“Fit Matters? Asymmetrical Impact for Effectiveness on Sponsors and Event Marketers” - Article Refle

I read an article titled, “Fit Matters? Asymmetrical Impact for Effectiveness on Sponsors and Event Marketers” that talked about the importance of sponsorship in event marketing. Events would not be possible with sponsorships. This article talked about research that had been conducted that showed how much of an impact having the right sponsor can make. The article defined an event-sponsor fit as “… the extent to which an attendee perceives that an event and its sponsor have a similar image and values, along with a logical connection.”

Having a solid event-sponsor fit will help enhance the event in a variety of ways. Consumers like when things make sense, when they are able to connect the event and sponsors they have a more positive outlook. On the other hand, “With extreme incongruity, consumers often cannot understand why seemingly disparate elements are paired in the same message, which leads to frustration and negative evaluations.” With events it is important to either select sponsors that fit with the event or create messages explaining the connection so that consumers are able to make sense of the connection.

I took a lot out of this article. I think it is especially relevant to my group project right now. We just drafted a sponsorship letter and are looking into potential sponsors. I understand that it is important for us to get sponsors who relate to event. For our yoga event that could mean healthy drink and snack places, yoga places, yoga clothing stores, or anything else that relates to the general yoga lifestyle.

Another thing that the article focused briefly on was corporate social responsibility (CSR). The article made me take a new perspective on the relationship between event sponsors and corporate social responsibility. While events should have CSR elements, sponsorships are also a type of CSR. When companies agree to be event sponsors they are, in a way, giving back to the community and often times a cause. Pushing CSR is one way to promote and sell your event to potential sponsors.

The article concludes by stating, “The impact of CSR as a mediator suggests to managers that sponsoring a community event can serve as a conduit between attitudes toward the event and sponsor. In doing so, the firm experiences stronger bonds between: a) product knowledge and CSR, and b) CSR and brand commitment.” Overall, I was able to take away that events are more successful when everything is consistent. The attendees want a consistent and clear message. I hope to keep this advice in mind as we work on the sponsorship aspect of our upcoming event.

Source:

Close, Angeline G., and Russell Lacey. "Fit Matters? Asymmetrical Impact for Effectiveness on Sponsors and Event Marketers." Sport Marketing Quarterly22.2 (2013): 71-82. ProQuest. Web. 18 Sep. 2016.