, event or organization which offers in return some rights and association that may be used for commercial advantage. (Sleight, 1989)
Peggy Simcic Brønn
Sponsorships
• Provide financial support for an activity or organization so that it can survive
•Polish the sponsor’s image in ways that impact positively on the bottom line
•Allow the company to be associated with the positive social values reflected by the person, activity or organization it sponsors
Peggy Simcic Brønn
Primary Communication Objectives
Enhancement of corporate imageEnhancement of brand imageCustomer loyaltyMedia ExposureHospitalitySales PromotionStaff MotivationCommunity Relations
Peggy Simcic Brønn
Emergence as a global marketing medium
Sports and arts -- transcend national and cultural barriers.
Associate with large consumer economies.
Governments’ policies on tobacco and alcohol advertising.
Disillusionment with traditional media.Change in perception of sponsorship.
Peggy Simcic Brønn
Types of Sponsorships
• Olympic Games
• Sports Marketing
• Broadcast Sponsorship
• Popular Music
• Cause Marketing
Peggy Simcic Brønn
Sporting Event Sponsorships
• Improve image of company -- 78%
• Build customer loyalty -- 74%
• Build Brand Awareness -- 78%
• Generate Sales -- 57%
• Add Credibility to Company’s Messages
• Create Higher Levels of Confidence in the Company
• Should Be Integrated with Other Elements of Communication Strategy
Source: Yeshin, T., Integrated Marketing Communication
Peggy Simcic Brønn
Broadcast sponsorship NRK using to circumvent advertising Not as prevalent in Norway
Popular music Leif Vidar and Rolling Stones Fina and Ultima Pepsi and Michael Jackson
Peggy Simcic Brønn
Sponsorship of Causes -- key concepts
Mission MarketingGreen MarketingIssues ManagementCorporate ResponsibilityStakeholders (interessenter)Socially Responsible CapitalismSocially Responsible InvestmentCaring Capitalism
Peggy Simcic Brønn
Two levels:
A mission or purpose for existing that
includes more than creating shareholder
value and profits.
Corporate citizenship -- policy and practice
of a corporation’s social involvement over
and beyond its legal obligations for the
benefit of society.
Peggy Simcic Brønn
Cause related marketing
The process of formulating and implementing marketing activities that are characterized by contributing a specific amount to a non-profit organization that in turn causes customers to engage in revenue-providing exchanges.
(Mullen, 1997)
Linking a worthwhile charitable cause in a market to the growth of a business through the fusion of marketing, public relations, promotion, and special events.
(C. Caywood, 1997)
Peggy Simcic Brønn
Ties a company and its products to a cause (Ptacek & Salazar, 1997)
Dramatic way to build brand equity (Mullen, 1997)
Can generate long-term value need for a company to survive and achieve competitive advantage (Collins, 1993)
Results in growing market shares and customer loyalty (Stewart, 1998)
Peggy Simcic Brønn
Can help firms stay in tune with mood of public (Duncan & Moriarty, 1997)
If price and quality are equal, customers likely to switch to brand with cause related marketing benefit (R&S Worldwide, 1993:1996)
Positive effect on reputation through fulfilling stakeholders’ expectations for firms to be socially responsible (Fombrun, 1996)
Peggy Simcic Brønn
Good way to solve social problems (Ptacek & Salazar, 1997)
Consumers have more positive image of firms that do something to ‘make the world a better place’
Peggy Simcic Brønn
Benefits of Cause Marketing
Creates more positive corporate culture (today every business is a people business)
5-10% response can be extremely profitable -- not everyone has to be moved for it to be successful
A small added value can differentiate most brands
Peggy Simcic Brønn
Forms
Charitable giving Red Cross, Redd Barna
Direct sponsorships The arts, special projects,
community initiatives, fund raisingIssues advocacy
Violence, discrimination, children workers, pollution
Peggy Simcic Brønn
Norway
Maxbo FundStorebrand -- Red CrossTine -- LitagoFarris -- Red CrossStabekk Fotball -- environmentVålerenga -- ‘Mot Racism’McDonald’sCanon Norge -- WWF
Peggy Simcic Brønn 18
Organizational Strategy
(Mission statement reflecting corporate position on social
responsibility)
Corporate Social Responsibility
Strategy(Strategy to carry out social
responsibility)
CSR Communication
Strategy(Strategy for communicating
organization’s position on social responsiblity)
MarketingCommunicatio
n
ManagementCommunicatio
n
OrganizationalCommunicatio
n
Peggy Simcic Brønn
Key Questions Regarding Sponsorship:
Is there a fit between the activity and the brand or corporate positioning?
Is the sponsorship sufficiently distinctive? Are there other sponsors associated with the
event? Does the activity have an existing identity or does
one need to be created? Can the sponsorship be undermined by
competitors, for example by buying perimeter boards, signage or other activities such as hospitality to associate themselves with the event?
Peggy Simcic Brønn
Key questions:
Who are the audiences for the event -- both live and in terms of the expected media coverage?
What exploitation opportunities exist?
Is there synergy with the current advertising platform or other marketing communications activity?
Peggy Simcic Brønn
Sponsorship Type %
Sector DK Ger. NL S. Afr. Swe. Switz. UK USA*
Sports 60 56 69 67 58 56 67
Arts 87 15 20 7 17 24 16 6
Brdcst. 13 15 8 7 7 16 20
Others 10 16 17 9 3 8 27
*Broadcast not included
Source: ESOMAR Newsbrief no. 4, April 1999