Brandweek Studies Sports Sponsorships
Thought you might enjoy an article on sponsorship value and sports marketing. This article is online at BrandWeek.com
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003702227
Study: Purchase Intent Grows With Each Event
January 28, 2008 By Kenneth Hein
Getting up close and personal isn’t just for politicians. A new survey shows in-person events can boost purchase intent as high as 52%.
According to the report, released this month by the Advertising Research Foundation, New York, purchase intent—a customer’s stated interest in buying a product—rose 11% to 52% among consumers who attended brand-sponsored events including sports championships, walkathons and theme parks. Such purchase intent translated directly to sales about 50% of the time, the report states.
...Sports-related events have the greatest impact, per the study. “It creates a presence that is unexpected, fresh and different,” said Gibson, whose brand ties in with Major League Baseball and NASCAR. “When done right it goes beyond just raising awareness, it literally drives people to shop.”
“The special value of events, sponsorships and trade shows has to be considered,” said Raymond Pettit, co-author and SVP at MarketShare Partners in Los Angeles. “There are many connection points you can build at an event whether it is emotional, aspirational or awareness building—it goes beyond just counting audience attendance.”
* see the whole article online at BrandWeek.com *