This week's reading revolves around sponsorship and event management and by doing so, it made me think about public relations practice as I began to question, who benefits the most out of sponsorship? The event organised by PR practitioners, as they gain financial aid and the attention of publics towards their cause through their sponsors? Or the sponsors themselves?
Firstly, the reading effectively outlines what sponsorship is. According to Boyd (2004), it is “The purchase of specific rights and benefits associated with an event, organisation or individual.” (p. 347).
Boyd (2006), also notes that sponsorship provides a focal point for sales and marketing efforts, offers product brands high visibility to potential customers and generates media coverage for the sponsoring organisation.
I believe that the key points to remember from this reading are the different types of sponsorship and what they entail. These are:
Philanthropic sponsorship: According to Boyd, (2004), this is as close to a donation as sponsorship can get. It is generally community based and can engender goodwill towards the organisation. Examples of this include the Pratt and Myer family foundations.
Corporate Sponsorship: This is the sponsorship of an event not normally linked to the sponsoring company’s general business in the aim to reap benefits of this positive connection in the minds of the organisation’s publics. Examples include McDonald’s Junior Tennis. (Boyd, 2004).
And finally, Marketing sponsorship: The most popular form of sponsorship. Geldard and Sinclair (1996) say this form of sponsorship is used primarily to promote products and services to targeted markets to promote sales activities.
After reading this chapter, it could be argued that PR practitioners are gaining more from sponsorship than their sponsors, as they are acquiring large sums of money in return for promoting their sponsor’s brand, which also allows them to attract more attention to their campaign, thus resulting in effective exposure. I however, believe that the information I have listed as key points to remember above clearly portrays that the people who gain the most out of sponsorships is the sponsors themselves, as their product is advertised extensively. Thus, athough they have payed a considerable sum for the rights to sponsorship, this will benefit them as usually, sales profits rise.
Also, I believe that sponsors can gain a positive, charitable image from sponsoring events. Eg) If Dairy Farmers sponsors a Starlight Foundation Charity Ball, they are going to not only be considered as caring and generous, but their product is also going to be promoted left right and centre. This is what I call strategic sponsorship!
In regards to thinking about PR in practice, this chapter also informed me of a number of things to consider when planning an event.
I believe one of the key points to remember when planning an event which is covered within this reading, is the choice of the form of this event, ie) conference, launch, lecture, dinners, should be made in regards to aiming to fulfill the strategy of the organiser.
Also, Tonge (1999) aptly states that a successful event has clearly defined objectives and priorities as well as a strong event theme and image. Success depends upon allowing adequate planning time and successfully implementing monitoring and evaluating detailed action plans. Finally, an adequate budget is necessary along with strong financial management.
Therefore, I learnt a lot from this weeks reading as it provided me with some great tips to follow when planning events and gaining sponsorship when I become a PR practitioner.
This week I commented Nathan Swan's blog and replied to comments Kellie O'Sullivan and David Elliot made about my blog.
References:
Boyd, S. (2004). Sponsorship and event management. In, Johnston, J. & Zawawi, C. (Eds). Public relations: Theory and practice. (2nd ed).( pp. 345- 374). Crows Nest: Allen & Unwin.
Gerald, R., & Sinclair, L. (1996). The sponsorship manual: Sponsorship made easy. Melbourne: Sponsorship Unit.
Tounge, R. (1999). How to organise special events and festivals in Queensland.Coolum: Gull Publishing.
2 comments:
Hi Em
I too think it is fantastic that sponsors have their name attached to an event/fundraising cause. But, and as I commented in my blog, I have always wondered exactly how much additional business this produces for the sponsor? For example, you mentioned Dairy Farmers sponsoring a ball. I agree their name/product will gain public attention, but do you think it will necessarily generate more business? Will the general public go out and buy Dairy Farmers milk because they sponsored an event?
Another example is Telstra, who are now sponsoring the Tamworth Country Music Festival because the previous sponsors (who I can't remember!) were not making enough money out of it. Do you think Telstra will see an increase in customers because of the exposure?
I remain slightly sceptical...!
Great blogging Em, thoroughly enjoyed reading your thoughts :)
Emma's blog provided some great insights into the sponsorship aspect of PR...I tend to agree with some of the points she made about who is gaining the most benefit out of the sponsorship (the sponsor or the the event). I would also like to throw in there a point about congruence between the event and the sponsor being important as well. One has to think about sponsor's intention re: sponsoring event - do they truly believe in the cause or are they only seeing dollar signs....?
I like the point about planning and having well defined objectives and priorities to ensure the relative success of an event.
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