MGTC33H3 - Event and Sponsorship Management
History of Corporate Sponsorship (5)
1.Sponsors began to rationalize their investments
2.Emphasis was placed on ROI (Return on Investment)
3. Increase in opportunities versus cost
4.Discussed effectiveness of sponsorships – does it work?
5.Strategic investments versus competitive response
Corporate Sponsorships in the 1970s
Distinct Characteristics (4)
1.Philanthropic – the altruistic effort to increase well-being of mankind
2.Small number of events
3.Tight budget for donations
4.Choices of sponsoring were based purely on emotions and personal
Corporate Sponsorships in the 1980s
Distinct Characteristics (5)
1.There was recession so greater emphasis on ROI
2.Sponsorships began linking to marketing and promotions
3.Began to integrate advertising, PR and sales promos
4. Increased opportunities
5.Sponsorships mainly dealt with sports, social cause marketing, arts,
meetings and conventions
Corporate Sponsorships in the 1990s
Distinct Characteristics (3)
1.Continued budget cuts
2.Competition increased between sponsors and stakeholders
3.Confusion between whether government involvement was actually an
Corporate Sponsorships in the 2000s
Distinct Characteristics (5)
1.Began to target markets
2.ROI became paramount and measurable
4.Goals: numbers, target market, ROI
5.New laws took effect
Sponsor’s Investments by Percentage
1.Trade Shows, Conventions (10%)
5.Social Causes (20%)
Utility – add value by satisfying needs; comes from Time, Place, Ownership
Result - find out what’s popular
1. Identify a target market
2.Develop the marketing mix
3.What are the 4Ps
Marketing Strategy: the 4 Ps
Market Segmentation – the division of the entire marketplace into specific
Ask the Right Questions (5)
When do they purchase?
Where do they purchase?
What quantities do they purchase?
Who are they?
What qualities do they look for?
Promotional Mix (4)
3.Legal and Regulatory
History of corporate sponsorship (5: sponsors began to rationalize their investments, emphasis was placed on roi (return on investment) 3: discussed effectiveness of sponsorships does it work, strategic investments versus competitive response. Distinct characteristics (4: philanthropic the altruistic effort to increase well-being of mankind, small number of events, tight budget for donations, choices of sponsoring were based purely on emotions and personal interest. Distinct characteristics (5: there was recession so greater emphasis on roi, sponsorships began linking to marketing and promotions, began to integrate advertising, pr and sales promos. 4: sponsorships mainly dealt with sports, social cause marketing, arts, Distinct characteristics (3: continued budget cuts, competition increased between sponsors and stakeholders, confusion between whether government involvement was actually an interference www. notesolution. com. Distinct characteristics (5: began to target markets, roi became paramount and measurable, opportunities increased, goals: numbers, target market, roi, new laws took effect.