14-1 copyright © 2009 pearson education canada inc. chapter 14 public relations and event marketing...

14-1 Copyright © 2009 Pearson Education Canada Inc.

CHAPTER 14

Public Relations and Event Marketing and

Sponsorships


Learning Objectives

Identify the role of public relations and event marketing and sponsorships in achieving organizational objectives.

Describe the various types of public relations activities

Identify the steps involved in the public relations planning process

Continued…


Learning Objectives (cont.)

Assess the usefulness of a variety of public relations tools

Evaluate public relations and event marketing and sponsorships as a communications medium

Identify the unique considerations involved in the planning and evaluation of event marketing programs


The variety of activities and communications

an organization undertakes to monitor,

evaluate, and influence the attitudes,

opinions and behaviours of groups or

individuals who constitute their publics.

Public Relations


Public relations is distinguished from advertising in two ways:

1. Advertising is focused on product image; public relations is more focused on corporate image.

2. Advertising is controlled and paid for by a sponsor (the company the media story concerns); public relations is controlled by the media.

Public Relations versus Advertising


Publicity

At the product level, publicity is used to market goods and services.Publicity is one aspect of public relationsIt is the communication of newsworthy information designed to familiarize the public with the features or advantages of a product, service, or idea.

Typically, publicity attends:Launching new productsOpening a new storeTechnological breakthroughAchievement of some milestone


The Publics

PR is sensitive to two different publics:

Employees, distributors, suppliers, shareholders, and regular customers

Media, governments, prospective shareholders, financial community, and community groups

InternalPublicsInternalPublics

ExternalPublicsExternalPublics


The role of PR generally falls into six areas: 1. Corporate Public Relations

Corporate Advertising

Advocacy Advertising

Crisis Management

2. Reputation Management

3. Product Publicity

4. Product Placement and Branded Content

Continued…

The Role of Public Relations


The Role of Public Relations (cont.)

5. Buzz Marketing (word-of-mouth)

6. Media Relations

7. Community Relations & Public Affairs

Lobbying

8. Fund Raising


A PR plan is dictated by the situation. It can:

be proactive and carefully set out in advance and be implemented with precision or

be reactive and only undertaken because of some unforeseen circumstance occurring

The success or failure of a PR plan can impact on the bottom line

Public Relations Planning


Public Relations Planning

PR planning usually involves five steps:

EvaluateEffectiveness

EvaluateEffectiveness

SituationAnalysisSituationAnalysis

EstablishObjectives

EstablishObjectives

Develop thePR StrategyDevelop thePR Strategy

Execute PlanExecute Plan


The tools available to execute public relations programs are diverse. Some are used routinely while others are used periodically.

Press Release Press Conference Publications Posters and Displays Web Sites Blogs

The Tools of the Trade


Credible source of

information

Can influence sales

positively

Helps to build

relationships

Lack of control

Costs associated

with waste

Advantages Disadvantages

Advantages & Disadvantages of Public Relations


Event Marketing

Integrating a variety of communication elements to support an event theme.

Financial support of an event in return for advertising privileges.

EventMarketing

EventSponsorship


Culture& the Arts

Culture& the Arts

Cultural sponsorships are aimed at a “class” target audience.

SportsSportsThe largest sponsorship segment (70%), sports reaches a “mass” target audience.

EntertainmentEntertainment Music plays a major role in entertainment sponsorships.

Primary Types of Sponsorship

Cause-RelatedCause-RelatedPartnership between a company and a non-profit entity for mutual benefit


Sports Sponsorship

Sports sponsorship are dominated by some of the largest manufacturers, service companies, and retailersFord, General Motors, Molson, Labatt, RBC Financial, BMO Financial Group, Visa, MasterCard82% of the North American executives perceive event marketing to be strategic and efficient business tool.

A key indicator of success is the effect the association with a sponsored event has on consumer awareness of brand or company.


Level of Sports Sponsorship

From grassroots (local) levels to global events, sponsorships can pay dividends for companies.

Local

Regional

National

International

Global


Sports marketing is extremely competitive so companies look for advantage by any means. Some recent strategies include:

Ambush Marketing

Venue Marketing and Sponsorship

Athlete Sponsorship

Sport Marketing Strategies


Entertainment Sponsorship

Sponsor concerts and secure endorsements from high-profile personalities in the hope that the celebrity-company relationship will pay off in the long run.Coca-Cola uses entertainment sponsorships as a vehicle for developing pop-music and youth-lifestyle marketing strategies.

Festivals (film, comedy, music) offer opportunities to reach a cross-section of adult target audiences.Montréal International Jazz Festival attracts GM, TD Canada Trust, Loto Quebec, and Bell.


Cultural and Arts Sponsorships

Art and cultural event opportunities embrace dance, film, literature, music, painting, sculpture, and theatre.Effective for companies who prefer to reach a more selective and upscale audience (e.g., Mercedes).

Primary benefit that companies gain from sponsoring the arts is goodwill from the public.


Cause Marketing Sponsorship

Partnership between company and a non-profit entity for mutual benefitThe relationship between the parties has significant meaning to consumers

CIBC Run fro the Cure (partners are Canadian Breast Cancer Foundation and CIBC both trying to raise funds to help find a cure for breast cancer)


“Fit” between the event and the sponsor is essential. It is important to:

Select events offering exclusivity

Use sponsorships to complement other promotional activity

Choose the target carefully

Select an event with image that sells

Establish selection criteria

Strategic Considerations for Event Marketing


Measuring the Benefits of Event Marketing and Sponsorship

The following indicators are used to measure the benefits of sponsorship:Awareness

Image

New Clients

Sales

Specific Target Reach

Media Coverage


Advantages

Target marketing capability

Face-to-face access to customers

Public image enhancement

Disadvantages

Cost of big events

Advertising clutter at events

Ambush marketing (potentially)

Effectiveness hard to measure

Advantages & Disadvantages of Event Marketing & Sponsorship

14-1 copyright © 2009 pearson education canada inc. chapter 14 public relations and event marketing...

Documents

public relations programs

product image public

advertisingpublic relations

aspect of public relationsit

event theme

advertising privileges

buzz marketing word

financial community