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Chapter 10Event Marketing and Sponsorships
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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.
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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.”
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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.
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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)
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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.
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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.
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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.
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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.
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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.
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Event Marketing Planning
IMCPlanIMCPlan
Event MarketingPlan
Concept ObjectivesStrategiesExecution
Event MarketingPlan
Concept ObjectivesStrategiesExecution
Evaluation and MeasurementEvaluation and Measurement
Advertisingand PRStrategy
Advertisingand PRStrategy
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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.
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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.
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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
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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.
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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
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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
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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
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