Associating brand name with popular television shows have become the latest success mantra of companies trying to increase their market share. There has been a tremendous shift of viewers from serialized dramatic stories towards entertaining and lively programs which comprise the reality shows. Companies have realized that sponsoring of such shows will give them an opportunity to make their brands not only have better recall but also attract their potential customer base much effectively than through other marketing efforts like simple print and electronic advertisements. These shows are highly popular, particularly among the youth, and offer a wide scope for brand visibility including co-branding, prize sponsorship, business partnership and guest appearance.
Apart from the promotional opportunities, they should also be told about the cost-effectiveness of the project. Maximum consumer reach in less of time is what companies are looking at and such an exposure can be well-provided by sponsoring programs. It has now become an effective marketing tool to achieve the desired goals of any company. One very important aspect when talking about sponsoring is the kind of shows one sponsors. Sponsoring popular and appealing shows within its market not only enhances the company image but also helps in developing positive attitudes about the brand as a whole. Apart from brand visibility, it even helps in increasing the sales volume and creating a positive publicity among the target market. Star VOI boasts of Reliance Money, Reckitt Benckiser, Hutchison Essar, Cadbury India Ltd., Nokia and Tata Sky along with the main sponsor, Amul. The main sponsor brand name and the show name can be seen together wherever and whenever the show is advertised, be it on television or any print medium.
Products promoted through reality shows:
· Cadbury’s chocolate is exchanged in Kaun Banega Crorepati
· General Motors give away Chevrolet Cruze sedans to the winners of Bigg Boss
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