EVENTS AND

EXPERIENCESGuidelines for effective brand

building

Why sponsor events?

Wider exposure for brandsInfluence customer’s attitude towards

brands

EVENTS OBJECTIVES

Identify with target market

Increase salience of product name

Reinforce perceptions of key brand image associations

Enhance corporate image

EVENTS OBJECTIVES

Create experiences and evoke feelings

Commitment to social issues/community

Entertain key clients

Reward key employees

Permit promotional activities

MAJOR SPONSORSHIP DECISIONS

Choosing events

Event meets marketing objectivesAudience matches target marketsSufficient awareness for eventFavourable attributions for sponsor’s

engagement

Designing Sponsorship Programs

• Event Creation- important tool

Auctions Art

exhibition Fairs Dinners

Rummage Sales

Tours

Measuring Sponsorship Activities

• Supply-side method : potential exposure to brand by measuring extent of media coverage

• Demand-side method :exposure reported by consumers

Creating Experiences

“The idea is not to sell something, but to demonstrate how a brand can

enrich a customer’s life”

Experiential marketing-connects products with interesting events