Commercial Brand Sponsorship

Commercial brand sponsorship

Introduction

Sponsorship is considered as an advertising strategy where there is economic support and is closely associated with information;You usually look for a person who shows the company’s brand with the intention of generating sales and ensuring a position with competition. The sponsorship according to the text of Cristian Antoine, is a new form of social communication that has a series of contact points with advertising and related to journalism for the information it transmits, as it also asserts that is linked to public relations.

Sponsorship as a goal is to benefit the brand, make it grow, as well as make its corporate image recognized before the public, where the simple fact of looking at its logo is recognized and encourages to consume its product. The public must know the brand and that a goal of sponsorship;You must also improve your image, commercial relations with customers, for example, making entertainment events;And as a goal objective to improve sales.

Developing

Sponsorship should never be obliged, since your intentionality of having positive results is wrong, many times the sponsored to use something he does not want and when he advertises he does not do it with the desire or enthusiasm that he wants and that can generatethat there are no sales or worse to have a bad image of your brand.

Sponsorship has a mutual benefit, since the idea is that both parties be earning without being necessary for money in between;For example, I want to sponsor a clothing brand, because the sponsor will have to give away the clothes of his brand to the sponsor and he shows it to the public, either by networks, media or in an event;having the sponsor a large sale of the product as a reward.

It is very important that between sponsor and sponsored they are known and thus generate a positive relationship and both parties are gaining;And if there is no mutual knowledge or a good treatment you cannot get what desired. Sponsorship from the commercial is understood as “a commercial relationship between an supplier of funds, resources or services, and a person, an event or an organization that offers in return some rights and an association that can be used to achieve a commercial advantage”It is a sponsorship of activity that is sustained in time and not as something immediate and does not necessarily have to be with financial resources.

Participants in sponsorship

Among the sponsorship participants are the sponsor, it is the company that gives money for the event, or the campaign, or an event;with the objective that after the event he manages to have more sales and that his company and corporate brand is known.

Then, we have the sponsor, this may be the event, the event, or the sponsored person, perhaps an influencer;This person must fulfill the action that the company is known and that the message to be transmitted reaches the target audience.

In addition, we have the target audience;which is the one who receives the message, to whom the entire event or event is directed;This character receives the message directly, is the consumer.

Patronage and sponsorship

Patronage and sponsorship have evolved these times a lot, since the brand’s image is much shown. “Bodybound is a type of sponsorship that is granted to artists, writers or scientists, in order to allow them to develop their work. This support, although it is presented as selfless, because the one who grants it does not require its beneficiaries any return or economic credits ”. The patronage is understood as an aid to an activity or celebration of an event, where a collaboration is carried out without any interest. Such as, for example, to the publication of a book, to some artist, but without any benefit.

While sponsorship, as previously conceptualized aims to satisfy commercial performance and make its image known, in exchange for giving its products.”The patronage should not be confused with the sponsorship of advertising. While both actions are similar, what is known as a sponsor (sponsorization) is a purely commercial and advertising attitude that is cataloged as a service, for specific commercial purposes ”.

The differences that can be mentioned are that patronage has an intangible purpose and sponsorship a tangible end, this refers to the fact that sponsorship aims to win with its actions a commercial gain and image;While the patronage does not win anything and only makes financial or material support.

The patronage applies to culture, although in recent times it has been applied to social causes;While sponsorship is an activity with great masses as spectators, athletes.

The target audience in the patronage is more limited;While in sponsorship it has a broader, numerous target audience with advertising goals. The time that tries to achieve patronage in favorable effects is in the long term does not have a limit date;On the contrary, sponsorship has a short time to know if there were satisfactory results.

In relation to communication, patronage goes into public relations and sponsorship with advertising, try to make known as well as sell and many times with the promotions tool.

Sponsorship vs. Auspice

Sponsorship As it is known, it is still reference. While auspicious means that for an event you can request products that the company itself prepares or the services it provides. Commonly for this, a change is made, since in the event that is being carried out, the institution that is sponsoring is named.

Cultural sponsorship

Cultural sponsorship is a communication tool, where cultural activities are carried out where company resources are allocated to finance this event with the intention of making the brand known. To plan a cultural sponsorship, the cultural action to be sponsored must be defined and as far as we want it to arrive, then we must assign resources to finance the event, then an activation plan must be designed as well as identifying the result of this action and finally carrying out aAnalysis and monitoring.

By conceiving cultural sponsorship as a systematic communication practice, its conception stands out as an effective instrument of institutional promotion through which the company allocates its own resources for partial or total financing of an event in the field of symbolic contents;those that, being covered with certain specific conditions, act as support for a corporate message.

Cultural Sponsorship Agents

Cultural sponsorship is defined as “the action, which in the sphere of corporate communication performs a set of agents and the conditions that determine them, by making possible the realization of an event endowed with certain specific attributes in the field of art and artculture".

The realization agent is in charge of his best to make the cultural event, being the company who is going to finance;Then we have the management agent that his task is to generate the sponsored activity, it can be with an artist, a recognized promoter who contributes to the advertising of the corporate image.

The representation agent is the means of communication that is used as the message base that will be announced in the sponsored cultural event;because the media are very important for the dissemination of our brand that generate public opinion, either with positive or negative results.

