©2005 Pearson Education Canada Inc.10-1 Chapter 10 Event Marketing and Sponsorships

©2005 Pearson Education Canada Inc.10-2 Event Marketing Integrating a variety of communications elements behind an event theme. Event Sponsorship Financial support of an event in return for advertising privileges.

©2005 Pearson Education Canada Inc.10-3 Sponsorship Alternatives Sports Entertainment Festivals and Fairs Causes Arts Sports Entertainment Festivals and Fairs Causes 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.”

©2005 Pearson Education Canada Inc.10-4 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.

©2005 Pearson Education Canada Inc.10-5 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)

©2005 Pearson Education Canada Inc.10-6 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.

©2005 Pearson Education Canada Inc.10-7 Culture and Arts Sponsorships Culture and the arts reaches a more selective and upscale audience. It is “class” reach instead of “mass” reach. Dance Theatre Music Literature Dance Theatre Music Literature Stratford Festival Shaw Festival Just for Laughs Festival The primary benefit is goodwill; it is part of a company’s corporate citizenship program.

©2005 Pearson Education Canada Inc.10-8 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’s Children’s Charities Ronald McDonald’s Children’s Charities A means of emotionally connecting with consumers. Some companies develop and sponsor their own good causes.

©2005 Pearson Education Canada Inc.10-9 Product Promotional Tours Experiential Marketing Experiential 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.

©2005 Pearson Education Canada Inc 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.

©2005 Pearson Education Canada Inc Event Marketing Planning IMC Plan IMC Plan Event Marketing Plan Concept Objectives Strategies Execution Event Marketing Plan Concept Objectives Strategies Execution Evaluation and Measurement Evaluation and Measurement Advertising and PR Strategy Advertising and PR Strategy

©2005 Pearson Education Canada Inc Event Concept and Design Event Concept and Design Theme Venue $ Resources Timing Rooms & Layout Technical & A/V Suppliers Accomodations Theme Venue $ Resources Timing Rooms & Layout Technical & A/V Suppliers Accomodations Number of and extent of decisions depends on size and scope of the event.

©2005 Pearson Education Canada Inc 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.

©2005 Pearson Education Canada Inc 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

©2005 Pearson Education Canada Inc Marketing Communications Branding 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 Strategy Press releases and conferences in pre-event stage.

©2005 Pearson Education Canada Inc 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

©2005 Pearson Education Canada Inc 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

©2005 Pearson Education Canada Inc 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