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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Presentation on theme: "©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part."— Presentation transcript:

1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 1 Event Sponsorship, Product Placements, and Branded Entertainment Event Sponsorship, Product Placements, and Branded Entertainment 16 1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

2 16 2 Brand + Entertainment 2 = IBP! There are many creative ways marketers are using promotional tools to create meaningful connections to consumers. Healthy Choice needed to reach young professionals who eat lunch at their desks to effectively promote Fresh Mixers— a rice or fresh pasta single serving lunch. The marketer and agency had extensive research on the target market—who were they? What were key behaviors? An IBP campaign was created: “Fresh Mixers Working Lunch” o Live improvs were performed by Second City at lunchtime o The Web portal to view the improvs was sponsored by Fresh Mixers. o Characters in the improv used Fresh Mixers in skits o The campaign, designed in this way, featured both branded entertainment and “buzz” marketing 16 2

3 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 3 Why the Convergence of Madison (NYC) & Vine (LA)? 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: o Dollars will leave (have left) traditional media because of audience fragmentation and ad avoidance o Reduced funds from ads will compromise programming o Compromised programming will reduce audience size leading to more ad erosion o Billions of dollars will flow to alternative IBP techniques Events, product placements, and branded entertainment offer exciting ways to build brands in the market. 16 3

4 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 4 Ad avoidance is fueling product placement and branded entertainment. Courtesy of TiVo, Inc.

5 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 5 Event Sponsorship Involves a marketer providing financial support to help fund an event The appeal of event sponsorship: o Effective media coverage and exposure o Fan loyalty converts to sales through the “affinity” effect o Events can foster brand loyalty o Events attract well-defined audiences 16 5

6 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 6 Event sponsorship can target well defined audiences. Courtesy, JBL Harman International

7 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 7 Finding the Sweet Spot: Guidelines for Effective Sponsorship Match the brand and the event Define the target audience precisely Stick to a few key messages Develop a plot line Deliver exclusivity Deliver relevance Use the Internet Plan for the before and after the event 16 7

8 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 8 Managing Event Sponsorship Assess the Benefits Hard to determine, especially if CEO ego is involved Nielsen has developed software for assessment Advertisers seek “media impressions” from brand exposures during the event Leverage the Event Collateral communication that reinforces the event— news coverage, PR, word-of-mouth, etc. Can be used to entertain/reward key customers, motivate sales force and employees Can be used to sell branded premiums 16 8

9 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 9 Events can be leveraged to sell branded premiums. © Susan Van Etten

10 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 10 Product Placements Placing a branded product in the content of an entertainment event/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 Novel product placements create “buzz” “Authenticity” and “celebrity connection” are keys to success in placement 16 10

11 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 11 Branded Entertainment Developing and supporting 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. 16 11

12 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 12 Branded entertainment puts the brand in a “natural” setting. © The Procter & Gamble Company. Used by permission.

13 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 13 Coordination Challenge—IBP is Everywhere! 16 13 Directories RadioEventsBillboards Television Branded Entertainment Entertainment Transit/Aerial Magazines Internet Newspapers

14 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 14 Factors Working Against Coordination 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. 16 14

15 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Check Your Understanding An up-and-coming chain of “green” grocers has reasonable prices, friendly staff, local produce, and a focus on organic and natural products. The company wants to connect with consumers in a fresh way and considers creating a show on the Food Network. What concept is this grocer considering? a.brand loyalty b.branded entertainment c.product placement d.Madison & Vine 16 15

16 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Check Your Understanding A firm has decided to sponsor a PGA golf tournament. Its marketing director knows it is critical to find unique ways to leverage the sponsorship. One way to leverage the sponsorship beyond traditional methods would be to a.estimate the number of viewers who will see the company name. b.allow the CEO to meet with top golfers on the course. c.calculate the exposures to the brand received by attendees. d.use the opportunity to entertain important clients and recruit new ones. 16


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