Marketing Public Relations and Sponsorship Marketing 20

Audiences for Public Relations? 2

Marketing Public Relations Marketing Public Relations (MPR) Marketing-oriented aspect of public relations that is an organizational activity involved with fostering goodwill between a company and its consumers 3

Marketing Public Relations Proactive MPR Reactive MPR Dictated by a company’s marketing objectives Offensively oriented and opportunity seeking The conduct of public relations in response to outside influences Attempt to repair company’s reputation, prevent market erosion, and regain lost sales 4

Widely used forms of publicity in MPR Proactive MPR Proactive MPR Widely used forms of publicity in MPR Product releases Executive-statement Feature articles 5

Proactive MPR Product releases Executive- statement Feature articles Announce new products Provide relevant information, features and benefit Audiovisual product releases (video news releases, or VNRs) gained wide usage Executive- statement Feature articles 6

Proactive MPR Product releases Executive- statement Feature articles News releases quoting CEOs and other corporate executives May address a wide variety of issues Published in the news section Carry a significant degree of credibility Executive- statement Feature articles 7

Proactive MPR Product releases Executive- statement Feature articles Detailed descriptions of products or other newsworthy programs Written by a PR firm for immediate publications or airing Inexpensive to prepare Executive- statement Feature articles 8

Reactive MPR Negative publicity cases Examples ??? 9

Great example of Reactive MPR (a brand manager’s nightmare?):

Reactive MPR Negative publicity cases Product tampering cases -Tylenol and Sudafed The Perrier case The Pepsi Hoax Rumors 11

Reactive MPR Johnson & Johnson’s efforts to retain customers using 12

Reactive MPR Negative publicity cases Product tampering cases -Tylenol and Sudafed The Perrier case The Pepsi Hoax Rumors 13

Reactive MPR 14

Reactive MPR Exercise You are owner of a campus restaurant Negative publicity case You are owner of a campus restaurant Rumor: Rat found in your food How do you handle this??? 15

Sponsorship Marketing Event sponsorships Cause-related marketing 16

Why Growth in Sponsorships Avoid the clutter inherent in advertising media Help companies respond to consumers’ changing media habits Help companies gain the approval of various constituencies Can enhance a brand’s equity Enables marketers to target their efforts to geographic regions and/or to lifestyle groups 17

Event Sponsorships Event Sponsorship 18

Event Sponsorships McDonald’s List sponsorship options that offer the opportunity to build McDonald’s image as fitting into a healthy lifestyle. 19

Sponsoring Events and Causes John Hancock Hill Holliday

Event Sponsorships Denny’s Sponsorship Harlem Globetrotters WHY?? 21

Selecting Sponsorship Event Consistent with brand image? Reach the desired target market? Has competition ever sponsored the event? Is the event cluttered? Compliment your existing sponsorships and fit other marcom programs? Economically viable? 22

Event Sponsorships Ambushing Events 23

Cause-Related Marketing (CRM) 24

Event Related Promotion 25

Benefits of CRM Enhance corporate or brand image Thwart negative publicity Generate incremental sales Increase brand awareness Broaden customer base Reach new market segments Increase sales at retail level 26

Cause-Related Marketing illustration

Cause-Related Marketing CRM 28