Temelji sponzorstva

Sponzorstvo se mora temeljiti na čvrsto postavljenoj bazi. Dogovore moraju poštivati obje uključene strane. Sponzorstvo treba biti dio sponzorskog plana kojeg sponzori moraju osigurati.

Ciljevi i očekivanja moraju biti jasno definirani, temeljeni na provjerenim informacijama.

Osnovno pravilo je da se događaji i organizacije koje sponzoriraju, uklapaju u njihove poslovne potrebe i marketinške planove.

Direktni ciljevi sponzorstva

  • povećanje prodaje

Osnovni cilj zbog kojeg se kompanije odlučuju na sponzorstvo je povećanje prodajnih aktivnosti sa ciljem povećanja prihoda.

Indirektni ciljevi sponzorstva

stvaranje i povećanje razine svijesti o tvrtki i/ili proizvodu/marki

  • stvaranje imagea tvrtke i/ili proizvoda/marke
  • približavanje ciljnom tržištu
  • razlike u odnosu na konkurenciju

Cijela aktivnost započinje pitanjem kako neka kompanija odlučuje o uključivanju u sponzorstvo, nakon provjeravanja prikupljenih informacija.

Sponzorstvo nije kratkoročni projekt jer na kratki rok nije dovoljno učinkovito, što se potvrđuje činjenicom da osobnost uspješne marke treba biti jednaka dugi niz godina.

Postoje osnovna pitanja na koje treba odgovoriti prije ulaska u sponzorski projekt. Prvo pitanje je da li sportski program odgovara osobnosti kompanije i da li se želi s njom povezati. Drugo važno pitanje je koju će ciljnu skupinu privući, odnosno da li ciljna skupina odgovara ciljnoj skupini marke.

Tako da i sponzori kao što su onlinecasinos.hr i casino uživo moraju pripremiti teren prije ulaska u sponzorstvo. Ugledni sponzori čije su odluke o sponzorstvu pomno promišljene.

Nakon odabira područja sponzorstva potrebno je mjeriti uspješnost sponzorskog projekta.

Uspješnost projekta mjeri se analizom prodaje, analizom medijskog izvještavanja, analize promocija, istraživanja svijesti potrošača.

Sponzori kao i organizacije uključene u sportske projekte mogu polučiti pozitivne rezultate i utjecati na cjelokupni image kompanije a i doprinijeti ugledu sportske aktivnosti. Zbog toga veoma je važna dobra i temeljita priprema cjelokupnog projekta.

Svatko može pronaći sponzore, kao i što sponzori mogu pronaći sportske organizacije, ali temeljito pripremljeni sponzorski plan traži više od pronalaska. Traži se plan, profesionalnost i odgovornost.


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