Identify ambush strategies to use at other events SEMII 2.06 Identify ambush strategies to use at other events

What is Ambush Marketing? Ambush marketing is the practice of appearing to align a brand with an event for which that brand has not paid for the right to be a sponsor. http://www.youtube.com/watch?v=n9g2ZF4a1j4

Reasons Businesses Use Ambush Marketing It attracts consumers at the expense of its competitors It is cheaper than being an official sponsor http://www.youtube.com/watch?v=F3RQXua0w5U

Ambush Marketing used as a Marketing Strategy A brand associates itself with a sport/event as a “non-sponsor” Uses questionable tactics to gain connection Handing out free apparel or items with the company name on it

Develop viral sport/event marketing strategies SEMII 2.06 Develop viral sport/event marketing strategies

What is Viral Marketing? Viral Marketing is any marketing strategy that encourages users to pass on the marketing materials or message to others.  Also known as “word-of-mouth marketing”

Importance of viral marketing It is the least expensive option for advertising purposes How can it make or break a company?

Examples of viral marketing Pepsi Max puts a video on You-Tube and it shared on Facebook, Twitter, etc. by millions of people.

SEMII 2.06 Explain considerations in using special events as a sales-promotion strategy

What is a Special Event? A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body

Types of Special Events Pre-game autograph session/meet & greet Pre/post- game concert for fans Giveaways to fans Walk-In (first 100 people in the gate get free t-shirt) In-Stadium (pom-pom on every seat in the stadium) In-game contests Half-court shot for $1,000,000 during halftime of Final Four game Community Service Project Toy for Tots contribution gets discount on ticket

Benefits of Using Special Events Creates excitement for main event Builds additional fan base Maintains existing fan base Creates goodwill Increases revenue (ticket, merchandise, concessions)

Barriers to Using Special Events Takes away attention from main event High cost of some events Paying performers Paying for giveaways

Creating Special Event Plans Develop strategies for success Make a detailed checklist to ensure organization Create a budget (and stick to it) Consider logistics Traffic, start/end time, shipment of giveaway items from manufacturer, set-up/clean-up, staffing, etc Plan advertising/publicity Evaluate the event SWOT Analysis