The readings for this week focused on sponsorship and event management.
I think the key points to remember from this week’s readings are:
1. Sponsorship is not like a donation-it expects a return.
2. Some of the benefits of sponsorship, as outlined by Geldard and Sinclair, include exclusivity, image association and networking with people of importance.
3. There are three types of sponsorship; philanthropic, corporate and marketing.
4. Sponsorship proposals are the key to gaining sponsorship. These should include background information on the event, sponsorship benefits, pictures of past events and a specific request for the amount of sponsor money wanted.
5. Ambush marketing exists and poses a huge threat to an event and its sponsors.
The readings made me think more about public relations theory and practice in that events can take many different forms, such as lectures, product demonstrations and so on. Therefore the aims and objectives of an event should be the factors which help decide what type of event one will hold. Also, because sponsors except a type of exclusivity-and have paid good money for it-steps should be taking to avoid ambush marketing. Also, Tonge (1999) suggests for steps to creating a good event. One should consider the feasibility of the event first and foremost. Secondly, detailed planning must be undertaken. This will impact heavily on the third stage, the execution of the event. The last step is the review or evaluation of the event.
This week I commented Michelle Hogan's blog.
References
1)Chapter 13 – Sponsorship an Event Managements in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed.
3 comments:
Hi!
Your thought that the "aims and objectives of an event should be the factors which help decide what type of event one will hold" really hit the nail on the head, in that (and this is probably a little extreme) a practitioner working for a company like APIA wouldn't hold a dance party to campaign their new retirement package. So the selection of the type of event is really important in order to reach as many of the people in the target audience as possible.
On the note of ambush marketing, I was bemused reading it because I realised that the cigarette tents at the Big Day Out were ambush marketing!! They obviously couldn't sponsor the event, but they certainly found a loophole in order to get their brand across.
Hi Alex
I think you made some valid points in your blog entry. You commented on the importance of sponsor benefits ( what the sponsors get out of the event). I too thought this was the key point to take from the reading.
If a sponsor is not going to receive any benefits from sponsoring an event then they are definitely not going to do it. I think practitioners need to clearly explain the benefits a sponsor will receive before they agree to be a sponsor to ensure sponsors and avoid any crisis / conflict arising.
Taegan
Alex
Taegan makes a good point. The benefits for a potential sponsor need to mapped out and goes back to the very early stages of planning. if you are considering the first option for the pr plan (i.e. raising $25,000 for a new lighting system) then careful research will need to be undertaken about potential sponsors or donors and the benefits they may receive from supporting an organisation like Maitland Repertory.
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