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CHAPTER 14 Public Relations and Event Marketing and Sponsorships 14-1 Copyright © 2009 Pearson Education Canada Inc. Learning Objectives Identify the role of public relations and event marketing and sponsorships in achieving organizational objectives. Describe the various types of public relations activities Identify the steps involved in the public relations planning process Continued… 14-2 Copyright © 2009 Pearson Education Canada Inc. Learning Objectives (cont.) Assess the usefulness of a variety of public relations tools Evaluate public relations and event marketing and sponsorships as a communications medium Identify the unique considerations involved in the planning and evaluation of event marketing programs 14-3 Copyright © 2009 Pearson Education Canada Inc. Public Relations The variety of activities and communications an organization undertakes to monitor, evaluate, and influence the attitudes, opinions and behaviours of groups or individuals who constitute their publics. 14-4 Copyright © 2009 Pearson Education Canada Inc. Public Relations versus Advertising Public relations is distinguished from advertising in two ways: 1. Advertising is focused on product image; public relations is more focused on corporate image. 2. Advertising is controlled and paid for by a sponsor (the company the media story concerns); public relations is controlled by the media. 14-5 Copyright © 2009 Pearson Education Canada Inc. Publicity At the product level, publicity is used to market goods and services. Publicity is one aspect of public relations It is the communication of newsworthy information designed to familiarize the public with the features or advantages of a product, service, or idea. Typically, publicity attends: 14-6 Launching new products Opening a new store Technological breakthrough Achievement of some milestone Copyright © 2009 Pearson Education Canada Inc. The Publics PR is sensitive to two different publics: 14-7 Internal Publics Employees, distributors, suppliers, shareholders, and regular customers External Publics Media, governments, prospective shareholders, financial community, and community groups Copyright © 2009 Pearson Education Canada Inc. The Role of Public Relations The role of PR generally falls into six areas: 1. Corporate Public Relations Corporate Advertising Advocacy Advertising Crisis Management 2. Reputation Management 3. Product Publicity 4. Product Placement and Branded Content Continued… 14-8 Copyright © 2009 Pearson Education Canada Inc. The Role of Public Relations (cont.) 5. Buzz Marketing (word-of-mouth) 6. Media Relations 7. Community Relations & Public Affairs Lobbying 8. Fund Raising 14-9 Copyright © 2009 Pearson Education Canada Inc. Public Relations Planning A PR plan is dictated by the situation. It can: be proactive and carefully set out in advance and be implemented with precision or be reactive and only undertaken because of some unforeseen circumstance occurring The success or failure of a PR plan can impact on the bottom line 14-10 Copyright © 2009 Pearson Education Canada Inc. Public Relations Planning PR planning usually involves five steps: Situation Analysis Establish Objectives Develop the PR Strategy Evaluate Effectiveness 14-11 Execute Plan Copyright © 2009 Pearson Education Canada Inc. The Tools of the Trade The tools available to execute public relations programs are diverse. Some are used routinely while others are used periodically. Press Release Press Conference Publications Posters and Displays Web Sites Blogs 14-12 Copyright © 2009 Pearson Education Canada Inc. Advantages & Disadvantages of Public Relations Advantages Disadvantages Credible source of information Lack of control Can influence sales positively with waste Costs associated Helps to build relationships 14-13 Copyright © 2009 Pearson Education Canada Inc. Event Marketing 14-14 Event Marketing Integrating a variety of communication elements to support an event theme. Event Sponsorship Financial support of an event in return for advertising privileges. Copyright © 2009 Pearson Education Canada Inc. Primary Types of Sponsorship Sports Entertainment 14-15 The largest sponsorship segment (70%), sports reaches a “mass” target audience. Music plays a major role in entertainment sponsorships. Culture & the Arts Cultural sponsorships are aimed at a “class” target audience. Cause-Related Partnership between a company and a non-profit entity for mutual benefit Copyright © 2009 Pearson Education Canada Inc. Sports Sponsorship Sports sponsorship are dominated by some of the largest manufacturers, service companies, and retailers Ford, General Motors, Molson, Labatt, RBC Financial, BMO Financial Group, Visa, MasterCard 82% of the North American executives perceive event marketing to be strategic and efficient business tool. A key indicator of success is the effect the association with a sponsored event has on consumer awareness of brand or company. 14-16 Copyright © 2009 Pearson Education Canada Inc. Level of Sports Sponsorship From grassroots (local) levels to global events, sponsorships can pay dividends for companies. Global International National Regional Local 14-17 Copyright © 2009 Pearson Education Canada Inc. Sport Marketing Strategies Sports marketing is extremely competitive so companies look for advantage by any means. Some recent strategies include: Ambush Marketing Venue Marketing and Sponsorship Athlete Sponsorship 14-18 Copyright © 2009 Pearson Education Canada Inc. Entertainment Sponsorship Sponsor concerts and secure endorsements from high-profile personalities in the hope that the celebrity-company relationship will pay off in the long run. Coca-Cola uses entertainment sponsorships as a vehicle for developing pop-music and youthlifestyle marketing strategies. Festivals (film, comedy, music) offer opportunities to reach a cross-section of adult target audiences. Montréal International Jazz Festival attracts GM, TD Canada Trust, Loto Quebec, and Bell. 14-19 Copyright © 2009 Pearson Education Canada Inc. Cultural and Arts Sponsorships Art and cultural event opportunities embrace dance, film, literature, music, painting, sculpture, and theatre. Effective for companies who prefer to reach a more selective and upscale audience (e.g., Mercedes). Primary benefit that companies gain from sponsoring the arts is goodwill from the public. 14-20 Copyright © 2009 Pearson Education Canada Inc. Cause Marketing Sponsorship Partnership between company and a non-profit entity for mutual benefit The relationship between the parties has significant meaning to consumers CIBC Run fro the Cure (partners are Canadian Breast Cancer Foundation and CIBC both trying to raise funds to help find a cure for breast cancer) 14-21 Copyright © 2009 Pearson Education Canada Inc. Strategic Considerations for Event Marketing “Fit” between the event and the sponsor is essential. It is important to: Select events offering exclusivity Use sponsorships to complement other promotional activity Choose the target carefully Select an event with image that sells Establish selection criteria 14-22 Copyright © 2009 Pearson Education Canada Inc. Measuring the Benefits of Event Marketing and Sponsorship The following indicators are used to measure the benefits of sponsorship: Awareness Image New Clients Sales Specific Target Reach Media Coverage 14-23 Copyright © 2009 Pearson Education Canada Inc. Advantages & Disadvantages of Event Marketing & Sponsorship Advantages Target marketing capability Face-to-face access to customers Public image enhancement 14-24 Disadvantages Cost of big events Advertising clutter at events Ambush marketing (potentially) Effectiveness hard to measure Copyright © 2009 Pearson Education Canada Inc.