Corporate Sponsorship 企业赞助

　　PART ONE: INTERVIEW

　　(1) What sports events do you think companies should be involved in sponsoring? (Why?)

　　你认为企业应该赞助哪些体育赛事?(为什么?)

　　I think companies should sponsor big sports events, like the Olympic games or national sports games, because these events are great attractions to people all over the world or the country. There will be wide coverage by the mass media. So there will be lots of exposure opportunities for the products they wish to advertise.

　　(2) Do you think that sponsorship is the most effective from of advertising? (Why?/Why not?)

　　你是否认为赞助是最有效的广告宣传方式?(为什么?)

　　Yes. In my opinion, most people find advertising too direct and offensive, they regard advertising as an insidious(诡诈的) form of brainwashing, so people tend to avoid or even resist them. But sponsorship is a much cleverer way of advertising, people have all their attention on the games and don’t seem to realize that they are being brainwashed.

　　(3) Besides sports events, what other kinds of activities or programmes do you think companies can sponsor? (Why?)

　　除了体育项目，你认为企业还可以赞助哪些其他活动?(为什么?)

　　I think companies can also sponsor education. In doing so, they are taking on an important responsibility towards society. This will promote a very positive image and reinforce the company’s position as a good corporate citizen.

　　(4) Do you think that in the future companies will make more use of sponsorship as a marketing strategy? (Why?/Why not?)

　　你是否认为将来企业会更多地把赞助作为一种营销策略?(为什么?)

　　Yes. I think advertisers are going to rely more and more on techniques such as sponsorship in the years to come. Sponsorship can not only help to advertise products, but also create a unique bond between the company and the public. It’s a more effective way of consolidating the existing clientele base and increasing new customer potential.

　　PART TWO: MINI-PRESENTATION

　　What’s important when…?

　　Considering to sponsor a sports event 赞助一场体育比赛需考虑哪些要点?

　　l Target audience 目标观众

　　l Media coverage 媒体报道

　　l

　　Well, in this case, the priority concern is to define the target audience. We cannot assume that everybody will watch the game, we have to narrow down the major characteristics of our target audience. I mean, we have to ask “ Are these really the people we’re after?” “Do they make up our targeted market?” Then we’ll be able to match up our product with the event.

　　Next, we have to consider media coverage. Big audiences don’t necessarily translate to good sales. The decisive factor is gaining positive media exposure. If the event you sponsor receives extensive media coverage, it will bring the company and their products within public focus, and enhance company brand, product, service loyalties.

　　Finally, we also need to look at other competitors and make efforts to distinguish our company from other sponsors, otherwise our brand name will be buried in all this clutter of brand promotion. And of course, costs should also be considered.

　　在这种情况下，优先考虑的是明确目标观众。我们不能设想每个人都观看比赛，我们必须缩小目标受众的主要特点。我的意思是，我们要问“这些人们是我们所追随的目标受众么?”“他们会建立我们的目标市场么?”然后我们将能够把产品与赞助活动结合起来。

　　其次，我们必须考虑媒体报道。大量的观众不一定能够转化为良好的销售业绩。决定因素是赢得正面的媒体曝光。如果你所赞助的活动收到广泛的媒体报道，这将使公司产品得到大众关注，而且提高品牌知名度，产品和服务的忠诚度。

　　最后，我们也需要考虑其他竞争者并且努力使我们公司与其他赞助商相区分，否则，我们的品牌将被埋没在所有这些品牌的推广中。当然，也应该考虑费用。

　　PART THREE: DISCUSSION

　　Sponsorship and Image Boost

　　Your company has decided to sponsor the coming national basketball tournament to launch a new product and promote your company image. You have been asked to help design how to make the best use of this sponsorship. Discuss the situation together, and decide:

　　l what on-site amenities should be included

　　l how to attract more media attention

　　赞助和形象宣传

　　你们所在的公司已决定赞助即将来临的全国篮球锦标赛，以推出你们的新产品并宣传你们公司的形象。请你们协助策划怎样最大限度地利用这一赞助活动。讨论并决定：

　　l 应该包括哪些现场设施

　　l 如何吸引媒体的关注

　　A: to take the greatest advantage of this sponsorship to launch our new product and promote our brand image, I think we can include the following amenities. On the top of our list, we should put literature distribution and poster distribution. These are effective methods of acquainting the public with the event.

　　B: I quite agree with you. We should hand out printed materials to enable our customers to learn more about our new product. We can arrange some on-site vendor or display space and hand out some free product samples, it’s a good way to increase the chances of getting people to buy our product.

　　A: Right. Next on our list is banner display—we can hang our company banners or streamers in strategic areas, and with our company logo on it. That would leave a very striking impression on people.

