Sponsoring
Sponsorship guidelines of Bayer
a) Long-term commitments
Especially team sponsorship is more effective as its duration with increases length. The consumer requires some time in order to be able to associate a brand with a specific team. Experts speak of a necessary minimum length of two to three years for team sponsorship.
b) Regularity
Sponsorship measures with a regular presence (for example, those within the framework of league games) have a stronger recall value than single events.
c) Dominance
Sponsors usually find themselves in competition with other companies using the same event. Bayer tries to assume dominance as the main sponsor or as a co-sponsor which should also be visible in the high-quality design standard of the advertising material used.
d) Image and target-group congruence
The sponsored sport should match the company and/or brand. The credibility of the partnership also plays a vital role.
e) Networking with basic advertising and public relations
Sports sponsorship can, as a rule, only convey limited messages and is thus most-suited to building brand awareness. Through integration in the classic communication activities, the effect of the measure increases over proportionately.
f) Exact definition of objectives
The cost-benefit ratio and/or the success of a measure can only be evaluated if objectives are clearly defined.
Especially team sponsorship is more effective as its duration with increases length. The consumer requires some time in order to be able to associate a brand with a specific team. Experts speak of a necessary minimum length of two to three years for team sponsorship.
b) Regularity
Sponsorship measures with a regular presence (for example, those within the framework of league games) have a stronger recall value than single events.
c) Dominance
Sponsors usually find themselves in competition with other companies using the same event. Bayer tries to assume dominance as the main sponsor or as a co-sponsor which should also be visible in the high-quality design standard of the advertising material used.
d) Image and target-group congruence
The sponsored sport should match the company and/or brand. The credibility of the partnership also plays a vital role.
e) Networking with basic advertising and public relations
Sports sponsorship can, as a rule, only convey limited messages and is thus most-suited to building brand awareness. Through integration in the classic communication activities, the effect of the measure increases over proportionately.
f) Exact definition of objectives
The cost-benefit ratio and/or the success of a measure can only be evaluated if objectives are clearly defined.