For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Experiential Contact: Events, Sponsorships, & Customer Service

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin  What are the major types of events, and what roles can events play in IMC?  What types of sponsorship opportunities exist, and what are the strengths and weaknesses of events and sponsorships?  Why is customer service so important in building brand relationships and what are its strengths and limitations? Chapter Outline

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Events Sponsorships Customer Service Events Sponsorships Ways to Increase Consumer Involvement Chapter Perspective

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Opening Case: Camp Jeep

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin A special events program featuring: Camp Jeep, a $300 week-long event with events like “Jeep 101,” an off-highway course and Jeep seminars Hiking, tubing, and a Crafts Center for Kids A special events program featuring: Camp Jeep, a $300 week-long event with events like “Jeep 101,” an off-highway course and Jeep seminars Hiking, tubing, and a Crafts Center for Kids Educate brand users and increase brand loyalty A special events program featuring: Camp Jeep, a $300 week-long event with events like “Jeep 101,” an off-highway course and Jeep seminars Hiking, tubing, and a Crafts Center for Kids A special events program featuring: Camp Jeep, a $300 week-long event with events like “Jeep 101,” an off-highway course and Jeep seminars Hiking, tubing, and a Crafts Center for Kids Won “Best Program Generating Brand Loyalty” award Each summer, 55,000 people from 48 states attend Won “Best Program Generating Brand Loyalty” award Each summer, 55,000 people from 48 states attend Opening Case: Camp Jeep Challenge: Answer: Results:

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin A Way To Reach Hard-to-reach Target Audiences Engages Consumers With a Hands-on Experience A Way To Reach Hard-to-reach Target Audiences Engages Consumers With a Hands-on Experience Provides a Platform for Brand Publicity Increases Brand Awareness Event Marketing Event marketing: A promotional occasion designed to attract and involve a brand’s target audience Event Marketing Usage

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Tupperware Pioneered The Use of an Event As a Selling Tool, The In-Home Party

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Created Participation Sponsorship Created Participation Event Marketing 3 Types

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Baskin-Robbins Created an Event Around the World’s Largest Ice Cream Cake

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin The COMDEX Trade Show Attracts 200,000 People

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Sponsored Events Sponsorship: The financial support of an organization, person, or activity in exchange for brand publicity and association

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin 3.7 Billion People Watched at Least One Event in 2003 Sports Sponsorships Sports Single Largest Sporting Event: Olympics 2/3rds of All Event Sponsorships Single Largest Sporting Event: Olympics 2/3rds of All Event Sponsorships

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Cause And Mission Marketing Cause and mission marketing: When a brand promises to donate money or other types of support to an organization or social activity when a customer buys or uses the brand

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Vs. Strengths Enhances brand image through positive association Involve and build relationships with stakeholders The effectiveness of some events can be measured Enhances brand image through positive association Involve and build relationships with stakeholders The effectiveness of some events can be measured Strengths Enhances brand image through positive association Involve and build relationships with stakeholders The effectiveness of some events can be measured Enhances brand image through positive association Involve and build relationships with stakeholders The effectiveness of some events can be measured What Are The Strengths And Limitations Of Events And Sponsorships? Limitations Many events involve only a small portion of the brand’s total target audience Lack of control over some aspects of an event Many events involve only a small portion of the brand’s total target audience Lack of control over some aspects of an event

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Think About It How much control should a brand have over the content of an event they sponsor?

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Customer Service Customer service: The process of managing customers’ interactive experiences with a brand Includes: everything a company does to take care of customer needs when they buy and use a brand

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Dedicated Customer Service Department Helpful Employee Performance Convenient Facilities, Operations, and Arrangements Good Technical Support Dedicated Customer Service Department Helpful Employee Performance Customer-Focused Organizations Customer-Focused Umbrella

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Customers Are Conditioned to Expect It It Helps Retain Current Customers It Creates Competitive Advantage Customers Demand It Complex, High Tech Products Require It It Helps Retain Current Customers Customers Are Conditioned to Expect It Customers Demand It It Creates Competitive Advantage 5 Reasons To Focus On Customer Service Reasons To Focus

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Think About It What is your worst customer service horror story? How could it have been prevented?

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Attitude Responsiveness Accessibility Product Knowledge Feedback Responsiveness Attitude Product Knowledge Accessibility 5 Customer Service Strategies Strategies

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Vs. Strengths Superior ability to help maintain long- term customer relationships One-to-one nature is more persuasive than mass media Superior ability to help maintain long- term customer relationships One-to-one nature is more persuasive than mass media Strengths Superior ability to help maintain long- term customer relationships One-to-one nature is more persuasive than mass media Superior ability to help maintain long- term customer relationships One-to-one nature is more persuasive than mass media Why Is Customer Service So Important In Building Brand Relationships? Limitations Rarely integrated into an IMC program Seen by many firms as too expensive Rarely integrated into an IMC program Seen by many firms as too expensive

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Final Note: Combining interactive event experiences with positive customer service experiences leads to a positive, highly involving, and memorable link to the brand Powerful Link To the Consumer Interactive Events Customer Service