　　B: Don’t forget to put our company name and logo on all admission tickets. Actually, we should include our company logo in all promotion materials such as print ads, flyers, invitation cards, posters, streamers, banners, etc.

　　A: Certainly, I’ve already put all these down. It’s also important to put our logo on the electronic scoreboard.

　　B: That’s a great idea! What about giving away some T-shirts bearing our logo on them as a memnto of the event. It wouldn’t cost too much but the brand association impact can be very great.

　　A: I agree with you. Look here, media coverage is the key to successful sponsorship. Without media exposure, hundreds of thousands of pounds would go down the drain, I mean nobody even notices the brand or the company behind the event.

　　B: True. we should make sure that our public relations department will send out complimentary tickets to reporters and journalists, it’s an opportunity for corporate hospitality and a way to attract very positive media attention.

　　A: Yes. If we have adequate TV, press and broadcasting coverage, we’ll be able to manage public opinion and increase company name awareness.

　　B: Why don’t we hold a press release, that can also be an important part of the marketing strategy. It will be broadcast nationwide, and attract greater audiences.

　　A: Good, let’s put this down then.

　　A: 赞助的最大好处是推出我们的新产品以及推广我们的品牌形象。我认为我们可以包含如下设施：在清单的首位，我们应该放置分发的印刷品和海报。这些都是让大众了解活动的有效方式。

　　B: 我同意你的观点。我们应该分发印刷品使我们的客户了解我们的产品。我们可以安排一些现场的卖场或展示场分发一些免费的样品，这可以增加机会让人们购买我们的产品。

　　A:是的。其次我们出现在清单上的是横幅展示—我们可以在重要的位置悬挂公司横幅或者旗帜，上面印上公司的标识。这可以给人们留下非常深刻的印象。

　　B: 不要忘记把公司名字和标识印在入场券上。事实上，我们应该将公司的标识标记在所有宣传物品上，比如印刷广告、传单、邀请卡、海报、横幅、旗帜等等。

　　A: 确实是这样。我们已经把所有这些记下来。把公司标识体现在电子计分板上也很重要。

　　B:那是一个好主意。赠送一些标有公司标识的T恤作为活动纪念品怎么样?这不需要太多花费但是对品牌的影响很巨大。

　　A: 同意你的看法。看这里，媒体报道是赞助活动成功的关键。没有媒体的曝光，大笔金钱将付之东流。我的意思是甚至没有人注意到活动背后的品牌或者公司。

　　B:确实是这样。我们应该确保我们的公共关系部门发送赠送票给记者和新闻工作者。这是一个企业接待的机会也是一个吸引正面的媒体关注的机会。

　　A:是的。如果我们有足够的电视、新闻和广播报道，我们将能够控制公众舆论以及增加公司知名度。

　　B：我们为什么不举办一个新闻发布会，那也是目标市场的重要部门。这将在国内传播，并吸引更多的观众。

　　A:很好，那么让我们把这点记下来吧。

　　(1) Is it necessary to consider competitors when sponsoring an event? (Why?)

　　赞助一项活动时，是否需要考虑竞争对手?(为什么?)

　　Yes. If it’s not an exclusive sponsorship(独家赞助), it’s essential to create competitor differentiation. Your company name has to stand out head and shoulders above the competition. Otherwise, your efforts to promote your products would be overwhelmed by your competitors, and your ad budget would be waste.

　　(2) Do you think it is essential to do promotion before sponsoring an event? (Why?Why not?)

　　赞助一项活动之前就做好宣传是否至关重要哦?(为什么?)

　　Yes. When a company has decided to sponsor an event, it can’t just turn up and hope that the on-site visibility will give them what they want. It has to do lots of promotion prior to the event. Otherwise, people don’t even know who is sponsoring the event.

　　(3) What are the advantages to a company of using sponsorship as a marketing strategy? (Why?)

　　利用赞助作为一种营销策略对企业有什么好处?(为什么?)

　　Companies can not only advertise their products, promote their corporate images, but also get hospitality opportunities. You see, they can meet key clients, solidify business(巩固业务) relationships, and do a bit networking to attract potential customers.

　　(4) Are there any disadvantages to a company of sponsoring a sports event? (Why?/Why not?)

　　赞助一项体育赛事对企业有什么不利之处?(为什么?)

　　Companies can’t always achieve their marketing objectives when they sponsor sports events. You see, the audience to a certain game is always limited as it may not appeal to all people. What’s more, viewers are not always attentive, they are more attracted by the game itself rather than the products companies are advertising.

　　(5) Do you think it is possible to measure sponsorship results? (Why?/Why not?)

　　你认为赞助成效可以衡量吗?(为什么?)

　　Yes. I think a major attraction sponsorship as a marketing vehicle is that it can be measured. Methods of measurement include sales results, comparison of value generated by media coverage versus the cost of comparable advertising space or time.

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