Some of the main points I drew from the reading regarding sponsorship were it is one of the most expensive tactics that can be used but the return can be great. Some different types of sponsorship include philanthropic sponsorship which is much like a donation and can have positive results in community and employee goodwill. Corporate sponsorship is that of an event or activity which is not normally linked to the company’s general business. Marketing sponsorship is the most popular form and offers cash and goods in return for revenue orientated results. Before a sponsorship proposal can be written an analysis of the motives and goals of the target audience must be completed. Sponsorship proposals should be short and comprehensive about what the potential sponsor is being offered. Ambush marketing is when a company misrepresents itself as being associated with the event when it has no rights to do so. Some common avenues for event ambushing include advertising in event publications, signage sales and sponsorship of an individual or sporting team. There are guidelines that help to prevent to likelihood of ambush marketing being used at your event some of which include logo identification and being aware of legal rights to protect the sponsorship.
Some of the main points I drew from the reading regarding event management were some common reasons for staging an event. These include media coverage which can be achieved if the event is visual, unusual, provides human interest, spectacle or famous faces. Events can also be used for product demonstration where a company launches or markets a product to attract future sales and generate publicity. Events can also be used to impress key clients and develop business opportunities. The final common reason for events is revenue generation which is possible if the event is carefully planned and budgeted.
Special events have potential to generate revenue as well as achieve objectives such as publicity, goodwill and future business opportunities. But they require careful planning and execution to avoid failure.
My learning builds upon previous learning about public relations in that sponsorship and events are very reliant on one another and there can be positive benefits for both parties, which I have been researching in more detail for my debate this week.
I found this week’s reading very interesting and beneficial to my debate assessment.
3 comments:
Thanks for your comment Maxine. It is daunting to think something you spent a lot of time creating will only be considered within a few minutes. The importance of being able to write the proposal effectivey and effeciently is therefore another vital skill we need to learn as public relations practitioners.
From your blog, I liked how you pointed out that sponsorship and events are very reliant on each other. I also liked how you stated that events can be used to impress key clients.
I agree with you that sponsorship is an important (also expensive) tactic of public relations. As we discussed in our debate, sponsorhips is an important part of events. For them to sucessfully operate funds are needed. However, as we debated the line is unclear between who benefits greater in the case of sponsorship.
Kellie
Hey maxine, I saw that we got alot of the same material out of the readings. I agree with what you said about events and how they can be used for a diverse range of purposes. With that said it is very important for PR professionals to make sure that their purpose is profitable or beneficial towards their strategic goals.
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