Download Event Marketing Plan

Chapter 10
Event Marketing
and Sponsorships
10-1
©2005 Pearson Education Canada Inc.
Event Marketing
Event Marketing
Integrating a variety of communications elements
behind an event theme.
Event Sponsorship
Financial support of an event in return for
advertising privileges.
10-2
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Sponsorship Alternatives
1. Event marketing is a $9.5
billion business in NA.
Sports
Entertainment
Festivals and Fairs
Causes
Arts
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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.
Sports Sponsorship Strategies
A company can invest a lot or a little. The benefits are
the same but on a different level.
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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.
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)
10-5
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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.
10-6
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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
Stratford Festival
Shaw Festival
Just for Laughs Festival
The primary benefit is goodwill; it is part of a
company’s corporate citizenship program.
10-7
©2005 Pearson Education Canada Inc.
Cause Marketing Sponsorships
Association with a cause has a positive effect on
consumer’s perceptions of a brand or company.
A means of emotionally
connecting with
consumers.
CIBC Run for
the Cure
Some companies
develop and sponsor
their own good causes.
Ronald McDonald’s
Children’s Charities
10-8
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Product Promotional Tours
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.
10-9
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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.
10-10
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Event Marketing Planning
IMC
Plan
Event Marketing
Plan
Concept
Objectives
Strategies
Execution
Advertising
and PR
Strategy
Evaluation and
Measurement
10-11
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Event Concept
Event Concept
and Design
Number of and extent of
decisions depends on size
and scope of the event.
10-12
Theme
Venue
$ Resources
Timing
Rooms & Layout
Technical & A/V
Suppliers
Accomodations
©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.
10-13
©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
10-14
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Marketing Communications
Branding
Name, logo, colour, and image.
Event needs a consistent look.
Advertising
Strategy
Message and media strategy to
create interest and reach target
effectively.
PR Strategy
Press releases and conferences in
pre-event stage.
10-15
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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
10-16
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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
10-17
©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.
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Effectiveness difficult to measure
©2005 Pearson Education Canada Inc.