What makes a successful sponsorship?
Sponsorship can work for a variety of different reasons: good customer and staff relations, positive media coverage, enhanced brand profile and image, wider public awareness and even community support. But the true defining factor of any successful sponsorship is the meeting of the original objectives for the exercise; namely, did it fulfill the requirements set out when the investment was first considered?
Twenty years ago, most sponsorships – especially those in sport – were considered to have no more justification that being the chairman’s favourite pastime. Some cynics even went as far as saying that those in the arts were the favourite pastimes of the chairman’s mistress!
Given the amounts of money now invested in sponsorship and the reputations at stake, it is reasonably safe to assume that more commercial criteria have been applied to the subject, although I have not seen a sponsorship survive for long without the commitment and active support of senior management.
What remains true, however, is that unless the objectives for the investment are clearly identified from the outset, the prospects for a successful sponsorship are slim. Too often, confusion on the part of sponsors over what the sponsorship was supposed to deliver leads to disillusionment and a gradual slide into decline.
A clear definition of objectives is therefore a prerequisite for success and in this respect, sponsorship, however glamorous the activity, is no different from any other form of promotion.
Another essential ingredient in success is originality. The fact is that to be first in sponsorship is a major plus; while to be second is often a costly mistake with little or no prizes attached. Being first with a new sponsorship involves more than its fair share of risk, but the rewards for success are far higher than any offered to those who may come after. One of the classic examples of coming a poor second was the announcement made to introduce cricket fans to the NatWest Cup. ‘NatWest’, they were informed, ‘are the new sponsors of the Gillette Cup!’
Once, after several years of association with the same event, a brand becomes synonymous with it, then it takes a considerable amount of time and money to supplant the name of a new sponsor. It is better to be first and foremost.
Another key factor in successful sponsorship is the level to which the sponsor integrates the activity within the organization. The chairperson may still be the person who presents the trophy, but he or she is not alone in devoting time to the sponsorship – and nor need the chairperson be the only member of the team to be identified with it. There is no reason why, for example, the marketing or sales director cannot also appear in his or her trade press using the sponsorship as a platform for sales promotion. In fact, every member of staff within a sponsoring organization needs to relate to the investment and feel a sense of corporate pride. In recent years, some multi-million sponsorships have even been undertaken with staff in mind, rather than simply reaching consumers with a well-established brand name.
So successful sponsorship should operate at different levels both inside and outside the sponsoring organization. It forms part of the corporate culture, and reflects the values and aspirations of the organization to each target audience. Targeting the audiences and deciding on the messages each should receive from the sponsorship is an integral part of getting the basics right. The task then is to ensure that the messages remain consistent and the commitment to sponsorship stays strong. This is where a good public relations agency can play a crucial part.
But who says whether a sponsorship has been successful or not? If the setting out of objectives was conducted properly in the beginning, then it is just as possible to determine the means of measuring those against the results year on year. Evaluation and monitoring are now major elements in the world of sponsorship. Sponsors in the heady world of Formula One motor racing have been largely responsible for driving this trend and adding a much-needed touch of professionalism to the discipline.
Gone are the days when sponsorship was considered a success because the intoxicated chairperson remained upright long enough to make a short speech at the presentation before being carried from the stage! The employment of sponsorship directors, managers, assistants and agencies has brought a thoroughly disciplined approach which demands comparison with rival brands and greater emphasis on results, especially television exposure. Effective monitoring and evaluation are now essential requirements for both sponsors and the activities being sponsored – how else are they to quantify the value and worth of the activity and, perhaps, find another sponsor in the future?
- Ильина о.К., Тычинский а.А.
- Предисловие
- Методическая записка
- Content
- Marketing communication
- The role of public relations in the marketing mix
- Public relations planning in the marketing mix
- Marketing integration
- Campaign development
- Diagnosing the solution
- Product launches
- Improving brand equity
- Public Relations in the future marketing mix
- Step-by step planning process
- Exercises
- I. Discuss the following questions.
