What are the guidelines for effective brand-building events and

experience?

Guided by: Presented by:Prof. Sameer Mathur Smriti Mishra G.E.C Rewa

Events and experience

It is a means to become part of special and more personally relevant moments in consumers lives.

Sponsorship

Sponsoring events enables companies to obtain wider exposure for their brands and influence consumers attitude towards brands

Events objectives

Marketers report a number of reasons to sponsor events

• To identify with a particular market or lifestyle• To increase salience of company or product

name• To enhance corporate image• To create experiences and evoke feelings• To entertain key clients or reward key

employees • To express commitment to the community or

on social issues

Major sponsorship decisions

Choosing events

Designing sponsorship program

Measuring sponsorship activities

Choosing events

• Events must meet the marketing objectives• The audience. must match the

target market.• The event must have sufficient

awareness, posses the desired image and be capable of creating desired effects

Designing sponsorship program

• Event creation is particularly important skill in publicizing fund raising for non profit organizations.• Fund raisers

include fashion shows, walkathon, auctions, exhibitions etc.

Measuring sponsorship activities

Supply side methods• Focuses on potential

exposure to the brand by assessing the extent of media coverage

• It approximate the amount of time or space devoted to media coverage of event

Demand side methods

•Focuses on exposure reported by consumers•It identifies the effect sponsorship has on consumers brand knowledge.

Created by Smriti Mishra,G.E.C Rewa, during an internship by

Prof. Sameer Mathur,IIM Lucknow

www.IIMinternship.com