When you buy a box of Ritz crackers, on the back of the box, they have all these suggestions as to what to put on top of the Ritz. “Try it with turkey and cheese. Try it with peanut butter.” But I like crackers, man, that’s why I bought some, ’cause I like crackers! I don’t see a suggestion to put a Ritz on top of a Ritz. I didn’t buy ‘em because they’re little edible plates! You’ve got no faith in the product itself. (Hedberg 1). A funny take on Ritz by Mitch Hedberg; however, he is correct people buy crackers for the reason to solely eat them not turn them into little edible plates as he stated. Now this can be seen as a crack against the crackers, but it gives way to a huge opportunity in promotion that can expand to consumers further than other companies have imagined. I’m of course talking about Ritz taking the chance to sponsor comedy shows after all isn’t the idea of a comedy show to make people ‘Crack Up?’. Using the correct formula of objectives in a sponsorship such as: awareness, competition, reaching new target markets, building relationships, and improving image. These five factors make the perfect ingredients to the success Ritz need to be the number one cracker choice for consumers out there. Let’s take a look at the awareness and target market objectives first to give a broader scope on the impact of sponsoring a comedy show.
Reaching new people is the key to expanding a company’s image and success to heights no one could have imaged. Why does awareness play a big part in sponsorships? A study conducted by Hoek, Gendall, Jeffcoat, and Orsman found that sponsorship generated higher levels of awareness than did advertising (Shank 334). Seem rather inclusive that a sponsored event where consumers could be the...
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...ust as much effort as the other objectives. Building relationships and improving brand image gives companies the long-term aspect of success they will need for a sponsorship. Finally, competition is where we learn the scope of taking a new step that no other has done before. These reasons are why making a well thought out sponsorship can lead to unheard of success in the company and the industry.
Shank, Matthew D. Sports Marketing: A Strategic Perspective. Upper Saddle River, N.J: Pearson Prentice Hall, 2009. Print.
Deutsch, Claudia H. Ritz’s New Approach Stresses Fun Over Function. The New York Times. December 27, 2007. Web. March 14, 2014.
Hedberg, Mitch. Pineapple is next! Mitch Hedberg’s 20 best food jokes. Miscellany & Poetry. July 3, 2009. Web. March 14, 2014.
Zvents. Ritz Comedy Blitz. Colorado Springs. April 6, 2013. Web. March 14, 2014.