What are the guidelines for effective brand building events and experiences?
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Transcript of What are the guidelines for effective brand building events and experiences?
What are the guidelines for effective brand-building events and experiences?
Kotler Chapter 17Aayushi Aggarwal IIT Kanpur
Events and Experiences
Given their live, real-time quality, events and experiences are more actively engaging for consumers
Indirect “Soft Sell”
SponsorshipSponsoring events enables companies to obtain wider exposure for their brands and influence consumers attitude towards brands.
BCCI-Kit sponsorship by NIKETeam sponsorship by Sahara
Choosing Events
Designing Sponsorship Programs
Measuring Sponsorship activities
MAJOR SPONSORSHIP DECISIONS
Choosing Events
• Events must meet the marketing objectives
• The audience must match the target market
Designing Sponsorship Programs
Event creation is a particularly important skill in publicizing fund raising for non profit organization.Fund raisers include fashion shows, walkathons, fairs etc.
Measuring Sponsorship ActivitiesIt is a challenge to measure the success of events.
• Focuses on potential exposure to the brand by assessing the extent of media coverage
• Quantifiable measures• For eg. The no. of seconds the
brand is clearly visible on the TV screen
•
Supply-Side measurement method
• Focuses on exposure reported by consumers
• Qualitative measures• Marketers can take a survey on
customers brand knowledge
Demand-Side measurement method