Question

How can an eventual sponsorship be integrated into the total marketing plan for Helly Hansen clothes in the US market?

Answer 1

Eventual Sponsorship is part of marketing communication which are used to promote the product.

In case of Helly Hansen cloths which has got a niche target segement to cater, should have Eventual sponsorship as part of theri annual marketing plan. Since they are dealing with a category of cloths which is famous among hip hop lovers. Therefore eventual sponsorship could give huge mileage for brand awareness as well as brand acceptance.

This will create huge TOMA (Top of Mind Awareness) as well as people will associate the brand with the event.

However it is very important that the sponsorship proposal has to be evaluated very carefully. with the success of event there will be positive association but with failure of event will lead to negative association.

There should be a separte budget which should be allocated from total marketing budget and to be used only for event sponsorship where in theri target segement is expected to participate.

Therefore selection of event become the most important as far as event sponsorship is concerned. However use of brand ang logo also to be monitored for creating any promotional materials.