Consumer behavior essay on: Importance of sponsorship
Importance of sponsorship:
Sponsorship refers to a financial or a non financial aid which would help in order to support a particular event, function or an activity. Sponsorship would help in order to achieve various types of objectives (Behavior Change, 2010). Some of the possible reasons as to why sponsorship is important due to the following reasons. They are as under:
Upgrade the attitude of the consumer
- Enhance the level of sales (Behavior Change, 2010)
- Create visibility as well as positive mind frame
- To differentiate themselves from its competitors
- Enhance the relationships with the customers, business houses, etc
Some of the benefits which could be reaped by the major sponsor for Motor Neuron Disease (MND) i.e. Pro Hart would be as under. They are as follows:
Þ Overall naming rights
Þ Naming rights for the major event
Þ Naming right for a stipulated time frame such as for any exhibition, event, etc.
Þ Major levels of sponsorship
Þ Supporting sponsorship (Harrison, 2011)
Þ Naming rights to the event website
Þ Official status of the product
Þ Demonstration or display opportunities (Behavior Change, 2010)
Þ Signage on the competitor uniforms, structures, vehicles, event staff
Þ Preferred status of the supplier
Þ Hospitality – tickets to the event, tickets to corporate boxes, reserved seating etc
Þ Endorsement of the event or the product (Behavior Change, 2010)
Þ Use of official trademarks, logos, images
Þ Banner or pull-through ads on the event website (Harrison, 2011)
Þ Promotion or contest on the event website
Benefits to the minor Sponsor:
The minor sponsor for MND Marathon would be Amber Werchon Property, Cycle for Sue & Dundrum House Hotel Golf & Country Club
Some of the benefits to the minor sponsor could be as under. They are as follows:
Þ A fair communication strategy for the sponsor’s market (Harrison, 2011)
Þ Production of point-of-sale material for sponsor to distribute
Þ Advertising on the back side of the tickets of the events (Behavior Change, 2010)
Þ Advertising in event program or catalogue
Þ Redemption of the coupons (Behavior Change, 2010)
Þ Opportunity to offer either an equipment free of cost, technology, staff, services, as part of the value of the sponsorship deal (The Nationalist, 2011)
Þ Opportunity to provide prizes for the ongoing event, marathon, shows, cultural programs, etc.
Þ Promotional media advertising based on the event (Fan, 2005)
Promotional & Marketing Opportunities:
The use of the following promotional & marketing opportunities would help in order to benefit the event along with the sponsors. The most appropriate paid mode of media would be as under. They are:
Þ Inter Personal Communication channels would help in order to exchange the relevant information, share their feelings as well as have an immediate feedback (The Nationalist, 2011).
Þ Peer Educators
Þ Local Folk Media (Behavior Change, 2010)
Þ Use of Mass Media such as print, television, cinema, radio would help in order to advertise & reach huge masses (Fan, 2005).
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