Corporate Sponsorship
Discussion
Has any kind of corporate sponsorship ever influenced you're decisions on what you spend your money on? Its not quite the same as advertising a product, its just name association.
I'm failing to see why companies like AIG give Man United $50 million a year. what do they gain for it?
RBS badges on Andy Murrays tennis shirt? And? Why? Does it make you want to run out and open an RBS account?
Also, Does anyone really run out to buy the latest Tag Heuer watch after seeing a GP driver wearing one in the post race interview?
I'm failing to see why companies like AIG give Man United $50 million a year. what do they gain for it?
RBS badges on Andy Murrays tennis shirt? And? Why? Does it make you want to run out and open an RBS account?
Also, Does anyone really run out to buy the latest Tag Heuer watch after seeing a GP driver wearing one in the post race interview?
Plotloss said:
Nike paid Schuey a stupid sum of money (millions) for him to wear Nike race boots.
Thats right, millions to wear a product that you cant see that they dont even make.
Didn't they sponsor the soles of the boots worn by a boxer (possibly Tyson) so the only time anyone would see the logo is if he was knocked down.Thats right, millions to wear a product that you cant see that they dont even make.
Plotloss said:
Nike paid Schuey a stupid sum of money (millions) for him to wear Nike race boots.
Thats right, millions to wear a product that you cant see that they dont even make.
If you think about that logically, they are not advertising racing boots, they are advertising Nike footwear.Thats right, millions to wear a product that you cant see that they dont even make.
Also, when you think about it logically, the only time they would really be seen is when he placed (i.e. was on the podium) so the most coverage it got was when he was on the podium which is ofcourse all GOOD publicity (i.e. associated with a win in F1 rather than just with F1).
Just IMHO
EDLT said:
Plotloss said:
Nike paid Schuey a stupid sum of money (millions) for him to wear Nike race boots.
Thats right, millions to wear a product that you cant see that they dont even make.
Didn't they sponsor the soles of the boots worn by a boxer (possibly Tyson) so the only time anyone would see the logo is if he was knocked down.Thats right, millions to wear a product that you cant see that they dont even make.
In Europe, sponsorship isn't seen as a way to convert directly to sales. But in Asia, Africa and particularly the USA it can be. NASCAr surveys show nearly three quarters of spectators admint to buying brands particularly because they are involved in NASCAR.
You may not have bought an AIG policy becasue they sponsor MUFC, but had you ever heard of them before (not liking football, I hadn't heard of them until they crashed)? Now, if their name crops up, you may have some vague idea that they are a credible insurance/finance group. Whether true or not, you're willing to investigate further. See also ING-Renault.
Another example would be Red Bull. Their constant exposure opened the mind and set certain ideas in your mind. They could have achieved the same through traditional advertising, but at greater cost and quite possibly a weaker, less targetted message. Sponsorship was also key in making Marlboro one of the biggest brands in the world - remember Marlboro was originally a ladies brand with a red filter to hide lipstick marks (highlighted by the red chevron branding). Slowly, perceptions change. Better (for the sponsors), the customers don't notice. Did anyone but farmers consider Subaru before Prodrive & Colin McRae?
Sponsorship is also just a key. For trade, it can give you a good excuse to get key customers together. It used to be said that the Porsche Supercup paddock did more business than the F1 Paddock. For consumer, sponsorship gives you a promotable tool, and you should be spending at least as much again (and a 20:80 rule is often recommeded) to leverage it through your advertising and promotions. You may not see RBS' exploitation (of which admittedly there does seem to be some degree of vanity), but I would guess they have given away model Williams cars or tickets to Wimbledon and Silverstone - they may well be targetting existing customers for loyalty or extended products.
Another point worth bearing in mind is the British attitude to advertising (other countries have it, but we are the most vocal). We hate being told what to do, and so many of us will say we aren't affected by advertising. But consistently for decades, the people who claim most stridently that they aren't affected are the biggest brand sluts going. They know the jingles, and they buy the products, but they have no idea why they have chosen one brand over another. They are like alcoholics - they can't begin to recover until they recognise their problem.
Mentioning alcohol brings a classic example: Stella. Sorry to break it to you but it's actually bottom-of-the-range rancid Belgian piss water, marketed as a premium product and sold at a huge margin. But Stella drinkers will swear that it is a premium product that tastes better than other lagers.
In short, you HAVE bought products because you have seen their sponsorship. You just don't realise it. It might have just made you recognise the brand, it might have made you amenable to consider that brand when you were in the market for that sort of thing. But it was the sponsorship that got you there. A search round your house (or garage) would eventually turn up something.
You may not have bought an AIG policy becasue they sponsor MUFC, but had you ever heard of them before (not liking football, I hadn't heard of them until they crashed)? Now, if their name crops up, you may have some vague idea that they are a credible insurance/finance group. Whether true or not, you're willing to investigate further. See also ING-Renault.
Another example would be Red Bull. Their constant exposure opened the mind and set certain ideas in your mind. They could have achieved the same through traditional advertising, but at greater cost and quite possibly a weaker, less targetted message. Sponsorship was also key in making Marlboro one of the biggest brands in the world - remember Marlboro was originally a ladies brand with a red filter to hide lipstick marks (highlighted by the red chevron branding). Slowly, perceptions change. Better (for the sponsors), the customers don't notice. Did anyone but farmers consider Subaru before Prodrive & Colin McRae?
