Targeting these channels with appropriate marketing communications o Three out

Targeting these channels with appropriate marketing

This preview shows page 40 - 42 out of 47 pages.

Targeting these channels with appropriate marketing communications o Three out of four purchase decisions are made in store o An effective shopper marketing communication strategy is necessary An Introduction to Event Marketing & Sponsorships Event Marketing: the process, planned by a sponsoring organization, of integrating a variety of communications elements with a single event theme - Investments are necessary to generate awareness, sell tickets, and generate publicity for the event Event Sponsorship: the financial support of an event is exchanged for advertising privileges associated with that event - Sponsorships are set up on a tiered basis - Investments in event marketing and sponsorships fall into five categories: sports, entertainment, festivals and fairs, culture and the arts, and causes - Can benefit the event participants by offsetting ticket prices - Can benefit event organizers by offsetting expenses - Can benefit advertisers by gaining direct access to the attention of a very focused target market - Can benefit a community by democratizing the event Entertainment, Festival and Fair Sponsorships Entertainment opportunities are ideal for companies targeting the youth and young adult segments - Pepsi-Cola sponsors pop music events (youth segments) - GM sponsors Academy Awards (older demographics) Sports Marketing Sponsorship Involvement and the level of financial commitment depends upon the organization’s marketing objectives and overall strategy - Global Olympic games and world cup soccer - International Ryder cup golf, tour de France, grand prix - National Canadian track and field championships - Regional provincial summer and winter games, Ontario hockey league, Quebec major junior hockey league - Local Minor sport programs, road races, walks Ambush Marketing: a strategy used by non-sponsors of an event to capitalize on the prestige and popularity of the event by giving false impression they are sponsors Venue Marketing or Venue Sponsorship: linking a brand name or company name to a physical site, such as stadium, arena or theatre Value-added Sponsorships: large amount of public relations and media exposure accompany a marketer’s sponsorship agreement - Key is a lucrative player endorsement - Key indicates of success for event marketing are: brand awareness and brand association with the event
Image of page 40
Culture and the Arts Sponsorships These opportunities are ideal for companies targeting upscale audiences - Higher education - Higher income Goal is to leverage the goodwill obtained by the sponsorship: supports a corporate citizenship program Cause Marketing Sponsorships Associations with a cause has a positive effect on consumers’ perceptions of brand/or company Considerations for Participating in Event Marketing The most effective sponsors generally adhere to the following - Select events offering exclusivity - Use sponsorships to complement other promotional activities - Choose the target carefully - Select an event with an image that sells - Formalize selection criteria
Image of page 41
Image of page 42

You've reached the end of your free preview.

Want to read all 47 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture