E VENT S PONSORSHIP, P RODUCT P LACEMENTS, AND B RANDED E NTERTAINMENT Marketing 3344
2 T HE B RAVE N EW W ORLD OF IBP The Charmin Restrooms promotion shows: The creative ways marketers are using promotional tools to create meaningful connections to consumers. That the unconventional is becoming conventional and mass media are no longer enough to provide impact for a brand. IBP efforts are directed at hard-to-reach niche markets often in urban locations, where new market trends tend to originate. Other examples of new methods include: trucks that drive endlessly through city streets as mobile billboards ads beamed onto the sides of office buildings racks of postcard ads placed in trendy restaurants and nightspots ads printed on coffee cups with coordinated signage attached to coffee carts small signs attached to the backs of messenger bikes that patrol the canyons of downtown corporate America The Brave New World of IBP
W HY THE C ONVERGENCE OF M ADISON & V INE ? & V INE ? Advertising, branding and entertainment are converging though social networking, videogames, and events. Mass media erosion has fueled the convergence. More IBP options provide more opportunities for brand visibility. A mass exodus from traditional media – Chaos Scenario: Dollars will leave traditional media because of audience fragmentation and ad avoidance Reduced funds from ads will compromise programming Compromised programming will reduce audience size leading to more ad erosion Billions of dollars will flow to alternative IBP techniques Events, product placements, and branded entertainment offer exciting ways to build brands in the market.
Ad avoidance is fueling product placement and branded entertainment. Ad in Context Example
5 E VENT S PONSORSHIP Involves a marketer providing financial support to help fund an event The appeal of event sponsorship: Effective media coverage and exposure Fan loyalty converts to sales Events can foster brand loyalty Events attract well-defined audiences Event Sponsorship
6 Event sponsorship can target well defined audiences. Ad in Context Example
7 F INDING THE S WEET S POT : G UIDELINES FOR S PONSORSHIP 1. Match the brand and the event 2. Define the target audience 3. Stick to a few key messages 4. Develop a plot line 5. Deliver exclusivity 6. Deliver relevance 7. Use the Internet 8. Plan for the before and after
M ANAGING E VENT S PONSORSHIP Assess the Benefits Hard to determine, esp. if CEO ego is involved Nielsen has developed software for assessment Advertisers seek “media impressions” Leverage the Event Collateral communication that reinforces the event— news coverage, word of mouth, etc. Can be used to entertain/reward key customers, motivate sales force and employees Can be used to sell branded premiums
Events can be leveraged to sell branded premiums. Ad in Context Example
P RODUCT P LACEMENTS Placing a branded product in the content of an entertainment product: Television—over 100,000 placements in 2005 In movies—Under 25 segment most likely to notice and try brands placed in movies In video games—Game placement expenditures could reach $1 billion by 2010 “Authenticity” and “celebrity connection” are keys to success in placement Product Placements
11 B RANDED E NTERTAINMENT The development and support of a sporting event, TV show, theme park, short film, movie, or video game where the objective is to feature a brand to impress and connect with consumers in a unique and compelling way. The surge of these techniques relates to reaching unreachable segments. There is the risk of oversaturation resulting in consumer annoyance. Marketers and entertainment providers can have trouble working together and agreeing on priorities. Consumer advocacy groups like Consumer Alert argue that product (brand) placements are really just paid advertising and consumers should be informed of such. Attitudes and regulations vary from country to country.
12 C OORDINATION C HALLENGE DirectoriesDirectories EventsEvents TransitTransit BillboardsBillboards TelevisionTelevision BrandedEntertainmentBrandedEntertainment MagazinesMagazines InternetInternet RadioRadio NewspapersNewspapers
F ACTORS W ORKING A GAINST C OORDINATION Organizations rely on functional specialists who focus on their specialty and lose sight of what others in the organization are doing. Internal competition for budget dollars often leads to rivalries and animosities that work against coordination. Few agencies have all the internal skills necessary to fulfill clients’ demands for IBP. The objective underlying coordination is to achieve a synergistic effect: media and IBP can build on one another and work together.