Download - 16 Event Sponsorship, Product Placements, Celebrity and Branded Entertainment (Advertainment)
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16 Event Sponsorship, Product Placements, Celebrity and Branded Entertainment (Advertainment)
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Examples of Event Marketing• The Charmin Pottypalooza Promotion shows that:
– The creative ways marketers are using promotional tools to create meaningful connections to consumers.
– 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 (strippermobile!)
– ads beamed onto the sides of office buildings;
– racks of postcard ads placed in trendy restaurants and nightspots
– small signs attached to the backs of messenger bikes that patrol the canyons of downtown corporate America.
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Event Sponsorship
• 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
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Guidelines for Sponsorship1. Match the brand and the event2. Define the target audience3. Stick to a few key messages4. Develop a plot line5. Deliver exclusivity6. Deliver relevance7. Use the Internet8. Plan for the before and after
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AOL sponsored the 2004 Super Bowl half time. Did the ‘wardrobe malfunction’ fiasco promote or disrupt their
exposure?
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Branded Entertainment• Embedding a brand or brand symbol in entertainment programming
– Product placement is placing a brand into the content of an entertainment product.
– Agents, marketers, producers and writers are finding ways to incorporate brands in movies, webisodes, and reality TV.
– Anywhere and any time people are being entertained, there is opportunity for branded entertainment.
• Examples :
– On Time Warner’s WB network, a shiny orange Volkswagen Beetle convertible played an important role in Smallville.
– In the sitcom Everybody Loves Raymond, Ray Romano chased his wife around a grocery store, knocking over a Ragu display.
– Queer Eye for the Straight Guy has provided a bonanza of placement opportunities with brands like Amaretto, Redken, and Diesel.
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EVENT MARKETING AND SPONSORED EXPERIENCES
CASE STUDY OF THE BLOCK HOTEL; OWNED BY VEGAS LOCALS
Liko Smith, Kevin Kearns, & Mike Woods THE BLOCK Hotels
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Two Men
Marc Frank Montoya
Snowboarding
Liko Smith
Hotels
Snowboarding + Hotels =
- One Vision
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Snowboarding + Hotels =
Skiing
Mountain BikingHiking
BoatingGambling
Wind-surfing
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Board
Racks
Ipod Stereos
Snowboarding + Hotels =
Hip
Hop
BlueBird Wax Room
Culture
Game ConsolesFree Movie/Game Rentals
Boot/Glove Warmers
VIP Status
THAT’S
ME!
Poker Room
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Brand Beginnings
Brand Building
Brand & Beyond!
• G4
• MTV
• Snowboard Magazine
• Snowboarder Magazine
• Trans World Snowboarding
• HotelChatter.com
• Entrepreneur.com
• Snowsports.org
• International Coverage
• Various other media outlets
• CNN Financial
• Outside Magazine
• Men’s Journal
• New York Magazine
• Inc. Magazine
• Penthouse
• X Games
• Westword
• LA Times
• NY Times
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THE BLOCK Rail at Heavenly
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Sponsored Hotel Room Formula
• Emotional Connectione=mc2
• 1 + 1 = 300!
• Endemic vs. Non-Endemic
• Dangers & Rejects
• Long-term
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Sponsored Hotel Rooms
DVS Shoe Company
“Retro Vibe”
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Branded Rooms
Vivid
“Pornstar”
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Branded Rooms
Bear Mountain
“Mountain Made”
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Branded Room Formula
• Emotional Connectione=mc2
• 1 + 1 = 300!
• Endemic vs. Non-Endemic
• Dangers & Rejects
• Long-term
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A La Carte Sponsors/Partners
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Event marketing…
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What event sponsors want…Win
EXPOSURE
Film Premieres
THE BLOCK Rail Jam
International
Coverage
THE BLOCK PartyPress Releases
Win Win
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Win
ASSOCIATION
Anything But
SquareRelevant SponsorsAuthentic Relationships
Pro Snowboarders
Win Win
What event sponsors want…
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Why our partners love us…
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Event marketing…
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Sponsors love EVENT MARKETING
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Celebrity Marketing
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Overview
• Talent agencies negotiate salaries and other perks for celebrities.
• These agencies find and secure the best possible roles, money, and other benefits for actors.
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Factors Affecting Salaries
• Popularity of Celebrity• Position in Career• Whether or not the actress/actor has just
made a blockbuster film• Overall Public Perception– Ex. Serious films/Art Films generate lower salaries
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External Factors Which Determine Demand
• State of the Nation– Ex. 9/11, Spiderman
• Time of Year/Season– Ex. Independence Day premiered 7/4
• Economy– Ex. Disposable Income
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External Factors Determine Demand cont’d
• Public Opinion – ACNielson Study– “Positive reviews – almost half of all movie
viewers were influenced to see a film by a positive review.”
– “While only 29% said a negative review persuaded them to skip a movie.”
– “Only 1/3 decided on a film based on its positive box office results.”
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Determining Public Demand
• Marketing Research uses– Surveys
• www.gozing.com • ACNielson Study – survey of 10,000 households
– Opinion polls• http://www.the-movie-times.com/thrsdir/question.html
– Test Screening• Ex. Ghost
• Secondary Research– Previous films, actors, directors, etc.
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Results of Marketing Research
• MR determined Titanic and Forrest Gump would be huge hits
• Biggest impact on the budget is quality determined by director and producer– Cast/talent, equipment, editing, location
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Movie Budget Statistics
• http://www.the-numbers.com/movies/records/budgets.html
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Gross Earnings (millions)
• Top 5 Male Actors1. Harrison Ford - $118.6 (25 films)2. Tom Hanks - $109.4 (25 films)3. Mel Gibson - $104.3 (30 films)4. Robin Williams - $102.9 (27 films)5. Tom Cruise - $100.4 (20 films)
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Gross Earning (millions) cont’d
• Top 5 Female Actors1. Julia Roberts - $86.9 (21 films)2. Carrie Fisher - $79.2 (17 films)3. Whoopi Goldberg - $62.5 (25 films)4. Drew Barrymore - $60.3 (23 films)5. Sally Field - $56.3 (24 films)
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Questions?
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Why is marketing research significant in the process of determining a celebrity’s salary?
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Give an example of a movie that was expected to be a hit but resulted in a flop. So you think that marketing research was conducted properly or at all?
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The producer of Titanic is thinking about producing Titanic II, but wonders what the audience response would be to the sequel. Define the management decision problem.
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Define the marketing research problem corresponding to the management decision problem you have identified.
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Based on your problem definition, identify two research questions and develop two hypotheses for each question.