Sponsorship In Marketing
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Sports Sponsorship And Marketing Communications
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Author : Wim Lagae
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2005
Sports Sponsorship And Marketing Communications written by Wim Lagae and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Communication in marketing categories.
Sports Sponsorship and Marketing Communications concentrates primarily on the objectives of marketing communication of brands that invest in sport sponsoring and how sponsors can utilise sport sponsoring to achieve brand and sales-related objectives. This book provides a truly European approach to this emerging field and provides the reader with a very clear link between marketing communications theory and the practicalities of sports sponsorship. This book is written for any students studying sports marketing, sports management, physical education or broader marketing courses. The book also aims to reach professionals in this field.
Sponsorship In Marketing
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Author : T. Bettina Cornwell
language : en
Publisher: Routledge
Release Date : 2014-07-17
Sponsorship In Marketing written by T. Bettina Cornwell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-17 with Business & Economics categories.
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
Sponsorship In Marketing
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Author : T. Bettina Cornwell
language : en
Publisher: Routledge
Release Date : 2020-03-11
Sponsorship In Marketing written by T. Bettina Cornwell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-11 with Sports & Recreation categories.
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
What Sponsors Want An Inspirational Guide For Event Marketers
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Author : Mark Harrison
language : en
Publisher: World Scientific
Release Date : 2020-08-27
What Sponsors Want An Inspirational Guide For Event Marketers written by Mark Harrison and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-27 with Business & Economics categories.
This book offers a practical but conceptually grounded view of the future of sponsorship. It is based on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and 'money can't buy experiences' — experiences which are miraculously secured with money. The author asks questions such as: 'Do any corporate sponsors really believe that more logos are what their consumers want?' and, 'do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?'In a culmination of real-life experiences, industry learnings and third-party professional research, What Sponsors Want provides expert-supported arguments to show that the traditional bronze, silver and gold packages of sponsorship belong to a model of the past. In outlining the conceptual model for successful sponsorship, this book provides five key principles of what sponsors want for you to take on your next sponsorship challenge.
The Sponsorship Handbook
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Author : Pippa Collett
language : en
Publisher: John Wiley & Sons
Release Date : 2011-03-28
The Sponsorship Handbook written by Pippa Collett and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03-28 with Business & Economics categories.
The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay. "Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship." —Luis Vicente, Head of Partnerships, Manchester City Football Club "An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands." —Faisal Al-Dail, Saudi Post
Reality Check
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Author : Brent Barootes
language : en
Publisher:
Release Date : 2014-07
Reality Check written by Brent Barootes and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07 with Corporate sponsorship categories.
A practical guide for Non-profits seeking productive sponsor relationships, this book is equally useful for sponsorship professionals and organizations that provide sponsorship. The "secret" to a successful sponsorship isn't really a secret at all. You will achieve far better longer-lasting results by selling solutions rather than begging for support. Reality Check is clearly written and easy to follow. Practical exercises help to ensure the concepts are relevant to your particular situation and easy to apply. This comprehensive sponsorship reference includes: - Inventory and Valuation - Finding your best prospects - Discovery session how-tos - Proposals that work - Activation tips - Fulfillment guidelines and more...
Sponsorship Marketing
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Author : David G. Wilkinson
language : en
Publisher: Amusement Business
Release Date : 1993
Sponsorship Marketing written by David G. Wilkinson and has been published by Amusement Business this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Sports sponsorship categories.
Event Sponsorship
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Author : Bruce E. Skinner
language : en
Publisher: Wiley
Release Date : 2002-10-18
Event Sponsorship written by Bruce E. Skinner and has been published by Wiley this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-10-18 with Business & Economics categories.
