1

Chapter 10Event Marketing and Sponsorships

2

Event Marketing

Event Marketing

Integrating a variety of communications elements behind an event theme.

Event Sponsorship

Financial support of an event in return for advertising privileges.

3

Sponsorship Alternatives

SportsEntertainment

Festivals and FairsCauses

Arts

SportsEntertainment

Festivals and FairsCauses

Arts

1. Event marketing is a $9.5 billion business in NA.

2. Sports gets the majority of the investment (67%).

3. Sports reaches the “masses.”

4. Causes and arts reach the “classes.”

4

Sports Sponsorship Strategies

A company can invest a lot or a little. The benefits are the same but on a different level.

• Global• International• National• Regional• Local

• Global• International• National• Regional• Local

Some companies such as McDonald’s and Coca-Cola provide support at all levels. Events and sponsorships are integral aspects of their marketing strategies.

5

Sports Sponsorship Strategies

Sports marketing is extremely competitive so companies look for advantage by any means.

1. Ambush Marketing

2. Venue Sponsorships and Marketing

3. Value-Added Sponsorships (Celebrity Association)

6

Entertainment Sponsorships

Entertainment opportunities are ideal for companies wanting to reach youth and young adult targets.

• Rock Concerts and Tours

• Film Festivals

With entertainment the goal is to leverage the sponsorship in order to to gain maximum benefit.

7

Culture and Arts Sponsorships

Culture and the arts reaches a more selective and upscale audience. It is “class” reach instead of “mass” reach.

DanceTheatreMusic

Literature

DanceTheatreMusic

Literature

Stratford Festival

Shaw Festival

Just for Laughs Festival

The primary benefit is goodwill; it is part of a company’s corporate citizenship program.

8

Cause Marketing Sponsorships

Association with a cause has a positive effect on consumer’s perceptions of a brand or company.

CIBC Run for the Cure

CIBC Run for the Cure

Ronald McDonald’sChildren’s Charities

Ronald McDonald’sChildren’s Charities

A means of emotionally connecting with consumers.

Some companies develop and sponsor their own good causes.

9

Product Promotional Tours

Experiential MarketingExperiential Marketing

Finding ways for a target audience to interact directly with a product.

A team arrives at pre-determined locations to actively promote and distribute a product.

Mountain Dew implements themed skateboarding tours.

10

To Participate or Not?

The decision to participate in event marketing should be based on predetermined criteria.

• Exclusivity

• Must compliment other IMC strategies

• Reach target effectively

• Appropriate image

• Media coverage opportunity.

The “fit” between event and sponsor is crucial.

11

Event Marketing Planning

IMCPlanIMCPlan

Event MarketingPlan

Concept ObjectivesStrategiesExecution

Event MarketingPlan

Concept ObjectivesStrategiesExecution

Evaluation and MeasurementEvaluation and Measurement

Advertisingand PRStrategy

Advertisingand PRStrategy

12

Event Concept

Event Conceptand Design

Event Conceptand Design

ThemeVenue

$ ResourcesTiming

Rooms & LayoutTechnical & A/V

SuppliersAccomodations

ThemeVenue

$ ResourcesTiming

Rooms & LayoutTechnical & A/V

SuppliersAccomodations

Number of and extent of decisions depends on size and scope of the event.

13

Event Objectives

Objectives are essential in order to justify investment. Some possible objectives include:

• Size of audience reached

• Ability to reach target

• Sponsor recognition levels

• Potential sales

• Economic Impact

Objectives are included in an event proposal along with organizational details and a timeline.

14

Event Marketing Strategies

An event is much like a product so the marketing strategies are similar.

• Define the product (the event)

• Establish price

• Distribution (of tickets)

• Marketing Communications

15

Marketing Communications

BrandingBranding

Advertising Strategy

Advertising Strategy

Name, logo, colour, and image. Event needs a consistent look.

Message and media strategy to create interest and reach target effectively.

PR StrategyPR Strategy Press releases and conferences in pre-event stage.

16

Event Marketing Execution

Delineating all of the details associated with the event.

• Site Selection

• Staging

• Catering and Accommodations

• Staffing

• Operations and Logistics

• Safety and Security

17

Benefits of Sponsorship

Although results are difficult to measure, certain rewards make an investment in event marketing worthwhile.

1. Awareness and Association

2. Image Enhancement

3. New Clients and Increases in Sales

4. Target Reach

5. Media Coverage

18

Drawbacks of Sponsorships

Events can be sexy and glamorous, but there are some drawbacks.

1. Cost of associating with “big” events

2. Advertising clutter at events

3. Effectiveness difficult to measure