The head of sponsorship

In cultural sponsorship the head is the administrator of the company, who has arduous work to sponsor a cultural event or a character;For he is in charge of thinking very well that sponsor is going to choose, what events will sponsor, how it will be financed and the important thing how much. All this is not chosen at random;On the contrary, studies, research, develop an action plan should be carried out on how to work.

Administration can be understood as:

The process of creating, designing and maintaining an environment in which people, work or working in groups, efficiently reach selected goals. It is necessary to expand this basic definition. As administration, people perform administrative functions of planning, organization, management, coordination and control.

As we know, the administrator must plan, direct, organize and who gives the orders to the coordinating level so that they move everything necessary to carry out the plan in its entirety and effectively. Because the coordinating level must give the tasks to the operational level to achieve what is necessary to perform the vento and then a respective evaluation is carried out.

Advantages of having sponsorship

Now we will see what are the advantages of having sponsorship;Many times one wonders what I must do to get sponsorship;Well, it should be defined what type of event will be carried out and identified if we will have the opportunity to win with this event. Continuing, an investigation is carried out to identify the possible sponsors, since they must be well identified with our event and the public when seeing them should think about our company.

After seeing who can be the sponsor, you must select the best, and offer the proposals and that our sponsor will win since it is not as free as mentioned, but you must stay to a mutual agreement with the sponsor and thus the message will be verywell widespread and win in sales and make your company known.

Sponsorship in the media

The media are a sponsorship called as an advertising mechanism;This type of sponso. According to Torrejón Lehón, the sponsorship is "to create, make possible or facilitate its show that due to the fact of being passes to the media, carrying the name of a sponsor and consequently producing a commercial volume that comes to compensate for the investment".

This type of sponsorship works when the sponsored company gives its resources to these media characters, with the intention that it is present or promotes its brand, but everything depends on the sponsor is chosen.In addition, it should be taken into account that the media, as they are called, reach a much larger audience, where the brand can be mentioned as an opinion, news or advertising.

Ethics and media sponsorship

There are many ethical problems in the media in relation to sponsorship, since sponsored are used with a commercial interest;"From a purely commercial perspective, for the environment this way of communicating is to some extent a fraud, since the sponsor achieves a presence in space or time that, however, does not have a positive impact on billing.".

While in some companies a cost is made for the publicized. Many times an association is carried out, where something is offered with the commitment to say what the company wants, many times you reach a commercial agreement where you can get to flyers so that they are distributed in the middle.

The relationship with these media that will be sponsored must be good and harmonious. Public relations are those who manage these sponsorships being the only way to verify whether or not there was an effect on the public. The sponsorship must adapt to an activity of the media with a manifestation of corporate values and principles that this is expressed in corporate responsibility and thus sponsorship becomes known by the target public;But the results for the environment can be another.

Another sponsorship

A type of sponsorship is sports, because it is responsible for contributing to a sports group or sports representative with an investment or something material;The company is the one who tries to unite the brand to the values and image of the sport that you want to sponsor. Sponsorship as “business formation associated with sports activity in order to disseminate a brand image to obtain notoriety and a state of opinion favorable to it, aimed at concurrent audiences between the activity and the sponsor to obtain economic benefits”.

As in cultural sponsorship, this type of sponsorship tries to increase the knowledge of the company in the public and that its brand is visible in any sporting event. But it is very important in which sports character, or that sports club is going to sponsor since someone or a group that stands out and has positive sports results. And for the company it is very important in what type of image its brand will be reflected.As the other sponsorship should monitor and evaluate the results of sponsors.

Sports sponsorship consists of different phases such as being: first identify our target goals with sponsorship, which is what we want to be shown with this character;Then you must choose who sponsor;who of all the candidates will meet our goals;Then you must activate sponsorship and put the investment to have profits. Finally, as stated above, an evaluation must be carried out from the beginning of what was the impact that was with this sponsorship, whether satisfactory results or not, in order to change strategy or in any case of sponsors.

Sponsorship in Bolivia

In Bolivia the most notorious sponsorships are in sport;since many times the logos of the companies that are sponsoring, such as some airlines, drinks, sneakers, clothing, food, television channels and others. In our country sponsorship is made, but some clubs seek the financing of investors without knowing that there is a marketing plan that must be used and get the money.

“In Bolivia we see more clubs with liabilities that are trying without a sports marketing plan to seek economic funds from friends, investors or change their leaderships. The solution and key is to apply a sports marketing plan that achieves money, that is profitable, sustainable and measurable. Today without brands there is no sport. Think of a club that has no sponsorship or has local sponsorships without more, we are in trouble. Brands enhance a commercial transaction agreement, ”Molina said in an interview in the newspaper El Día.

conclusion

The media is thought of as a channel to reach a broader audience, forgetting that before they can, or want to pass the message their audience, it must be influenced that the means to project the event the sponsor in a coherent wayWith the objectives intended by the company. 

The advantages of having a media sponsorship is that the benefits are mutual for both the sponsor and the sponsor;It is also another form of advertising that does not generate discomfort to others.

As everything has advantages, there are also disadvantages, and the disadvantages of media sponsorship are, for example, that for a small company giving a resource can be very expensive;Another disadvantage is also that the medium sponsor does not meet the expectations they have, and they make the mention of the best way they seem.

To evaluate whether there was a positive result of sponsorsThat you want to sell, what attitudes the consumer has before the company.