Download SEM 2 2.06 PPT

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
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