State-of-the-art methods for finding, securing, and retaining the best corporate sponsors The authoritative guide to creating and closing deals with irresistible ROIs Event Sponsorship provides step-by-step guidelines for attracting, signing, and keeping sponsorship for any event, including festivals, conventions, expositions, sporting events, arts and entertainment spectaculars, charity benefits, and much more. This hands-on resource presents successful strategies and tools for staying competitive in today's market by offering corporate sponsors the highest return possible on their investment. Leading experts give real-world advice for researching and targeting prospective companies, developing a sponsorship marketing plan, creating an effective proposal, selling the sponsorship, and negotiating a deal. Learn how to bring increased sponsorship dollars to any event by: Placing value on sponsorships Expanding the value of a sponsor Creating the best image for an event Networking with other event professionals worldwide With complete coverage including case studies, legal issues, the Internet, the sophisticated corporate customer, non-sports sponsorship opportunities, and an international view of sponsorship, Event Sponsorship is a powerful tool for event managers and other event professionals. THE WILEY EVENT MANAGEMENT SERIES-Series Editor, Dr. Joe Goldblatt, CSEP THE WILEY EVENT MANAGEMENT SERIES provides professionals with the essential knowledge and cutting-edge tools they need to excel in one of the most exciting and rapidly growing sectors of the hospitality and tourism industry. Written by recognized experts in the field, the volumes in the series cover the research, design, planning, coordination, and evaluation methods as well as specialized areas of event management.
Secrets And Techniques Of Sponsorship Marketing
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Author : James M. Personius
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2016-01-29
Secrets And Techniques Of Sponsorship Marketing written by James M. Personius and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-29 with categories.
What every association, conference, convention, and seminar needs to know to effectively sell and grow their sponsorships. Non-dues revenue is increasingly important to associations, conferences, and events. Yet, these groups struggle with what to sell to sponsors and how to sell it. Most staff hate selling sponsorships; and definitely do not want to cross sell or up sell. Most staff have no sales training; nor do they understand the value or benefits of sponsorships. As a result, associations are leaving thousands to hundreds of thousands of dollars on the table. Personius begins with a simple premise: if you are not selling what sponsors want to buy, then you have a problem. Good sponsorships must benefit the sponsors, the associations, and the members/attendees. Personius presents a step-by-step, easy-to-read, easy-to-understand method of identifying the inherent value of your association and event. Then, identifying and presenting solutions to potential partnering organizations. Personius explains what sponsors want to buy and why; then how to align your association's offerings with those needs. Personius reveals techniques to help your organization identify potential sponsors and how to meet the right people on the inside. Personius explains, in clear terms, the gatekeeper and toll taker roles that are vitally important to all associations, conferences, seminars, and similar events. He explains eleven different factors that can make sponsorships more valuable and more appealing to potential sponsors. He identifies hot products and trends that sponsors love or need. He even shows how to demonstrate to sponsors that they are getting returns on their financial investment. He offers multiple suggestions for cross selling and up selling to increase your association's revenues while improving your service to sponsors. Personius reveals useful tips to help you understand alternatives available to sponsors. Thus, you can effectively price sponsorships and negotiate the terms, while providing the best possible value. This white paper should be required reading for management of all associations, conferences, conventions, seminars, and similar events that seek sponsorship funding. It will help you get new sponsors and more revenues; it may possibly save and strengthen some existing sponsorship relationships too.
How To Be Successful At Sponsorship Sales
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Author : Allen, Sylvia
language : en
Publisher: Trafford Publishing
Release Date : 2010-07-28
How To Be Successful At Sponsorship Sales written by Allen, Sylvia and has been published by Trafford Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-28 with Business & Economics categories.
Where do you find money in today's money-tight world? If you are a producer of events, community activities, sports, parades, park and recreation activities ... Anything that attracts the general public for recreation ... You should read this book. HOW TO BE SUCCESSFUL AT SPONSORSHIP SALES gives you a roadmap that guarantees your success in finding money for your projects. How do you sell sponsorship? What do sponsors want? How do you determine what benefits are of greatest value to a sponsor? Where do you find sponsors? How do you talk to them? Are you a for profit or non profit organization? This book provides all the tools you need ... even gives you the words to use on a sales call! Sample contracts, how to price your event, where to find guaranteed sponsors for an event...the book them all and more. Written by a professional sponsorship salesperson, Sylvia Allen, the book takes you through the money soliciting/sales process, step by step. Discover how to maximize your selling time while ensuring that you deliver 150% to your sponsors. The book is a staple with colleges teaching event marketing and management. Make it a staple on your bookshelf too.