Sponsorship

Have you ever thought about sponsorship and its reasons? How much do you think it affects sales in companies? What are outcomes for sponsors and effects on the brand?

Obviously, companies do sponsorship jobs to strengthen their brands. Most of the times sponsorship doesn't mean that you, as a sponsor, will see the results immediately.Suppose LEXUS becomes sponsor for an event. Depending on the nature of the event LEXUS plans its marketing activities. for example, there is a leadership seminar that LEXUS is sponsoring it. Most participants are middle class people. So, what can be LEXUS' rationale for this spending? Here, people will equal LEXUS as a company tailors its products for top business levels. "LEXUS is the right car for me..." are hidden words that so many CEOs there may say. Actually, by this, LEXUS has succeeded to project the image of "Top Business Level= LEXUS". Looking from another aspect, we can categorize sponsorship like this: Events that have relations with the product, or sponsorships that have nothing to do with the specific business, and in both cases you may have run the event, or just are supporting it to run properly: 1. A food distribution business runs a poverty program and feeds people there with its own products. 2. You may see the same company is the sole sponsor of a concert. 3. The mentioned company is one of 10 companies have jointly held the poverty program. 4. You will see the food company's logo in a football match or a concert together 10 different logos. Each of these have carry different advantages, but the consequence which is common in all types mentioned above is that you will be known as your industry's leader, and brand association and brand bonding of people will be stronger. But keep in mind some tips: Try to be flexible when doing sponsorship works, meaning that you have to think of critical situations. Have alternatives for your activities. Maybe something must be changed the day before the event. Also, if you are dealing with sponsors, be careful how the candidates' perceived images are in people's minds, and how the sponsored brand will affect subsequent sponsors' decisions, and vice versa, you have to be careful about what you're sponsoring. Chose an event for which you are sure the attendants and people in charge are capable of handling issues, and attenders will be served as expect.

Finally, just think whether the below companies match for sponsorship works:

PLAYBOY & Produa

PLAYBOY & Ferrari

Soft drink & religious event

Chrysler & Time magazine

DHL & tourism fair

MPH & automobile exhibition

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Helpful resource: SME & ENTREPRENEURSHIP MAGAZINE