Event Marketing and Sponsorships

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.

Sponsorship Alternatives
1. Event marketing is a $9.5 billion business in NA.
Sports Entertainment Festivals and Fairs Causes Arts 2. Sports gets the majority of the investment (67%). 3. Sports reaches the masses. 4. Causes and arts reach the classes.

Sports Sponsorship Strategies

A company can invest a lot or a little. The benefits are the same but on a different level. Global International National Regional Local
Some companies such as McDonalds and Coca-Cola provide support at all levels. Events and sponsorships are integral aspects of their marketing strategies.

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)

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.

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 companys corporate citizenship program.

Cause Marketing Sponsorships

Association with a cause has a positive effect on consumers perceptions of a brand or company.
A means of emotionally connecting with consumers. Some companies develop and sponsor their own good causes.

CIBC Run for the Cure

Ronald McDonalds Childrens Charities

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.

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.

Event Marketing Planning

IMC Plan Event Marketing Plan Concept Objectives Strategies Execution Evaluation and Measurement Advertising and PR Strategy

Event Concept
Event Concept and Design Theme Venue $ Resources Timing Rooms & Layout Technical & A/V Suppliers Accomodations

Number of and extent of decisions depends on size and scope of the event.

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.

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

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. Press releases and conferences in pre-event stage.

PR Strategy

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

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

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. Effectiveness difficult to measure