- II. Say what the following refer to in the text of the article under the headlines:
- Marketing integration
- III. Match the following definitions with the word-combinations below.
- IV. Complete the words.
- Internal communication
- Why communicate?
- What do people want to know?
- Some communication techniques
- Communication and leadership: the bp Oil experience
- Background
- Preparing the ground
- Creating the right attitude
- 1 The right attitude (see Figure 2.2)
- Attitude Technique Talent
- 2 The communication road map
- 3 The good communicator
- 4 The head office communication forum
- The virtuous circle
- Link with human resources
- Where is bp Oil now?
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- IX. Translate the following text from Russian into English.
- (Виктория Чупровская. Внутренний pr способен решить коммуникативные проблемы в компании. Www.Prlink.Ru)
- Сommunity relations
- Background
- What is community relations?
- Why bother?
- Methods used in a community relations programme
- One piece in the jigsaw
- Research
- Strategic objectives
- Project selection criteria
- A sponsorship example
- Donations policy
- How can the project be developed?
- Measurement and evaluation criteria
- Business benefits of the programme
- Employee participation in the community involvement programme
- Why bother involving your employees?
- How do you know that the programme is a success?
- Internationalising the programme
- Future developments
- Conclusion
- Exercises
- I. Discuss the following questions.
- II. Say what the following refer to in the text of the article under the headlines:
- IV. Complete the words.
- V. Translate the following word-combinations from Russian into English consulting the article.
- Financial public relations
- How do you define financial public relations?
- The basic task
- Corporate public relations
- What contribution does financial public relations make to the success of a company?
- What are the rules that govern financial public relations?
- Why has this business become such a major industry?
- Investor relations – Is it public?
- Coordination and consistency
- A time to speak and time to remain silent
- How does it fit in with other areas of public relations?
- In-house or consultancy?
- Vickers plc – a very brief case study
- Conclusion
- A checklist
- Exercises
- Corporate public relations
- Vickers plc – a very brief case study
- VIII. Translate the following text from English into Russian.
- IX. Translate the following text from Russian into English.
- X. Summarize the article “Financial Public Relations”.
- XI. Solve the following pr problem.
- Local government and government relations
- Why central and local government matter
- Effective public affairs
- Defining public affairs
- Central and local government
- Government
- Members
- Local government
- Gaining access
- Case studies
- Bail Bandits – a campaign to change the law
- The execution
- Trident – battle of the dockyards
- Key points
- Exercises
- Business to business public relations by Nigel Lawrence
- The customer rules
- How do you know it works?
- The trade press
- Getting it right
- Being prepared
- Getting the good news across
- Joining forces
- Conclusion
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- Public relations for non-commercial organizations
- The mission
- Not-for-profit pr
- The public presence
- Partnership – the sum is greater …
- Provision of services
- Involvement of interested parties
- Case studies – the human face
- Aims, objectives and realization
- Checklist for a successful campaign
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- Involvement of interested parties
- III. Match the following definitions with the word-combinations below.
- VI. Translate the following sentences from Russian into English using active vocabulary.
- VII. Translate the following text from English into Russian.
- Sponsorship
- Definition of sponsorship
- What makes a successful sponsorship?
- Do’s and don’ts of sponsorship
- The sponsorship package
- Sponsorship package checklist
- The public relations agency agenda
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- The sponsorship package
- III. Match the following definitions with the word-combinations below.
- IV. Complete the words.
- V. Translate the following word-combinations from Russian into English consulting the article.
- Environmental public relations
- Be aware of public concerns
- Chemicals industry – in the limelight
- The Rhône-Poulenc initiative
- Changing public perceptions
- Putting the case for recycling
- Looking to the future
- Exercises
- II. Say what the following refer to in the text of the article under the headlines:
- III. Match the following definitions with the word-combinations below.
- IV. Complete the words.
- (Dorothy Seed. Global warming changes attitudes to nuclear power / Behind The SpinPublic Relations. Http://publicsphere.Typepad.Com/behindthespin/2006/11)
- Glossary a