TMK.edu Promotions and Sponsorships: September 2016
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Presented by Ludmila Palasin: September 14, 2016 How do you identify the right partner? How will we know if the event/sponsorship is successful? This session will go through some strategic guidelines and hidden pitfalls of this branch of marketing. There will also be some cases studies – good and bad – to give you additional insight and knowledge in order to create successful campaigns.
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TMK.edu Promotions and Sponsorships: September 2016
- 2. Agenda S Examples S Partnership Guidelines S Overarching Considerations S Category Specific Pros and Cons
- 4. S Examples
- 5. Celebrities and Brands – Easy to Get Wrong
- 6. Even MLB Can Get It Wrong
- 7. Sony: All I Want for Xmas is a PSP
- 8. Under Armour – I Will What I Want
- 11. The Golden Rule S The promotion or sponsorship should work as well for you as for your partner S Upfront investment with potential partners pays off S Leverage both partner’s strengths S Goals S KPIs S Elements S Timing S Budgets
- 12. Signs The Partner Is Not For You S The proposal you received is canned; nothing is tailored to your client S The proposal was cut and pasted so badly it includes the name of the previous advertiser it was sent to S Lackadaisical follow up
- 14. Vetting the Concept S Communicate the emotional, not just the functional, benefit of the brand S Be genuine and authentic S Have multiple communication platforms S Create exponential outcomes S Before/during/after S How to make your best customers your brand ambassadors
- 15. Keep in Mind S Planning and execution is everything S Have back-up plans S Be prepared for anything to go wrong S Communication S Multiple layers of creative approval S ‘Talent’ generally has a posse and can escalate costs and headaches dramatically S Legal
- 16. ‘Talent’
- 19. Cultural Institutions S Pros S Respected, community-based brands that can make it easier to reach specific segments of a target audience S Children S Ethnicities S Lifestyle S Cons S Limited creativity S View advertising as a necessary evil to support their ‘mission’ S Logo soup S Their timelines are dictated and are not necessarily flexible
- 20. Major League Sports S Pros S Devoted fan base that will align with brands the team supports S Huge reach S Multiple media types to deliver messaging S Promotion friendly and open to creativity S Cons S Expensive S Aligning with any one team/sport can limit to only a segment of the whole target audience S Potential for brand backlash if anything negative happens
- 21. Minor League Sports S Pros S Teams are deeply embedded in their local communities and can create hyper-local, grassroots promotions S Family-oriented; represent a low cost way for a family to have fun S Extremely creative with promotions, usually great with execution S Cons S Limited reach S Your brand could be in logo soup with local companies S Post campaign reporting may not be high quality or very complete
- 22. Events S Pros S Pure-play execution that can fully deliver a brand experience across multiple fronts S Memory creation can cement long term brand loyalty and create brand ambassadors S Cons S Can be very labor intensive S Some factors cannot be controlled (attendance, weather, power failure) S Insurance needs
- 23. Celebrity Endorsements S Pros S Brand can create enormous impact by drawing on qualities and fame of the endorser S Cons S Working with ‘talent’ S Expensive S Align with one segment of the target to the detriment of others S Negative fallout if the talent gets into trouble
- 24. Thank You!
Notes de l'éditeur
- Malala Yousafzai being shot by the Taliban and bouncing off a Kurl mattress to get a humanitarian award. Ogilvy.
- Diamondbacks and Hello Kitty? These databases cannot even overlap. Arizona baseball fans crossed with 3 year old little girls? First 10,000 fans got a Hello Kitty bobblehead
- Sony posted a fake fan site filled with all sorts of ‘fan’ comments, photos and videos. Suspicious gamers tracked it down and unleashed a torrent of anger on gamer and sites and forms. Extremely damaging to one of this brand’s most important audiences. They had to do what you never want to do – issue and apology. Worse, they publicly laid the fault at the feet of their promotional agency, Zipatoni.
- Misty Copeland changed the rules for ballerinas – this video was shot and she reads in VO the rejection letter from the ballet academy she applied that lists out in detail all the reasons she could never be a professional ballerina. Viewed more than 7MM times.
- More than just money. One plus one has to equal three, or four
- Be thoughtful and creative about how digital is used
- More than just money. One plus one has to equal three, or four Have a disaster management plan
- A Reddit user noticed his neighbor’s epic delivery – which hit the front page of the site the next day. Completely shattered the agency’s plan for a press release and video that week with the winner. So they had to scramble Fortunately they were able to keep the winner’s name under wrap and were able to shift gears to reveal not the promotion, but the winner, in the video.
- Latest trend is ambush marketing. World Cup is Addidias. Nike used Alphonso to conquest second-screen viewing.
- Ryan Lochte
- Ryan Lochte; Peyton Manning