Sponsorship as an auxiliary tool was considered in many of my articles, but sometimes I paid him a lot of attention through Chur.
But, nevertheless, sponsorship can become an important tool PR.
The sponsorship area is quite large: from supporting events taking place within the local community, and ending with the sponsorship of global events, such as football matches for the world cup among students or schoolchildren, a computer -game championship among adolescents.
Both in the first and in the second case, sponsorship solves a lot of banal issues. The presence of balls, pumps, shapes, goalkeeper gloves, judges and two lights in the first case. Replacement of mice, keyboard, headphones, monitor or replacing the player’s place in a situation if a computer is blocked, and admin simply cannot remember the password and solve the problem. In a word, sponsors and their financing are needed everywhere.
A demonstration of the name and logo of the corporation at a local level provides a chance to demonstrate to local residents that the organization is betrayed by the community. Companies logos are most often used precisely to attract youth activity.
Charity
Another type of sponsorship is charity. Various types of financial support of non -profit organizations cover the corporation from the positive side.
For many years, Chevrolet allocated student scholarships through the National Student Sports Organization (NCAA) for the attacking and defender in the game. Such fame creates a favorable image of the company.
One of the most difficult aspects of sponsorship is the definition of a positive return that an organization that has made investments can count on.
Typically, the following mechanisms are used to evaluate sponsorship: a) the creation of an evaluative Chevrolet among the spectators of the procedure that monitors the sponsorship of awareness; b) creating a model of tracking an event capable of identifying the ratio of the target audience and customer behavior; c) the identification of components most effective in the aspect of creating awareness and formation of relations.
These are the main criteria for determining the effectiveness of sponsorship, in addition, sponsorship has a significant impact on the image of the company. This is precisely the role of PR in the case of sponsorship of measures. Current studies show that events contribute to the positive transfer of the image of the event to the brand – this effect is achieved by PR tools.