Sponsorship is also just a key. For trade, it can give you a good excuse to get key customers together. It used to be said that the Porsche Supercup paddock did more business than the F1 Paddock. For consumer, sponsorship gives you a promotable tool, and you should be spending at least as much again (and a 20:80 rule is often recommeded) to leverage it through your advertising and promotions. You may not see RBS' exploitation (of which admittedly there does seem to be some degree of vanity), but I would guess they have given away model Williams cars or tickets to Wimbledon and Silverstone - they may well be targetting existing customers for loyalty or extended products.
Another point worth bearing in mind is the British attitude to advertising (other countries have it, but we are the most vocal). We hate being told what to do, and so many of us will say we aren't affected by advertising. But consistently for decades, the people who claim most stridently that they aren't affected are the biggest brand sluts going. They know the jingles, and they buy the products, but they have no idea why they have chosen one brand over another. They are like alcoholics - they can't begin to recover until they recognise their problem.
Mentioning alcohol brings a classic example: Stella. Sorry to break it to you but it's actually bottom-of-the-range rancid Belgian piss water, marketed as a premium product and sold at a huge margin. But Stella drinkers will swear that it is a premium product that tastes better than other lagers.
In short, you HAVE bought products because you have seen their sponsorship. You just don't realise it. It might have just made you recognise the brand, it might have made you amenable to consider that brand when you were in the market for that sort of thing. But it was the sponsorship that got you there. A search round your house (or garage) would eventually turn up something.
HiRich said:
Mentioning alcohol brings a classic example: Stella. Sorry to break it to you but it's actually bottom-of-the-range rancid Belgian piss water, marketed as a premium product and sold at a huge margin. But Stella drinkers will swear that it is a premium product that tastes better than other lagers.
No, Stella is classed as a premium lager because of its ABV%. If you want to use a marketing ploy for selling alcohol try Magners, their campaign a few summers' ago, "Over Ice", pretty much revolutionised the cider industry within the UK. And as cider goes, it isn't particularly strong or good tasting.EngJock said:
HiRich said:
Mentioning alcohol brings a classic example: Stella. Sorry to break it to you but it's actually bottom-of-the-range rancid Belgian piss water, marketed as a premium product and sold at a huge margin. But Stella drinkers will swear that it is a premium product that tastes better than other lagers.
No, Stella is classed as a premium lager because of its ABV%. If you want to use a marketing ploy for selling alcohol try Magners, their campaign a few summers' ago, "Over Ice", pretty much revolutionised the cider industry within the UK. And as cider goes, it isn't particularly strong or good tasting.It can also backfire - I'll avoid anyone who sponsors Man Utd.
Slightly related - when SugarPuffs used Kevin Keegan, sales plummeted 85% in Sunderland!
Slightly related - when SugarPuffs used Kevin Keegan, sales plummeted 85% in Sunderland!
Puggit said:
It can also backfire - I'll avoid anyone who sponsors Man Utd.
Slightly related - when SugarPuffs used Kevin Keegan, sales plummeted 85% in Sunderland!
So, I assume you'll not only avoid AIG, but also the following:Slightly related - when SugarPuffs used Kevin Keegan, sales plummeted 85% in Sunderland!
Nike
Khumo
Budweiser (also Boddingtons, Bass, Becks, Leffe, Hoegaarden, Stella, Lowenbrau..... all imported and distributed by Bud's parent)
Smirnoff
Lucozade (and therefore any product produced by GlaxoSmithKlline)
Hublot watches
and many others?
Alfa_75_Steve said:
Puggit said:
It can also backfire - I'll avoid anyone who sponsors Man Utd.
Slightly related - when SugarPuffs used Kevin Keegan, sales plummeted 85% in Sunderland!
So, I assume you'll not only avoid AIG, but also the following:Slightly related - when SugarPuffs used Kevin Keegan, sales plummeted 85% in Sunderland!
Nike
Khumo
Budweiser (also Boddingtons, Bass, Becks, Leffe, Hoegaarden, Stella, Lowenbrau..... all imported and distributed by Bud's parent)
Smirnoff
Lucozade (and therefore any product produced by GlaxoSmithKlline)
Hublot watches
and many others?
You forgot Sharp - them too
Puggit said:
Alfa_75_Steve said:
Puggit said:
It can also backfire - I'll avoid anyone who sponsors Man Utd.
Slightly related - when SugarPuffs used Kevin Keegan, sales plummeted 85% in Sunderland!
So, I assume you'll not only avoid AIG, but also the following:Slightly related - when SugarPuffs used Kevin Keegan, sales plummeted 85% in Sunderland!
Nike
Khumo
Budweiser (also Boddingtons, Bass, Becks, Leffe, Hoegaarden, Stella, Lowenbrau..... all imported and distributed by Bud's parent)
Smirnoff
Lucozade (and therefore any product produced by GlaxoSmithKlline)
Hublot watches
and many others?
You forgot Sharp - them too
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