Creating the Brand Story – Communications Campaigns MKT 3865 Dr. Don Roy.

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Presentation transcript:

Creating the Brand Story – Communications Campaigns MKT 3865 Dr. Don Roy

What to Sell: Steak or Sizzle?

I Don’t Make this Stuff Up! “It’s frustrating for female golfers. It’s kind of the state of where we’ve always been. We don’t get respect for being the golfers that we are. Obviously, Golf Digest is trying to sell magazines. But at the same time you’d like to see a little respect for the women’s game. - Stacy Lewis

Creative Strategy Decisions Message Strategy Presentation Strategy Execution Strategy

Message Strategies and Hierarchy Sports Model Awareness Trial AttitudePreference Associations Purchase Knowledge Affinity Action Loyalty InformationalEmotionalBehavioral

Creative Strategy Terminology Message Strategy – Approach used to deliver key ideas (“How to get through”) Presentation Strategy – Situational foundation for ad message (Context) Execution Strategy – How message is presented to audience (Form/appearance)

Figure 9.8 Examples of Informational Messages Season starts at home this year with a game against the Buffalo Bills on September 3 rd Albert Pujols and Los Angeles Angels will be here for a huge weekend. Tickets are still available Pittsburgh Penguins score one for life – Red Cross Blood drive, February 27 th at the Consol Energy Center. Jersey- style t-shirts for donors and an opportunity to meet Penguins stars

Emotional Appeal Example

Unique Presentation Situations in Sports Marketing a team brand versus individual star players Marketing the home team versus opponents Marketing a team with a poor on- field performance Marketing a team with little history or tradition

Presentation Strategy Examples

You Make the Call: K- Swiss Using Figure 9.4 as a template and using facts from case, construct a campaign plan for K-Swiss for marketing its Tubes shoes to the teen market. Your campaign plan includes: – Objectives – Strategies – Tactics Summarize your campaign by justifying the recommendations made Turn in at class on T 4/8; You can earn up to 25 points that will be used to replace your lowest quiz score.

Figure 9.4 Relationship between Objective, Strategy, & Tactics