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Sales Promotion, Events, and Sponsorships Remark: Parts of the slides come from textbook publishers' presentation; There is no mean of violating or claiming as a writer of content. MKT3627 Sales Promotion Sponsorship • An investment in an activity in return for access to the exploitable commercial potential associated with this activity. • When companies support an event like • • • sport event, concert, or charity ex. Olympics Financially or donate product/service MKT3627 Sales Promotion Sponsorship (Cont.) • • • Mute non-verbal medium Messages are created using visuals, vocals, and context Sponsorship may be less effective in gaining attention MKT3627 Sales Promotion Sponsorship (Cont.) • Objectives: 1) Generation of awareness 2) Promotion of positive message about the product or company • 4 Types of SPONSORSHIP: 1. Event-related sponsorship 2. Broadcast/Program sponsorship 3. Cause-related sponsorship 4. Ambush Marketing MKT3627 Sales Promotion 4 Types of Sponsorship 1. Event-related sponsorship • • Best Known Type i.e. sponsoring soccer competition or activity Increase awareness or improve image 2. Broadcast/Program sponsorship • • • • A brand can sponsor a sports program, weather forecast or a soap Billboarding: mentioning the name of a sponsor Product placement: sponsor's product being used during the program to show to the audience • i.e. series/ James Bond Increase brand salience (via liking and attention to) MKT3627 Sales Promotion 4 Types of Sponsorship (Cont.) 3. Cause-related sponsorship • • The oldest form A combination of PR, Sales Promo, and corporate philanthropy (charity), based on profit-motivated giving to good causes Not just Charity, but Charity + integration of company's communication strategy MKT3627 Sales Promotion 4 Types of Sponsorship (Cont.) 3. Cause-related sponsorship (Cont.) • Transaction-based sponsorship (Cause-related marketing or point-of-purchase politics) A type of sponsorship in which the company invests a pre-specified amount of money in a good cause every time a consumer buys one of the company's product. • MKT3627 Sales Promotion i.e. a cause program to stop childhood hunger 4 Types of Sponsorship (Cont.) 4. Ambush Marketing • • • Promotional stunts used at events by companies that are not official sponsors. Typically occurs when one big brand is trying to dilute the presence of a rival that is sponsoring an event, thus diminishing the return on the official sponsor's investment. For example, • • MKT3627 Sales Promotion Nike ran its own soccer competition against the World Cup whose official sponsor was Adidas. Because of the publicity, many consumers assumed Nike was the official World cup sponsor. Event Marketing • A type of Public Relation (PR) activity • Using a number of elements of the promotion mix to create an event for the purpose of reaching strategic marketing objectives • Building a product's marketing program around a sponsored event • i.e. a golf tournament MKT3627 Sales Promotion Event Marketing (Cont.) • • Can use to project right image for the brand • Objectives: Very Costly 1. To build brand associations 2. To increase the perceived value of the brand in the consumer's mind MKT3627 Sales Promotion Other Promotional Supports • Blimps, balloons, inflatable • Skywriting plane • Huge in size • 3D Shape • Interactive and Internet Promotions MKT3627 Sales Promotion Loyalty Program • Also known as = Continuity or Frequency program • I.e. Frequent flier programs (Thai Airways Int'l) Membership programs (Carrefour I Wish Card) • Objective: To increase customer retention MKT3627 Sales Promotion Loyalty Program (Cont.) • • Make use of databases Mandates of Loyalty Programs: 1. Identify your best customers 2. Connect with those best customers 3. Retain the best customers, usually by rewarding them for their patronage 4. Cultivate new "best customers" MKT3627 Sales Promotion Partnership Programs • • • • Co-marketing Co-branding Licensing Tie-ins MKT3627 Sales Promotion Co-marketing • When manufacturers develop marketing communication programs with their main retail accounts, instead of for them. • Advertising and sales promotion build brand equity for both manufacturer and retailer. • i.e. Tesco-Unilever November Theme MKT3627 Sales Promotion Co-branding • When two companies come together to offer a product • i.e. King Power Duty Free logo on SCB credit card MKT3627 Sales Promotion Licensing • When an established brand "rents" that brand to other companies, allowing them to use its logo on their product and in advertising or events • i.e. Disney cartoons on ice cream MKT3627 Sales Promotion Tie-ins • Associations between complementary brands to create synergy (1+1=3) • i.e. cross promotion and merchandising of Doritos chips and Salsa • • • To spur impulse purchase Leverage similar strength Bigger impact in the marketplace MKT3627 Sales Promotion