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Sponsorship and Consumer Involvement Theory
Many marketers base their sponsorship investments on details like brand migration potential, fan or attendee demographics, or direct revenue opportunities. Oftentimes, when marketers decide whether to invest in a sponsorship, they do not consider a critical variable -the way consumers in their target audience actually make purchase decisions. Consumer involvement theory refers to the amount of time, deliberation and other resources - like research or asking friends - consumers put into the purchase decision process. Just as you would base your advertising creative on the way people make purchase decisions regarding your products, you should also craft your sponsorship portfolio and activation programs with your target audience's level of involvement in mind:
High Involvement/Rational: Items in this category include automobiles, IT hardware and software, personal electronics, real estate, and the entire spectrum of financial services. In other words, big-ticket items that also play an important role in consumers' lives or in businesses' operations. Keep in mind that consumers spend more time on purchase decisions and want more details about product/service benefits. For HI/R products, sponsor events that allow you to inform and educate attendees, and more importantly, demonstrate the positive impact of your products on the property. Examples of strong HI/R sponsorship fits are IT products and Formula One, technical clothing and sailing, and cameras and visual arts exhibitions.
High Involvement/Emotional: These purchases also involve more costly items, but tend to be emotional purchases in which consumers ignore product features. These items include vacation destinations, jewelry/luxury goods, and weddings and other significant life events. Some products may sit in both HI/R and HI/E categories, like automobiles. The person, his or her mindset and spending power play a role in defining the product. For a high-income individual who sees a car as a reflection of his or her personality rather than a functional tool, and for a person who sees a car as a status symbol, the automobile is a HI/E product. Sponsorship, like advertising, should focus on imagery and emotion, and tug at consumers' heartstrings. HI/E sponsorships that make sense? How about timepieces and ski resorts, cosmetics and fashion events, cars and lifestyle events.
Low Involvement/Rational: Consumers do not put much thought into purchasing these products, as long as they fulfill a need. In other words, will lunch at this fast-casual restaurant satisfy my hunger? Or, will this deodorant control perspiration and make me smell and feel fresh? Once consumers find a product that meets their needs, they may stick with that product. So the primary concern of marketers of LOW/R products is to provide a reason to try their products and to identify and highlight a point of differentiation. Look for sponsorships that provide sampling and/or couponing opportunities - festivals, outdoor concert tours, and fan events. Endurance sports provide a good fit for LOW/R products like isotonic beverages or energy bars.
Low Involvement/Emotional: These are quick-hit products that provide great benefits, but those benefits fade quickly. Because the benefits are fleeting, consumers spend little or no time making the purchase decision. These items include snacks, birthday/celebratory cards, gift-wrapping, magazines, and movie rentals. These products typically experience strong competition, so it's important to choose a sponsorship that helps to position your product clearly and highlights its benefits.
Without application of your target audience's purchasing behavior to your sponsorship choices and exploitation activities, you will likely end up investing in sponsorships that do not affect purchase decisions. Make sure that you include consumer involvement as an element in any screening tool or evaluation model you employ in the sponsorship selection process.
