1. Instruments of marketing communications: EVENT MARKETING

2. Exhibitions, special events and sponsorship. Choice criteria for event marketing programs. New instruments of marketing communications: product placement, presentation. Internet marketing. Problems of budgeting and evaluation.

3. SPONSORSHIP OBJECTIVES AND AUDIENCES OBJECTIVE CATEGORY SPECIFIC OBJECTIVEAUDIENCE BRANDRaise awareness Change attitudes and image Prompt trial Protect and build sales CONSUMERS Exclude from opportunities COMPETITORS CORPORATEMaintain investments Reinforce relationships Develop goodwill Motivate and reward Foster special interests SHAREHOLDERS POLITICIANS & REGULATORS DISTRIBUTORS EMPLOYEES MANAGEMENT

4. Sponsorship & Consumer Perspectives Sponsorship definition Consumer- related attitudinal constructs Event Attitudes towards behavioural intent Attitudes towards commercialization Attitudes towards event Sponsorship- linked marketing Objectives

5. SPONSORDHIP OBJECTIVES Enhance a company’s image Increase a firm’s visibility Differentiate a company from its competitors Showcase specific goods and services Help a firm develop closer relationship with current and prospective customers Unload excess inventory

6. INTERNET MARKETING internet-based marketing –is a way to provide added value to stakeholders: customers, company, investors, and the media. to develop marketing strategies and tactics outside of your company Web site. The goal –to drive traffic to your site, –but the execution is through external means such as banner ads, sponsorships, and e-mail campaigns. –Often these tactics are part of an overall branding strategy.

7. Marketing Traditional Broadcast advertising Direct mail Press releases Promotions Networking Word of mouth Internet Banner adse-mail Web site pressroom Online events Chat rooms/listserv Viral marketing

8. INTERNET AS PART OF MARKETING STRATEGY Communication channel Distribution channel Lead generation Media relations Revenue stream Increase speed of new products to market Reducing costs in order fulfillment

9. Enhancing customer service Aftermarket information Medium for advertising Expanding into new markets Promotional programs Extending the branding experience INTERNET AS PART OF MARKETING STRATEGY

10. FACTORS Company goals and resources: –Where does the Internet fit into the organization’s long-term and short-term goals? –Does the company have the resources (time, people and money) to build and maintain the strategies? Target audience sophistication: –How long has your typical customer used the Internet? –What is your customer’s typical connection to the Internet? –How does your customer use the Internet?

11. Marketing Integration: –How can Internet marketing strategies support your traditional programs? –How can Internet marketing add value to the customer’s experience with the brand? Impact on the bottom line: –How has your company defined success? –How will you measure results? FACTORS

12. WEB SITE STRATEGY Determine what your business wants to achieve from going online Understand your target audience e.g., technical capacities, use of the Internet Define how your Web site will integrate with existing marketing activities Ensure your brand/core competencies remain consistent to your offline efforts Ensure backend processes are in place to support online initiatives

13. WEB SITE TYPES Promotional sites Service sites E-commerce sites

14. PROMOTIONAL SITES A promotional site is an extension of your company’s collateral materials, product/service catalogues and corporate data. The first generation: “brochureware” (limited interactive functionality). The goal is not to sell but to provide information to help customers make a purchase decision. More sophisticated sites allow visitors to search for specific details and some even link to maps.

15. SERVICE SITES Service sites incorporate an authentic service within the Web site environment. –Federal Express’s Web site enables customers to track the status of their deliveries. –As an added convenience, the site also enables customers to store account information such as pick-up and billing addresses.

16. E-COMMERCE SITES From candy http://www.godiva.com to cars e-commerce sites allow customers to purchase products and services directly through the Web site.http://www.godiva.com Typically, payment is made through a credit card or pre-established payment for terms. Europeans are experimenting with Smart Card technology

17. 50 Tips to Increase Traffic 1.Banner ads 2.Sponsorships 3.Interstitial ads 4.eNewsletter ads 5.Online events 6.E-mail newsletters 7.Participation in users groups and listserv 8.Join affiliate programs 9.Conduct research to better understand your market 10.Leverage traditional offline marketing strategies

18. 11.Develop internal communication processes with managers of all marketing functions and channel responsibilities 12.Develop an integrated marketing plan 13.Include your URL in all corporate materials and product literature 14.Establish goals and success metrics 15.Develop partnerships Web site Specific 16.Corporate information including speeches and white papers 17.Public Relations press page 18.Review your Web site navigation and usability 19.Viral toys and postcards 20.Ensure that your content is fresh and adds value 50 Tips to Increase Traffic

19. 21.Develop a process to ensure out dated information is deleted 22.Link to appropriate sites 23.Loyalty programs 24.Online community 25.Search engine placement – review monthly 26.Meta tags and key words 27.Security policy posted on site 28.Privacy policy posted on site 29.Develop an opt-in list 30.E-mail link to customer service department 50 Tips to Increase Traffic

20. 31.Develop response standards to e-mail inquiries 32.Online chat connected to customer service department 33.Branding strategy – ensure the consistency of the brand is reflected on the site 34.Collect visitor information 35.Analyze your site’s log trends 36.Include e-commerce capability 37.Register the common misspelling of your URL 38.Encourage employees to add your corporate URL to their e-mail signatures 39.Ask visitors to bookmark your site 40.Include a search engine function 50 Tips to Increase Traffic

21. 41.Add a FAQ (frequently asked question) section 42.Include a site map 43.Ensure that shopping carts, order forms function properly 44.Periodically check all links 45.Periodically check the upload page time 46.Build your site to accommodate your customers’ logon technology 47.Remember you are now a “global company” 48.Navigate your entire site as though you were a first time visitor 49.Incorporate personalization and customization functionality 50.Develop a CRM (customer relationship management) strategy to analyze and mine customer data 50 Tips to Increase Traffic

22. Internet Services offered by Advertising Agencies Building databases for e-mail campaigns Designing e-mail campaigns linking customers to web site information Creating fun and innovative games to attract and keep customers coming back to the Web page Creating incentive programs Translating printed documents for the Internet Adding graphics to the Web site

23. Clues to Poor Design Clueless banners Slow loading front page Forcing people to go through numerous screens Too much verbal information Too many technical terms Hard navigation

24. Home Task 5 Access 4 different Web sites for one of the following products. Locate the FAQ section. Was the FAQ section difficult to find? How is the FAQ section organized? Does it provide effective answers for questions? Do the four sites have similar questions listed?

25. Product categories: Jeans Cosmetic Surgery Automobile Cameras Financial Services Home Task 5