Sponsors and sponsorships are a way for a company to connect themselves or to establish a relationship to a specific market segment and to make their particular brand identifiable within these markets. On the other hand on a much larger scale some businesses will invest millions of pounds into sponsorship deals whereby they are the sole provider of their particular service at an event or chain of events. For example at this year’s 2012 Olympics in London McDonalds have made a sponsorship deal to be the only fast food outlet within certain areas around the Olympic Stadium and other Olympic sites, however farfetched it may sound to put The Olympics and McDonalds in the same market sector!
It is always important to remember that ‘sponsorship is business expenditure, not a donation. You have to go about it in a business-like way’. (Eastwood, 1999)
So when you look at the sponsors for Hotelympia it is clear that they have a direct link with the hospitality and catering industry and therefore are sponsoring the event to either gain business to business (B2B) relationships or to raise awareness of their particular brand. Here is a full list of the sponsors involved in Hotelympia…
The main ‘Media Sponsors’ as they call it are Caterer & Hotelkeeper Magazine, who have incidentally sent me a few e-mails which I will go into in a later post.
I have taken these shots straight from www.Hotelympia.com so all their sponsors have their logo or brand image on the site as well as a short description of what the companies’ role is within the industry. I think this is a fantastic way of letting people know who you are as a company, like brand recognition once businesses or consumers have seen it on the website it will be in the back of their mind so that at the show they are more likely to approach your stall.
Stay tuned for more on sponsorships…
No comments:
Post a Comment