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Download Marketing Public Relations and Sponsorship Marketing
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Marketing Public Relations and Sponsorship Marketing 20 Public Relations Audiences for Public Relations? 22 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 • The conduct of • Dictated by a public relations in company’s marketing response to outside objectives influences • Offensively oriented • Attempt to repair and opportunity company’s seeking reputation, prevent market erosion, and regain lost sales 4 Proactive MPR Proactive MPR Widely used forms of publicity in MPR Product releases Executive-statement Feature articles 5 Proactive MPR Product releases Executivestatement Feature articles • Announce new products • Provide relevant information, features and benefit • Audiovisual product releases (video news releases, or VNRs) gained wide usage 6 Proactive MPR Product releases Executivestatement 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 7 Proactive MPR Product releases Executivestatement • Detailed descriptions of products or other newsworthy programs • Written by a PR firm for immediate publications or airing • Inexpensive to prepare 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 reactive MPR 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 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 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) Cause-Related Marketing 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 Cause-related marketing illustration Cause-Related Marketing Cause Related Marketing CRM 28
